In today’s world, there are so many different marketing platforms and tools you can use to grow your business. Between social media, websites, podcasts, video, radio TV, billboards, and print products, the options are almost limitless. While all of these marketing tools are useful for reaching potential customers, they might not work for you.
But generally speaking, we believe the best marketing platforms are owned, not rented.
What does this mean exactly? It means the most effective marketing tools are ones that are permanent and you have control over. For example, a website is something that you own when you purchase the domain name and build the site. A physical storefront sign that’s placed in front of a place of business is something that you will always have for the life of the company. By contrast, billboards, advertisements, and even social media outlets are all platforms that you only temporarily use.
When you own a marketing platform, you have complete control—whether it’s your storefront sign or something in the digital world. Social media pages, such as Facebook and Twitter, are limited by the customizable options that these platforms give you. Those options could change at any time. A website, on the other hand, is something that you can do whatever you want with and therefore it can be tailored to best suit your brand. That website is also yours forever, as long as you keep paying to register the site.
The bottom line is you will need a robust marketing mix of “owned” and “rented” platforms in order to achieve your business goals. You don’t want to be so focused on social media that you simply forget your own website.
We at Tucker/Hall are experts in building brands through any and all marketing platforms. We can evaluate your current marketing and communications, and develop ideas that will help you become more successful. Please contact us anytime for more information.