There are many marketing tactics that may be useful for your company to get its message in front of your intended audience, whether it be traditional ads on TV, radio, outdoor billboards, transit or print (Magazines and newspapers), which have all been facing challenges from the ever changing digital landscape.
Some of the digital options today are email, mobile ads, banner ads, Pay Per Click, retargeting ads; just to name a few.
Where do you start?
Know your intended audience. The more you know about them the easier it is to target them and spend your budget wisely.
If it was my business, I would create a responsive website. A responsive website determines whether the viewer is on a desktop, tablet or mobile device and displays it accordingly. This way there is minimal resizing, panning and scrolling. You do not want to frustrate the viewer once you’ve gotten them to your website.
I would focus on SEO (Search Engine Optimization). On-site and off-site optimization tactics will lead to better keyword rankings, which will lead to more qualified traffic to your website.
I would create a content plan, utilizing blogs, video, infographics and case studies. This will help gain viewers, new and returning, as well as improve SEO and conversions.
Once this is in place, I would create a social media strategy to get the message out, as it is the least expensive form of advertising and can easily be targeted and measured for effectiveness.
It’s possible that promoted ads within Facebook and Twitter can help grow qualified followers quicker than just posting and hoping people will find you on their own.
From here, depending on the advertising budget and data on the target audience, I would create a plan that should get the best return on investment when considering other forms of promotion. I’d be happy to create and place an ad in the upcoming Superbowl if that makes sense, but I would start as I have suggested above.
Now you know how I would move forward when considering options for marketing your business. If you need help, you can find me here: Cory Walpole