Digital marketing – Have no fear; it is not as complicated as it sounds. Or should I say that it is not as vague as it sounds? That’s it Vague. For the digital marketing umbrella sounds like it could house an extraordinary number of diverse marketing techniques under it. And it does.
If you are a small business owner new to the idea of digital marketing, you need to know three things – before you get to know other less important things. Here they are:
You need to know that the number of devices that you need to tailor your marketing materials to are increasing rapidly. The days when a well-designed website that looked smashing on a desktop computer screen would be what a small business meant when they spoke of their digital marketing campaign are gone. Promotional media must now be created so that it fits a smart phone screen, an iPod screen, an iPad screen, and a PC screen. Oh, and a TV screen. The first step in getting your digital marketing strategy right knows that there are a number of platforms that your potential customers will be using to view your materials. If you are hiring a company to help you with digital marketing, they need to be up-to-date.
You need to know that video is a medium that is taking off as a promotional tool. Younger generations see video differently than those who came before them; they often expect that a visual communication will include video. Social media platforms like YouTube and Vimeo attract millions of viewers with videos of all persuasions, and, increasingly, the well-placed and effective ads are in video on those platforms. Immerse yourself in the world of Vimeo for a few hours; you’ll get the picture. I mean video.
You need to know that you cannot ignore digital marketing. Traditional marketing tactics are being replaced by different tactics that mesh well with new mediums. Fisher people in Nova Scotia use digital marketing to attract buyers for their lobsters – from places like Yokohama, Japan. It does not matter how traditional your small business is; it can benefit from the right digital marketing tactics.
You may be shaking your head after reading these three need-to-know facts about digital marketing – not because you are incredulous but because you are overwhelmed. The most asked question that small business owners throw out about digital marketing is, well– What is it. But the second question is “How do I get Started?”
Sitting down with a digital marketing firm for a consultation is a great first step to take. Sketch out a list of questions and ask every one of them: Take advantage of the time you spend with an expert who knows how digital marketing can help you. And start small. Rome was not built in a day. Yes, that is a cliche.
Paulette McAdam is a digital marketing consultant who works with small business owners. She believes that no business is too small to benefit from a digital marketing strategy.