Choosing a marketing strategy is vital to the success of your business, this we all know, but as internet search becomes increasingly local and business-driven, passive marketing strategies like “word of mouth,” are becoming less effective.
Where the friendly chat over coffee or a beer for a recommendation with a neighbor or a Facebook group left off, a Google or Facebook Review has taken over, if you want your business to survive in the local internet market, you are going to have to up your game significantly, and here is how.
Your first and foremost digital platform is your website; without it, all other forms of marketing are useless. It is your foundation, and like buildings, you never build your foundation’s on top of wet sand,
This analogy is effective because it highlights the fluidity of the internet; it is a continually evolving marketing environment and unique. You cannot do this without professional Search engine optimization. The last time you could get away with hiring a friend or family member to do a “Quick website ” for your design and SEO was in 2014. If you want to succeed, you have to build your foundation right.
Be sure that your website designer has the relevant Google Search accreditation, SEO background, and is designing your website Mobile-First, if not you will be wasting your time and money on all of your digital marketing.
There are three general marketing strategies to choose from
Otherwise, known as Pay per click; this includes Google Advertising and paid Ads on social media platforms like Facebook or Instagram.
These are very effective, and highly targeted, so they can be very expensive if you or your marketing agency don’t know how to set it up correctly. Paid ads are highly targeted and geared towards unique and or niche products and services; therefore if done on a trial and error basis, you are going to empty your wallet over every single lead you get. You should invest in this only if you have an expert on board.
This includes Blog marketing, Podcasting, webinars, and Social posts. Are an expert in your field, a fee lancer, a consultant, or is your product or service technically complex? Then this is the ideal way to market yourself and your services, this is the best platform to educate your clients, and although it is time and resource-consuming it most effective long term strategy for client acquisition and retention. Educate your market and establish your company as a leader
Direct Marketing Strategy
Email marketing. Yes its a dirty word for some, but it works! Now to be clear, I don’t mean spam mailing the internet out of existence, but rather targeted email campaigns, which are still highly effective, and here is why it is about as close to cold calling you can get without actually having to cold call, you can better control the message to your client, and it is less human and capital intensive than paying a team of representatives to do it, and when done correctly will deliver results in the form of leads.
All of them are only as effective as how you use them. One is better than another in terms of results when it is used correctly and applied to the correct market. You can reach your goal using all or any element of all of them, but unless you have a good marketing plan, you are going to be wasting your time and money.
By categorizing your product or service according to whether it is Unique and niche, or are you a freelancer and expert in your field, is your target market B2B or local, by using these categories as a reference you can better define the best most effective channel for your business.
- Unique niche business.
- Freelancers, experts consultants
- Technically complicated products or services
Direct Marketing Strategy.
- Cold Calling
- Local business
- B2B manufacturing