Most technical entrepreneurs cringe when they finally realize that marketing is still king, despite the power of technology, and they are up against competitors who have a hundred times their spending power. Luckily, the digital revolution has been a great equalizer in the marketing world, if used effectively to target the audience, engage the customer, and measure results.
Digital marketing is simply the move to the digital tools and technologies that most people depend on every day, including smartphones, search engines, tablets, video on demand, and the social media channels like Facebook, LinkedIn, Twitter, and YouTube. The cost of entry to market on these is low, and marketing leverage has very little to do with the size of your budget.
The best strategy and tactics to accomplish this digital marketing leverage are detailed in a new book, “Taking Down Goliath,” by Kevin M. Ryan and Rob “Spider” Graham. These industry veterans have been teaching smaller companies how to compete with digital marketing for many years, and have a wealth of case studies to show it really works.
The first step is to create the perfect online marketing message. This message is defined as the knowledge or information that will be retained by customers after they are exposed to your company. The authors reiterate what I often say to business to business (B2B) entrepreneurs, it’s all about selling solutions (not technology) to real customers who have real needs and problems they want solved:
-
How does this solution solve an existing problem? Every business faces challenges that affect their sales efforts, manufacturing efforts, human resources, and other things that keep them viable and profitable. Not only must the solution benefit the company as a whole, but there can be emotional benefits as well for employees who feel the pain.
-
How does this solution provide a competitive advantage? Solutions that can turn a threat into an opportunity are especially enticing. In a world where the common scenario is “eat or be eaten,” being able to help companies to be better predators and less likely to be prey will be compelling.
-
How does this solution make the customer a visionary/market leader? Part of the competitive advantage in the marketplace is being perceived by that market as a leader in some way. Every company is striving to find an identity that highlights its unique selling proposition, to stand out from the crowd as a visionary.
-
How does this solution enable a significant value exchange? Smart companies are always looking for a return on investment. If they spend time, money, or other resources on a potential solution, then that solution should pay for itself. That’s a value exchange, as are solutions that empower employees to make better use of existing resources.
-
How does this solution represent an exclusive opportunity? In the business world, exclusivity isn’t just a social ego boost. Companies that have access to, or can sell products and services not available to their competitors, can position themselves better in the marketplace. Like people, businesses need to be known for what sets them apart.
-
How does this solution increase performance and productivity? Companies that are more efficient in the use of all their resources will be more profitable. Solutions that increase performance include automation tools, equipment upgrades, and new approaches to manufacturing and distribution.
For business to consumer (B2C) audiences, effective marketing messages are also about triggering strong emotional triggers that consumers rely on to make decisions about the value and benefits of the offers they receive. These include a sense of well-being, convenience, security, significance, exclusivity, positive social standing, and others.
In both business and consumer environments, with digital marketing technology, the playing field between big companies, mid-size businesses, and even startups has been leveled tremendously. The new success factor is not the size of your budget, but your skill in crafting the right message, sending it out through the right channels, and tuning the system for maximum results.
