5 Marketing Techniques to Use in the Last Half of 2013

So sales are in a slump and your business needs a swift kick in the pants for the second half of 2013. It can be easy to get disheartened when it's already August and you're just not performing like you thought you would be. There's usually something you can do to help sagging sales pick up in the second half of the year. Or, at the very least, you should be able to plant a seed for greater brand recognition early next year.

You still have several months before the year ends, this is your time to kick it into second gear and make the most out of 2013 for your business.

Photo by Chris Heiler via Flickr

Break the Language Barrier

Are you sure that your target demographic speaks English? Consider, for instance, a video game developer who mostly focuses on challenging shoot-'em-up games. The big market for these games is Japanese, and by keeping the game English only, this developer is missing out on what might well comprise the lion's share of their viable market. In China, in particular, we're seeing a surge in consumer demand for electronics and technology products in both urban and rural areas, as pointed out by Gallup.com.

Get in Some Trouble

Too often we worry about stepping on toes, but you can't conquer your market while being polite. That publicity stunt that you're worried will just embarrass you? The off-color jokes you want to post to the company's Twitter account? As long as it's in line with what you want for the brand, go for it. The controversy that arises from developing a brand that isn't “for everyone” is exactly the sort of controversy that let's your ideal customers know that they're not everyone.  Just be sure that's it's in line with your company's brand and it's light-hearted controversy, not offensive.

Stop Ignoring Your Data

Many companies collect data on market behavior, but few actually use that information to change the services they offer, how they advertise, and what it is that they're selling to the public. This is like reading your date's dating site profile, and then spending the whole night talking about movies that you know they haven't seen or don't like. As DMNews points out, simply putting your text-mining data to use and collecting frequent updates can make a big, immediate difference in your business's performance. You have the tools, you have the data: use them. Even your direct mail and shipping campaigns can be boosted by the data provided by a Pitney Bowes postage meter or your online customer database, so stop letting this valuable information go to waste.

Cross-Channel Marketing

Meg Enterprises suggests a greater emphasis on multi-channel marketing.Take that a step further and look into cross-channel marketing. Cross-channel marketing refers to an approach to marketing that involves multiple intertwined marketing campaigns, so you'll have your TV ads pointing viewers to your Web site, your Web site pointing people to your upcoming trade show appearances and your newspaper ads including coupons that can be redeemed online. Rather than leaving each marketing piece to stand on its own, you make it all a part of an overall strategy with every single piece building brand recognition and creating another way “in” for your leads.

Sponsor Something

Sponsor a local little league team, a Kickstarter campaign or an after school program. Invest in your community, whether online or locally, and you increase not only your brand, but the community that you're hoping responds to it.  It's the perfect way to get out from your desk and get to know the people in your community, they are your potential customers after all.

What will you do with the rest of 2013?

Oftentimes, improving your marketing efforts can be as simple as breaking the habit of ignoring data or coasting on your once-popular products and services, or simply failing to innovate. Treat every day as an opportunity to launch something new, as an opportunity to rethink your advertising and marketing efforts, and to change your business, your customers and the market.

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Gary

CEO at 3Bug Media
Gary Shouldis is the founder of 3Bug Media, a web marketing company that helps businesses create 360 Marketing Strategies to dominate their market. His blog is read by over 20 thousand small business owners a month and has been featured in the N.Y. Times Small Business, Business Insider and Yahoo Small Business.