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  • #975011
    Virtual Marketing Force
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    Hi Everyone,

    I am curious to know what different businesses find more effective in marketing their business and to reach their customer’s and also what market you are aiming for – business or consumer. I think there are so many options in today’s environment that it is extremely hard for businesses to know which ones are likely to achieve positive results and to therefore spend time focusing on. Also if you believe any tactics has any specific benefit…e.g. Online directories in increasing your SEO with increased exposure and backlinks, therefore good for online businesses to get noticed and frequented by their target market. I have listed a few to get us started.

    Tactic Ideal for
    Linked In – Business to business
    Facebook Business to Consumer
    Twitter Both?
    Online directories Both
    Groupon Consumer (is this increasing as an effective B2B tool?)

    I can’t wait to see feedback to this!

    Kind Regards,

    Lorraine Salvi

    #1071832
    Shaukat Adam Khalid
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    it all comes back to the right message for the right market with the right medias and this comes down to strategy which most businesses lack.

    there are tons of businesses who are doing well without a website, blog, facebook, etc. they have clarity and focus (strategy) which makes them successful.

    most businesses run around like a headless chicken thinking that multi media “marketing” will give them business success. they forget the message and market bcos they dont have either.

    Sell to everyone with canned pitch and you get no one.

    the tactical ideas you have listed is just fine. those businesses that turn them into dollars have a firm understanding of who their target market is and how to communicate with them effectively in a way that generates leads and increases conversion.

    so it all comes down to knowing how to engage with the end customer regardless of the media.

    tactic without strategy is like wanting to travel from australia to china without a plan or a map. u could end up in new zealand and not know it.

    #1071833
    JacquiPryor
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    Hi Lorraine,

    You are absolutely correct – we get caught up focusing a little on a lot of things and have to consciously stop ourselves and focus on the few we know to be most effective.

    Our target market is business rather than ‘consumer’ and by nature of our services our market is any business. Reaching any/all businesses can be tricky and whilst we have set up Linked In, Facebook and Twitter I wouldn’t say these are particularly focused activities;

    Our two most ‘successful’ marketing tactics would have to be:

    Our biggest (and most successful) is pay per click Google advertising. No two ways about it.

    In our earlier years of the business (and on occasion now if time allows) we did personalised mail out marketing to various businesses. (Our services relate to trademark protection for names/logos so we would spend a lot of time with various directories to see who doesn’t have protection of their names, send a letter outlining why they should, who we are etc)… was time consuming, but again is a method we know to work well. I think people appreciated a personalised ‘mail out’ rather than something that was clearly photocopied 100 times and then posted. The benefit of this (outside of gaining new clients) is that we found people held onto our letters, sometimes for many months and we actually gained referral from them – even though we never heard from them directly they would tell others about our letter and what we do etc.

    I look forward to seeing what others have to say on this thread!

    #1071834
    DigitalDomination
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    • Total posts: 184
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    Hi Lorraine,

    These are my thoughts on the following mediums that you’ve mentioned.

    Linked In

    B2B mainly.

    I think this is a really poorly set up social network which just feels like it was made for recruitment agencies. I know multiple business owners who block the site from their offices as they’ve had staff poached from it.

    I’ve tried to use it for both of my companies (one in building and one in online marketing) but found engagement really poor. The groups are barely used and there are far better groups in forums like Flying Solo and other industry groups that are much better for targeting.

    Also, Google+ looks so much better for business networking and some are predicting it could be a Linkedin Killer.

    Facebook

    B2C mainly. However I’m starting to see more businesses like other business pages.

    Many are still learning this medium as some businesses use facebook for sales and others for branding. It’s not a one size fits all solution. There’s also a lot of resistance from users to like business pages etc… as they’re mainly on the site to socialise. Whatever the case, using this solution effectively requires time investment in engagement and conversation.

    Also, you need to answer the question – do you build your Facebook page or do you try to channel everything to your website? The question of ownership, policy changes etc… make this a really interesting debate.

    Twitter

    B2B or B2C – Twitter is really a broadcasting solution. If you have news or interesting related information then you should push it out here.

