Here is an easy way for you to determine the marketing strategies that work best:
Take a look at the professionals you’ve hired recently, and figure out how you ended up hiring them.
In my case here are examples:
- Physical therapist for tennis elbow: Referred by a tennis buddy who raves about him.
- Production for website: Radio ad followed by referral from someone in the industry.
- Boxing photographer: Referral from someone in industry.
- Restaurant: Great review in paper.
- Accountant: Listed on website as Quickbooks expert, then I interviewed him about his other capabilities.
- Pool cleaner: Referred by my in-laws, who use him.
- Hair cut: Referred by my wife.
- Lawyer: Google search for local attorneys along with name recognition from advertising and news about them.
- Financial planner: Met him on the tennis court.
- Web designer: Listed in a marketing book with reference guide to top web designers who know what they are doing in selling info products.
So in my case, I conclude that referrals are key, as are online listings.
Obviously this is a simple and non-scientific analysis, but give it a try and see what you discover. What do you conclude about how you buy, and how you should market?