Five Essential Marketing Platforms
January 26, 2012 | 
Author Although we’re in the world of the Internet, using online platforms is just one of the essential platforms you should consider when developing your marketing plan.
Research the following 5 platforms, and choose at least three of them that you can use to research your targeted demographic successfully.
1. Print: newspaper ads, magazine ads, postcards, flyers, brochures, billboards, bus boards, posters…and more
2. Online: pay-per-click advertising, chat forums, press releases, web sites, sales pages, lead capture pages, social media, blogging…and more.
3. Referrals: They don’t usually occur by themselves, so make sure you ASK for them!
4. Cold Calling/Cold Walking: We all hate it, but it can be extremely effective. How more targeted can you get, for example, than directly approaching a hospital with your green, inexpensive anti-microbial cleaning products?!!
5. Networking: Face to Face interaction can cement the relationship!
Consider where your target audience is, research how you can reach them, and use the above platforms to engage.
The 3 T’s of Marketing
As we all know, launching a business is not enough. Marketing is essential in order for every business to survive.
Here are the 3 T’s of Marketing that outline the fundamentals you need to understand in order to create an effective marketing campaign.
1. Targeted Message
You need short, concise ad copy that is tailored to your specific target demographic.
2. Targeted Demographic
It’s essential that you do your research in advance to identify who your ideal customer truly is and to find out what that customer needs and wants.
3. Targeted Marketing Platform:
Based on your prior research, you should execute a marketing campaign that specifically targets your demographic and will reach them. Choose marketing platforms that your target demographic engages with regularly.
You’ve problem come to the conclusion that “targeting” is the key in all of this! The research will take you time, and the results will be so worth it!
Understanding Your Target Demographic
Marketing truly begins with understanding your target demographic. If you do not understand this essential element, then you simply don’t know who you’re marketing to. And if you don’t know who you’re marketing to, then the questions of what to market and where to market cannot be answered.
Some of you may say, “Everyone is my target. My product and service is for anyone – all people of all ages.” This may well be. However, for the purposes of marketing, it’s essential that you narrow your demographic. This is not to say that you will turn away clients who do not fit into the target demographic. Not at all! You’re just going to identify what demographic you can market to most effectively for business growth.
Here are some questions to consider when defining your target market:
1. Who is currently buying your products/services (including competitors)?
2. Who might need your products/services?
3. What do those people read?
4. What do they watch?
5. Where do they hang out?
6. What commonalities are shared by a majority of your target market (age, occupation, hobbies, etc.)?
7. Do your prospects have particular likes, dislikes or interests?
8. Are they accessible and in what ways? (Geographically? Through mail? By phone or email?)
Consider these questions, and record your answers. Look for trends and areas that overlap.
Once you have a picture of your ideal client, you can use the answers to the above questions to help develop your marketing strategy.
For example, it’s a waste of money putting together an ad and running it in a publication that is not read by your target demographic. Similarly, if you spend money on a radio ad that is played on a channel your target demographic does not listen to, again your money has been washed down the drain.
These questions will help you get clear about who you’re marketing to as well as how and where to reach them. From there you can launch a marketing campaign that you know is reaching your target audience.
The Truth as We Know It about Online Advertising
You want the truth? Here it is…
A number of years back when online advertising was new, the companies using it effectively saw great success? Why? They didn’t have a lot of competition and they had the advantage of employing a novel and fun platform (the Internet) for promoting their businesses.
Now everyone is doing it! Everywhere you look there are banners popping up in your face asking you to fill out a form or ads you can click to visit a website that will solve all your problems.
The power and impact of online advertising are gone because the market is absolutely saturated!
Online advertising is not the way to go. Blended online marketing, however, is! What’s the difference? That question can make the difference between you throwing thousands of dollars down the toilet each month on ineffective campaigns and truly harnessing the power of the Internet to brand you as the best in your industry and increase your revenue.
So, what’s the difference?
Blended online marketing is about using social media and other relevant platforms to build relationships, engage the audience, and brand a company as “the best” without the in-your-face guerilla tactics of typical online advertising.
Blended online marketing campaigns will lead to increased organic search engine rankings and increased credibility…not simply appearing in the “paid ad” side bar on Google.
If you go online, which of course you should, go the route with social media and blended marketing to build relationships with your target market.
And there you have it…the truth as we know it!
Is Print Advertising Really Dead? Definitely Not!
In a constantly evolving world of technology, Internet and social media, many business owners struggle with the validity of print vs. online marketing media.
Do people still actually read the paper and other print publications?
We’re here to tell you…indeed, they do.
