The following article is part of the Small Business Ad Academy, offering marketing and social media advice for small businesses, presented by Chase Ink®.
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The proliferation of digital marketing and social media resources has made it easier than ever to pitch to Main Street--without Madison Avenue budgets.
Mickey Mantas, global agency and partner education consultant at LinkedIn, says these options let you be selective in how you spend digitally, and only "build a presence on the platforms that best represent you and your company." Don' t think of it as a one-time campaign; it'll evolve and grow as your business does.
Chase assembled a panel of digital marketing experts—from Facebook, Twitter, LinkedIn and Yelp—to help you plan your 2017 social campaigns. Here are some of their suggestions:
- Go mobile: We consume virtually all information on-the-go, so your marketing platform should be "mobile-centric" instead of just "mobile-friendly." Messaging that isn't designed for mobile access and search will be less valuable in 2017.
- Create compelling content: Our attention spans continue to drop—now just eight seconds, on average, according to a Microsoft study. Grab readers' attention with information tailored to their needs and they'll come back for more. "Put your products, services, business and employees in your content," says Christian Eberhardt, sales manager at Twitter. “Use imagery and video to drive engagement."
- Dive into data: Modestly-priced data-mining software can unearth sales and other customer information within your spreadsheets and reports, for insights you can act on: Personalizing offers and improving customer service.
- Think big (without spending big): No business is too small for digital marketing. These resources let you spend wisely, to elevate visibility and reputation. Facebook's Global Head of Financial Services Strategy, Neil Hiltz says, "if people aren't aware of you, they're not going to buy your product." Focus on keyword search and search engine optimization to attract more attention.
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