In 1900, the average traveling speed in the U.S. was 8 mph. In 1950, the average traveling speed had tripled to 25 mph. By the year 2000, that average speed had nearly tripled again, to 70 mph. Since this is a blog about how to market your business, you’re probably wondering what that has to do with marketing. The nine-fold change in travel speed over the last century has been due to one thing alone—technology. It comes as no surprise to any of us that technology fundamentally changes nearly every aspect of our lives, and how we conduct modern marketing is no different.
If you started thinking about marketing even just 10 years ago, everything has changed. Here’s a quick quiz about some major technology innovations that illustrates those big changes:
- When did Google “go public”?
- When did Apple come out with the first smartphone?
- When was Facebook first available to the public?
(Answers: 2004, 2007, 2006)
Sometimes it seems like those things happened ages ago, but for business people who like to think and plan long-term, it’s not very long ago. If you haven’t planned a comprehensive strategy since the advent of those three, then you’re missing out on a big part of what your marketing should be.
Your Marketing Program
Your marketing program should be divided into three parts—three pillars, as I like to think of them—working together to support all of your marketing.
Pillar 1-Traditional Marketing
The first pillar supporting your overall marketing program includes the following traditional marketing elements:
- Development of a marketing plan to help guide you through all of the other steps of marketing your business
- Researching your markets
- Identifying and developing your company brand; this includes positioning, logos, style elements, value propositions, differentiators, etc.
- Use of print ads and publications
- Development of marketing collateral
Pillar 2-Your Web Presence
The web presence I’m referring to is everything you do online that isn’t social media (which is covered below). That includes:
- Your website
- Guest blogs
- Online PR/news stories
- Digital ad placement and Google AdWords
- Email and newsletter campaigns
Pillar 3-Social Media and Networking
As a business owner, it’s often easier to think about social media as a form of online networking. Social media is a great way to get your name out there, develop a reputation, and have other people evangelize for you. Just remember: You need to pick SM channels that your potential clients or partners use. This could include:
- Houzz (yes, Houzz is a form of social media)
- Industry networking events
Now that you’ve gotten an aerial view of the pieces supporting a modern marketing program, you’re ready to take a deeper dive into the next steps of getting your business on track. But you’ll have to wait for next month’s newsletter to find out more about that.
Gnu 2 Marketing
Powerful Marketing & Branding