How To Market Our Businesses In These Trying Times ?

(What the businesses must know and do to market their business online without getting into much of nuts and bolts of the digital world)

By Girish Nanoti

Right now the biggest question which is there in every body’s mind is how to market their product and services in these trying times. Firstly, there is a lockdown going on so the regular business is stopped/affected and secondly we will not able to market our products (please read services also as a part of product henceforth) that we did earlier like making a visit to the clients and convince them to buy our products and also asking clients to visit our business places, so that the trust is built which is very crucial to earn business.

Besides now social distancing will become a norm and it will not be easy to get the appointment and meet the clients. Hence we have to fathom this fact that the way we are going to market our products hence forth will undergo a radical shift. Since we have still to continue to be in business and hence we will need to market our products, we shall be required to do the digital marketing in a more aggressive way.

So what are the various ways to reach out our clients digitally and what are all comprise the digital marketing let us review. Also what is the minimum which someone is expected to spend since now we want to reach out to as many clients as possible and also get noticed at a minimum cost.

So what is digital marketing??

To understand as a layman “Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers”.

Why we should do or get digital marketing done….

As explained above, now social distancing/physical distancing will be a norm and now days people are spending more and more time on social media. Hence it is the right strategy to market our product digitally so that we can reach our target customers in the most economical way. Now the question also is who will do the digital marketing?? Who has got expertise and time to do it. The answer is if the company is sizable and have the experts on its board then the digital marketing can be done inhouse. If not, it is better to be outsourced and carried out by experts. Since providing the content (content such as technical write up about the company, products details, product photographs etc are required to be provided by us) in itself is a big task it is better that the digital marketing is left to the experts.

( Since , my intention of creating this write-up is to give my thought process and perspective for digital and social media marketing , I am intentionally keeping it light and not loading technical jargons , besides, my point of view is that as a customer to the digital marketing our concern must only be to get the clients and leave all the back end job to the professionals).

What is first step in the digital marketing and how to go about it?

The first step towards the digital marketing is to create virtual presence that is creating website.As the brick and mortar presence indicates the existence of the company, similarly the company website is required to create virtual presence which can be accessed by the users via internet. Hence the first step of the digital marketing is to create a web address or a website.

Creating a website

The first step is to create /get the website created. The websites can be static or dynamic. Unless and until the website is meant to carry out e-commerce (that is buying and selling on the website) the website is usually kept static. The users/clients can interact on the dynamic website, for e.g. they can buy items on the website. (If you Google the difference you will get this answer “A static site is one that is usually written in plain HTML and what is in the code of the page is what is displayed to the user. A dynamic site is one that is written using a server-side scripting language such as PHP, ASP, JSP, or Cold fusion).

But this definition does not help us as a businessman. We are least concerned whether our website is static or dynamic. However why I am mentioning this point is that the cost of static and dynamic website creation are different, and making a dynamic website is much more expensive than the static website. Also please note that the cost of website also depends upon the number of pages in the website. The tentative cost of creation of website is given at the end of this article. The website should have all the tabs related to the company and must provide the complete information which the user may be wanting to have. Also since most of the people are expected to visit our website while on the move on mobile, the website must be light to open on mobile.

After creating the website what next…

As in the real world, once you open a new shop or business you want the whole world to know that you have commenced the business; similarly once your website go live you want the whole world to know about it and visit your website. This can be done when you meet the clients face to face and tell them about your website (the website address is printed on the visiting cards) or you have to do something by which whenever someone searches the products or services which you make on Google, he should have the website address of your website on the Google search page.

This activity of making some technical alterations in the website to ensure that the Google’s algorithm (called as “PageRank”, named after Larry Page one of the founders of Google) catches your website address and list it in front of the user is called as “Search Engine Optimization”. The result of Google search is called as “Search Engine Result Page”. The Google’s algorithm based on which it do the search of the WebPages/Websites is not known. But after the SEO is done after lapse of certain time one can ensure that we get a better listing of our webpage/website. Now what is the better listing??

The listing of our website on the first page is called as better listing. Since users are browsing so much information and are always short of time, it is believed that normally users confine their search only to the top few search listings. Hence it is desirable to have the web page listing on the first page of the Google search. (As above the tentative cost of each digital marketing activity is given at the end of this blog).

