Most businesses need a mixture of traditional and internet marketing. If your marketing mix isn’t balanced, you’re missing out on sales and new business.
Although some businesses view marketing as too expensive, there are low cost strategies that can keep your business in front of prospective customers and decision makers.
Amy McNally, principal at McNally Architects, has chosen an internet marketing approach to reach decision makers looking for an architect for their next industrial or municipal project. Her website will be search engine optimized (SEO) and adaptable for mobile apps as well as laptops and PCs. The social media mix includes Houzz, Pinterest, LinkedIn, and a Facebook business page which will provide with a link to her website. Press Releases about new architectural projects will be placed on her blog as well as broadcast via social media channels and dedicated e-blasts. Quarterly newsletters can be mailed or sent as an e-blast.
McNally’s traditional promotional strategies include professional membership with the American Institute of Architects–Wisconsin, as well as professional development seminars and volunteering. An announcement about her new website will be sent out to her professional network as well as friends and family.
All components of McNally’s strategy will be monitored and adjusted as needed on a quarterly basis. As her business grows, additional marketing services can be added.
One way to keep marketing costs reasonable is to find a talented marketing consultant who understands your industry and give them a couple projects to work on. If it seems like a good fit, offer to retain their services on a monthly basis. A monthly package of services is more affordable, allows the consultant to better organize their work flow and gives them a budget to work with.