Print media, especially if it’s a targeted demographic you’re going for, is very powerful.
Most articles online, even most websites, get read once but will never be read again. A nice targeted publication, however, will tend to stay around – people don’t throw it in the trash but keep it as a resource if it has good, informative material.
Yes, often it winds up in the bathroom magazine rack, but it does get read again and again.
Part of it is the tactile nature of print. In general people gain satisfaction out of touching what they’re reading. This won’t change regardless of how many eBook readers there are out there.
Newspapers typically aren’t saved quite as long and might go through one reader instead of the 2 ½ readers that is standard for magazines. As a rule newspapers are thrown away at the end of the day because the date says they have expired.
A positive for newspaper advertising is that it typically costs less to have your message delivered to more people, although it doesn’t have the staying power and is a bit watered down in other content.
Another example of steadfast print advertising…A billboard can’t be shut off. You drive by it everyday and see that same message every day until it’s removed. Billboards can be incredibly effective if they’re done right.
When you’re developing your campaign to advertise in print media, consider this:
Who are you trying to target?
What advertising options are available to you?
Do they fit within your budget?
No matter what you’re advertising in, first define who your client is and identify any publications out there that cater specifically to those clients. If they’re not reading it, don’t advertise in it!
Find the right media, and print advertising can be a perfect fit. Print is not dead and will never go away!
The Importance of Advertising – If, When and Where to Use It
Many business owners dread the process of implementing an advertising campaign. How much money will it cost this time? Will it be worth it? What will the return on investment be?
These are all valid questions, but the truth is that there is no easy answer. Like many other aspects of business growth and development, advertising is never a sure thing. It’s a process of testing and measuring results to find just the right mix of advertising right in any given business situation.
However, understanding advertising, what it is and how it works, will help every business make better decisions.
First, it’s essential to understand that advertising is simply one piece of the marketing pie. It doesn’t work alone but rather in conjunction with the overall efforts to communicate a company’s brand to its consumers.
Is it possible to have a marketing plan that does not include advertising? Perhaps, but most likely this plan will not be successful. Business cannot be grown on networking alone or blogging alone, for example. These marketing efforts, like many others, are long-term and take time to result in actual client conversions.
Advertising works more quickly, and when implemented correctly it can have a powerful impact and a fast ROI.
Advertising is typically something (paid or not paid) that is written to explain what you do and ask for business. It is most often a direct public promotion, usually paid for but not always, and it is designed to attract attention, increase customers, and turn a profit.
Direct advertising engages the consumer somewhere, whether through print, Internet, radio or television; it is like a commercial, so to speak that will attract clients and bring them through the doors.
There are two types of advertising to use, and both have an important role to play in business growth: branding ads and call to action ads. Both can be very effective when used properly in such media as newspapers, magazines and billboards.
A branding ad is an advertisement that simply spreads awareness about a given brand. A business card, for example, is most often a brand advertisement. It tells what the company is and spreads the word, but it does not prompt any further action to be taken. Brand ads can be very powerful, however…think a billboard with “Got Milk,” for example. Very effective.
A call to action ad provides more information. It tells who the company is and what it can do for its customers, and it has a call to action such as, “call us today for a free quote.” Initially the ad will get the attention of the public with a catchy title and graphics that address a problem the audience has. It persuades the readers with content that explains what the company can do for them and how the company can solve their problems. Then it ends with a call to action that prompts the audience to do something in return for some incentive reward.
Call to action advertising is the type of advertising that is most effective for small business. However, small business owners may want to consider consulting a professional to ensure that the ad copy does indeed serve this purpose. Most often when a small business owner supplies the ad, it is a brand ad that simply states the name of businesses and the services but nothing more.
One place not to use advertising is in social media. There are many other places on the Internet for advertising effectively, but people do not want to be sold to when they see posts on a business’s Facebook Page, for example. Social media is for engaging the audience and building relationships, much like networking; it is not a place to sell.
When you’re ready to start creating an advertising campaign and want to try it on your own, make sure to test small. Choose media that cater to your target market, and make sure that all the advertising you place is measurable so you can determine the return on investment. Once you find the right media and combine it with the right call to action ad, the results are powerful, indeed.
Understanding Marketing – What It IS and What It’s NOT
Everyone who owns a business or works for a business (and that is just about everyone) needs to have some basic understanding of marketing in order to succeed. Without effective marketing, a business can fail; with it, it can rise to the top. Without effective marketing, an employee can lose his or job; with it, he or she can rise to the top.
What is marketing?
First let’s look at what it isn’t…Marketing is not advertising. Advertising is simply one component of a complete marketing plan.
