In the old school philosophy of marketing, there were the “MadMen” who conceived a marketing strategy, wrote marketing copy, designed marketing graphics, and executed their strategy on behalf of the customer. Business owners didn’t have to do anything except approve the marketing concept and strategy. All the work was done by the agency.
While ad agencies still work their magic in the 21st century, the paradigm has shifted considerably. No longer are ads mainly focused on outlets like television, radio, magazines, and billboards. Now, with the marketing capabilities of the internet, small business owners are taking their marketing into their own hands and executing marketing strategies on their own terms.
The tools at your disposal are limitless. Sure, you can still advertise your business on radio, TV, and print, but you also have the ability to create your own ads.
Who needs a professional video production company for a TV spot? Consumer camcorders have great definition. Using an inexpensive camcorder, a microphone, and some good outdoor lighting, you can create a short video to use as a TV spot or post to YouTube. The viral nature of YouTube has proven to be a new marketing tool for many companies. With the right video, you can get exposure to millions of potential new customers – for free!
Who needs a professional copywriter and graphic designer? Software tools provide you the means to create brilliant brochures, print ads, and other marketing materials thanks to templates and user-friendly graphics interfaces. You can create and print your own business card without the help of the corner print store. You can write a great ad for your newspaper and submit it online.
And while the old advertising paradigm kept business owners at arm’s length away from their customers, now entrepreneurs are stepping forward and creating their own brand out of themselves. Staying in touch with your customers via a blog, social media, and article writing can help you become a known brand and a perceived expert in your field. People want to buy products and services from experts and people they trust. Getting yourself online and promoting your brand through social media can be a great way to build recognition and get face-to-face (virtually) with your customers.
