Strategizing Your Promotional Marketing Mix

In business or marketing strategy, you have probably heard of the “4 P’s” of marketing (Product, Price, Place and Promotion). The promotional aspect can also be described as the “Promotional Mix” and it determines what actions to take to reach your target audience. If you find yourself asking “How do I know what works?” the answer begins with your target audience. This blog post will help you to strategize your marketing plan and I’ve even included estimated costs.

Marketing Tactics

  1. Business Name

Your business and brand name is crucial to your success. ($1,000 – $8,000)

  1. Logo

Your logo should represent your company and your brand. This is a must-have and quality does count. An affordable solution is 99Designs. If design and creativity isn’t your strong suit then you should invest in an engaging logo. ($500 – $10,000)

  1. Slogan

This may be optional, but this short description can explain your unique value proposition to the market. ($500 – $5,000)

  1. Website

Developing a website can be almost free (e.g. from WordPress or another free online template) or a substantial investment. It all depends on your ability to build a website, develop a strategy, content, etc. It will cost less if you can write it yourself and supply the photography, but if you don’t want to build a website, you should hire someone who does. You can also save money by being involved in the planning and content selection. ($5,000 – $50,000)

  1. Content Marketing Schedule

Unless you’re ready to draft a content marketing plan you should probably enlist some help. Providing valuable content will help move your targets through a track-able process.

  1. Email Marketing

This will help you provide value and disseminate you content. Free templates can be set up with any number of online eNewsletter programs. ($50  – $20,000)

  1. Social Media

Set up your social media profiles (Facebook, Twitter, LinkedIn, Google+, YouTube, Instagram, Pinterest, etc.) and ensure they are consistent with your branding and messaging. You should be able to do this yourself, but make sure you’re on the right networks – correctly.

  1. Blogging

Writing a blog is free and easy to do once you’ve planned your content strategy. Creating a blog will help you keep your website content fresh.

  1. Signage

Signage will let the market place know that you exist and help people easily you’re your location(s). ($500 – $50,000+)

  1. Directories and Classified Ads

Whether online or in a newspaper, these should be a cost-effective method to list your company in it’s target industry. People searching for specific items can locate your ad by category. ($25+/each)

  1. Community Newsletters

If your goal is to reach a specific community, than community papers may provide you with a cost-effective tactic, however readership varies. ($50 – $500/ad/size)

  1. Outdoor Advertising

This tactic will increase your local presence. Outdoor advertising covers a variety of media, including lawn signs, bus benches (0 – $200/month), shopping mall signs, billboards and building sponsorships. ($5,000 – $50,000+)

  1. Videos

Videos are an extremely important, especially within your content marketing strategy. They can be used in a variety of mediums including both digital and traditional marketing tactics.  ($2,000  – $50,000)

  1. Search Engine Optimization (and Outsourced Content Creation)

Your company and it’s digital assets need to rank highly. Enlisting the services of an expert will save you time, which will allow you to get back to business. ($1,000 – $5,000/month)

  1. Radio

This brand awareness tactic will increase your presence with commuter traffic, especially in rural communities. ($3,000 – $10,000/month)

  1. Television (TV)

Advertising on local (or national) television can greatly increase your brand awareness and increase recognition. (Estimate $1,000 – $10,000/month + production – you need a solid 30 second spot)

  1. Newspapers

Newspaper (local or national) can help build local, immediate attention and over a period of time can increase brand visibility. ($2,000+/month – depending on ad size)

  1. Promotional Products

These are branded items that you send (or give) away to gain (and retain) attention. In Calgary I recommend Level2, however there any many choices in every city.

  1. Direct Mail

Targeted, local direct mail can be effective if there is a valuable offer or create that stands out. This can also be applied to eNewsletters or digital marketing. ($0.5 – $3/ household is consistent depending on the creative you are mailing)

  1. Digital

There are many new online advertising channels to consider. Start with Search Engine Marketing (SEM), which is essentially your online search traffic that should relate to your company, product or service. Then look at display advertising, which is the online version of billboard advertising, layered in with retargeted and behaviour ads. Next think about social media advertising (YouTube, Facebook, Twitter, LinkedIn). If you’re confused by the above let me know and I can help. While marketing budgets may vary they are also affordable and track-able. ($25/day+)

  1. Customer Relationship Management (CRM)

A CRM system, emails and phone calls will help you manage current relationships, increase referrals and attract new prospects to be clients. If you don’t have a sales process or strategy you will not generate new business. ($25/month+)

  1. Recommendations, Success Stories and Celebrity Endorsements

Some of these are free or earned and others are not – however all will help you increase credibility within your market place. Always be aware of the risk.

