Background Image
Table of Contents Table of Contents
Previous Page  10 / 24 Next Page
Show Menu
Previous Page 10 / 24 Next Page
Page Background




Esthetic Endeavors

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

Land, ra

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,, 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?