Published On: Thu, Sep 4th, 2014

4 Marketing Tactics You Don’t Need

Marketers are sharks at making money, and in the digital era tech-savvy marketers have an edge. They know the average business owner isn’t keeping up with search engine optimization (SEO) best practices or mobile readiness, and they can clarify what responsive design is.

As a small business owner, you shouldn’t have to do that. But you do have to stay on top of your marketing in general, and that opens up a world of potentially predatory marketing tactics to avoid. How do you know what’s worth your marketing dollars and what’s not?

donkeyhotey  donkeyhotey.wordpress.com

donkeyhotey donkeyhotey.wordpress.com

You should beware when someone says marketing is “free,” such as with social media management. Technically, it’s “free” for a business to appear on most social marketing sites, but what is your time worth?

Without the proper management and analysis, you’re wasting time and therefore business dollars that would be better spent elsewhere. There are marketing tactics that work, those that don’t, and a wide spectrum to consider, depending on your budget.

As a business owner, you need to figure out which strategies align with your goals. Here are the most common marketing strategies that most businesses can do without … at least until their budget gets a lot bigger.

1. Geo targeting for national companies

Unless you have a brick-and-mortar establishment or want to cash in on a location connection, geo-targeting essentially ends up being a way to double the amount of money you spend on online marketing. You’re suddenly paying a company twice as much to create content on a national/global scale as well as a local one.

In an increasingly global marketplace, you have to ask yourself seriously whether you need to go local.

2. Old-school approaches for tech-savvy companies

Clearly, there are still instances when radio and TV spots, bus ads, and billboards work. However, these are very costly items when compared to many digital solutions.

If you’re a nonprofit hosting a local relay race, it might make sense to spring for a traditional approach. Otherwise, you can rest easy knowing that digital solutions (such as blogs and optimizing web content) are likely to be a more budget-friendly approach.

3. Finding the right pitch

Today’s consumers are keen when it comes to sniffing out sales-y pitches and promotional content. They want native, organic content that’s either truly informative or at least entertaining (and preferably both).

This means you need to change your approach and deliver something consumers will use or enjoy. The days of hard sales and closing are over, and a marketer who hasn’t adjusted his or her lens isn’t going to do you much good.

4. Flooding review sites and social media

You need to find the right social media platforms for your business, not just play a numbers game and get on all of them. Likewise, encouraging the proper review sites (by inviting your customers to use them) is better than shooting for all of them.

Choose your marketing tactics wisely, and be wary of a marketer who doesn’t assess your particular needs.

Guest Author: Lolita Di

On the DISPATCH: Headlines  Local  Opinion

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