With so many marketing channels available to us these days which one is right for your business?

The key word in that sentence is ‘one’. Very rarely can a business rely on just one marketing channel, whether that’s word of mouth, a website or any other marketing activity it carries out. In order to attract new clients, businesses have to carry out several marketing activities to make sure their name is seen in different places and enquiries are converted into sales.

However, it’s not enough to have several marketing activities happening independently. To get maximum ‘bang for your buck’ you should integrate your activities so that potential clients get the information they need to decide whether to buy from you or not.

Here are some examples of how to link different marketing activities that you implement:

• Mailings and emails – refer readers to your website for more information, preferably to the correct page if it’s easy to do so. To highlight a particular product or service, add a ‘PS’ to the bottom of your mailing/emails and give a call to action for how readers can find out more.
• Adverts and radio adverts – don’t just give a phone number for people to contact you, also refer to your website and/or social media pages.
• Social Media – on your profile pages and any posts/blogs you do, refer people to your website and where possible include an email address or phone number.
• Networking – mention any freebies people can make use of such as a newsletter or specific free resources they can access on your website.
• Forthcoming events – whether it’s an event you’re organising yourself, or ones you are attending elsewhere, mail or email your clients to invite them along, but also mention on your website and social media.
• Trade shows and exhibitions – any enquiries made at the show should be sent a follow up email and also a follow up call made to keep the contact alive, with a view to developing the relationship into a sale.
• Articles – whether written for newspapers, magazines or any external organisation, see if you can also post it on your website and social media blogs.
• Newsletters – these should refer to your website and/or social media sites you have, but also mention future events you’re attending.

By increasing the amount of ‘business contact points’ you use, you are providing more opportunities for people to find you and interact with you. People won’t necessarily use the same marketing channels that you use, so ideally find out what channels work best in your market place and give them choice of how they can access your information.