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.