Why one marketing trick isn't enough: building a winning business strategy

Amy Yaley
COO
Ward Media

As a small business owner, you're probably wearing many hats. You're the boss, the accountant, human resources, customer service, and yes, the marketing department. It's tempting to find one marketing method that seems to work and stick with it, especially when there are so many ways to attract customers. After all, who has the time to juggle multiple marketing efforts? But here's the thing: relying on just one way to reach customers is like fishing with only one hook in a big lake. You might catch something, but you're missing out on a lot of fish.

Let's talk about why using several marketing methods is not just better, but essential for your business to thrive.

The Problem with Putting All Your Eggs in One Basket

Imagine you own a local bakery. You decide to advertise in a new mover mailer – those packets of coupons and ads that people get when they move to a new home. It seems like a great idea. New people in town, looking for local businesses? Perfect!

But here's what often happens: A business will pay for these mailers month after month, and then get discouraged when they don't see a flood of new customers waving coupons. They might decide that "well that didn’t work" and give up altogether.

What's going wrong here? The business is missing a big opportunity. The company sending out these mailers often provides a list of new movers each month. This list is gold! It's a chance to reach out directly to these potential customers, but many businesses don't use it. They're leaving money on the table by not following up.

The Power of Using Multiple Methods

Now, let's imagine a different scenario. You're still running the bakery, but this time, you're doing a few things:

1. You're in the new mover mailer.
2. You're using the monthly list to send a personal welcome letter or postcard.
3. You're running some online ads that potential customers might see while browsing the internet.
4. You've placed an ad in the local newspaper.

Each of these methods reaches people in different ways. Some folks might toss the mailer but notice your ad online. Others might not be online much but read every page of the local paper. By using multiple methods, you're casting a wider net with the potential for your customer to see the ad multiple times..

Creating a Well-Rounded Marketing Plan

Here's the good news: you don't have to do all of this yourself, every day. The key is to create a plan that covers all your bases, set it up, and then check on it regularly. Here's how:

1. Think about who your customers are. Are they young families? Retirees? Local workers?
2. Choose a mix of ways to reach these people. Include both online and offline methods.
3. Make sure your message is the same across all these methods. If your bakery's slogan is "Sweetening Your Day," use that everywhere.
4. Set up a schedule. Maybe you'll check your online ads weekly, send out mailers monthly, and place a newspaper ad quarterly.

Measuring Success: Looking Beyond Immediate Results

Here's an important point: don't judge your entire marketing plan on how many coupons come back. Some people might see your ad ten times before they decide to visit. (Yes, ten times! You are building brand trust and credibility.) Others might come in without a coupon but mention they've seen your ads around town. 

Don’t count coupons, instead:

- Watch for an overall increase in customers/appointments/phone calls over time in a specific time frame.

- Ask new customers how they heard about you.

- Notice if more people seem to recognize your business name.

A Success Story

Let's look at a business that got it right. A local gym decided to use multiple methods to attract members:

1. They advertised in the new mover mailer.
2. They used the monthly new mover list to send personal invitations for a free week trial.
3. They ran online ads showing happy gym members, targeting local residents.
4. They placed ads in the local paper.

The result? After three months, they have seen an increase in memberships. When they surveyed new members, they found that most people had seen their gym mentioned in at least two different places before deciding to join. Some remembered the mailer, others clicked on an online ad, and some came in with the newspaper ad.

In the beginning, the owner was a little leary of all the different marketing methods.  Her first comment was that it seemed like a lot and she already does social media, isn’t that enough? She now sees how they all work together. Customers need to see the brand a few times before they're ready to give you a try.

Wrapping It Up

As a business owner, your time and money are precious. It might seem easier to stick with one marketing method, but that's often not enough in today's busy world. Create a plan that uses several methods, you can reach more potential customers and build a stronger business.

Remember:

- Use a mix of marketing methods.

- Keep your message consistent.

- Be patient and give your plan time to work.

- Regularly check how things are going, but don't expect overnight miracles.

With a solid, diverse marketing plan, you can set things in motion and then focus on what you do best – running your business. Your marketing will work for you, even when you're busy doing everything else.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.