Part of the PinkBananaMedia.com family and focusing on LGBTQ business news, this blog features select content, news and stories related to online marketing to the LGBTQ community, including social media, mobile technology and the latest in digital marketing techniques.
Now that your company website has been built, it can be difficult to know what to do next. Don’t get overwhelmed! Take some time to think about who your ideal client is. Is it an individual with a specific goal in mind? Is it a company that specializes in a specific talent or specialty? Starting by thinking about who you want to reach in an ideal world helps you to consider whether your website is tailored to reach those potential clients. Once you know who you want to talk with and who your company can most benefit, it’s time to think about how you want to spend your marketing dollars. It can be easy to think that anyone can post some ads and bring in new business but this can quickly blow your budget while also causing you to miss out on great opportunities. Rather than taking this risk, let marketing experts do what they do best!
How to Choose Your Marketing Company
There are plenty of marketing companies who want your business. With so many flashy websites and discount deals, it …
In years past, when a client was looking to reach the LGBTQ community online, we would start with their ad creative and go from there, adapting and maximizing it to optimal banner ad sizes, both for the desktop and mobile, as well as e-mail newsletter sponsorships. If a client wanted a more robust campaign, we would then explore content, usually in the form of editorial, that could be adapted, edited and run on various LGBTQ websites online.
Over the past few years, we have reversed this trend. We now start with targeting first, trying to understand WHO the client is trying to reach (i.e., an LGBTQ traveler who has shown an interest in traveling to Madrid, or a gay bear who has shown an interest in cruises and lives in Florida). From there, we ask the question as to HOW we’re going to communicate to this audience using the client’s message. Will it be in the form of a blog post, a series of photos, or perhaps a video. This is the content. We then distribute that content out to t…
A History Lesson… Pre-Internet
In the days before the internet, if a person wanted to reach people, s/he had to go door to door to hand out resumes. If a company wanted to reach people, they had to spend lots of money on advertising on television, radio, and in newspapers. People never knew if they were knocking on the right doors and companies never knew whether the money they spent on advertisements was worth it.
A History Lesson… Early Internet
When most people first had computers and internet access, having a website was the gold standard in advertising one’s self or one’s product. A person or advertising agency could simply create a website with information and it would remain available to be read indefinitely! This was better than knocking on doors or hoping commercials aired at a time when potential customers were most likely to be paying attention. Eventually though, this stopped being enough. Think of this as showing up at an office with your resume, leaving it …