What if Facebook went down?
How confident are you in your marketing plan?
In this article, you'll discover four important areas to concentrate on that will strengthen your marketing plan that allows you to grow your business despite disruptions
Ok, don't panic! At least that's what I was telling myself the morning of October 11th, 2017, as I anxiously waited for Facebook to come back online after receiving the following notice:
Facebook Will Be Back Soon
Facebook is down for required maintenance right now, but you should be able to get back on within a few minutes…
Admittedly, I was freaking out a bit that morning. It was time to revisit my marketing plan!
If Facebook represents only a slice of the “marketing pie,” what would the other slices be?
Would you turn to other social networking platforms, such as LinkedIn, Twitter, Snapchat, Alignable? Would you ramp up your online presence, such as email marketing, website, SEO? Would you seek out traditional media, such as magazines, newspapers, billboards, television? How about physical business-building events, such as the networking meetings, community involvement, event sponsorships, pass out promotional materials?
What would you do?
Here are the four main areas to consider:
1. Social Media
As mentioned, social media plays a large part in marketing today. Having a solid social media strategy allows you to get in front of existing and prospective clients consistently. I find that, when asked, most small business owners lack a proper social media strategy. Are you taking advantage of social media platforms and all that they have to offer, like advertising, messaging, live events, etc.?
2. Email Marketing
Rumors are that email marketing is dead, and that's just it – it's a rumor. With proper segmentation, email marketing can place the right message in front of the right person at the right time which leads to a high conversion rate. Segmentation is the act of segmenting your audience so that they receive the emails that speak to them directly. Segmentation is very different than the generic weekly newsletter sent to everyone on your list. Instead, segmented lists are based on interest, actions, and an ascension plan. Are you harnessing the power of segmentation for your email marketing?
3. Face to Face
There's nothing more powerful than getting to know a person, in person. Whether it's face to face or on the phone, there's a connection created when you meet someone that can take years to build through other types of media. Look for opportunities that can offer face time with prospects. What events have you attended that could have served as networking opportunities? How will you make better use of them next time to market your business?
Print advertising is another powerful method of marketing. Don't discount it; research shows that people respond to print ads and digital ads differently. In an article titled Advertising Science: The Power of Print, Randallreilly.com shared that “print achieved the highest levels of brand favorability and purchase intent of any measured media.”
During a 2015 study by Temple University Fox Center for Neural Decision Making, participants were exposed to print and digital ads and surveyed to gauge preferences and recall. The study revealed the following:
- Respondents spent more time reviewing the print ads
- Print ads yielded higher levels of recall
- Print ads caused more activity in brain areas associated with value and desire, both key markers of purchase interest.
With print advertising having the highest ad recall left and perceived value to the reader, it makes print one of the most valuable forms of marketing. Does your marketing plan include print?
Budget permitting, other areas to focus on may also include radio commercials and television spots.
A well-balanced Marketing Plan, or Pie, is made up of multiple slices. Each slice compliments one another. However, when the pie is only made up of a single slice, then you're vulnerable. Because, what happens when that slice is gone? You guessed it – your marketing plan is gone too!
How many slices does your marketing pie contain? What are other ways that you can market your business? Please share your thoughts below.