There is a tremendous amount of stuff being written about
digital marketing these days, like how to run a campaign, how to measure it,
how to engage people on line, etc. I find, the greatest thing about digital
marketing, is the flexibility it affords you to modify, tweak, even abandon a
campaign mid-stream – and that’s really powerful. If you a small company and
you don’t have a budget to bring in consultants for each marketing task, start
your own campaigns and see what happens. Experiment. If you don’t see results,
change the campaign. Here are a few practical ideas and some important “gotchas.”
Set up an Ad words campaign
– brainstorm with your team about terms they use would use to search for your
product, check what your competitors are using, and come up with a list of
search words. Setting up a campaign takes very little time. Try different ad copy. Monitor the campaign
every few days. See how it works and adapt the campaign.
limit the amount of money the
campaign can consume each day, week, and month to limit your exposure.
Read the Ad Words help section to
get some good tips.
Be wary of using “Content” search
until you get an understanding about how the campaign is working.
Do an in-house SEO project
– unless you are running an ecommerce site or you are in an incredibly
competitive or mature market, you will find that a simple, homegrown SEO
project will provide you with most of the value of a full-scale outsourced
project. There are many online resources who can tell you how to do this – some
examples include a great posts at Woorkup.com,
Invest in the SEO activities that
bring the most “bang for the buck;” don’t waste time on second degree
improvements. Follow the tips from the experts.
When you redesign your website,
incorporate good design from the “get-go” – you will save a lot of time and
effort later on.
Learn from other companies in your
space who are getting good search rankings and exposure. See how they have
designed their site/pages.
Disseminate news – create a
list of important announcements about your company/product. Things that are
newsworthy include: product announcements, customer or case studies (even
anonymous ones), new partnerships, appearances at events, webinars, etc. Plan
for non-company specific news as well, such as interesting news/blog posts,
industry news, analyst findings, survey results, etc. Become an industry
resource by publicizing this information via social channels like blogs, news
comments, Twitter, LinkedIn groups, etc.
Do not advertise through
social channels. “Pushing products” is unacceptable behavior in these channels.
Make sure that your news is really newsworthy. If not, don’t post.
Don’t spam. Too much, even of a
good thing, is a real put-off
Err on the side of being
objective, rather than touting your own horn.
Be tenacious on following the
discussion on line and commenting when appropriate
Become an online presence –
follow the discussion on line about issues in your space and become a “go to”
resource for industry and professional commentary. For this, you will a
resource that has a great understanding of your market space; a product manager
or technical visionary, who can dedicate a few hours a day to this task, is
Be careful about using
professional “bloggers” – you will really want someone who understands your
Have someone proofread the copy
before it gets posted and make sure the messages are clear and articulate.
Make sure your online “position”
is in line with company’s goals, values, and mores.
Don’t get started with this unless
you are willing to make an ongoing investment; this is a task for the medium-