Everyone, everywhere, is aware of the growth and importance of digital marketing. And while I am a big believer in how digital can promote a brand and product / service, I understand the limitations in digital. Digital is not the end all, be all; it’s not the holy grail. Digital is a great marketing tool; but it does not replace traditional media. Remember TV, radio, print and in store ads? They still work!!
Most businesses feel that if they build a facebook site, their consumers will be knocking down their doors. This fallacy is too often emulated in the small business community. No matter what the new, flashy, marketing tool is, you as a business owner must go through the basic block and tackling of (1) understanding your target consumer, (2) why your product is different from your competitive set, and (3) where these consumers are seeking for your unique brand proposition. Once you understand these three, it’s a lot easier to understand where you should be marketing your business.
A.G. Lafley, a former P&G CEO, is famous for touting the last ‘100 feet’ of marketing, meaning: make sure your brand / business is communicating the key benefits of your business in the closest perimeter to your actual sale. Is the signage in your store front readable and understandable? Does your packaging convey the right benefits that your consumer is seeking? When your target consumer is ready to buy your service, do they see you as a consideration point?
While most of the ‘last 100 feet’ are still physical marketing elements (in store signage, sandwich boards, banners, etc.) for brick & mortar stores, there are shifts in consumer behavior that require all businesses to have a digital footprint. I believe the most essential is a website. While websites years ago were costly and cumbersome to build, today’s businesses have several easy to use, cheaper options. There are several agencies who can build a custom built, fully managed site for your business, with optimized SEO and all the bells and whistles for a few grand. Or you can build your own website with several template companies (Square Space, Wix, Shopify), who can also offer ecommerce options.
A website is similar to your old company brochure; it’s the place with the key details of your business: the who, what, where and when’s. Before deciding whether your business needs a custom or DIY site, you need to do the homework and build the required information. What are your consumers seeking from your business? What do they need to know in order to come to your business and buy your product / service? Then, once you have your information outline, you can marry it with your budget and time resources to understand whether to hire a custom site builder or a DIY player.
Start Something Solutions was created to help simplify the process from idea, to launch, to success. After you go through the recommended steps in this post, please comment on your progress. I’m here to help if you need coaching through the process, or if you want to move on to the next step of marketing excellence. Stay tune for part 2 of the down-low on digital marketing.