If you ask 10 people what they think the best way is to market their business, you will likely get 10 different responses. Some people will tell you that digital marketing, which includes social media and paid advertising, is the way to go. Others will tell you that print is still a successful way to market your business, whether through direct mail, magazines or other options.
But what is right for your business? The short answer is “it depends.”
- What product or service do you want to promote?
- Who is your target audience?
- Where does that audience spend their time?
- What type of information do they want to see?
Depending on the answers to these questions, your business may want to focus on traditional or digital marketing, or some of both.
What is Traditional Marketing?
Traditional marketing is what we have seen marketers use for decades, including television and radio ads, billboards, newspapers, magazines and direct mail. For small companies, the cost to advertise on television and radio is probably prohibitive. But advertising in a magazine or sending a mailer directly to your audience may be within your budget. Businesses in some industries find huge success with direct mail. As a business owner, you should investigate if this type of marketing would benefit your business.
What is Digital Marketing?
Digital marketing encompasses everything else that is online, from paid advertising and email campaigns to social media and websites. If it’s electronic or online in nature, it’s part of digital marketing. Because this is such a broad term (like traditional marketing), you need to determine what will be most beneficial for your business. Again, this goes back to the questions above regarding your audience and their preferences.
The main ‘hub’ for your business in a digital world is the website. This should be your first digital presence, with everything else feeding into it. Whether through social media, email, content, inbound marketing or other ways, you want this digital audience to get to your website to consume the information you have there.
Is your audience younger? Then social media would be a great fit. But the next thing to consider is which social media platform. The answer is the same as above – it depends on your audience. Just the top few include Facebook, LinkedIn, Twitter, Instagram, Pinterest and Snapchat. You would not market to someone on, say, LinkedIn and Snapchat. Those audiences, and how they consume information, are completely different.
Email campaigns should be considered as well to stay connected with your customers. With a targeted subject line and content for each email segment, an email campaign can provide the right information to the right audience at exactly the right time for a relatively inexpensive cost.
Traditional and digital marketing are tied together through content. Whether you want to communicate with your audience in a television ad, direct mail, on your website, through social media, or email, the message needs to be the precise for the audience you want to reach through each platform.
When a business is considering its marketing options, both traditional and digital marketing should be considered depending on its audience.
Pet Butler Provides Industry-Leading Marketing and Support
The marketing and technology teams at Pet Butler provide its Franchise Owners with a comprehensive business plan, targeted digital and direct mail campaigns, social media management, email campaigns, and so much more. According to Columbus, Ohio Franchise Owner Pete Hulse, “I grew up with more traditional media. Digital is faster, less expensive and more flexible. Social media allows for nearly immediate feedback. The Pet Butler team stays on top of all that.”
Whether you want to switch your independent business to a franchise system or you are looking for a new turn-key franchise opportunity with the resources and support to help you be successful, Pet Butler may be the perfect fit for you. Learn more about Pet Butler by calling 844-777-8608 or email franinfo@petbutler.com.
