This week I’m giving you a free mini-training session on how to choose your most appropriate marketing activities.
Many people think of “advertising” when they think of marketing. But advertising is not the only marketing activity. In fact, in many cases, advertising could be highly inappropriate as a marketing activity in a campaign.
Take for example the case of a professional or consultant. In their case, they find most of their new clients through referrals – previous clients telling friends who to go to. In their type of business, new clients don’t read an ad and say “wow, just the person I’m looking for,” they worry about how the consultant will work with them, whether they have the background and experience. They listen to people they know who have been helped by the consultant. A professional or consultant who chooses advertising of their services will not get value for money.
Sure, advertising has its place – even for the professional or consultant. They could use advertisements in social media to attract people who want to learn about a “how-to” and so gain a lead. But this isn’t advertising their services, it’s letting people get a taste of what the relationship would entail.
This mini-training is about how to choose your most appropriate marketing activities within your marketing campaign.