3 Marketing Tips Your Competition Doesn’t Want You To Know
Digital media, social media, magazines, associations, newsletters, websites, trade shows, press releases… With all the ways you can reach customers, how do you know which is best for you? And when you figure that out, what should you say?
These are all questions I get from customers and prospects on a regular basis. My general answer is this, there is not a one-size fits all answer. The options are so diverse it can make anyone’s head spin, but don’t worry, I have a few tips to help you out.
- Who do you want to give your message to and why?
Understanding who you want to talk to and what you want to say helps develop a clear and concise message. Most people think this part is easy. You want to talk to someone that will buy your product so find them and tell them all the good reasons why you are the best option, WRONG.
It’s not enough to know that someone who feeds an animal needs to buy feed. How you speak to people changes based off what their focus is. For example, how you speak to a nutritionist who is looking at least cost formulation is different than the owner who is focused on differentiating their product from the competition.
- Is more time spent on-line, reading magazines, or the local coffee shop? Should you send an email, write a letter, stop by their office or make a phone call?
To build awareness, you need to be front and center every day in every way. This is why digital advertising and newsletters are important. Take these opportunities to be educational and informative so when you do have the chance to meet face to face, the customer will know you are knowledgeable about your product.
The digital world has taken a primary role in communication, but many people, especially in our industry, still value reading a magazine and having face to face conversations. These are times to build a solid relationship and break from the rigorous world of email and conference calls.
- How can you help them?
This one is easy. Outside of making money, this is why you made the investment into your facility. You have the solution to a problem.
My key point is this. People don’t consume data the same way they did 5 years ago. Marketing is an ever-changing world, so it is important that you are changing with the times. I have frequent discussions with customers on how to best reach their prospects through a press release, designing ads, websites, etc. And every answer is different.
Not all customers have a dedicated marketing department, this is why marketing services are part of the Support Plus Program. Want to learn more? Contact your Insta-Pro Sales Representative or Tori Sorensen, Marketing Director.
