Your business might be among the best in its field,but that’s worth little if potential customers don’t know it exists. If your business, professional practice, or nonprofit organization is begging to be seen by a greater number of people, it needs to be marketed – but how?
“You can’t afford to sit back and wait for clients to walk through your door. You need to be proactive in leading them to your doorstep, whether it’s online or brick and mortar,” said John J. Amodio, chairman of SCORE-Staten Island. Some aspects of running a business in the 21st Century haven’t changed since time began. Goods or services offered in Biblical times, like those provided today, require a seller and a buyer. Supply and demand. It’s that simple – or is it?
According to Barton Horowitz, president of Staten Island-headquartered Relevant Public Relations LLC, a combination of vintage and cutting-edge marketing tactics may work best for a present-day business.
“A few decades back, it was common for many neighborhood shopkeepers to rely mostly on foot traffic, repeat customers and referrals to earn a living. But today’s business environment – seasoned with fierce competition and high-tech communications – demands more aggressive marketing strategies and a creative combination of tactics if an enterprise is to prosper,” Horowitz said.
“It’s additionally beneficial to seek the guidance of experienced professionals when it applies to the well-being of your enterprise,” said the public relations and marketing professional, who credits SCORE-Staten Island with “invaluable mentoring” regarding the operation of his business. “No one can do
it all, and no one can be an expert in everything. That’s why SCORE-Staten Island business mentors, offering wide-ranging expertise, are so vital to our community.”
If you want to develop a business-building strategy with an effective online presence, as you likely should, you may be thinking about hiring a marketing professional. As you move closer to that goal, SCORE-Staten Island and Relevant Public Relations suggest these vital first steps for creating a digital marketing strategy:
• DETERMINE YOUR OBJECTIVES
Do you want to build greater brand recognition? Do you want to attract new clients?
• UNDERSTAND THAT PATIENCE IS NEEDED
Depending on your objectives, your marketplace, your target demographics, and other factors, appreciable results take time. A marketing expert can help you establish realistic goals.
• SET A BUDGET
Make sure you have a clear idea of how much money you can devote to marketing your business, professional practice, or nonprofit group. Create a budget – and stick to it!
• ASSESS YOUR OWN MARKETING SKILLS
You may be able to save money by handling some marketing tasks on your own, such as creating social media posts or writing content for your business blog. A professional publicist/marketeer can suggest ways to take best advantage of your skills.
• ASK THE RIGHT QUESTIONS
Before hiring a public relations/marketing agency, check out its online references. You will want to know how long the firm has been operating, as well as information about the agency’s background, such as: Experience; clients; testimonials, and accomplishments on behalf of clients. Also, ask how the firm will measure your results.