As technology giants have the power to suddenly change their tech, it makes sense to have a multi-channel approach to your digital marketing strategy.
The solution is to adopt an integrated, multi-channel approach to digital marketing.
1. The direct approach
Perhaps the best way to reduce your reliance on any third party is to communicate directly with your current and prospective customers. You’ll need a database of contacts to do this, starting with your existing customer base.
2. Compelling email newsletters
Once you’ve created your database, you will need to find the best way to contact the people on it. An email newsletter is still one of the most effective ways of doing that. In fact, 78 per cent of marketers in 2020 saw an increase in email engagement over the previous 12 months, according to research by marketing platform HubSpot.
3. Incentives to customers
Creating and growing a customer database is not easy. Fortunately, there are plenty of online tools that can help you incentivise customers to provide their details and increase repeat business.
4. Advertising alternatives
SEO and social marketing can be very effective, but to reach new customers quickly, you’ll probably need to advertise.
5. Broader social options
Many customers expect businesses to have a social media presence, and Facebook, its stablemate Instagram and YouTube are still clear market leaders. However, there are alternatives that might be suitable for your market.
6. A revamped website
When you acquire prospective new customers, they need some way to reach you. For maintaining full control over your business’s digital destiny, that should be a website. Surprisingly, many small businesses don’t have a website, according to CPA Australia’s Asia-Pacific Small Business Survey.