In business, whether you are a small business or a large established public corporation, there are two main types of marketing: brand marketing and direct response marketing. If you want your marketing efforts to be successful for your small business then it is important to understand the difference between these two types of marketing so that you do not accidentally waste money on a marketing campaign that is ineffective.
An example of brand marketing is when you see billboards with big corporate logos that tell you to use a certain corporation’s products, but this sort of marketing can be ineffective and costly for a small business. Instead of trying to promote awareness about the brand of your company with your advertising, you want to use that advertising to get your readers or listeners to take a certain desired action directly after hearing your message.
Brand advertising can be great for a company that has been around for 100 years and that many people are familiar with, but most small businesses that use internet marketing are going to be more interested in getting things like sign-ups for an email list or referring members to their site instead of creating an iconic brand. Understanding the exact difference between direct response and brand advertising is very important for maximizing the effectiveness of your marketing campaign, because you do not want to make the mistake of trying to only advertise your brand instead of trying to get your customers to take a desired action.
Having a clear call to action is one of the most important parts of your direct response marketing campaign, because this is the part where you get to tell people exactly what you want them to do after hearing or reading your message. Try to communicate your call to action as clearly as possible, and make it as easy as possible for the people seeing your advertisement to take the action you want them to take.
An important tip for increasing the overall profitability of your small business is to figure out exactly how many people would need to respond to your advertisement, compared with the overall cost of advertising, in order to find out what your break even point is going to be. Once you figure this out it will be easy for you to determine whether your marketing campaign is profitable or whether it is losing money. This is the reason that internet marketing is a dream come true for small business owners, since there are a variety of ways such as search engine advertising or text links that you can use to get people to take action.
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