Go back just twenty or so years and you would need a sizeable budget to undertake any meaningful marketing initiative. Now, small and medium-sized businesses, start-ups and large corporations can all develop strategies and use powerful marketing tools at a much lower cost. This access has a led to a rise in entrepreneurs with many of us having the confidence to go out there and think a little bigger when it comes to business development.
At the heart of marketing for most businesses is the company website. These have become interactive multi-media sites with images, blog posts, video promotions and a whole host of engaging content that performs well on search engines and attracts visitors from areas such as social media. It’s one of the key areas that businesses have to get right and that means being up to date with keywords, tags, meta-descriptions, site maps and outbound/inbound linking to name just a few SEO friendly strategies. The good news is that websites are relatively easy and cheap to set up. Get it right and you have a central powerhouse from which to operate your business online.
Love it or loathe it, social media has exploded in the last five to ten years. It’s one of the most potent tools in your marketing armoury and is cheap to use. The only important caveat is that you have to put in the hard yards to make it a success. That means strong marketing strategies that encourage fans and followers to engage. Social media can be used to reach new markets, attract visitors to your website and allows you to spread your net across the entire globe.
Pay Per Click Marketing
Another marketing channel that has evolved over the years and has become a lot more nuanced is pay per click advertising on social media and search engines. These can now reach a highly specific demographic through the use of simple to use filters that can sort for age, gender, location, interest and other parameters. Businesses can tailor their budget to produce measurable and impactful campaigns which actually work.
Without knowing what the results of any marketing campaign mean, you won’t learn from your mistakes or be able to replicate success. Businesses can now get high quality metrics at the touch of a button which measure, for instance, how well a particular social media message works, whether a landing page is performing to expectations or which of your blog posts attracts the most attention. Metrics give businesses the opportunity to develop their marketing strategy and change the things that don’t work while focusing more on the ones that do. Not only is this measurement of performance available at the touch of a button, it is updated in real-time which means you always have up to date statistics.
It’s all very well having these tools at our fingertips. It’s an entirely different matter getting the best out them. Businesses often don’t make the most of platforms such as social media simply because they don’t how they work or, more specifically, how it can be leveraged better. The other major issue is how you integrate all the different tools so that they work together and send the same brand message.
You need to have a marketing strategy that works for your business in today’s competitive world, with a clear insight on how all these helpful building blocks come together to make a coherent whole. Get it right and you can expect your business to grow as customers engage, spread the word and buy more.