The reality is that digital marketing is here to stay and if your business isn’t online, and beginning to make the most of the tools on offer you will ultimately be left behind.
The best place to start is to find out about the various platforms and look at what will be a good strategic fit for your business.
As hard as some business owners may try to get away from social media, it is a strategic marketing tool for businesses. The positive news is that you don’t need to be on all social platforms, despite what some people may tell you.
Many business owners fall into the trap of attempting to be on multiple platforms and then doing a really bad job at managing them all. You need to be strategic, follow these three points:
- Find out where your target audience is
- Figure out the time you have to maintain your online presence
- Once you have identified the platform stick with it.
Remember, that with social media, results appear over time. A crucial part of any digital marketing strategy is to analyse your results.
Different social media platforms work for different businesses. For example, Pinterest is great for clothing stores, artists, photographers, as a place to showcase their work. LinkedIn is perfect for business professionals wanting to connect with like-minded professionals and grow credibility. Facebook is a great sales tool for B2C companies, because the advertising tools are effective in getting your wares in front of the right target audience.
Social media may not be for your business, but there are other digital options that you could consider like electronic newsletters, or electronic direct marketing (EDM) – the same thing just a flashier term. EDM is when you email out regular information such as sales offers, tips and tricks, event promotions etc, to your list of clients, or potential clients. There are strict rules around spam in New Zealand, so make sure you have the recipients’ permission before hitting the send button.
EDM is a cost effective way to keep top of mind with your current clients, because for many businesses referrals and repeat custom is their core income.
It may be hard to get your head around, but as a digital marketing professional you can be assured that it does complement traditional marketing. It can build your online footprint and credibility, create sales opportunities and grow your brand presence. It can also save your business money if you are moving from print to digital. If you start now you will be ahead of your competitors as they continue to ask the question – “Is it necessary?”.
If you would like to find out how digital marketing and online communications can work for your business get in touch today.
By Kathleen Boyd