Marketing is ongoing; it begins the moment a business is born and it never ends unless the business dies. A company must first have something to market, a product or a service, and a brand that embodies the company as a whole: who they are targeting and what they are offering. That is what needs to be marketed. A business must market its brand in conjunction with what in can do for its target market.
As a whole, marketing involves all of the activities that expose the public to a given brand. Marketing shapes and is shaped by the brand.
There are a few key pieces of marketing that should be in place initially. For example, a company’s website and other essential collateral, such as business cards and letterhead, must be in place. From there additional forms of marketing can begin.
There is outbound marketing, which involves a business sending out information to its target market (i.e. mail outs, newsletters, banner ads on other websites), and inbound marketing, which includes the systems that are in place to communicate with potential clients who approach the company first.
Literally almost every opportunity for communicating is part of the marketing process:
networking
print
television
radio
mail outs
newsletters
articles
tradeshows
telemarketing
cold calls
voice mail messages
social media
banner ads
pay per clicks
press releases
search engine optimization
mobile (text message) marketing
niche marketing
referrals
And of course guerilla marketing: that flashy attention-getter that is hard to miss. Whether it’s a person in a gorilla suit standing out on the highway promoting a big sale at the local furniture store or a group of naked cyclists riding together in support of a cause, this type of marketing is sure to be seen. Of course a business must choose wisely when to use this tactic. If used too frequently, it loses its impact. Just think of the boy who cried wolf.
So, what is the best form of marketing to begin a campaign? That depends hugely on time and budget, as does all else when business development is involved. Free marketing typically takes much longer to take effect, so the best option is likely a mixture of no-cost and paid forms of marketing.
Once a budget is set, it is essential for a business to locate its target market and create a marketing plan that will engage potential customers where they are.
Here is a sample scenario of the beginning to a marketing campaign (once website and initial collateral are in place):
1. powerful call-to-action ad placed in a relevant publication that reaches the target market and set to run for 3 months
2. grand opening event with a promotion tied to it
3. social media site, like a Facebook page and/or Twitter profile to generate interest
4. radio ad (if in the budget) – they are much cheaper than television and often very effective
An effective marketing plan will combine a variety of types of marketing: some offline, some online, some free, some paid. This will help stay within budget and ensure that a business does not “put all its eggs in one basket,” so to speak.
Marketing today is not about selling but rather about communicating with the public and establishing a solid brand. It’s powerful, it’s real, and it’s essential for business growth.
Maritime Web Design
Developing a maritime web design project can be a demanding project if you’re not prepared with the right information…and if you don’t have the right tools and team to help.
As you start planning your Maritime web design project, you should consider this: What is your goal with your website? What you want to accomplish will determine what type of website you want to have.
Do you want to sell products? Provide information? Update content frequently?
All those decisions will help you and/or your web design team to create a static or dynamic website. A static website is one that remains relatively the same whereas a dynamic website changes more often and allows for regular customer communication.
Next you should consider whether you want to create your website from already existing templates or if you want to choose a full development option that allows you to create a totally unique website from the ground up.
Template options are typically easier and more affordable, and if you plan to design your website yourself this is definitely the way to go. Full development options could be more expensive but will give you a completely uniquely developed web identity.
Keep in mind that your Maritime web design project can usually be completed for much less than you think…and that you can find affordable options, regardless of the type of website you want to create!
You shouldn’t have to break the bank to have a good website! If you are looking to hire someone to help you with your project, make sure the company you find is dedicated to your needs and to helping you establish an online presence at a reasonable cost.
So, happy Maritime web design!
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Tags: internet marketing, online marketing, web 2.0, web design, web site | 
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How to Market a Small Business: Blogging
Many business owners struggle with the very notion of how to market a small business. While the task seems overwhelming, there are many simple tasks that, when added to a complete marketing campaign, can make a huge difference in a company’s presence both on- and off-line.
One such task is blogging. Yes, this seems like such a tedious task, but in reality it isn’t.
A blog is simply a “weblog” of thoughts and ideas that further communicate a company’s core values to its potential client base. It’s a dialogue that you, the business owner, can have with your target audience to convey the ways in which you can help.
Think about the things you’d like to offer to your potential clients. What topics would you like to address? Consider helpful information that you could provide.
Remember that this is not a sales pitch but rather an avenue of educating your target market with information that they truly need. This, in turn, will build rapport and establish you as an expert in your field. Ultimately you’ll have your clients seeking you out because of the information you offer in your blog.
