Three Steps to Effective Promotions

A few years ago, digital marketing revolved around creating a website and using a pay-per-click service to drive customers there. But today, businesses are using video, blogs, podcasts and even "webisodes" -- streaming video promotions designed like stories -- to build a memorable and appealing image of a company. More digital marketing choices can also mean more risks of wasting money on the latest technology. Businesses have to be selective. "It's really about where are your customers," says Jose Reyes, creative director of Miami's Turbulence Advertising.

? Define your objectives. It's not enough to want to be "No. 1" or "the best." A clear, well-defined objective such as increasing the number of customers by 25% or improving the company's image among young adults will help you decide how to proceed.

? Do your research. It doesn't take a lot of money to question current and prospective customers about their impressions of the business, what they'd change, the media they use and how they decide where to spend their money. "The brand impression is so important," says Dan Alpert, director of digital marketing at Avenue A/Razorfish, an interactive marketing firm in Fort Lauderdale. Customers might respond, for example, that they value the business's long history in the community, or they may say that convenience is paramount in choosing a product or service and they turn to the web to find a business close to home.

? Put together a plan. Armed with information about what's important to customers and how they prefer to receive information, you can look at the many digital marketing options available, choose what is best and put together a budget. The simple addition of detailed location maps and directions on your website along with improved signage might do more than an entire website redesign or adding video or a podcast. Once you decide what to do, be consistent and allocate enough marketing dollars to make it work. "If you don't spend enough money, you are going to waste the money you spend," says Turbulence Advertising President Tom Moleta.

Tags: Florida Small Business, Entrepreneur