What’s in your marketing mix? What strategies and tactics are you using to get the word out to your prospective customers? If you’re relying on just one or two things, chances are you’re missing out on a substantial amount of business.

Need help figuring out ways to reach your potential clients? Give me a call. I can help you brainstorm some ideas, and then write whatever marketing materials you need to get these ideas off the ground.

Grandma and your stock broker were both right: you shouldn’t put all your eggs in one basket. This advice also holds true for your marketing program. Successful companies employ a variety of marketing tactics in order to reach their target markets in a variety of ways.

Reach Out Many Times

Depending on your business, you may need to reach people many times before they become comfortable with the thought of doing business with your company. In fact, a prospective client may need to notice you, hear about you, see you, listen to you, etc., up to 15 times before they’ll buy.

Use Multiple Tactics

A mix of strategies will enable you to both reach more people in general and reach some of these people multiple times. Plus, it often happens that a potential client sees the value of what you offer but doesn’t have an immediate need at the time. Your marketing mix needs to include tactics that will keep you top of mind for when the need does arise.

While some of your marketing tactics will be ongoing (such as a blog or signage on your car), others will be used just to promote specific events, such as a product launch, webinar, or sale.

Look for Synergy

Be on the look out for ways to make your marketing tactics work together. For example, if you have a newsletter you can use it to promote an upcoming event in which you are participating. Your display at the event can then include a sign-up list for your newsletter. 

Be Consistent

Be sure that your branding and messaging – including your “look and feel” – is consistent across all of your marketing efforts. You want people to be able to recognize that it’s you and to become familiar with the products, services, and benefits that you offer.

CUSTOMER SPOTLIGHT: Q-RAILING

Q-railing manufactures and markets high-end architectural railing systems, such as stairway banisters and balcony railings. I’ve been helping Q-railing use a variety of marketing tactics to reach their target audiences of building contractors, metal fabricators, glaziers, and architects, including print ads, newsletters, trade show booths, catalogs, product brochures, and more.