When you consider how to market a small business and make the decision to include blogging as part of the marketing strategy, you must then decide whether this is something you want to take on for yourself or hire someone else to do.
There are marketing firms that will provide you with all your marketing needs, including setting up and maintaining your blog should you decide you don’t want to do it yourself.
Either way, blogging is a powerful component of how to market a small business. Consider making it part of your marketing plan!
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The Art of Branding
Do any of these scenarios seem familiar?
Scenario 1 – You’re in a large room full of people and you’re supposed to be meeting lots of potential leads. However, every time you start a conversation with someone about your services, you get the cold shoulder.
Scenario 2 – You’ve spent a lot of time thinking about your products and services, and you want potential clients to know about them. The ad went into the paper yesterday… and still no calls. This is the third time you’ve tried print as a medium, and you figure it is the last time you are willing to throw good money away.
Scenario 3 – You’ve spent a lot of money putting your website together, and you can’t understand why no one seems interested in the site…. especially since you have the best products on the market! The common denominator? In all three scenarios, the focus is on the “thing” – the product or service – but not on the identifying features that reflect how those products and services can help your clients. In other words, your company’s brand. Owning a successful business means understanding your client and their needs, and how your company connects with those clients on an emotional level by fulfilling those needs.
Branding: the building blocks of your business.
As a business owner, it is crucial to understand the emotional connection people have with your brand. Branding is more than a logo, website, brochure or any other marketing collateral (materials or mediums) your company produces. When the topic of branding comes up, there are generally two reactions expressed: “I don’t have the money to do branding properly”, or “I don’t want to change because what we’re doing right now works well enough.”
Not wanting to spend money when you have no money to spend is understandable. But when you plan the next steps for your business, ask yourself the following question: “Who will want to buy my products?” It is vital to be clear on this and not to confuse it with who you want to buy your products – if you’re honest with yourself they may not be one and the same. Not everyone will want your services, and marketing to the people who don’t is an obvious waste of time and money. So know your product and learn your demographic. To understand your demographic, you need to ask a variety of questions:
- Who is currently buying my product?
- What age group do they fit into?
- Where do they live?
- What are their values?
The more detailed and specific you can be in defining that demographic the easier it will be to create an image that connects with your clients. Determine their age, gender, race, interests, and anything else you can nail down about the users of your product. Create a position for yourself in the market. Does your marketing statement or tagline capture the essence of your company? Does it tell people who you are? Positioning yourself with a tagline is crucial, because it educates and informs potential clients about your products and services. Having a tagline is crucial for a second reason in that it allows you to create compelling marketing collateral for your business. Your marketing collateral consists of any product you develop to market your company. It can be an ad in the newspaper, a billboard, your social media efforts – right down to the way you dress. “Service, quality and reliability” does not a tagline make. Generic statements have no bearing on your company. While they may be benchmarks for good business, they do not identify your business; your tagline must connect with your potential clients on an emotional level. It has to reflect your business and capture an audience’s imagination.
Here’s a few that have had a lasting impact:
- Got milk? (1993) California Milk Processor Board
- Don’t leave home without it. (1975) American Express
- Just do it. (1988) Nike
- Where’s the beef? (1984) Wendy’s
- You’re in good hands with Allstate. (1956) Allstate Insurance
- Think different. (1998) Apple Computer
- We try harder. (1962) Avis
- Tastes great, less filling. (1974) Miller Lite
- Melts in your mouth, not in your hands. (1954) M&M Candies
- Takes a licking and keeps on ticking. (1956) Timex
Creating the brand promise
Once you find your snappy tagline, it is time to connect your tagline with your clients. This means creating your brand promise, what it is you promise to do for your clients, because this is how you will shift your position in the marketplace. It’s not about you or your product, but about how you can help your clients; it’s what makes you different from the others and it is crucial in building your brand. Once potential clients understand that you’re going to help them, that it is your company’s premise and promise, then all you have to do to gain that long-term client is… live up to it.
The Next Steps
Your brand promise has to be reflected in all facets of your company, and it will require you to analyze the interactions you have with your clients. Ask yourself these questions:
How do I start a conversation when I am at an event?
Do I make an effort to discover something unique about the person I am engaging with that will help me build an emotional connection with them?
Does my marketing collateral get my company in front of the right demographic and connect it, on an emotional level, with the right potential client?
Is my company and its marketing collateral presented in such a way that it is anchored to my tagline?
Explore the finer points of your brand and you’ll see yourself connecting with clients in ways you never expected. And for those who feel that maintaining your existing marketing efforts is good enough, consider that your competition might, at this very moment, be exploring the opportunity to position itself in front of your clients.