    Building a list of users takes time, joining other like minded people, filtering etc… but many owners swear by this as a lead generation tool.

    Online directories

    B2C & B2B

    Zzzzzzzz. This is a personal pet peeve of mine and I’ll summarise why.

    Yellow pages (and every other imitator) took what they do in a book and put it online.

    Google changed the directory model to be far more effective. They said ‘if you want to search for anything, just type it in’ – totally ignoring categories/classes.

    Which method provides the best results? I think in 95% of cases Google wins hands down. Why Yellow and others haven’t woken up yet amazes me. There’s very little value in most of these. I’ve run CPA comparisons on my own directory listings (in Home Building and Online Marketing) and Google Pay Per Click campaigns are far more reliable and the CPA is less.

    There’s still an element where online directories are valid though, as search engines do trust the bigger named directories and modify their own search results in some cases with data pulled from these. How significant is that to a business? I’m not sure and can’t really quantify it.

    Groupon

    B2C generally.

    There’s a moral issue with these kinds of businesses that really bugs me. But I also think there’s a devaluing of your services which has a negative effect on your repeat customers. Are they here to stay? Probably. But they may become the repository for junky hit & run businesses.

    #1071835
    Virtual Marketing Force
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    • Total posts: 52
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    Thank you everyone for your feedback – I have to say that I agree with almost everything you are saying and find it so interesting to see all of the options that are out in the market!

    Kind Regards,

    Lorraine

    #1071836
    Virtual Marketing Force
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    • Total posts: 52
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    Thank you everyone for your feedback – I have to say that I agree with almost everything you are saying and find it so interesting to see all of the options that are out in the market!

    Kind Regards,

    Lorraine

    #1071837
    Kosta_Kondratenko
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    • Total posts: 108
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    Virtual Marketing Force, post: 89803 wrote:
    Hi Everyone,

    I am curious to know what different businesses find more effective in marketing their business and to reach their customer’s and also what market you are aiming for – business or consumer. I think there are so many options in today’s environment that it is extremely hard for businesses to know which ones are likely to achieve positive results and to therefore spend time focusing on. Also if you believe any tactics has any specific benefit…e.g. Online directories in increasing your SEO with increased exposure and backlinks, therefore good for online businesses to get noticed and frequented by their target market. I have listed a few to get us started.

    Tactic Ideal for
    Linked In – Business to business
    Facebook Business to Consumer
    Twitter Both?
    Online directories Both
    Groupon Consumer (is this increasing as an effective B2B tool?)

    I can’t wait to see feedback to this!

    Kind Regards,

    Lorraine Salvi

    Hi Lorraine,

    It’s interesting you say that because our business has benefited from such a wide range of referral sources. Here they go in no particular order:

    – Friend Referrals
    This had actually netted us quite a substantial deal (lot of work though).

    – Cold Calling
    Our second largest deal came from a simple cold call, that was organized there and then into an appointment and it went from there.

    – LinkedIn
    Yes, client from LinkedIn. We weren’t even using LinkedIn as a marketing platform (all though I did engage with the community out of curiosity), wasn’t a big deal but still useful.
    Note: the client was overseas, but that was not a problem. We are a video production company and we created the video for the client as per requirements in Sydney.

    – Gumtree
    We did get a potential client from this who then referred us over to another client that was very useful.

    – Email Campaigns
    Not sure if you can say we got a client from this as we all ready had the potential client’s email, but we did jolt their memory and are actually filming something this week.

    So there you go! Lots of variety and I’m glad I had the chance to use all these sources.

    Regards
    Kosta
    Head Studios

    #1071838
    B Cooper
    Member
    • Total posts: 211
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    Hey Lorraine,

    It seems that it’s not possible to try out all of these marketing strategies at once, but in fact you can. Test them all out and make sure that you accurately measure the results from each strategy. You’ll soon see which ones are producing results, and which aren’t.

    There is another level to this – that some may take longer to produce results, require more skill, or require high investments, but do your research, see the expected time for returns, how much money you need to invest, what skill level is required to pull of each strategy, etc.

