Chamber Chat: Increase awareness to build your local business | PostIndependent.com

Chamber Chat: Increase awareness to build your local business

Andrea Maddalone
Rifle Area Chamber of Commerce

A recent study revealed that most small businesses are unsure about the effectiveness of their marketing strategies. Many small businesses struggle to make sense of the tools and data that is available at their disposal to reach their current customer base and potential customers, particularly on marketing platforms the internet provides.

Surprised at the results, the Rifle Area Chamber of Commerce reached out to our membership to see how they felt.

When we asked our members if they feel that their marketing efforts were working, surprisingly 80 percent said they “didn’t know,” 20 percent said they “tried but didn’t succeed,” and none replied saying that they are confident their marketing is working. Thus, confirming this national study.

Diving deeper, we asked who was in charge of marketing at each business? Suggesting that maybe the disconnect was with that of the owner and a third-party, 80 percent have a person on their team who does the marketing for them, and 20 percent do it themselves. None of those completing the survey indicated that they use a paid contractor, agency or third party.

With Facebook adding over 200 million users in less than a year, and those users sharing almost 100 billion in content each week, and YouTube being the second largest search engine in the world, according to eshout.com, we can see why our members feel overwhelmed and unsure of their online marketing strategies. There are a lot of opportunities and an unclear way of what to do and how to get there.

Advertising works on different levels. It’s not as simple as trying to get a customer and trying to get a customer to buy something, which is ultimately the end goal.

However, the basis for all advertising is simple: awareness.

Awareness is reach. To build demand for your brand, product or service, you must be able to reach new audiences. Those audiences already exist on websites, social media, radio, television and this local newspaper.

If you are a business who is trying to build your awareness campaign, these businesses in the area can help you reach your audience.

Advertising & Marketing Specialists

Align Multimedia, LLC. / 110 E. Third S., Suite 103, Rifle / 970-456-0011

Glenwood Springs Post Independent / 824 Grand Ave. / 970-945-8515

Radio

Western Slope Communications (95.5 The River & Drive 105) / 818 Taughenbaugh Boulevard, Suite 107, Rifle / 970-440-7250

KSUN Community Radio / 398 Arroyo Drive, Battlement Mesa / 970-285-2246

KMTS Radio (99.1/99.5 FM) / 3230 B South Glen Ave., Glenwood Springs / 970-945-9124

MBC Grand Broadcasting (92.3 The Moose) / 1360 E. Sherwood Drive, Grand Junction / 970-254-2100

Newspaper and online

Citizen Telegram / 111 E. Third St., Suite 217, Rifle / 970-625-3245

The Cow Pie / Rifle / 970-625-5334

TV

KREX TV 5 / 345 Hillcrest Manor, Grand Junction / 970-242-5000

Local Focus Digital Media / Grand Junction / 970-261-4319

When surveyed, this year our chamber members have budgeted and are planning to use these marketing medias to building their awareness:

Redesign their website

Radio

Direct mail campaigns

Community sponsorships

Internet / web ads

Ranking highest on the list were:

Social media

Email marketing campaigns

Target specific Magazines

Out of those surveyed, 40 percent said they “didn’t budget to advertise / market this year,” which brings us to the basis of this conversation in the first place: Small businesses don’t feel confident in their marketing efforts, hence the lack of budget for marketing.

It sounds to me that more than ever small businesses need the support of a local chamber to give them guidance, direction and education. We encourage any business to use their local chamber as a resource.

Andrea Maddalone is the president and CEO of the Rifle Area Chamber of Commerce. To contact the Chamber, call 970-625-2085 or visit http://www.riflechamber.com.


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