Whether you’re a large business or a small business, inevitably, you will always have to evaluate three fundamental questions; what is the purpose of the campaign message? Who is your audience? Finally, what formats will you use in order to transmit your message to a targeted audience?
In the business world, where time is money and resources become even more scarce in trying financial times, your marketing campaigns need to demonstrate that your money can go far. In light of this, what does a business do when it’s trying to turn water into wine? To put it simply, what constitutes a successful campaign when time and money are scarce? Badgemaster, the name badges specialist, has helped us create a go-to guide for any entrepreneur or business facing these – often tricky – circumstances.
Your website is key
If you haven’t already got a website, then you need one. Yes, it is still the case that some businesses do not have – or need – a website. However, in the post-digitisation of all media and communication, we would suggest that it is better to be online than off.
If your website is up-and-running, then ask yourself, what is it actually doing? It may seem like an obvious point, but your brand needs to be a prominent feature throughout. Direction and action are two key things to consider throughout its layout; for example, where are your customers being directed on the site and what actions are they being encouraged to take? Ensure that keywords related to your products and services are apparent on the website, so that you remain relevant within a Google search.
Google advertising is your friend
Give Google advertising a go – it is a tried and tested method of gaining new customers and increasing traffic to your website. What this tool allows you to do is create text adverts relevant to your brand’s product or service within a Google search query. For example, if you own a used car dealership, then you could advertise when a potential customer searches for ‘used cars’. You will then be one step closer to future business opportunities. If you’re worried about value for money, you only pay when your advert is clicked, that seems like a pretty good deal to us.
Don’t worry, traditional PR isn’t gone forever
A reliable way for any business to receive recognition from print and online media is by sending content to the local press. If you’re creating a difference within the local community, whether this be through recruitment drives, charity events, or future investment prospects, then share this information locally. For more specific projects that are related to the operations of your business, or that could have an impact nationally, then send press releases to industry specialists or business publications that can really increase your audience numbers.
Always remember, a PR campaign must always contain the five W’s: who, what, where, when and why. Quotations from company managers sharing their experiences and contact details for journalists are also a reliable way of creating positive traction to your business.
Social media
Make sure that you’re on top of your social media channels; Twitter and Facebook are great ways of keeping your business current within the market, especially if you’re operating a business to consumer company. Remember, if you’re going to do this then make sure that they’re regularly updated, this lets potential customers know that you’re always there to fulfil their specific needs.
