Channeling your Efforts

How can you stand out in an increasingly cluttered advertising space like the Internet? Paid search campaigns like AdWords can generate great, qualified traffic to your website. But because it works, the competition can be fierce and expensive.

Ads on other sites might seem like a good idea but the increasing frustration of users with ads, and these users increasing sophistication with web use, is leading to an increase in the use and sophistication of ad blockers. What if your precisely targeted market is blocking the very ad you created just for them?

Newsletters can be a great way to get in front of folks. And if you have existing customers, simply by the fact of them being your customer, you can add them to your email list. But you can’t necessarily keep them! We have a newsletter that goes out just to our hosting clients. This newsletter tells them about our service and any changes / additions / or maintenance they should be aware of. But several have unsubscribed. Even when you consciously opt in to a newsletter, do you read each one thoroughly? Yet each time I send a newsletter, I get feedback from happy customers. So it is a valuable channel.

So is it a lost cause? Should you throw in the towel and accept defeat?

NO.

But as technology matures and becomes more sophisticated, you need to as well. First, remember that nothing beats old-fashioned marketing. It takes more time but that is what makes it more effective. Visit your leads. Or give them a call. Or send a note via the United States Postal Service.

But of course you can use new media and use it effectively. Now you need to consider and use the right channels for your business. A brief overview of some of the main channels available and how you might use them:

Website: This is the channel you have the most control over. Make it the centerpiece of your marketing. I might click a link from LinkedIn or Facebook that takes me to your site where I learn that you not only do what the link was about but that you also provide another service or product I need.

Facebook: We recommend this for all kinds of businesses but it is essential if you are in the B2C world. Have an active account. Provide useful information AND links back to your site with further details on the issue.

Twitter: Lots of folks tell us gruffly “We don’t tweet” or “We don’t twitter” as a matter of pride. That is not a particularly helpful approach to marketing though. Do you know if your client base is on Twitter? If they are then you ought to be. Even if they aren’t, having an active Twitter account can help in myriads of ways, foremost of which is providing additional links regarding your brand – useful for SEO purposes.

LinkedIn: If you are in the B2B world, a fully built out LI profile and regularly updating , connecting with others is critical. More and more, when I talk with people and especially when I meet with them, they check out my profile and I check out theirs prior to meeting. Finding useful connections is a great way to grow.

Instagram: If what you do is visual, you should have an Instagram account and update it. This is particularly true of B2C companies. It is just another great way to get your product in front of people. Using Instagram purposefully can be immensely beneficial.

YouTube: Whether you are in the B2B or B2C realm, a video can go a long way towards getting you more sales. If a picture is worth a 1000 words, just imagine what a video is worth. Demonstrate a technique, show how to use a product, have a customer give a video testimonial, show people interacting with you, your product, or your service.

We have, over the years, repeatedly heard “We tried <Enter your favorite channel or social media> and it didn’t work.” When I counter that with “What was your strategy?” I ALWAYS get a blank stare. The key is to use these channels with a strategy. Understand how you want each channel to interact. Done well, it will get you more customers; show a better, more unified brand to the world; and get your better search rankings.

If you need help getting your digital channels lined up, we can help. If you need help getting your whole marketing plan going, give us a call as well. We partner with some of the best firms in Colorado to get your message out there.

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