10 | FEBRUARY 2015 | TEXAS STYLIST & SALON |WWW.STYLISTNEWSPAPERS.COM
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Judith Culp> Marketing in a Digital World
Computers and digital technology have completely changed the way
we market ourselves to consumers. While it used to be all about televi-
sion, radio, print newsletters, yellow pages in the phonebook, etc., now
most of our marketing has taken on a digital twist.
Ask your clients where they learned about you. It’s helpful to make this
specific. Many clients will just say they found you on the internet, but if
you can find out “how” it will help you fine tune your marketing.
Did they use Google or Bing, a Yellow Page
search, Merchant Connection, City Search, Pinter-
est, or Facebook? The more you can find out the
easier it will be to plan and get the best return for
your investment of time and or money. The most
important part of marketing is a thorough knowl-
edge of our client base. Who are they and what are
their demographics? How do they get information
and how do they prefer to be reached?
While this always was important, it is even
more critical today. If you don’t know your cus-
tomer base you will waste time, money and lots of
effort to no avail.
The teen and college age clients use text messaging as their preferred
mode of communication. This makes them a perfect market for Tweeting
or text-mails. Those on a tight schedule may not have access to their text
phones on a full time basis. When my instructor, dental hygienist, massage
therapist, nail technician or hair designer has to pause their work to check
texts I’m on the hunt for a different technician. As these technologies
evolve, so will the courtesies of how to use them.
The best way to approach a working group, say ages 30-60, may be
emails rather than tweeting. The message will be there when they have
access to it. They may also love e-newsletters, e-cards and e-specials.
Yellow pages used to be the gold standard in advertising. Today
shrinking numbers of professionals are using the print version of the yel-
low pages because so fewer people use it to look businesses up. Typically
those that reach for the telephone book are in the over 65 age range. The
bulk of people are more likely to use the web versions of the white and
yellow pages or to just Google what they are looking for.
There is more than one online version of your local telephone book,
so select one carefully based on the demographics of the market that they
reach. If they don’t reach your target market, look elsewhere. Search Engine
nks the top online yellow pages. Their
website also has a lot of information to help you understand the language
and terms used in digital marketing including SEO, SEM and other terms
that can make the eyes of the average entrepreneur glaze over.
Television is a good alternative depending on how many stations are
in your area that can also give you useful digital marketing. The cost per
viewing and client demographics will guide this decision. Do your clients
all watch different stations or does there tend to be a favorite? Television
can work but it must be planned and budgeted carefully. Watch for spe-
cials or “mini-ads.”This is a little different technique
for using television. Instead of a 30 or 60 second
commercial, consider a 15 second one. It can still
get the message across but much less expensively.
Digital handling of commercial footage also reduces
the cost of creating the commercial and helps get
costs down. Pay for the filming of the commercial
and you will own it. Have them send you the com-
mercial electronically and add it on your website
and or on other television channels.
Online newsletters are the digital way to reach
clients without printing and mailing costs. Firms like
Constant Contact,www.constantcontact.com, no
only allow you to create digital newsletters, but birthday cards, flyers,
email blasts, events, surveys and social marketing campaigns. They are
evolving into a one stop shopping experience for digital marketing and
business building. Fees are based on how many contacts you have in
your lists and the type of marketing you want to do. Email pricing for
zero – 500 contacts is $15.00 per month, 500-2500 is $35/month and
it goes up from there. Events, surveys and social campaigns each have
their own monthly pricing.
The system is pretty intuitive and easy to use. There are built in
templates that you can customize and upload your preferred images
for a custom appearance. If you have an existing client email base it is
pretty simple to export this list for importing into your Constant Contact
account. If you are just getting started and don’t have a client base, you
could use the social campaigns and or SaveLocal. Social campaigns run
about $20/month and SaveLocal coupons are based on the price of the
coupon. They even offer Social Concierge to handle your social campaigns
completely for you.
The most important part
of marketing is a thorough
knowledge of our client base.
Who are they and what are
their demographics? How do
they get information and how
do they prefer to be reached?