Research: The Starting Point of a Guerrilla Marketing Campaign - Guerrilla Marketing Official Blog

Research: The Starting Point of a Guerrilla Marketing Campaign

Research: The Starting Point of a Guerrilla Marketing Campaign

Image by Gerd Altmann from Pixabay

When you're starting out, free research can be done by the business owner to get as much information as possible. As your business grows, you'll want to supplement your research with an investment in high quality data. Why? In most cases, great advertising and marketing is preceded by great research.

Guerrilla Marketers know that ignorance is more expensive than paid (and especially free) research. Here are some great free research resources to help you:

  • Advertising Partners – any company/organization that you’re doing paid advertising or Affiliate / Fusion marketing projects can provide you with research and demographic information related to their customers/listeners.
  • The tracking results of your marketing efforts. By using unique URL’s, phone numbers and coupon codes, your amassing valuable research information that needs to be tracked and analyzed. Most businesses don’t spend enough time gathering, analyzing and re-using their information - even though it's right at their finger-tips.
  • Chamber of Commerce and industry organizations to which you belong (and their publications).
  • Participation in social groups (online or in-person via Meetups and/or organizations).
  • Google Analytics.

If you're not currently using Google Analytics - dive into our Ten Free Guerrilla Marketing Ideas and Examples to Implement Right Now to learn more about Google Trends. It’s a free course in our Guerrilla learning center.

  • Quizzes and Surveys - the more engaging you make these, the more information customers and prospects will be willing to share with you.
  • US Census Data – if you’re not currently using the data that the US Census collects, you’ll likely be surprised at what is available to you. Whether you have a physical location or your business is online, there is a wealth of information available for your profit. Here are few recent examples:
  • The rate of non-employer businesses (those without employees) grew 3.6% in 2017. If your target customers are soloprenuers (non-employer businesses), you’ll find valuable information about what sectors those businesses are in, what counties have seen the largest increase and more. Click here for the data and reporting.
  • While, as a marketer, you're likely aware that the population of the U.S. is aging - are you aware that the Population Estimates Show Aging Across Race Groups Differs. That’s research information that can help you be far more targeted if your marketing to retirees or older population groups. This information works in reverse if you’re targeting a younger population. You’ll find maps that will help you narrow down the data to the County level.
  • In the American Fact Finder tool, you can enter a zip code, state, county, city or town and receive popular facts (population, age, sex, race, households, housing, business and industry and much more).

Image by Photo Mix from Pixabay

“Be clear on this: Research—although it can often serve as the spark for breakthrough thinking—is not intended to be a substitute for inspiration. The truth is that research is supposed to provide a connection with your customers or prospects that can get you where you want to go faster and more profitably." Guerrilla Marketing (Kindle)

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Is Your Business Ready for Small Business Saturday Success?