Even if you have a very persuasive marketing message, the secret of getting it across effectively is choosing the right tactics and tools.

The problem many business owners face is that they either put all their eggs in one or two baskets and don’t use enough different marketing tactics or they use so many that they don’t use any effectively.

For most smaller businesses, it probably best to focus on using about 5 - 10 different marketing tools.

It’s also important to choose tools that you are comfortable with and that fit your available resources.

The following seven strategies help you choose the most appropriate tools for your needs.

You should mix different strategies as well as different tools.

• Use traditional marketing approaches: These are some of the most obvious and best known marketing tools but don’t think of them as too simple or mundane. They are very effective when done right and combined with other techniques. This includes tools such as traditional advertising, classified advertising and direct mail.
• Apply the power of creativity: One of the secrets of getting the best results from your marketing is looking at things a little differently and finding new ways to get your message across. This includes tools such as rewards programs, viral marketing and creative business cards.
• Build your personal brand: As an entrepreneur or independent professional, you are the key to the success of your business so you benefit hugely from getting your own name and reputation better known. You can use techniques such as speaking, writing articles and networking.
• Promote your business online: The key to successful online marketing is remembering that it is nothing more than another way of reaching your market. It has enormous potential but many people are held back from using it successfully as they think of it as a market on its own. Successful online marketing now include tactics such as forums, podcasts and teleseminars.
• Harness the marketing power of publicity: Publicity is a great way to reach a lot of people with a limited budget. The key is to have a message that is newsworthy. You need something fresh. Something the public would want to know about. It includes tactics such as press releases, event marketing and media kits.
• Build strong fusion partnerships with other businesses: One of the fastest ways to achieve the results you want is to partner with other successful businesses for mutual benefit – sometimes even with competitors. Tactics can include joint marketing campaigns, product sharing and endorsements.
• Build long-term relationships with your existing customers: Most of your profits are likely to come from your existing customers rather than new ones. The secret is to know which ones are the profitable ones and to encourage them to buy more, more often. Tactics include thank-you letters, testimonials and research.

Within these seven strategic approaches, there are hundreds of different tools. You will find more details on many of them in our 101 marketing tools section.

The key to success is choosing one to focus on initially and then adding more as you discover what works.

In the next part of this series, we’ll look at how to turn your selection of tools into an actionable calendar and marketing plan.

Download all seven persuasive marketing tips