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  • Mark Steckman

The Three Legs of the Marketing Stool


For years, I've been teaching my clients that there are 3 basic things you must get right when marketing your business. Now, don't get me wrong....if your business is the next Starbucks or Apple, you may think that you don't need to get all three correct.

WRONG! Even the biggest, most well-known brands still use these benchmarks, and in fact, that's why I share them. Great marketing that makes you money isn't a secret that you need to sign up for some online course to understand. It's actually pretty simple:

1. Figure out who your target market is - and pick the right medium to reach them. Once you identify who your highest ROI prospective clients are, picking the right way to speak to them is easier and more efficient.

2. Develop a creative message & strategy that cuts thru the clutter. The average American is bombarded with hundreds of advertising messages every day. Telling your story in a meaningful way that inspires, engages and activates consumers can be tricky, but isn't impossible. Despite common myths, most people don't actually HATE advertising.......they hate BAD ADVERTISING.

3. Get enough frequency & reach to build brand awareness. Because not every consumer is ready to buy at the exact same time, your business needs to be top-of-mind for them before they have a need, while they are seeking out solutions and when they are ready to purchase. Having a consistent plan with regular frequency gives your business credibility and touches consumers when they are at the various points in the 'purchase funnel' and allows you to maximize your return on investment over time.

So that's it. Decide who you want to reach, come up with great creative and be consistent with your messaging that your future clients know who you are BEFORE they need your products or services.

Of course, there is much more to the tactics of making the plan a success, and that's where I come in. If you want to take your business to the next level and ensure that your marketing makes you more money this year, call or email me today and I will show you what I can do for you, just like I do already for businesses all around Tampa Bay.

#marketing #advertising #creative #branding #brandawareness

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