As usual, I banged the drum as hard as I could about having an integrated approach when reaching (potential) customers to make sure you reach them in as many ways as possible. Don’t just rely on one marketing activity at a time – you need to build a relationship in order for (potential) customers to feel comfortable about who you are and what you do and be more likely to buy from you.
One news release sent out in isolation may get you coverage in the media. If you reinforce what you have to say with a direct mail (try to include a special offer to make them take notice), also send out your e-newsletter and post on a few relevant online forums, you are creating more opportunities for someone to see or hear about you which will mean they will be more likely to buy from you as they recognise who you are.
Top Tip: Don’t just rely on one form of marketing at a time. Reinforce what you have to say in as many ways as possible to ensure your message reaches your target audience in as many ways as possible.