Helen Savage, copywriter to the glazing industry, considers what a strong marketing mix consists of in a changing market.
There are mixed reports and opinions hitting the headlines about how the fenestration industry is likely to fare in the coming months, but there is no denying the difficulties a lot of companies are facing with continued economic uncertainty and external pressures tightening consumer purse strings. When sales are fewer and further between, marketing is often the first line in the budget to be cut, but should all marketing activity be treated equally in this scenario?
Don’t take your eye off the future
Of course, we’d all rather not have to cut back in any area of business but sometimes needs must. Whether you do or don’t cut back on marketing, it is worth considering that promotional activity has a lead time. If industry cuts marketing spend now, business won’t stop overnight, but gradually it will become more difficult to fill the pipeline. Similarly, when it’s time to reignite a marketing campaign, the benefits won’t be felt immediately because there is a lead time on building momentum too.
And of course, when making decisions about your marketing spend, it doesn’t necessarily have to be all or nothing.
Managing the mix
In an ideal world, the best marketing campaigns consist of a mix of marketing tactics including public relations, direct mail, telemarketing, blogs, advertising, and online campaigns. When cuts need to be made though, it’s worth considering what your audience needs from you in the changing marketplace. In a slower market with a lot of uncertainty for example, businesses and consumers alike will feel more nervous about spending and will need reassurance from suppliers. So, marketing tactics that build trust and loyalty will be more valuable than more aggressive sales tactics that are good for grabbing attention in more buoyant times.
Blog it
Longer prose marketing tactics, whether feature articles in trade magazines, or blog posts on your website can be a great way to build trust and loyalty with existing and potential customers. The higher word count potential allows the opportunity to demonstrate your company’s culture and personality, as well as deliver free help and advice. The very fact you have a blog or are featured in a trade magazine immediately portrays a sense of leadership and authority, and so readers feel like they know you and can trust you when they come to make their buying decision. If business blogs don’t yet form part of your marketing mix, now might be an excellent time to instigate one to help your audience, build trust, and eventually win that all important sale.
Business blogs are a cost-effective way to market your wares when done correctly. Visit www.blogwrite.co.uk/blog for more information and advice on blogs and copywriting for business.
