Many ATA members go into business because they love archery, and they love helping people enjoy archery. This passion carries business owners a long way. But they’ll often fall short of success if they don’t market their business.
What exactly is marketing, and why should you do it? Understanding this framework will help you market your business effectively. Let’s dive in.
Hassan Mansoor, author of “Why Is Marketing Important,” defines marketing as a “tool used to create and maintain demand, relevance, reputation, competition and more.”
Marketing is the process of attracting potential customers to your business. It includes the activities a company does to inform customers about its brand, products, and services. All business owners should invest in marketing to create an environment that fosters sales.
Standard marketing techniques include email, sponsorships, word-of-mouth advertising, TV commercials, outdoor billboards, direct-mail campaigns, and ads on radio, newspaper, magazine, website or social media.
In short, businesses use marketing to explain who they are, what they do, what they offer, and why customers should shop at – or connect with – their brand. It takes time, research, and trial and error to get it right. Think of it as an ongoing, evolving strategy. Strive to understand your audience, products and business to produce the most fruitful marketing efforts.
People often look for something new to try or a place to pursue an existing love for archery. Marketing helps you generate interest and intrigue, which attracts people to your front door to browse and buy. Secure more customers by striving to reach new audiences.
Marketing helps you spread the word about your business, events and products. When people know your brand, they’ll associate your business with archery and bowhunting each time they see or hear your company name. Plus, when they see regular ads or business references, they’ll start to recognize and trust your business – even if they don’t become customers. Either way, consistent marketing helps you engage community members and establish a good business reputation.
Marketing helps you stand out against competitors. Use your marketing efforts to control your message. Share what makes your brand unique or different, or alert customers about current deals and promotions. Doing so tells them why they should choose you over a competitor. Having a constant presence and regular communication with customers also helps overshadow businesses without a diligent marketing plan. Be proactive and tell people what you want them to know about your company.
Marketing helps give your company depth and life. Once your business becomes well-known and respected in your community, both online and in-person, it will likely attract other brands and companies that want to work together. These connections often lead to mutual partnerships or additional funding and support.
With less competition and more partners, customers, and brand awareness, marketing helps you increase your sales. It’s inevitable and proven. The more customers know about – and like – your business, the more likely they are to buy. In turn, when customers are satisfied with their service or purchase, they become brand ambassadors and tell others about your business and offerings, which further increases sales.
Successful marketing initiatives will drive traffic to your store and increase sales. Photo Credit: ATA
Now that you understand why it’s important to commit to marketing, your next step is to learn how to effectively market your business.
Spoiler alert: Word of mouth marketing isn’t enough. You must diversify your marketing strategies. You do that by creating a productive marketing plan and dedicating time, money and energy to your efforts.
For more marketing tips and strategies, read these ATA articles:
– 6 Marketing Trends for Small Businesses
– Broaden and Strengthen Your Digital Marketing Strategies
– Email Marketing – Are You Doing It Right…Or At All?
– How to Market Hunting to Nonhunters
– 9 Ways to Improve Your In-Store Marketing Techniques
WE ARE HERE TO HELP THE INDUSTRY, TO HELP INDIVIDUAL BUSINESSES GET THE MOST OUT OF THE INDUSTRY, AND TO HELP YOU.