Ah, marketing. It’s always been a confusing process. Learning how and when and where to spend your money, learning what your audience responds to and what repels them–it’s all complicated stuff once you really get down to it. And in the past, trying to reach newspapers, television stations, and writing old-fashioned press releases was time-consuming and difficult, making the entire concept seem impossible for many small businesses.
Nowadays, we keep hearing about how much easier it is to do marketing–you can do it from home because it’s all online. So you research how to write a press release online. You wonder if you could write an interesting blog. You hear about how people interview for jobs over Skype. But are these really just as effective as the marketing techniques of the past?
Let’s compare the modern equivalents of some of the older marketing strategies. You might find that they’re easier to understand than you thought–and that they’re much more approachable than they appear to be.
*Note: Of course the “old” methods can still be effective for certain industries and in smaller towns. However, we’re focusing on highlighting the differences between the traditional and the modern so that readers can appreciate the benefits of modern online marketing.
Old Way: Newspapers.
Original image from PlaidStallions.com
Before, people used to pay to take out a spot in the classifieds. Depending on how much room you needed, the price could be pretty hefty. You might also have considered paying for placement in the Yellow Pages or in a local magazine. But no matter what you chose, your space was limited, and you could only rely on grayscale to represent your amazing products and services. In other words, you had to be over the top and obvious to make sure your point hit home. Thus, you ended up with a lot of cheesy ads like this one for Planet of the Apes toys. It gets its point across, but it looks dated, right?
Nowadays, fewer and fewer people are reading print newspapers. So what are people reading instead?
New Way: Blogs.
To answer that question, people are reading blogs.
Today, many people choose to make their own space online. They want to share their original and personal experiences with readers and customers. And one great way to do this is to start a blog. Whether you want to write about the benefits of your industry in a sales-like manner, or you want to review and/or highlight new products used by industry professionals, blogs are an affordable way to do it. Plus, you can always write guest posts on other blogs and earn yourself a nice advertising spot without paying an exorbitant price. How’s that for the new Classifieds?
Old Way: Press Releases.
Image found at Zagato-Cars.com
Before the age of the internet, the process of writing a press release was a lot slower. First, it had to be hand-typed. Then it had to make its way to television stations, radio stations, magazines, and newspapers via mail or fax, depending on how far back we’re talking. Then it had to be approved and printed up or featured, and that could take a while. Honestly, it seems incredible, given the technology we have today, that these press releases were even featured in a timely manner.
To be clear, we still use press releases today. It’s just that you can now write them up without paper, and you can email them instead of mailing or faxing. People can then distribute them quickly using syndication software, and voila, you’re done. Much faster and much simpler.
New Way: Social Media Marketing.
If you don’t feel like writing up press releases today, there are still other ways to get the word out about your company. As mentioned above, you could blog or guest blog. You could also start a podcast or try being featured on a webcast.
But none of this really does any good if you don’t let people know about your work. So in order to effectively market your business, you must use social media. You can send your blog updates through all your social media feeds automatically so that whenever you post, your Facebook fans and Twitter followers will see it immediately. Now that’s fast. And you don’t have to pay an arm and a leg to get your information featured elsewhere. Not everyone needs press releases!
Old Way: Telephone Interviews and Client Dinners.
And we’re not just talking about interviews on cell phones. No, we’re going back to the days of interviewing people via office telephones. Taking people out for dinner for a face-to-face discussion was common, and a lot more time had to be put aside to interview somebody. When you were finished, you had to take notes that you wrote down by hand (or just cold-recalled from memory) to write up a piece that did well. Of course, recorders could be used to gather your information, too, but then you’d have to arrange for a quiet place to meet.
Analog technology. Can you imagine going back to it now?
New Way: Skype Sessions. And Client Dinners.
Image found at: Memeburn.com
Of course people still do all the above-mentioned things, but the advances in technology have allowed for a lot more personal interactions via calls. For example, you can Skype with someone and see how they look and how they present themselves. You can speak via FaceTime if you’re on the go, or you could try Google Hangouts or Webinars.
And, okay, so people still love an excuse to go out and eat. Who can blame them? This one is probably going to stick around forever.
Old Way: TV Spots and Appearances.
Before the internet, how could a company get the word out about its services? Well, TV spots and appearances were always a good way to make sure you were seen. Back before the days of cable and TiVo, TV watching was a bit different. Not as many channels to choose from, and you didn’t really have a lot of choice in skipping commercials. While we still see local adverts today, they were much more effective when the audience was roped into watching them. Or you could be featured on your local news station. Being featured assured that a lot of eyes were on you, though, so you had to make a good impression!
New Way: YouTube Channel, Instagram.
Image from Mashable.com
The internet loves videos. Well, you probably already know this–did you watch any videos today? We’re betting you did. Whether you’re keeping up with world news or just mindlessly scrolling through funny Vines, you more than likely understand just how evocative and powerful video marketing can be–even if you’re not entirely familiar with the ins and outs of marketing.
So how can you utilize video marketing for your business? For those who like to-do videos or showcasing their talents, YouTube is a great way to reach your customers. For others who don’t have as much time to invest, Instagram might be a good choice (although Instagram is known for its focus on aesthetics over function). Vine is also a great way to connect–and with only six seconds to record your video, you have to be creative. It all depends on the style of your brand and how much time and energy you have to invest.
The best part about online video marketing? It’s free. No paying for television spots or expensive production. Just try your best and connect with your audience for the best results!
Old Way: Word of Mouth. New Way:…Word of Mouth.
Some things never change. 🙂 If you don’t believe us, check out this article on how word of mouth is still effective–even in the age of digital marketing. You can also check out more information on social media marketing here, or take a peek at the benefits of video content or get familiar with mobile marketing.
Internet Local Listings is an internet advertising company in Santa Ana, CA, serving clients across the country with the best website marketing services available in the industry. Visit us here for more information, or give us a call at (888) 770-3950 to see how we can help you be seen online.