Which Marketing Platform Is Best for Your Business?

Factors to Consider

• What are you trying to accomplish?

When you established a marketing plan, what was your goal? Were you trying to increase profitability, generate more sales, build brand awareness, reach new audiences, expand market share or increase customer engagement? Different marketing strategies will have different results. You want to pick platforms and techniques that help you accomplish your goal(s). For example, if you want to increase brand awareness or recruit new customers, you might start a referral program or send “About Our Business” postcards to local addresses that showcase general business information and your top offerings. If you want to increase sales, you might write a “Must-Have Products” article, offer a discount or ask an influencer to demo a product. Thinking about your goal will help you narrow your options.

• Is it accessible?

Most towns allow people to hang flyers on light posts, but not all towns have billboards for advertising. Inventory your options to determine which ones are viable. Alternatively, even if something is an option, that doesn’t mean it’s accessible. Some techniques have challenging setup processes or learning curves that require training, which might make the option a burden. For example, suppose you struggle to learn search engine optimization (SEO) best practices and don’t have anyone to ask for assistance. In that case, it’s likely not a good, accessible option for your business — unless you hire someone who can help or take classes and vow to learn. That leads us to the next consideration.

• What does it cost?

Most marketing techniques have a cost, whether it’s time, money or both. Word-of-mouth marketing is essentially free, but you must spend time encouraging people to share their experiences and tell their friends to use your business. Ads cost money, but they don’t require much time to create. Research the options to know what they’ll cost, either mentally or financially. Determine if there’s a fee to obtain and use the service. If so, can you afford it? Will the payment be worth the return on investment? Do the math on monthly payments and annual plans so you understand the financial commitment. Don’t overlook early termination fees if you plan to test a technique. You can also hire someone to oversee a marketing effort if you don’t have the time or skills to do it yourself. The ATA includes several marketing agencies in the MyATA service provider program. Learn more at www.archerytradest.wpengine.com/myata-service-providers.

• Who will oversee the process?

Someone will need to implement and track your marketing efforts and techniques. Will you volunteer, designate a staff member, hire a reputable marketing company or use a marketing intern? Ensure the responsible party has knowledge about the platform you choose. Short on time? Use the ATA’s marketing internship program guide to help you find, hire and manage a marketing intern. ATA members can download the document for free as part of their member benefits. Visit the ATA’s resource website at resources.archerytradest.wpengine.com and log in with your ATA member credentials.

• What are the pros and cons?

Think about the advantages and trade-offs for each platform. For example, Facebook might censor your content if you post about weapons or dead animals, but according to Sprout Social, 73% of U.S. Facebook users log in daily. That’s a trade-off to consider compared with your own website, where you can post whatever content you want, but you have only a fraction of the audience. There are drawbacks to both options, so you need to prioritize what’s important.

• Will new or current customers see it?

Think about your customers. What type of media do they consume? Where do they spend a lot of time? How do they like to communicate? What products do they need for their age or ability? Strive to meet new and current customers where they’re at. If they’re younger, they’re likely on social media. If they’re older, they’re more likely to watch TV or check the mail. Pick options that make sense for your target audience.

• Does it work?

If you’ve used the strategy or platform in the past, you might know if it resonates well with community members. If you’ve tried a method, but aren’t sure about its effectiveness, read the “Marketing Matters” article in last month’s issue of Archery Business. The piece outlined a five-step plan to learn how to evaluate a marketing plan or strategy. If you haven’t used a technique you’re considering, ask around to see if other local businesses might share their experiences. If no one can vouch for the strategy, use the platform on a trial-and-error basis. After all, marketing is ever-changing.