How to Connect with your Market in the New Digital Economy
“Instead of one-way
interruption, web marketing is about delivering useful content at precisely the
right moment when a buyer needs it.”
David Meerman Scott (Author)
Marketing has always been at the heart of every small business.
Marketing channels are changing greatly as the digital economy gains traction. In previous times a typical marketing plan for a small business owner would include such elements as:
- the yellowpages
- direct mail
- local advertising
- public relations
While the yellowpages struggles for relevance, print
marketing continues to perform; yet is most effective when used in
conjunction with a digital campaign. Print marketing works to reach prospects
when they are offline. Google and Microsoft invest millions each year on highly
targeted print campaigns – this is evidence that there is still an important
role for printed materials in small business marketing.
Social, Mobile and Small Business Success
For most businesses, a website is the start of a digital marketing strategy. Getting the right website is essential – yet in a well-rounded marketing strategy it is just the beginning.
Read on for our Top 3 Ways to Leverage Social and Mobile Marketing for Profit.
1. Engage your prospects with Social
Social Media for business is a long term strategy. At the core of any social media strategy is content creation. This content typically involves blog posts, youtube videos, images and infographics, free ebooks and slide presentations.
Each of these is important – however, a blog is particularly recommended. If you are just beginning your social campaign, start here. If you can invest a few hours each week in writing targeted articles that address the needs of your customer (3 articles per week is recommended) - blogging is a great way to get your message out and boost your SEO without additional costs.
Your blogs should then be broadcast across your other social channels. Twitter, Facebook and Linkedin must be included here.
Take the time to reach out to others. Get involved in forums, ask questions on Linkedin, and share images on Pinterest. Join the conversation. Participation is the key.
A targeted social media strategy for business takes time, commitment, creativity and sometimes a little inspiration. Focus your attention and take one step at a time. Get started with your blog, broadcast your message to Twitter and share images on Facebook.
Ensure your brand is well represented across the social platforms.
Include your logo prominently on your Twitter and Facebook business page. Develop each channel carefully as a branded digital asset that communicates your message clearly.
2. Engage Your Prospects with Mobile
Mobilise your Website
A mobile friendly website is essential. With 1 in 7 internet searches conducted from mobiles – people are visiting your website right now from their mobiles. Make sure your website works for them.
The two options here are: a fully optimised mobile website or a mobile ‘mini-site’ where any searches from a mobile are automatically diverted to a mini mobile version of your main site.
Mobilise Your Emails and Email Marketing
Ensure that all emails you send are readable on the mobile screen – as a great majority of people check their emails from their smartphone.
Build an opt-in SMS Marketing List
Invite customers and prospects to subscribe to an SMS marketing list. Offer then an incentive for doing so: a discount, special offer or giveaway is ideal. Broadcast relevant messages to your subscribers.
3. Integrate Your Marketing Channels
No marketing element operates within a vacuum. The most effective marketing strategy is an integration of online, offline and mobile. For example, why not promote your social networks on printed business collaterals?
Effective marketing across the new media requires a degree of experimentation and finding out what fits best – for you, your business and your customers.
A strong social media campaign requires quality content that is equally matched by a dedication to build an audience. Time must be invested to find followers and a fan base.
The key challenge is to engage a build a targeted audience and then convert that engagement into revenue. A large database of contacts always provides greater opportunities and return than a small database.
Promote your brand online, offline and via mobile channels to get the best results. In a world of emerging media; there is no ‘one size fits all’ solution to suit every business. Daily commitment, a willingness to ‘get out there’ and constant review are the keys to marketing success.
provides custom designed social and mobile marketing campaigns to build your
brand and boost your profits online.
Each campaign is individually designed to suit your goals and your budget.
branding to content creation and social promotion; contact the social media
experts at Roundhouse to discuss your next project.
Talk to us. We can help.