Great digital marketing strategy: 4 roads to success for your small business

Read a fantastic article by Mia Wedgebury a while ago that took a “jump in” approach to the social web. From a small business consulting perspective, one paragraph stuck out for me as a great template to building a strategic digital promotional plan:

A good digital strategy begins with an understanding of the four basic categories in which a brand or business can position itself: “paid” (advertisements), “earned” (getting mentioned in a blog) “owned” (your own website), and “shared” (social media such as Twitter and Foursquare).

From the perspective of a small business brand or start-up, this is sound advice. Like all good marketing plans, the simplicity and clarity of this four-point approach encourages the engagement ofanyone seeking to find a place for their small business brand in the digital space.

The fact is that integrating a strategic digital marketing strategy into the overall marketing plan for, say, a home-based business, should now be the first step in engaging a target audience with a new brand – not the last.  The primary attraction for most entrepreneurs the low-cost, high reach/high impact nature of social media. That’s called no-barrier-to-entry, folks.

Unlike traditional media, inaccessible to many start-up ventures due to prohibitive costs and messy entanglements with creative and media agencies, the social web is highly accessible: free, open and based on a two-way conversation, not a one-sided sales pitch.

Consider the above four digital marketing strategy “positions” as your roadmap to arriving at a home for your small business brand in the digital space.

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3 Responses to Great digital marketing strategy: 4 roads to success for your small business

  1. Pingback: Tweets that mention Great digital marketing strategy: 4 roads to success for your small business « cōjent. better marketing for yōur business. -- Topsy.com

  2. Pingback: Social Web Marketing Strategy for Small Business: the Digital Party « cōjent. better marketing for yōur business.

  3. Caurdenda says:

    Just want to say what a great blog you got here!
    I’ve been around for quite a lot of time, but finally decided to show my appreciation of your work!

    Thumbs up, and keep it going!

    Cheers
    Christian, iwspo.net

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