| Getting and Keeping your Markets Attention |
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| Written by Henrietta Bogdan | |
| Sunday, 27 April 2008 | |
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As you might guess getting and keeping your markets attention is what advertising is all about. This is the main reason for advertising campaigns. You’ll be glad to pay for this if you are getting results in a consistent way that fuels your company’s growth. With the right advertising tools used in the right way you can significantly drive up your sales volume.
Advertising in print is what I call the direct approach. As it turns out this may not be the best approach for your business. Although an ad may pull a few more people through the door it does not sustain long term growth. Let me explain that. Even when a few or more of these people turn into long term customers it does not equal long term sustainable growth in today’s market for many businesses. The fact is even with word of mouth business from satisfied customers, it may not bring you enough sustainable business at a fast enough rate.
In today’s marketplace the atmosphere is much more volatile in the sense of the economic impact on a good portion of your customers. Print advertising alone will not usually bring enough people through the door that can replace the lost buying power of your customer base. Make no mistake keeping up cash flow in downtrend economies takes ingenuity. No doubt about it that is the one easy to document variable in a company’s success.
The adverting and marketing that succeed are the ones that take their company to a new level of profitability. Clever commercials and ad campaigns do work, of course they are quite costly and most small to midsize business can not afford this type of media ads. You will be happy to know they also miss the mark most of the time, so a big advertising budget does not equal results.
What will give you results? There are many things that a business owner can do to promote a business on the web that is not available in any other media. The results come from being able to build a relationship with potential customers online. The connection with the customer or online community must be genuine and rewarding both for the viewer of the website and the business owner. You have to court the viewer by being attentive to their needs and expectations.
The connection of the user and provider influences and transcends the usual marketing methods employed by all other media. The marketplace is driven by the need for the consumer to get to know and trust a company through the online content, reviews, dialog, emails, blogs, and newsletters. Generally prospects have to be slowly brought on board through invitations and offers that support their needs and aligns with their position.
This is the stuff that ignites a spark and elicits the response from your audience. For something to take off on the web it has to be communal in the sense that it serves an online community and providers support for that segment or niche. This is what makes for a winning strategy on the web, and holds great promise of building brand new trend setting companies. Marketers can help companies see the bright side of a down economy by helping businesses see the endless possibilities of an online presence.
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| Last Updated ( Sunday, 31 August 2008 ) |
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