Buying space in a church bulletin or high school sports program is a great way to support the local community. Some businesses see their sponsorship of a local organization’s newsletter or posting on social media as an inexpensive way to advertise. While such tactics contribute to positive word of mouth, they are not a substitute for advertising and should not represent a significant allocation of your marketing resources.

For example, you shouldn’t be cutting back on advertising because you’re sponsoring the high school football team. In addition, it’s important to recognize that, while posting on social media is free, if it’s done without a strategy or dedicated marketing resources, it will only move the needle so far.

Where You Should Be Investing Your Marketing Dollars

This is not to suggest that small businesses should abandon their goodwill efforts. They can be an important way of building relationships in the community. However, for real results, your marketing strategy — as well as your resources — should be focused on proven methods for building your brand and growing your business.

• Building your brand. It would be difficult to overstate the importance of branding. It’s how you set your business apart from the competition and create a connection with your customers. A familiar brand name is associated with a shorter decision time for consumers and even a willingness to pay more. Good branding increases both customer satisfaction and the likelihood of referrals. That means it’s critical to craft a compelling message that highlights your business’ unique selling proposition and helps ensure that, when they are ready to purchase, customers will think of your business first.
• Professional website. Your website is essential to the success of your business. Customers expect you to have a website, and they expect your website to include contact information and product or service descriptions. It must have a professional look, be optimized for search engines, and include only the most up-to-date information. Your website is one of the best places to invest your marketing dollars.
• A 21/52 advertising plan. Consistency in your advertising and dominating your audience, one channel at a time, is a proven strategy for increasing your marketing ROI. By using a 21/52 advertising plan — running your message 21 times a week, 52 times a year — you’re able to make a lasting impression and earn mental real estate, the top-of-mind awareness among consumers that will make them think of your business when they’re ready to make a purchase. With this strategy, you focus your marketing resources to achieve both the reach and frequency necessary for success.
• Professional media partner. It can be difficult to know the most effective places to invest your precious marketing dollars, but you don’t have to go it alone. A professional media partner can help you navigate the various options and choose the ones that will provide the best return on investment.

Effective marketing is vital to the growth of your business, and Zimmer Radio, Inc. is here to help. We’ll work with you to develop a marketing strategy that will get you the real results you’re looking for.