Q. As a self-funded business promoting Australian manufacturing, produce and services, funds are not always available to invest in promotion and exposure. What advice do you have on maximising the impact of the dollars spent and taking advantage of free promotion and exposure opportunities?
My business has a website www .BuyAustralianMade南京夜网.au, an app, runs a Google ad campaign, engages in social media and sends a regular newsletter to more than 2000 subscribers. Many of the 400 businesses we promote display our logo and link back to the website. My mantra is ”What you buy TODAY, will determine the Australia we live in TOMORROW. Make a difference, BuyAustralianMade.” Look forward to your suggestions.
The first thing you need to look at is how all the marketing activity is paying off. What is the goal for each channel you’re investing in? Are you looking to get more businesses involved? Do you want to increase your brand awareness? Are you looking to get your message out to more consumers? Or is it something else?
Let’s assume you want to get more businesses involved with promoting that they’re Australian-made. You need to figure out what kind of leads you’re generating from each channel and then set some goals for growth. Run some analytics to figure out exactly how much web traffic your Google ads are producing for you and take a look at where the majority of new inquiries are coming from. If you can track where the leads are being generated, you’ll have a better idea of where you can ramp up your efforts.
Don’t be afraid to ask for “added value” options. In the media, there are two departments: advertising and editorial. If you’re committing dollars to ads, ask if you can do an interview for a feature on the business. If you’re writing content and acting as an expert source, see if they’ll throw in a free ad for your time commitment. Also take a look at events and sponsorship. If you’re sponsoring the local footy, don’t just settle for some signage at the posts. Ask if you can have an information booth with pamphlets and information to engage people. It’s those little things that can make a big difference and if you’re getting them free, that’s even better.
Mark Bouris is executive chairman of wealth management company Yellow Brick Road. His advice here is intended as guidance only.
If you have a question, email it to Larissa Ham at [email protected]南京夜网.au
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