Digital Marketing for Every Budget

$ (Moderate Budget)

If you don’t have the budget for a mass television, print or radio campaign, digital marketing should be your best friend. Develop a strong brand personality online to leave a lasting impression on the consumers who are in your sphere of influence. Grow that sphere by making them want to root for your brand and tell their friends about it.

• Branded Facebook page: Tie it in with your Web site, blog, and make it fun.
• Twitter following: Drive traffic to stores with insider deals.
• YouTube: Tell your story in a three dimensional (sort of) way to create advocates.

$$ (Medium Budget) Use your digital marketing dollars wisely with programs that are cohesive and focused. You can afford to take a risk with something very cool and buzz-worthy, but you can’t afford to do nothing.

• Facebook application: Delight consumers with a custom application that is helpful or just plain fun.
• Word-of-mouth campaign: Build an online and off-line campaign guaranteed to drive sales and generate conversation about your new product.
• Search engines: Make sure to be there if consumers are looking for you. $$$ (Large Budget)

If you’ve got a large budget, make it count. The challenge will be getting consumers to feel the heart beating underneath those glossy ads and unreasonably beautiful spokeswomen.

• Video podcasts: Whether it’s a podcast or a channel on YouTube or Hulu, build relationships by giving content on an ongoing basis
• Online communities: Use your size to your advantage by connecting your loyalists and giving them a virtual brand experience.