Maintaining regular communications with new and existing customers is crucial and it couldn’t be easier with the vast number of marketing methods available. But all too often small business owners are guilty of adopting one method, be it online or offline, and sticking with it. But this in itself creates limitations.
We have found that potential customers need a gentle nudge before they buy, it has been acknowledged that they need more than five dealings with your business before they commit*. So give them a reason to buy with new product news or enticing offers – just keep them informed! It is a similar situation with existing customers, you need to maintain the channels of communications otherwise you risk them switching their loyalties to a competitor.
So which is better, online or offline?
The quick answer is: Neither
Each approach is successful in achieving varying aims!
The popularity of social media is amazing as 74% of ‘online adults’ use it* therefore creating opportunities for your business. Facebook, LinkedIn and Twitter all have a role to play in maintaining contact with little effort as news/announcements can be broadcast across all media for widespread coverage. In addition, emails and newsletters can be quick to produce and enable you to respond quickly to market changes.
Traditional print marketing methods, such as adverts and brochures, can create credibility in your brand and product offering. When selling a high-end product or a specific business solution, a brochure can convey quality as well as being a constant reminder to the potential customer or a reference document for an existing one.
Talking face-to-face with customers, be it at events or during meetings is invaluable, but in order to generate and nurture potential leads without dominating your time, then utilise a multifaceted marketing plan. It isn’t a case of one method versus another, but instead choosing a variety of methods that complement each other and best deliver your goals.
If you would like help with creating a broad and effective marketing plan or a detailed campaign then please visit our site: www.pinpointmarketingconsultancy.co.uk.
*Source: Evolution Complete Business Sales Ltd. research Jan 2016