Some marketing principles apply regardless of company size. Whether you’re marketing a tourism business in Torquay, or a behemoth such as Tesla, wrapping your head around concepts such as channels, message, and measurement is as solid a start as any. Learn the basics in our article below:
What are channels in marketing?
These days, marketing plans often include offline and online channels. Networking events, billboards, and bulletin boards embody the former, and a social media advert or Google Ads campaign exemplifies the latter. Which platforms are you going to use to communicate with your target market?
Market analysis
Conducting research, also known as market analysis, is imperative before settling on one or more channels. Consider your competitors’ use of channels and how you can set your brand apart.
You want to funnel your marketing pounds toward a medium (or three) that will give you the best return on investment and further your marketing goals, such as increased sales revenue, high-quality leads, and brand awareness. There’s no point in putting an ad in your local newspaper if your market segment doesn’t read it. If you have a limited budget, it’s worth focusing on just a few channels over the short term and having specific, measurable SMART goals in mind.
What is marketing messaging?
To achieve your business goals, you must approach potential customers with a message that resonates. Marketing messaging combines your brand voice and personality with the bigger concepts you want to convey, such as user-friendliness and security. Your messaging is where you distinguish yourself from your rivals, and aligning messaging with customer niche and channel choice is critical.
Say, for example, you have a novelty sports goods store: Gen Zs are avid sports team fans, so creating local TikTok content portraying the affordability and loyalty imbued in your products is the perfect marriage of appropriate channel and message for the segment’s life stage.
How can you tell whether your marketing is effective
Well, you need to measure the degree to which you met or exceeded your SMART goals. Take a look at a digital marketing example.
It can be a good idea to set up email and content marketing for your hypothetical B2C novelty sports goods store. Setting up a Shopify or Woocommerce store is relatively easy if you don’t currently have a website. You’ll require leads to send your emails to, and for that, you’ll need to build an email database using, for example, an Email Service Provider like Mailchimp (or a simple Google website pop-up forms).
Your measurable target would be:
a) x number of sign-ups in 3 months
b) x number of these sign-ups to convert and part with their sovereigns
Marketing experts
You can find marketing experts to help you navigate areas of doubt. The legwork you’ve done on your own will ensure you get the most value out of your interactions with outsourced assistance. Various marketing professionals, for example Vu Online, can help you realize your vision,
Top marketing tip: Did you know, you can use JPG-to-PDF converters to make sharing and editing images and ideas easier and more accessible. Or, you can save the photo as a PDF first; there are many online guides that can show you how to do this.
Get your small business marketing right
Doing your own marketing depends on researching and choosing the right channel and medium combo. Measurement is a necessary last step in any worthwhile campaign.
Keep an eye on our blog for more sports and marketing inspiration.
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