Selecting the right web communication channels
Apart from consulting, most of the hands-on projects we handle are branding and design work. In order for us to do a good job, we need to understand the client’s overall communications strategy and the online communication channels the client will resort to in order to spread the word about their venture.
Keeping this in mind, we can then help our clients to position their ventures more competitively and to present their brands more authentically.
Today, I’d like to share with you my experiences working with startups and to discuss the confusion that sometimes arises, when it comes to deciding where to focus our communication efforts when launching a new venture / website.
With a limited budget and resources, we always want to maximize the investment, don't we? And that’s the right approach :) There are plenty of blogs, articles and all sorts of applications on the web that can help with promoting your brand and a website online.
Different consultants have different approaches and the overall online marketing world is quite confusing for most of the people I’ve worked with. And I understand – indeed, it is a bit of a mess.
Experiment yourself first before hiring
My advice would be to roll up your sleeves and experiment yourself first. Only you know what is best for your venture and you can know this even better after trying things out first.
You can minimize the risk by taking into account what others advice/say as much as relevant, but you can’t really escape from taking a risk because risk taking is the nature of entrepreneurship. They go hand in hand.
Which communication techniques will actually work for you will depend on a lot of parameters: your positioning, what your competitors are doing, your target audience, decision making cycle before the purchase, your overall luck, how well you implement things, etc. This mix of parameters is unique to each venture. So, trust yourself and your intuition. Treat it like an experiment. Try a few things, a few channels, a few tools and then see what yields the best results.
What are your options?
Most of us are already pretty familiar with the online communication avenues and tools, aren’t we? Well, at least we’ve heard something about them. They are:
Search engines: Google, Bing.
Online advertising: Google adwords, Facebook ads, Linkedin ads, Microsoft adCenter.
Social media: Blogosphere, Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, etc.
Start with 3 techniques and master them
Select 3 techniques that at this moment, you think are the best ones to attract your audience. Don’t try to do everything at the same time – this can become a trap which will get you nowhere. It will be too hard to manage and thus you’ll lose the focus and get confused.
Experiment with these chosen 3 techniques and master them. After 2 or 3 months (for the search engines you need a bit more time, like 4 months) decide whether they are yielding you good results, reshuffle the mix by removing/adding new techniques and move on.
Don’t get attached to any of the techniques and try to be objective in the way you make your choices.
Step by step, as they say :)