Build Your Promotional Marketing Mix

Choose your promotional marketing tactic based on your target audience. This includes the volume, type, and geography of the target customers you are trying to reach. Depending on your marketing strategy (or objectives), choose the method that is the most direct and provides the most value. Your target prospects need to engage with your market for it to be a success. Forecast and plan your marketing budgets to ensure that you allow enough budget to carry your campaign throughout completion. Don’t be afraid to take a chance. Just be sure to measure the results of your marketing.

10 Tips for Creating an Engaging Business Blog

Business blogging is a powerful tool which when used correctly, can impact your marketing significantly. Here are 10 recommendations on creating a successful business blog:

  1. Set Goals
    Have complete knowledge about your content marketing, social media and blogging goals. Make sure the goals are specific, measurable and achievable.
  2. Define Your Target Audience
    Defining your target audience personas will help you create valuable content based on their content interests. Be consistent and appeal to their pain points.
  3. Plan with a Content Calendar
    Great blog posts don’t spring up out of the blue without proper planning. An established content calendar helps ensure regular, streamlined content flow through the year.
  4. Create a Content Marketing Plan
    Increase your visibility by creating content. If your content is good, increased visibility will translate into views and leads. Promote your blog through cross promotion initiatives on social media, your website and online paid advertising. Also incorporate social sharing buttons on your blog pages for increased distribution and engagement.
  5. Assign Adequate Resources
    A successful blog needs resources: to generate quality content, for creative work (images, design, formatting etc.), to work on the editing and marketing your content.
  6. Work on Content Optimization
    Your blog is a major contributor to your search rankings. Optimize your content by using relevant non-brand keywords. Integrate your blog’s URL into your company site URL which helps in branding and further search optimization. Also, make it easy for people to access your blog from your website and vice versa. Lastly, structuring your content into short paragraphs will help visitors read your content.
  7. Brand Your Blog
    Ensure your blog is consistent with your brand identity, including brand colors, logo, font etc.
  8. Connect Your Blog to Relevant Product/Service Pages
    Make it easy for blog readers to find your products linking your blog pages to the right products/services with a persuasive call-to-action and hyperlink.
  9. Include visuals
    Balance the presence of text on your blog with adequate visuals including photos, video and presentations.
  10. Measure Performance
    Track your blog’s effectiveness by measuring important performance metrics including the amount of traffic, leads and sales generated. Also measure the extent to which your blog is helping you cut costs in search and customer service.

Blogging Tips

  1. Create content that connects – The most important part of your blog is the content. Write for the audience you want to target and create content relevant to them not you. 
  2. Frequent Content – Frequency is important, but there is no perfect number. 3 – 5 times per week is a good place to start.
  3. Remember SEO – SEO is important for your blog as well. Remember to consider load time, titles, mobile versions, site navigation and keywords.
  4. Social Media – Use social media sites like Twitter, Facebook, LinkedIn and Google+ to promote your content. Grow and nurture your communities. Be diverse and part of the communities you decide to participate in.
  5. Utilize blogger sites – Review sites like TechnarotiMashableAlltop and others that are relevant to your industry and audience.
  6. Email your posts – Email will help get your content in front of more people. Utilize an email service (e.g. Constant Contact) and be consistent. Subscribers will begin to expect to see your content on a regular basis.
  7. Press Releases – Use press releases to spread the word about news and your product and services. Many companies (and associates) wrongly believe that there is nothing newsworthy happening at their company. Events that should have press releases include: new products, completions of projects, announcements of contracts, new partnerships, new personnel, awards, industry whitepapers and interviews with company personnel.
  8. Influencer Outreach – Target influencers in your industry and establish a relationship with them. Find out how you can help them, comment on their blogs and then ask if they would be interested in guest blogging for you. 

Blog Marketing – 8 Quick Tips

Simply put if you don’t have a blog (or content strategy) you should. So start now.

Here are 8 your 8 quick blog marketing tips:

  1. Create Objectives for your blog that are scalable, measurable and align with your business needs and goals
  2. Profile your target audience and determine what type of blog and (ultimately what content) will attract them to read your posts. 
  3. Manage a budget that matches spend with benefit.
  4. Present a business case for blogging that is compelling to your company and management. A blog is a necessity for businesses that want to drive customer engagement, which should help your business case.
  5. Define your blog culture and manage who speaks and comments.
  6. Discover skilled (and creative) bloggers that can help increase the success of your blog. Look within your firm or contact outside industry experts for a guest blog opportunity. Win-win partnerships are great to pursue. 
  7. Build awareness of your blog and establish your thought leadership and online authority. Just like with all marketing channels, be sure to integrate your blog and promote it. 
  8. Track metrics that measure your ROI and define your success. Be sure to remember that it takes time and effort to make a blog successful – so stick with it.