Is Your Marketing Diversified? Take The Quiz!
   By B.J. Addington

Marketing is the lifeblood of small businesses. It draws in customers.

But just as your business can’t sustain itself by offering a single product or service, marketing isn’t successful unless you diversify.

That means direct mail promotions must reinforce your print ads. Or e-mail campaigns must drive visitors to your Web site. Or follow-up phone calls must be made to convert a networking prospect into a buying customer.

Most small-business owners don’t have the time or money to invest in every possible marketing opportunity. But it’s crucial to find affordable avenues that complement each other.

The aim is to develop a balanced approach, so that if one marketing vehicle falters, the others pick up the slack and keep working to attract customers.

Take a close look at your current marketing. Does your online advertising seriously outweigh your offline advertising? Maybe some adjustments are in order. Are you depending solely on your Yellow Pages ad to attract local customers? It could be time to find additional print ad outlets.

So, is your marketing diversified? Take the quiz to find out.

 

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Take The Quiz!
Just answer these 20 questions to find out if your marketing is diversified. No peeking at your score until you finish the quiz.

1. Do you have a Web site?
   Yes No

2. Is your Web site primed to attract search engine hits?
   Yes No

3. Is your business listed in online and offline directories published by trade and professional organizations?
   Yes No

4. Do you ask customers for referrals?
   Yes No

5. Do you regularly send press releases to the media?
   Yes No

6. Are you actively involved with charity organizations in your community?
   Yes No

7. Have you conducted a direct mail campaign in the last six months?
   Yes No

8. Have you conducted an e-mail marketing campaign in the last month?
   Yes No

9. In the past year, have you written an article and had it published online or offline?
   Yes No

10. Have you written thank-you letters to your best customers in the last month?
    Yes No

11. Have you run a print ad in a publication within the last month?
    Yes No

12. Have you attended a networking event during the past month?
    Yes No

13. Do you make follow-up calls to customers who purchase your products or services?
    Yes No

14. Do you have a Yellow Pages ad?
    Yes No

15. Do you give a business card to every person you meet?
    Yes No

16. In the past year, have you run a broadcast advertisement on radio or TV?
    Yes No

17. Do you coordinate with other business owners to refer customers to one another?
    Yes No

18. Have you attended a tradeshow in the past year?
    Yes No

19. Have you distributed flyers in the past six months?
    Yes No

20. Have you updated your marketing materials in the past year?
    Yes No
     

How You Scored
How many Yes answers did you give? Add them up and see how you scored.

20: You’re a marketing whiz. And chances are your business is flourishing. Congratulations.

10 to 19: You’re doing great. Keep up the good work. And consider adding some of the ideas to your marketing mix.

5 to 9: Your marketing plan needs a bit of diversification. Try some of the ideas to see how they work for your small business.

5 or fewer: Trouble could be brewing for your small business. Dedicate some time and effort (and maybe some money) to your marketing.

If you answered “No” to all of the questions, you’re in a heap of trouble—and so is your small business. Pick three of the ideas presented in the questions and get started on them today.

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