If your in business development of a small-to-medium business, I’m sure you would have heard all the hype around marketing, specifically how you yourself (yes you!) can implement your own digital marketing. You can enrol in everything from “lunchtime webinars” through to recognised qualifications. Just a simple search for “digital marketing education” came up with schools, diplomas, short courses, conferences, and online resources. But what will you actually need?
It depends on what you want to achieve, and what in-house skills you already have. Does your accounts person also dabble in photography? Is your IT setup done by a staff member or outsourced to an IT firm? Take stock of what creative skills you already have (Photoshop, photography, website coding, merchandising, etc) as this will determine how much you can DIY. What do you want to achieve by running a digital marketing campaign; are you doing it because everyone else is, do you want to increase your reach or brand awareness, or are you looking to reposition your brand using social media?
In terms of managing your own website, sites like WordPress.org give control back to the individual, with an easy to use interface to design your own website using your own domain. You can buy inexpensive pre-made templates and then modify the colour, text, and content to your liking. You don’t have to be a computer wiz to set it up, but its not for beginner either. There are lots of tutorials on Youtube to get you from domain registration to finished product. Making sure your site is at the top of the results has two methods; you can either pay for it (using PPC with google for example) or you can get to the top of the organic search (optimising your website SEO). The former is easy to setup yourself with a a google account, the second requires a more specialist understanding of search engine algorithms, which might be better to outsource if you don’t have someone with the skills in house.
Social media is becoming more and more expensive to run as the expectation of quality increases. Content is getting better and reply times shorter on Facebook, and professional camera equipment is now omnipresent on Instagram. If you have the people with the artistic and aesthetic abilities in house, you can do it yourself, but it also might be beneficial to get outside advice on how to optimise your socials. Keep in mind what your target audience actually needs – you don’t want to waste precious time and money on a beautiful Instagram when your demographic doesn’t use it.
Hobba Prahran | an example of a good Instagram page
There are heaps of guides online on how to make digital marketing work for your business. Youtube, Pintrest, and Google have a plethora or ideas and help pages for you to consult. You certainly can do a lot yourself, but know when to seek advice from a professional.
What do you think should or shouldn’t be attempted by companies DIY? Which companies could benefit from a full time social media & digital marketing manager?