What do you have in your current marketing toolkit? I suspect it contains things like newsletters, your website, news media articles, internal communications, surveys, TV and radio, events, referrals and the gold old telephone business directory. most if not all of these tools will have a price tag attached to them, with some being out of a lot of companies’ reach. It is not every company that can afford to advertise on TV, and certainly not enough to be effective with an advert over time. Not only can these tools be cost-prohibitive, they can also be a little out of date.
Now consider the social media and online sites are becoming more and more commonplace. You might not even class some of them as social media, but they are online communication channels nonetheless.
The beauty of social media from a cost point of view is that there really doesn’t need to be any costs involved, apart from your time, so if you are still hanging on to your business directory ad as the most secure way of generating esquires, it could be time to think again and move on to something new.
Ref: Marketing with Social Media: 10 Easy Steps to Success for Business, Linda Coles (2015)
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