Old cliché: marketing is advertising. But it is not and it is, at the same time. For one of the areas marketing is the advertising or publicity. The first is a paid ad and the second is not. When clients talk of you in word-of-mouth, such as viral marketing, you do not pay anything to them to speak well of you, this is viral marketing which is generated by the excellent service, with a competitive advantage of yours, something that only you can do. Advertising is called "communication" (some complete as "persuasive communication," which do not really like, because people take it to the wrong and the pejorative side, as to induce, to deceive).

Communicate with your customers is important, but I see major flaw in the small companies. For example, think of these key questions:

 How many times a year do you communicate with your customers (they hear or see your name?)

 Do you go after your customers or do they look for you?

 What forms of media do you use to communicate with them?

 Who does prepare your communication?

It is simple: who communicates best will have more customers and they will continue with you as long as you are good, above average. Good communication itself does not keep loyal customers if you are not good in medicine.

Did you know that your customers should hear, read, see, hear from you at least 30 or more times a year? You should use your website, newsletter, brochures, TV, the local newspaper, cinema, outdoor, board, radio, magazines, Facebook, among others, to communicate, to show new hired employees, new products, new equipment, new techniques. Finally, any news should be communicated to your customers, always. Weekly.

A great tip is: never use only one communication vehicle, but at least three at the same time. One can speak of a new equipment using the website, the newsletter to the neighborhood, and the city radio. Never less than three simultaneously. Create your strategic marketing plan for the year and see prices, talk to the media.

Another tip: never make communications less than six months in a row. There are exceptions, but in general, the customer needs to see you for a long period without interruption. If possible, make a plan for one year. This creates the setting of your brand, by the way when I say you, I mean your company, your tram, your brand.