New tools to grow your business

Chad Ritterbusch
Owner and president
The Ritterbusch Group, Inc.
Industry: Marketing services
Employees: 12

Chad Ritterbusch founded The Ritterbusch Group in 2004. He says marketing has changed immensely in 10 years, presenting growing organizations with many opportunities – and decisions to make.

“New tools like search engines and social media have transformed how people get information. And how businesses go to market.

“But there is so much noise out there that it can be tough to know what to hear and what to tune out. The sheer volume of Internet marketing news might lead some to conclude that ‘traditional’ tactics like direct mail and referral-based selling are irrelevant. That’s not true.

“Still, how can growing businesses take advantage of the new marketing tools? Relaunch your website to take advantage of new technologies and mobile device trends. Look at social media, which present some surprisingly cost-effective ways to target specific customer groups. And prepare for the reality that search engines are increasingly prioritizing paid search over ‘organic’ search. This could especially impact those who get leads from the Internet.

“Business cycles have shrunk. Gone are the days of launching and milking products over many years. So planning is key. It should be research-based and customer-focused. Today’s best companies know their customers better than the competition does. And they’re better at prioritizing markets and budgeting, too. They don’t waste money on low-priority targets, media or distribution channels.

“There is an array of new ways to learn about customers, reach people, sell and measure. But taking full advantage of the new tools takes thoughtful analysis, planning and execution.”

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