Promotion

Promotion is about getting the right message to the right person at the right time – and in business marketing, that involves many different tried and true tactics, both online and offline.

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First impressions count and need to be impressive to catch the attention of today's content-hungry, always-connected, digital world. You need to get your message out there, build a good reputation and become the go-to authority in your industry. Promotional tactics need to be customer-focused and provide real value, whether it’s educational in nature or saving them time or money.

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Never have consumers had so many choices regarding how, when, and where they receive information. The challenge for marketers is that marketing has become very complex. There are hundreds of ways to reach your target audience. Almost every day, there’s a new online marketing channel or a new way to reach your target customers.

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Regarding timing, marketers need to consider where their customers are within their customer journey. Are they considering different product alternatives, or are they even aware that your company has a solution? Knowing where your customers are in their journey allows you to strategically target them with the right piece of content – at the right time.

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The internet has dramatically altered buying behaviors. Buyers are very well informed. Nearly all research for a given product or solution has already been completed before a prospect reaches out to your company. Marketers need to get ahead of the game. They must create an “always visible” presence, constantly nurturing and creating a pre-disposition to be noticed or to buy.