The evolution of marketing continues to present frustrating and sometimes costly challenges to business owners.  As more marketing and advertising options become available to target potential customers, the more savvy a business owner must be to decipher the variable purposes and functionalities of each. While the tools in the marketing toolbox are designed for specific use, it is not always clear which to use, when or how.  Improper selection and use of it is one of the biggest mistakes a business will make in its marketing strategy. One cannot use a wrench when it requires a hammer, nor use a hammer without a nail.

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So, when you have defined marketing tools, but lack the direction for efficient selection and use; you should proceed in the manner you might with any other company requisite.

Marry this expertise with a marketing professional who can analyze your company’s needs and holistically advise of the proper methodology to meet those needs.  If that methodology includes a turn-key approach from creative message strategy to platform implementation, there is a higher probability for brand continuity and return on investment. 

There is not and should not be a one-size-fits-all approach to marketing your business.

Because a particular marketing message resonates for one company in the said industry, it does not always equate the same for another.  It is not unusual for marketing experts to categorize their services as “specialists” in particular industries.

What businesses do not take into consideration when confronted with that marketing tactic is that these specialists are producing templated content to the same platforms for a number of businesses that are all likely competition.   The idiosyncrasies of how your business operates, even how you manage labor, inventory, hours of operation and above all customer service all play a significant role in how your marketing message should be delivered, to whom and when.   

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Ultimately, when marketing is a moving target with an overwhelming number of options that can fragment the audience and make it more difficult to determine what works for your business, it becomes even more important that consideration of marketing experts who present a wholistic methodology for a customized marketing strategy is always going to provide more advantageous results than irregular and non-directional one-off efforts.