There is a regularly asked question about small business marketing plans that I thought I’d address for you today.
If you read last week, I talked about the ‘secret’ formula of Market – Message – Media, which caused a couple of readers to ask: Which form of media is best?
And my answer was not what they thought it would be. Sadly, my answer was going to cause them to have to do some research and work on testing some things to determine for themselves what the best form of media is.
Yes, I have a bad habit of answering your questions with more questions, but I’d rather you learn the process for knowing and then finding your own answer than tell you one that works for me – but maybe not for you.
Here’s the short answer, and then we’ll get into how it all works from there.
The best form of media is the one that produces the best overall ROI (return on investment).
Wait, wait you say? Scott, I wanted to know if I should do SEO or social media or buy a big ad in the newspaper… and you’re offering up some vague answer that means I have to figure it all out for myself? Yes – I am.
As much as I’ve talked in this series of posts about the different elements of a marketing plan template, one thing I’ve referred to over and over again is the concept of ideal clients.