Social Media Marketing

“Social media marketing involves promoting your content and engaging with your target consumers on social media channels like Facebook, Instagram, LinkedIn, Pinterest & Youtube. This tactic is used in digital marketing to help businesses increase brand awareness, generate more leads, and improve customer engagement”- This is what I got on the internet, but in simple words we have to market our business on the social media platforms such as Facebook, Instagram, LinkedIn, and Pinterest. But how do you decide which platform is best suited for your business. Well it depends on the nature of your business. If your business is BTB, involving mainly industrial products then LinkedIn is more suitable for you. Here is the snapshot of the various avenues which you may use for your social media marketing ….

Social Media What it contains How does it market What the company client must do…
        
Facebook , 2.38 billion users (April 2019)
Facebook is a place to share photos, updates, and general news with those who follow or “like” you. Fans of your business come to your Facebook page to find out what’s going on with your company, see pictures of what’s going on, or explore events. It’s important to start by building your fanbase on Facebook. Publicize your page and post a link to it anywhere you can, including adding a social icon onto your website. It's important to use status updates or photos to share our products, offers, services. We should also post things that get our audience to engage with our posts.
        
Twitter,310 million users
Twitter is fast-paced, concise, and easy way to connect with our audience Twitter generates over 175 million tweets daily and allows us to share quick pieces of information and photos in an effort to drive people back to our site or landing pages. Enticing content must be twitted, for people to stop and click through.We must try using quotes, statistics, or questions related to the link we’re tweeting as a way to people wanting to read more. We incorporate photos, polls, GIFs, or short videos.Hashtags (#) are our key tool on Twitter. These tags allow us to reach a wider audience than just our followers by getting involved in existing conversations.
        
LinkedIn
Specially meant for businesses and professionals. Mainly LinkedIn is meant for the individuals to showcase their job experience and professional thoughts, making it one of the more important platforms to use for those in B2B. This is also relevant since the companies are made of individuals. Between features like LinkedIn Pulse, Company Pages, In Mail, Groups, and “Get Introduced” and the ability to see who’s viewed your personal profile, LinkedIn is a valuable tool for not only driving traffic, but prospecting, establishing thought leadership, as well as recruiting.
        
YouTube
Leading video sharing platform. On our channel, we can share our brand and edit our own videos, create playlists, and prompt discussions. YouTube is a great way to get our face out there. Videos are a lot more engaging and shareable than text content and they also aid our search rank in Google.
        
Pinterest
Pinterest is one of the more unique marketing platform. Instead of posting content for our audience to read, on Pinterest, we’re posting just a clickable picture and a short caption. This is a very popular platform for brands with a tangible product, i.e. clothing and food brands, restaurants, those in ecommerce, etc. Pinterest is a superficial platform, so every image we post has to be of high-quality and striking to stand out in our feed.When we start posting images we have to make sure that they link back to a related blog or page on our website. As people click through from our images to our site they want to see or read something that’s related to the image that caught their eye. We have to post pictures on Pinterest regularly. Once we begin posting we have to organize our Pinterest by dividing it into boards. Each board should have a category relative to different aspects of our business. Make it simple for our followers to find what they're looking for. Also we have to make sure that our caption is keyword optimized. Like any other search engine, Pinterest cannot crawl images. This caption is how our pin will show up when people are browsing.

(Source Ms Karisa Egan : https://www.impactbnd.com/blog/the-difference-between-facebook-twitter-linkedin-google-youtube-pinterest) ( For the full article please follow the link. I highly recommend the readers to read the article in detail, if they are new to this field).

How to derive mileage out of amount paid/ how to make sure that each Rupee spent counts...

Creation of website and doing all sorts of digital marketing is one aspect but it is also equally important for us to find how effective our digital marketing campaign is. One of the methods is to do the digital marketing of the ongoing products. The other aspect is creating special campaigns for the newly launched product or service. There are various free and paid analytical tools to find the performance of our website and social media marketing campaign.

For more details and engagement for creating website, website content and digital marketing please contact : - rajan@creativegalaxy.com