| Most companies develop action plans for what they | | | | should a company launch a traditional public relations |
| consider the nuts-and-bolts part of their business, | | | | campaign or a social media campaign? Rather, how |
| including production, sales, distribution, etc. It's surprising | | | | does a company effectively meld a PR campaign with |
| how few companies automatically throw marketing | | | | a social media, blogging approach? |
| into that mix. This is particularly true when it comes | | | | |
| to small or mid-sized companies. Many entrepreneurs | | | | To launch an effective campaign, a business first |
| and business owners think of marketing as an extra, | | | | needs to develop a clear message, create a strong |
| an afterthought, something to focus on when there is | | | | brand and define its target market. The next step is |
| extra money to spend on incidentals. The truth is | | | | to develop a strong marketing approach and |
| that for a company to be successful (first and | | | | marketing plan. The plan needs to be a living |
| foremost) marketing matters. It is a business | | | | breathing, fluid approach that can shift and change as |
| essential. The question should never be if a company | | | | the market changes. Each business has different |
| should market, but how. | | | | needs. But a plan is a necessity. |
| | | | | |
| The good news is that businesses now have more | | | | Write out your short term and long term goals. |
| options than ever. It used to be that direct marketing, | | | | Define your target market. Study where and how |
| traditional advertising and PR, were the holy trinity in | | | | your market and customer base finds their |
| marketing. Along with some basic grassroots guerrilla | | | | information. Now take some time and develop a |
| approaches, those three were considered the only | | | | strategic plan. Review your budget, study the various |
| viable options. The internet has changed everything. | | | | outlets. An affordable approach that works for just |
| The new marketing arsenal now includes social media, | | | | about any company is a combination of traditional PR, |
| blogging, email marketing, article marketing, | | | | blogging, social media and article marketing. Study |
| pay-per-click, video marketing, AdWords... the list goes | | | | each approach independently, then take a look at |
| on. | | | | combining them. With some thought you can develop |
| | | | | a long term marketing plan, a promotional blueprint that |
| But this does not mean that there is now an either/or | | | | will work as a roadmap to build and grow your |
| approach to marketing. The correct question is not: | | | | business. |