Just because it’s online, doesn’t mean you shouldn’t spend any money. Sure, you might derive some leads or pique the attention of a few prospects from a clever (and free) Twitter or Facebook initiative. However, these results could be short-term and middling when compared to the reach of a well-executed and strategic long-range online marketing campaign.
Some small business owners might think that if they take an hour-long seminar on online marketing or read a book on the subject they might be prepared to go the DIY route. Although it is possible that some business owners might excel in blogging or sending out e-newsletters, for example, most will not be skilled enough to launch a comprehensive online marketing campaign that will bring results. To get the ROI you desire, you must make an investment.
Not too long ago, having a website, which listed the services of your small business and included a gallery of portfolio photos and contact information, might have sufficed. But in this social media era where information is constantly streamed to the masses, that is no longer practical. If you want to reach a target demographic or get more leads, you will need to be more proactive with your online marketing.
Believe it or not, not every small business needs online marketing. “It is fashionable, yes,” says Helena Zakmane, a marketing professional whose broad range of experience includes running her own small consulting firm as well as working for international companies. “But by no means is it necessary for everyone.”
The lesson learned: take a good look at the business you’re in before committing funds to an online marketing campaign. Just because many businesses are doing it doesn’t necessarily mean it’s right for you.
Whether it’s to increase sales or elevate your company’s profile in a saturated marketplace, including online marketing in an advertising campaign can be an effective and efficient strategy to reach new and existing customers.
© Copyright 2014 Bank of America Corporation.