“The hardest part about moving forward is not looking back.” ~ Unknown
Truer words were never said. The marketing world is changing so quickly that we need to keep moving forward to be successful in our small businesses. Yet, I still see companies looking back – spending tons of money on traditional marketing – mass mailings and newspaper advertising which don’t give a good return on investment. It’s probably because they don’t know how else to market.
I’m amazed at how talented some of my leads are who don’t have a clue about online marketing. They know their “stuff” but nobody knows how skilled they are. They are so behind the times and don’t have the time to learn SEO, social media marketing, email marketing, web marketing, etc. Their online presence is pitiful. Furthermore, they don’t get it. They won’t hire someone to help them with web development, social media marketing, blogging or email marketing because they don’t want to spend the money.
What Comprises Online Marketing?
Includes your website, organic search results – SEO, e-commerce – your online store, affiliate marketing, ads on search engines like Google, Bing, or Yahoo
Includes ads and promotions via email campaigns to current and prospective customers
Social Media Marketing
Includes ads and informational posts/videos via social networks like Facebook, Twitter, You Tube, Instagram, Pinterest, Google+
How Is Online Marketing More Beneficial to Your Small Business Than Traditional Marketing?
Your website serves as your store 24/7. It’s working for you all the time especially if you are blogging. Blogging brings traffic back to your website – or brings the leads to your doorstep. However, the only way people will find your site is if it’s on page 1 meaning you need to know how to optimize your content for the web. (SEO) Being found organically (just by prospects searching) can bring much more traffic to your website than social media can! Google indexes your information which remains on the web longer than your mailers which may be just thrown into the garbage. Prospects can search for your services or products any time they need them.
Email marketing allows you to announce certain events, news or specials you are running to your audience. It’s a way to maintain contact every so often with your past customers and referrals as long as you are capturing email addresses.
Social media marketing enables you to have discussions with your prospects and customers. It builds brand awareness and makes you the authority in your field. It brings a personality to your brand. You can publish ads less expensively than in newspapers or magazines. You can see how many people saw your post or ad and what engagement your audience had with it. You can only guess what the reaction of your newspaper ad audience was.
Social media marketing gives you the ability to reach a larger, more targeted audience locally and globally. It gives you a faster approach to analyzing your results and modifying your marketing strategies accordingly. It gives you the opportunity to reach a larger targeted audience in a more cost-effective way than traditional marketing. This medium is more personal than traditional offline marketing because you have the ability to quickly tag or direct message people on social media.
If you are still looking back at traditional marketing, promise yourself that you will learn one online markting tactic and use it consistently by June 30th. Make it another priority to learn one more online marketing tactic by December 31, 2016. If you don’t have time, hire someone. You won’t regret the return on investment.
“If everyone is moving forward together, then success takes care of itself .”~ Henry Ford