Marketing has changed dramatically in the last twenty years. Where TV once ruled, digital marketing now accounts for more revenue for startups. There are a couple of reasons for this. The first is obvious – cost. TV continues to be beyond the reach of most startup budgets. So is radio, print, and outdoor. Digital marketing, on the other hand, can cost next to nothing.
The second reason why startups ditch traditional media or don’t bother with it at all? Reach. Digital marketing offers a global audience. Equally, it can offer you a precisely targeted niche of customers that will respond well to your product offering. This is all thanks to data. Whether you call it mining, drilling, or sifting, there is a wealth of it, and every marketer can use it with ease.
No matter how you choose to approach your customers, you need a multi-platform and multi-purpose marketing strategy. This is why more and more marketers are turning to comprehensive digital marketing services that can deliver each of your messages with precision. Most importantly, this ‘new’ media offers exact metrics and analysis to enable you to measure your return on investment.
It may all start with a website. In fact, for many startups, that’s as far as it goes. But if you ignore social media completely, you are losing the opportunity to actively engage your customers. As part of a CRM program, social media activity can generate further sales and positive feedback about your company. And yes, social media campaigns can generate leads as well as any other digital platform.
Too many businesses are afraid of social media, particularly Twitter. This is unfortunate, as Twitter has enormous potential for your customer relationships. Sure, you’re going to see chatter that is negative in nature. Don’t underestimate people. They know what trolls are and the comments are usually ignored. Of course, there are times when you need to step into the conversation. If a customer is unhappy with your product, you should be inviting a private chat and offering the resources to solve their problem.
Social media monitoring is hard work and long hours. No startup entrepreneur can take that on themselves. However, you should still check in with each of your accounts and respond in a timely fashion. As for advertising on these platforms? Such targeted campaigns can produce high conversions. Adverts should be interactive with a call to action. It beats a static photo in a glossy mag that costs twenty times as much.
Local marketing is also possible on the digital platforms. Most local newspapers offer classified and display advertising on their website. Social media campaigns can also target specific towns or even postcodes. Don’t forget, mobile targeting is also possible if you have a retail outlet or store. It’s free (ish) and more environmentally friendly than leafleting.
There are many benefits to digital marketing that traditional media forms simply can’t beat. But is there a place for the ‘old-fashioned’ techniques? That might depend on your business client, its size, and its purpose. How nostalgic are you feeling?