If you want your business to stay in business you need to recession proof your business before the recession comes along.
By using a quality digital marketing strategy you can reduce your marketing costs and stay up to date with how your online business tools can help you to reduce your client acquisition costs in a downturn.
The first online business tool you will need is a professionally designed website with graphics that keep the website user interested although the site needs to be built to convert your customers to a sale or to make an enquiry to your business via a contact form.
The website will need a blog and it will need to be a Content Management System (self editing) website. Your site needs to be up dated with new content on a regular basis and self editing is more cost effective than using a developer to update your content.
Secondly, once you have your business online you will need to optimise your site otherwise no-one will see your site. The website you have chosen needs to be built with search engine optimisation and customer conversion in mind so your business can get a return on the investment for your digital marketing efforts.
Once you can optimise your website on all the major search engines, you can only then use other cost effective digital marketing strategies such as email marketing and other traditional marketing strategies to their full potential.
Thirdly, email marketing is another digital marketing strategy small business can use to acquire more customers at a fraction of the cost of direct marketing I strongly recommend all small businesses to start keeping a data base of your customers and potential customers in an excel spread sheet or use MYOB or some other accounting software device to keep electronic records of your customers.
The reason why I say this is because you need to use electronic forms of data bases to upload your contacts to all email marketing software. If you would like to do some research of your own on the cost of buying a data base you won’t get much change from $1000.00 for a small data base that you can only use once. Make sure you build your own data base and save money.
I would not say don’t use traditional marketing to reach your customers although many small businesses need to make good use of their online capabilities and encourage customers to go to the website to view special offers or maybe a competition as a call to action. Your website needs to give your customers a reason to come back and book mark your site.
If you are considering traditional marketing such as printing you can use a printed brochure to entice your customers to your site with a strong call to action offering a discount or to become a member of your VIP club. Once you have their details you can enter them into your data base for email marketing at a later date.
Research has shown when a customer receives your direct mail brochure and it is also backed up by email marketing they will remember the message sent to them in the mail resulting in higher response rates to the offer. Many customers also appreciate a reminder from you and your business especially when it’s a competition or special offer they had forgotten to enter.
Digital marketing is to be used to support the initial marketing mix or cross marketing promotion your business needs to reach its target market. By cross media marketing using your digital communication tools more effectively you will lower the cost of reaching your customers.
Additionally, if you were to use digital marketing to communicate to your customers you can reduce your marketing and advertising costs by up one tenth of the cost of traditional printing and direct mail costs.