    Do that, and you’ll soon see what works and what doesn’t!

    Cheers!

    Brentis :)

    #1071840
    Printerboy
    Member
    • Total posts: 151
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    DigitalDomination, post: 89837 wrote:
    Hi Lorraine,

    These are my thoughts on the following mediums that you’ve mentioned.

    Linked In

    B2B mainly.

    I think this is a really poorly set up social network which just feels like it was made for recruitment agencies. I know multiple business owners who block the site from their offices as they’ve had staff poached from it.

    I’ve tried to use it for both of my companies (one in building and one in online marketing) but found engagement really poor. The groups are barely used and there are far better groups in forums like Flying Solo and other industry groups that are much better for targeting.

    Also, Google+ looks so much better for business networking and some are predicting it could be a Linkedin Killer.

    Facebook

    B2C mainly. However I’m starting to see more businesses like other business pages.

    Many are still learning this medium as some businesses use facebook for sales and others for branding. It’s not a one size fits all solution. There’s also a lot of resistance from users to like business pages etc… as they’re mainly on the site to socialise. Whatever the case, using this solution effectively requires time investment in engagement and conversation.

    Also, you need to answer the question – do you build your Facebook page or do you try to channel everything to your website? The question of ownership, policy changes etc… make this a really interesting debate.

    Twitter

    B2B or B2C – Twitter is really a broadcasting solution. If you have news or interesting related information then you should push it out here.

    Building a list of users takes time, joining other like minded people, filtering etc… but many owners swear by this as a lead generation tool.

    Online directories

    B2C & B2B

    Zzzzzzzz. This is a personal pet peeve of mine and I’ll summarise why.

    Yellow pages (and every other imitator) took what they do in a book and put it online.

    Google changed the directory model to be far more effective. They said ‘if you want to search for anything, just type it in’ – totally ignoring categories/classes.

    Which method provides the best results? I think in 95% of cases Google wins hands down. Why Yellow and others haven’t woken up yet amazes me. There’s very little value in most of these. I’ve run CPA comparisons on my own directory listings (in Home Building and Online Marketing) and Google Pay Per Click campaigns are far more reliable and the CPA is less.

    There’s still an element where online directories are valid though, as search engines do trust the bigger named directories and modify their own search results in some cases with data pulled from these. How significant is that to a business? I’m not sure and can’t really quantify it.

    Groupon

    B2C generally.

    There’s a moral issue with these kinds of businesses that really bugs me. But I also think there’s a devaluing of your services which has a negative effect on your repeat customers. Are they here to stay? Probably. But they may become the repository for junky hit & run businesses.

    Hey DigitalDomination,

    I completely agree with you on yellow pages. I don’t understand what yellow pages is trying to achieve with the current marketing campaign either?

    To me they are just burning money on these big marketing campaigns but at the center of it they are still just trying to compete using an inferior product.

    What are your thoughts on this DigitalDomination?

    Kind regards

    Ben.

    #1071841
    DigitalDomination
    Member
    • Total posts: 184
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    My thoughts on YP are pretty much summed up in my blog post on why Yellow Pages Fail Online Marketing

    #1071842
    Printerboy
    Member
    • Total posts: 151
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    DigitalDomination, post: 93422 wrote:
    My thoughts on YP are pretty much summed up in my blog post on why Yellow Pages Fail Online Marketing

    Hey Digital Domination,

    Good article, I find it hard to believe they make so many seemingly simple, and tragic mistakes for such a big business.

    I think some points to highlight:

    The target market they are really going for I think are the very untech savvy people and I don’t think they really want to know much about the product but they want to go with a business that they know.

    If you think who is going to use YP its going to be older business owners with deep pockets and very little understanding of online business.

    (Not in anyway defending YP, more trying to understand)

    Regards

    Ben
    Printerboy | Printing Quotes

    #1071843
    DigitalDomination
    Member
    • Total posts: 184
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    I’m not 100% sure of the extent of their service (as they don’t really reveal a whole lot without having their rep in your home/office).

    I think their target market is anyone who doesn’t measure their ROI. Sadly, that’s a lot of businesses.

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