Whereas a business with a marketing strategy once had an edge over its competition, in today’s environment, not investing in marketing puts a business at a disadvantage.
The mass need for marketing has coincided with the ability for every business to do so cost effectively. Traditional channels like TV and newspaper advertising are still expensive, but new channels – namely online – are now available to everyone.
As Clay Shirky points out in Here Comes Everybody, publishers as we know them have lost their fundamental monopoly over publishing. Anyone can now say something that could be read, seen or heard by millions of people.
With this new-found empowerment, Every Company is now a Media Company. We all have the tools to do it and publishing information that speaks to customers is an important part of marketing.
Hence the need for businesses to put time aside to talk to customers on the web. There are lots of channels for doing this; the most popular being:
– News on the company website
– A blog, either on the website or linked from/to it
– Email mass-correspondence
– Facebook and/or LinkedIn
– YouTube video
In each of these environments, it’s important to apply traditional marketing techniques – know your audience – keep it concise – calculate the frequency of marketing messages to maximise ROI. Above all else though, content is king. The web is far less forgiving of irrelevance and plagiarism.
Most companies only need to spend a few hours a week on this communication job, some require considerably more.
We can help with all aspects of this role:
– Content creation (copywriting, video communications, seeding)
– Feedback and evaluation
Call us today to find out more.