As we’ve detailed before, digital marketing is an important part of doing business in the twenty-first century, for HVAC companies, dentist’s offices, and restaurants alike. However, with the wide proliferation of free and paid online marketing tools out there, many business owners find themselves in a position where they can start to take on their own marketing. But, should they?
In this blog post, we’ll outline why digital marketing requires a digital marketing strategy—and a professional group of marketers to do things right.
What’s the difference between digital marketing and a digital marketing strategy?
Thanks to technology, it’s becoming easier and easier for businesses to take on certain marketing tasks by themselves. Take social media, for instance. Facebook estimates that in the third quarter of 2016, there were 1.79 billion active users worldwide. Facebook and other platforms like Twitter and Google+ are easy to use and understand, and that’s why more and more business owners are posting and tweeting for their own company. Further, businesses are taking on pay-per-click advertising, blog post writing, and even live video blogging using platforms such as Facebook Live.
We think it’s great that businesses are taking such an active role in their marketing—as we’ve talked about in prior blog posts, marketing just works better when our clients are active participants. But, that doesn’t mean you should go it alone. As we’ve detailed before in our blog posts, small businesses can struggle with digital marketing unless supported by a company like 5 Fold.
Think of your marketing in terms of baking a cake. The individual components—PPC, SEO, content, video, social media, and more—are like the ingredients for your cake. But, even if you have all those ingredients gathered together and ready to go, can you really bake a delicious cake if you don’t have a recipe? You don’t know how much flour to use, what should get added after you put in the vanilla, or how long to stir the batter. Sure, you can wing it, but your risk of wasting your ingredients on a burnt, dry cake are pretty high.
That’s because baking a cake without a recipe is the same as using digital marketing tools without a digital marketing strategy.