New Year :: New Blog

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3 Marketing Wastes

We often see lists and articles with marketing, advertising & PR tips. “Dos,” if you will. I’d like to share a couple “Don’ts” for the new year:

1. Wasted Exposure - By this I mean wasting money on the wrong audience. We’d all like to believe that the whole world is the audience for our product/service, but that’s simply not the case. If you have a niche product that appeals to a specific audience, seek them out directly. This isn’t an easy process, but the payoff of having your message targeted at just the right people can pay huge dividends.
2. Not Building an EMail List - Permission-based email programs are the single best way to build your business with new and existing customers. TOMA (Top Of Mind Awareness) is easily achieved and maintained by emailing your customers and prospects regularly, but you need to collect that information first. And there are a number of places you can and should be doing this - on your website, from your order system, in person/in store, contest sign-ups, etc.
3. Doing Nothing With Your List - I’ve seen it time and again… a business actually puts the processes in place to build a decent size prospect database, but there it sits. Gathering dust. You’ve got this goldmine of prospects that it costs pennies to contact via email, and nothing is done. Find a geek (like us) to get you started with messages to that list on a regular basis. It’s easy, inexpensive and extremely effective.