I get asked many of the same questions from business marketers and owners, when I am out and about. People are always wondering what I would recommend for email marketing to a particular industry. Or wondering whether they should use Facebook to promote their business. Or does Twitter really have a relevance in a B2B setting. With every question like this I hear, I am a bit befuddled. Not at the question or the topic. But from the idea that marketing is something that can be cookie cut and repeated anywhere with any audience. I actually see marketing as anything BUT cookie cutter, here are my top five reasons why:
- All marketing SHOULD center around a plan and a goal. Those plans and goals are different business to business and industry to industry.
- Each audience is unique. It can be very tough to lump characteristics of one business's audience into that of another.
- Marketing is dynamic....or at least it should be if you are marketing by the results. You should have the ability to adapt your plans to get the highest return. And those plans should be able to turn on a dime.
- You have to be nimble and flexible to get results. You can't create a rigid plan that will work for EVERY company. Nor can you take a custom plan for any one company and never expect it to change. Change is good for results!
- Much like audiences are unique and plans should be as well, a marketers toolkit cannot be applied from business to business in the same way. What works for one, won't always work for another.
With that said, I am always happy to listen and provide advice. However, the KEY to building a plan that fits your audience. Understand your market. Know your audience. And build a plan to engage them. Not to worry, the results will come naturally if you follow that process.
Carissa Newton | Marketing
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