The digital economy is experiencing a significant shift, and businesses must adapt to survive. As the saying goes, "Dying isn't hard for men like us, when everything around you has been butchered or slaughtered - living is what's hard." This quote from Clint Eastwood's character in "The Outlaw Josey Wales" perfectly encapsulates the current state of the digital economy. The initial excitement has faded, and businesses must now focus on the fundamentals to thrive in this new landscape. This article provides a comprehensive guide on how to navigate this downturn and grow organically through targeted marketing and customer engagement.
In this new digital economy, cash is king. Businesses must be prudent with their marketing resources and negotiate hard with suppliers. Consider using equity to leverage your cash on hand. If your vendor/partners accept equity, it shows their commitment to your company's success. With the downturn in the IPO market, this strategy could save you money in the long run.
Your customers are your most valuable asset. Be committed to their success and they will reciprocate by recommending your firm to their community. Don't hesitate to ask them for referrals.
Consider offering your customers some equity in your company. This strategy can motivate them to help your company grow and prosper.
Find a partner in your market segment who is doing well and develop a revenue share model. This win/win model can help both companies grow by sharing market information.
If your business model is focused on delivering goods and services via the web, digital marketing is crucial. Opt-in email marketing is highly recommended. For instance, YesMail offers a $150 gross CPM Holiday Promo for most categories, with about 7M opt-in addresses available.
Search Engine positioning/ranking still provides the best ROI of any interactive marketing. Be patient and persistent in building the right keywords and integrating them with your site content. If the task seems overwhelming, consider hiring a specialized marketing firm.
Build sound fundamentals into your business. Don't rely on mega million advertising revenue as your "path to profitability". Instead, develop fundamental profit centers in your business.
There are many free marketing resources available, but be wary of those promising instant riches. If it sounds too good to be true, it probably is.
A popular website, linked and listed by many other sites, can help you get high listings via Google, HotBot, and other top-tier search engines. Fantomaster.com is a free resource that helps you set up and participate in a LinkPopularity program.
Recruit and hire with an eye to the variances in the market. Don't hire until you absolutely have to and outsource jobs that are not part of your company's core attributes. This strategy can save money in the long run and allow you to scale up your business quickly when needed, minimizing your fixed human resources and payroll costs.
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