Most small business owners aren’t marketing in the year in which they’re operating — words of wisdom from online marketing guru and venture capitalist, Gary Vaynerchuk.
Many entrepreneurs are still spending the bulk of their advertising dollars in traditional media such as print, radio and ad mail. But as he illustrates, if a carload of people are driving past your billboard, the driver has his eyes on the road, the rest are surfing their mobile devices. So your investment is lost on them!
The same goes for newspaper advertising. Browse through your local daily and you’ll notice that it’s mostly editorial. Gone are the days when ads balanced out the news. Papers are running half-page ads promoting their online marketing and SEO services. That’s because we’re accessing our news online and in real time. So why would we wait 24 hours for it to arrive on our doorstep? And why would we invest our advertising dollars in redundant media?
Change Is Hard
To be fair, the marketing landscape is changing so quickly and radically that it’s hard for many small business owners to keep up.
Those I talk to feel like they’ve got one foot on the dock and the other in the boat. They know they’re not spending their advertising dollars as effectively as they could be, but at the same it’s easier to stick with what they know.
If they’ve been in business for at least a decade, print brochures and newspaper ads, radio spots and ad mail are still their go-to media. And the bulk of their annual marketing spends that are directed by commissioned media reps who push contracts across the desk — or coffee-shop table — to be signed without a spec of strategic planning.
The result is shotgun marketing. The bang can be big but short-lived. The reach can be wide and broadly targeted. But the disconnect with your consumer is real. So one must do this repeatedly to convince a consumer to connect. Traditional media makes it so much harder to convert a cold lead into an engaged consumer.
Change Is Good
Conversely, if your potential customer is browsing online to find a solution that fits their needs, effective targeting can mean they’re only a click or two away from landing on your website and providing you with their email address. Just like that a cold lead converts into a valuable prospect.
Cost-wise, it’s hard to print anything – from business cards to billboard – without spending hundreds if not thousands of dollars. If you’re not aware of how much you can buy in online ads and social media with the same amount of money, you’d be smart to find out.
Change Is Constant
Take some advice from someone who started her career BEFORE computers and mobile devices – at work and at home. Never stop learning and exploring.
The internet offers a wealth of resources and tactics to tap into. With a bit of time and tech, you too can become an effective eMarketer. If you’re part of a team, ask the youngest in your circle for advice – they’re consuming these online tools with their morning cappuccino.
Smart business owners will hire an eMarketing professional to help navigate the options, develop strategy and roll out tactics that cost less and target better. User analytics will prove where your money is best spent.
So change has come – big-time. Start marketing today for tomorrow.