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July 28, 2010 / Tony Arena

7 Questions to Ask Before Choosing Your Marketing Tactics

Marketing tactics are an important part of running your small businesses.

They can boost short term sales just when you need it and they can help strengthen your customer relationships.

As the list of available tactics grow it becomes more difficult choosing which ones to action.

This can be made a little easier by asking yourself a few questions:

Do you have the stamina?

Some marketing tactics take up more of your time than others, such as a weekly newsletter. If you can’t commit on an ongoing basis then choosing another one may be the way to go.

Can you track the results?

If you can’t, then do not start as you will have no way of knowing if it is successful or not.

Will they help achieve your marketing objectives?

If your objective is to increase the number of times they buy from you then choosing tactics that are aimed at increasing awareness only is not the way to go. Think through what action you want your customers to take.

Why are you choosing them in the first place?

If it is only because you heard or read it is the “must do” at moment then reconsider.

Do you have the time and/or money?

Actioning marketing tactics does take time or money or both. You need to work out if you have enough of these and have allocated in a budget before you begin to choose.

Does it support your marketing strategy?

Your overall game plan is really important as it focuses you on what areas to concentrate on to achieve the objectives.

For example if you decide that retaining your current clients is key and the focus is on personalised communication and service, then tactics such as a newsletter is okay. A big push on free samples would not be appropriate.

Do you have the knowledge and skills?

Some marketing tactics takes knowledge and skills to implement properly. If you are lacking in the areas, then either drop them until you learn or get someone else who has the expertise.

Of course only get someone else if you have the money to do so.

Over to you now. If you have any other questions you ask before choosing your marketing tactics, share them with us.

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