"Your marketing agency did an excellent job designing a postcard for our direct mail campaign. The list you bought in combination with your excellent design brought us the most leads of any of our direct mail pieces."
We’re a marketing agency in Lancaster, PA with a focus on small businesses. We understand your challenges considering we’re a small business ourselves.
When it comes to traditional marketing vs. digital marketing, we’ve found that many small businesses are unsure of where to focus their efforts. Some claim that traditional marketing strategies are dead, yet many businesses still rely on tried-and-true print marketing campaigns.
We’ve learned that the best results come from an integrated approach. That’s why our traditional marketing services are designed to complement your digital marketing. From logo design to print ads and brochures, we’re here to make sure your business looks great and gets marketing results – both online and offline.
Traditional Marketing Services for Small Businesses
When it comes to marketing, your brand is your business’s unique story. Count on our Lancaster marketing company to help you express that story through your logo, colors, messaging and graphic design.
Sometimes there’s no substitute for physical, tangible media. Whether it’s newspapers, magazines or direct mail, we can help craft your campaign and make sure it’s measurable.
From brochures to business cards to catalogs and more, our marketing agency will design professional marketing collateral materials that show off the best your business has to offer.
Why Even Worry About Marketing As a Small Business Owner?
Make no mistake: marketing is mission-critical. Marketing is everywhere. And if you’re not doing it as a small business owner, you run the risk that your competitors, especially larger competitors, will have a marketing plan.
So what’s the objection? As a Lancaster marketing company that works with lots of small local businesses throughout Central PA, it usually comes down to one thing … budget.
Without a doubt, marketing costs can become a major chunk of a company’s operating budget. But that doesn’t mean you should ignore marketing. You just need to control the costs by putting your dollars, however limited, where they make the most sense.
Too many small businesses get caught up in doing everything, and not doing anything well. That not only increases your marketing costs but also renders them ineffective. Spend your marketing dollars where they make the most sense and can deliver the greatest ROI.
Before you spend a dollar on marketing ask yourself what product or service do you want to market. Then ask yourself where your customers would go to get information about that product or service.
Our marketing agency consistently hears clients saying they need to be on Facebook. Our typical response … why? Their typical answer … our competitors are there.
Guess what, just because your competitors elect to use Facebook marketing doesn’t make them right. If you’re a B2B marketer, will Facebook marketing help drive your sales? Questionable. LinkedIn marketing is likely a better social media channel.
The point is this … before you spend a dollar on the wrong marketing channel, make sure you really understand where your customers go for information. Spend your dollars there. As a long-standing marketing agency in Lancaster, we’re here to help.
How Do I Market My Small Business?
Whether you’re a large business or small business, marketing essentials are similar. Our marketing company consistently counsels clients to pay attention to these marketing questions:
Who are you selling to?
Start by determining who you are targeting for sales. It’s best to be laser-focused. Sometimes that means saying NO to potential customers. But it also means saying YES to more profitable customers who are a better fit for your business. Our marketing agency can help you target the right customers for your business. We can conduct marketing research to create a laser focus and help you determine where you should focus your marketing efforts.
What do you do?
Here’s where the KISS principle applies (Keep It Simple Stupid). Very simply, how do you describe your business? Take EZMarketing for example: We’re a marketing agency in Lancaster, PA. To market your business effectively, you need to be very clear on what you do and what products and services you want to promote.
What is your benefit?
Sometimes referred to as a USP or unique selling proposition. In a nutshell, what does your product or service deliver that your competitor’s doesn’t?
Just be cautious not to confuse a feature with a benefit. A feature describes your product or service. A benefit helps to differentiate your product or service. So, you might have 4 bicycle service technicians, while another bike shop has 2. That’s a feature. The benefit from a marketing perspective is that you can repair a customer’s bike faster than other shops so that they can get back on the road and start cycling again.
Who is your competition?
You need to know who else your customers might choose instead of you. Make sure you fully understand each competitor, their product or service offering, and how they differentiate themselves. Having that information will help you craft an effective marketing strategy to compete against them.
That’s also where we can help as a marketing agency. Our Lancaster marketing company can identify your competition locally, and even nationally, to help you understand their marketing strategy. That will allow you to create the necessary differentiation to sell against them. Make a list of precisely what makes you better for customers than your competitors.
Once you’ve answered these questions, it’s time to craft your marketing statement. Once you’ve crafted that statement, run it by friends, your best customers or work colleagues. It has to sound right to you. You may even want to create different versions to see which one resonates best.
Learn More About Marketing Your Lancaster Business
What's the ROI of traditional marketing?
One of the big issues with traditional marketing is that it’s harder to measure.
But with an integrated marketing approach, you can combine the advantages of offline marketing with online marketing. Check out our agency’s article … 5 ideas on how to measure the ROI of your print marketing, then give our marketing company a call.
Trust Our Marketing Agency for Help
As a small business owner, the process may seem daunting. Equally important, you may not have the time to go through this exercise. And let’s face it, there are a lot of marketing agencies in Lancaster, not mention those in surrounding areas, ready to help.
Unlike most those other marketing companies, our focus is on small businesses. We understand your challenges and can help.
We can help research your customer base and discover what sets you apart from your competitors. More important, our marketing company can help determine where best to spend your money, regardless of the size of your budget.
It could be a print advertising campaign is your best approach. Or maybe an email marketing campaign if your marketing goal is customer retention. Whatever the approach — direct mail, print advertising, SEO marketing, paid search, even logo design — we have the experts to drive your success.