When Marketing for Your Small Business, Use All Available Tools

Tools (CC) by Spinster Carrdigan, on Flickr

Let’s begin with a story. It’s a story about a man who was upset with the way things were done.

The man decided to compile his issues and then post this for people to see and comment. Because of a new technology, his message was not only read by the community but reached far and wide. It went viral.

So who was this man? It was Martin Luther who outlined his thoughts 500 years ago. And the “new” technology was the printing press. It isn’t clear how many people he reached but multiple printings of his comments have been found. For more on this story, check out NPR at: http://www.npr.org/2016/11/20/502437123/how-technology-helped-martin-luther-change-christianity

I suspect that as you read the story you probably thought I was going to mention a social media tool. Instead I want to bring out what I think are two lessons for small-business owners.

The first lesson, and probably obvious, is the need to be aware of and willing to consider adopting something new in your marketing.

Yes, it is difficult today to know what will be around tomorrow so I am not saying you need to be the first one to try something. But if you see something making in-roads, consider it, as an early adopter, in your marketing plans. Not doing so gives the advantage to your competitors.

Second, and not so obvious, is to not forget about existing marketing tools already available to you. I heard about this story on the radio. The radio has been around a long time but people are still listening to it. And some of the story was found in print. People still respond to the printed word through advertisements, coupons, brochures, business cards, etc.. Keep these tools handy and use them as appropriate.

A good marketing plan uses the best tools for the task. The best tool often depends on who the audience is and what you are selling. And the way you find out what tool is best is through testing and analytics. Don’t make assumptions about what tool will be best. Test and re-test. Check with your audience.

So as 2017 begins, it’s time to plan your marketing for the year. When you open your toolbox, look at the newest and brightest tool but don’t overlook the tried-and-true as well.

Good marketing.

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About Glenn Muske

Glenn Muske is an independent expert on rural small business, working as GM Consulting – Your partner in achieving small business success. He provides consulting, and writes articles for county extension agents and newspapers across North Dakota. Previously, he was the Rural and Agribusiness Enterprise Development Specialist at the North Dakota State University Extension Service – Center for Community Vitality.