It isn’t always easy to know what the most effective type of marketing is for your industry. Should you focus on newer forms or ways that are more traditional? And if you’re working on the newer forms of marketing, should you then focus on content marketing, influencer marketing, or internet marketing in general?
These are tough questions. And if you get them wrong that can cost you a lot of customers as your competition swoops in through the more effective channels. Now, to get into each different form of marketing and explain when that form of marketing is a good idea isn’t possible in one post. You’d probably need a book for that.
So, instead, I thought I should focus on one form of marketing right here. And I chose for internet marketing as that’s such a hot zone with so much potential growth. So what are the signs that you should be moving that way?
Well, there are many. Below we explore some of the most obvious ones that you’ve got to take the plunge.
Your audience is mainly made up of millennials
There’s no getting around it, millennials are ditching traditional media forms in favor of online. And so, if your audience is mainly made up of millennials, then you’re going to have to follow them onto these new platforms.
Of course, there are many different kinds of millennials, so don’t paint them all with the same brush. Make sure you really investigate what kind of youngsters have attached themselves to your brand, so that you don’t miss out on a golden opportunity.
Still, by and large, if you’re marketing to millennials than you’ve got to do a great deal of it online.
Your audience is tech savvy
Technology and online are one and the same and that’s truer today than it ever was. For that reason, if you’re product is in any way technological, you’re going to have to be online as well. That’s where people will expect to find it. And if they can’t find it there, well then no doubt there will a competitor’s product that shows up.
Your product mainly aimed at baby boomers? Don’t think they’re not internet savvy. That stereotype has long since been proven false. So don’t fall into it – that will both insult them and cost you a big slice of the pie that is out there.
Your competition is making the move
Okay, one competitor might be wrong. If, however, you’re finding that almost all of your competition is moving online, then it’s probably a good idea to follow them at least to some extent. Sure, they might be wrong, but do you really want to risk that it’s not them but you that has misread what’s going on?
For if that’s the case and you don’t follow, there’s a good chance that you can wave your business bye bye. And that while a little insurance, by investing at least some effort into the online marketplace, would have saved you all of that trouble.
Your market is changing
In some fields, say paperclip manufacturer, the internet is not having a very big effect. If you’re in one of these industries that adverting online probably isn’t going to do you all that much good. After all, chances are everybody in the paperclip industry knows each other and knows what’s going on.
If you’re not in one of these markets and the internet is growing in importance for your business, however, then that probably means you’ve got to have a presence there. That doesn’t mean all of your budgets should go towards online marketing, but certainly a chunk of it.
Your product is a service
If you’re producing a product that has to be shipped and bought in person, say a tailored suit, then that will make it hard for people to do that over the internet. If, however, what you’re producing is a service – particularly if it’s a service that can be done at a distance – then you need an online presence.
So, whether you’re helping people with homework, offering an online writing workshop or helping people plan their holidays, people will expect to find you online.
All your clients are moving that way
If your clients are moving online then there’s a good chance that you need to as well. After all, once they get used to doing all their marketing and all their sales online, chances are good that they’ll expect the same things from those people that supply them with their services. They’ll think ‘we took the jump, why are these people so conservative?’
And nowadays being conservative (unless you’re a bank) doesn’t go over too well.
You need more information about your clients
One of the greatest things about the online marketplace is that information flows both ways. Not only can people find out about your product, by reading your content and checking out your website, but you can find out a great deal about them as well.
That means that if you’re in some sort of business where having a good understanding of your customers and where you want to find out as much about them as possible, going online is very useful.
For example, Google Analytics will let you find out a huge amount of information about who visits your site, where they’re from and where they’re going. Similarly, you can find out a huge amount about what kind of people are using your social media websites through such things as Facebook Insights.
Your business is in the 21st century
In fact, it would probably be easier to list the reasons why you should not go into online marketing. Perhaps your business is secretive. Perhaps your customers are very conservative. Perhaps they are suspicious of the online marketplace. Or perhaps you’re all about doing things in a traditional fashion, without modern technology.
Really, unless one of the above reasons is true, at least a part of your budget should be aimed at the online marketplace. That doesn’t mean it has to be all of it. It doesn’t even mean it has to be most of it. But at least some of your money should be aimed at building up a website, making it look professional and making sure that people can find it easily.
If you’re not doing that, you’re going to miss out on customers. For even if your audience isn’t millennial (who believe that if it isn’t online it doesn’t exist) people are going to do a lot of their research online. Therefore, if you’re not there you’re going to find that your audience will struggle to find you.
What’s more, doing some online marketing isn’t that expensive. If you do your research, know what you’re doing and take the effort to appeal to your audience, you can have an effective internet marketing strategy for very little money indeed. Far less, in fact, than putting adds out in the mail, in a magazine, or on some sort of billboard.
We’re more than 15 years into the 21st century. Don’t you think that it’s about time that your marketing campaign joins the rest of us?