There is no 'right' way to market

CCS Influencer Greg Hlavaty says new marketing avenues are great but so are the old.

As a manufacturer we may have a different approach to marketing than a contractor. But everyone is piling on to electronic marketing. Social media, direct email campaigns, inline adds in online news outlets, we could go on and on. 

I don’t think “new marketing practices” is the most important factor. It is “know your audience” and use what works for you. 

And don’t trust most advisors. I get from 40 to 100 emails a week promising… we can get you more leads. We love your web site but if you allow us to fix the broken links and improve your SEO we promise to bring in more responses. I am sure that all these things have worked for someone at some time but you can drown in new marketing hype when you should be running your business. 

Get a person that has experience and a proven track record to guide you. Someone who has grown with the industry and been able to see what is working for your sector of the industry. The new marketing avenues are great but so are the old. 

I will give you an example: Our two largest customers.   

One spends many thousands a month on modern marketing. Electronic etc. They get a large return on their marketing dollars but they spend a lot to do it and need a staff to oversee it. 

The other does no marketing. That’s right, none. They only accept word of mouth and networking leads and calls. They can't keep up with the business. It is an exclusive group of customers and everyone wants to be one. 

Which one is best? I don’t know but I am sure they both think they are doing it right.