Guidelines for effective marketing

We can all agree that marketing is essential to a company's success.  Additionally, the term "marketing" is broad and encompasses a variety of media, including print, broadcast, online, social media, public relations, advertising, and more. The majority of medium-sized and large organizations have a marketing department to manage these duties and maintain a constant focus on the business. What's perplexing is that many small businesses think it's a do-it-yourself effort.

Jennifer Bardins

The following are some Dos and Don'ts.

Do’s:

—Define your target market.  Who is the perfect client for you? You should take the time to record that, as only you are aware of it.  Your ideal client can be over 50.  If so, you must have more than 50 options for where to market.  Women: same as men.  Men? Same thing? Twenty-something, same thing.  Hire a specialist to assist you in locating the ideal marketing channels for your business, client, or product.

–Add marketing to your spending plan.  This covers organization dues, marketing, website development and upkeep, social media promotion, print materials, signage, sponsorships, and trade shows.

Don’ts:

—Avoid building your own website. Hire a pro who offers frequent updates and search engine optimisation to get it done right the first time. Don't let your website remain dormant for weeks or months if you decide to build one. Keep it current and vibrant

—Never expect that a single social media post will result in sales. Building your social media following and ensuring that you communicate with it regularly and creatively should take time. Employ a specialist

With a background in marketing, Kathy Bardins works with SCORE's Tip of the Mitt chapter as a mentor volunteer. Call the Pentosan Regional Chamber of Commerce at (231) 347-4150 to inquire about SCORE's free, private mentoring services for small businesses.

Tips for effective marketing originally appeared in The Pentosan News-Review.