Digital Marketing is a bit like a clown playing 12 different musical instruments...
... when in sync the music is going to sound wonderful and the crowd will cheer. But get it wrong.... ouch.
As a Kelowna marketing agency, we can understand the confusion out there. Despite the fact that online marketing has been around for more than 15 years now, it's pretty hard to find proper answers to those questions. Everyone has there favourite instruments.
Everyone has their favourite instruments:
"You need a great website." Some people will tell you that online marketing is just about having a pretty website, but these days Kelowna website designs also need to be responsive. In other words, optimized for mobile devices. Not only should your website look great on all devices, but it needs to inspire action - the signup, the sale, the phone call, the booking, the download. A website that's not converting is simply not meeting its potential.
"Google rankings are all that matter." Other people will claim that what you really need is SEO, Search Engine Optimization, a set of techniques that can help your Kelowna website to get better results in major search engines. Known as "organic traffic", the idea is that more people to your website = more potential customers. This is an important aspect of your long term marketing plan. Like a snowball rolling downhill, with consistent effort, your website will gather reputation and momentum over time.
"Advertising is dead/Ads generate tons of $$$" What about "paid traffic"? Is it awesome or a waste of money? Some may advise you to invest in pay-per-click campaigns, paid ads on Google. If a click costs you $2 each, would that represent a profit or loss when the dust settles? Paid traffic needs a system of tracking and measurement to identify the ROI. Many of our clients invest $100s $1000s per month into paid traffic, and the return is 2x or 5x, even 10x, but not all business models can turn a profit using internet ads.
"Word of mouth on social media is all you need." There is an opinion that the only marketing you need lots of people talking about you on Facebook or 1000s of Instagram followers. What about a cool YouTube channel? Don't forget LinkedIn if you're a B2B company! Social media is an important component of every digital marketing plan... but it needs to be integrated properly and given the attention it deserves. But not more than it deserves! Beware the time draining effect of social media!
"The secret to digital marketing is _____________." Over the last decade we've worked with 100s of companies, run 100s of marketing campaigns, managed $100,000s in budgets and guess what we've learned? There is no secret to digital marketing. There are common ingredients to success and certainly wrong ways to do things. Experts are often the people that have just done all the wrong things already.
So where do you start?
Identify your goals. Next comes strategy. Always start with a strategy - an essential document which defines how to interconnect all the marketing channels to work together in perfect synergy to meet your business goals. Goals -> Strategy -> Tactics.
Sometimes, an integrated software suite is just the ticket. Curious? Check out EngageBay, marketing, sales, and CRM software.
Looking for a team of people to help? Our Kelowna marketing company will analyze your current business state, carefully prepare a custom marketing strategy exactly for your needs, and then execute the plan. Essentially, the Twin Creek Media team becomes your powerhouse marketing department for the cost of a single full-time helper. Often, this makes a lot of business sense. We encourage you to get in touch to explore ideas and opportunities... our Discovery Document is a good first step.