Promotion has changed over the past 25 years, going from billboards, print and TV ads to emails, text messages and pretty much any technological device we have available to us. One could assume that because we have more tools to use to promote our product, it should be easier; but in fact, it is the total opposite. Those who think like that are the ones who suffer and end up spending a lot of time and money on an ineffective strategy.
The reason there are more effective tools to promote is that the population has grown over the past two or more decades. However, before you start drooling over the dollar signs, think about what that means. While having more people benefits business, the strategy on how you will reach them has to change. The print ads or the pop up ads you have used in the past won't be good enough this time around because the audience you are reaching is 10 times bigger.
On top of that, business has undergone a makeover and has become very global. On top of having to reach all of your customers, you now have to tailor your promotion to the needs and cultural requirements that each country has, because each is different from the other. It may seem overwhelming and intimidating, but if you plan and execute your plans correctly, this process could be very easy and save you a lot of time. Still, you have to be willing to put the work in. A lot of trial and error will be involved, and promotion strategies will work for some places, but not for others. The quicker you acknowledge that and fix it, the quicker you will be able to move on to the next phase.
I believe in the saying, "if it ain't broke don't fix it." In a situation dealing with promotion, I think you can still apply that saying, but with a twist. That twist will more than likely be in the form of social media activity, either on Facebook or Twitter. It doesn't matter which one it is, as long as you have a presence and can communicate on a daily basis with your fans and customers. Yes, promotion is about selling something, but you can use it to attract and inform existing customers as well as potential customers. In the end, it is a win for you and your business.
Promotion can get tricky as you expand your business. Having a sound strategy will ensure that every step of the journey is as easy as possible.