You’ve got to have a marketing presence online, or you’re going to sink, plain and simple. It doesn’t matter how revolutionary your products or services are. People have to know about them. They have to find out about them. They have to share them with their friends, and increase public consciousness of what you do.
There are no shortage of new companies that sink “without a ripple”, as the saying goes, because nobody knows they exist. Oftentimes marketing is that which makes or breaks them, but you’ve got to be careful: today, that which defines modern marketing has changed substantially.
Changes in the Modern Marketing Climate
Consider Search Engine Optimization (SEO), Social Media Optimization (SMO), and “Smart” web design. SEO uses algorithms search engines depend on to bump your business up to top results pages. SMO circulates your media through sites like Facebook, increasing SEO and brand awareness. Modern web design defines your site over antiquated interfaces, spreading affluence across mobile tech.
Such techniques must work in concert with one another. If you’ve got great SEO, but no SMO, then you’ll hit a peak that can get no higher. If you’ve got SEO and SMO, but no integrated modern web design, when people come to your site, they’ll be less inclined to purchase products or services.
Something that ties all three of these efforts together is content. You’ve got to have substantive information that is worthy of sharing. This means bringing new facts to life, and presenting them in such a way that readers are interested in sharing them.
Know Your Demographic
Who are you marketing to? Is it millennials, or an elder generation? Is your target market tech-savvy? What are their interests—what are they going to share? If you’re marketing to a business, then professionalism is going to be very important. If you’re marketing to consumers, utility and applicability has greater import than style or presentation.
Still, there is something to be said for both areas of thought. Style over substance, and substance over style, both reach differing demographics.
You want to maximize your expenses with effectivity. Spending money on marketing campaigns that yield low, or no, ROI (Return On Investment), is a great way to tank your business. One way to increase your product’s effectivity, and consumer awareness, is through a PPC campaign.
Pay Per Click campaigns are structured such that your organization doesn’t have to pay unless your ad is clicked on. Brown Box Branding, a progressive Portland marketing agency that offers web design services, says: “Masterful PPC managers will optimize your campaign so you can get the absolute best possible return on your investment.”
Additionally, you’ve got a great insight into what does and doesn’t work with a properly managed PPC campaign. That which is effective will naturally cost more, as it will be clicked on more. But this is a good thing, as ultimately it means you’ll end up making more money through increased clientele.
Practically no one had a cellular device thirty years ago. Twenty years ago, they were still pretty new technology. Ten years ago, smartphones were so buggy no one thought they’d catch on. Today, even homeless people are conducting “business” through smartphone tech. Where will we be tomorrow?
Staying abreast of technological developments will help you make the most effective marketing decisions, and reach markets that are stable. Look for an agency that has a progressive approach which takes into account cutting-edge technology and applies effective, statistically-vetted techniques as soon as they become available. Staying ahead of the curve facilitates competitive sustainability. via