Jennifer Manz of Mannix Marketing discusses the many digital options available and
how to structure them to work most effectively.
By Lisa Balschunat
So many choices … so little time. New media is here to stay. So, how exactly does a business successfully navigate the rapidly moving waters of the internet to take advantage of increasing its exposure, customer base and the bottom line? Jennifer Manz, director of digital marketing at Mannix Marketing said working with new media shouldn’t be overwhelming or too time consuming, if a business owner or manager has a clear goal of what they want accomplish by using it.
“A business might be looking to get found on the web, increase traffic to its website, connect with consumers, or build a stronger relationship with its customers by continuously branding,” she said. “Exposure on line could mean getting into social media, blogging, web advertising or a combination of these options,” Ms. Manz stated. “Digital marketing is growing rapidly, and there are a great number of avenues surfacing to promote your business.”
Launching into mixed media can be daunting and even scary for businesses thinking about taking the plunge, but Ms. Manz said remarketing and cross-promoting on line gives companies the ability to do more. Whether it’s introducing a new product or service, announcing a fundraising opportunity or event, or connecting with a community, new media can give any organization exponential exposure.
With millions of websites vying for attention worldwide, it is critical to be accessible on the web. Should a business manage its own site? Contract with an agency? Or, rely on the social media gurus? As with almost every business decision the answers boil down to time, money and expertise. Internet marketing firms offer a variety of services to fit the needs of small businesses, non-profits and major corporations. A company might choose to hire an internet expert to handle the job in-house or contract out to an agency like Mannix Marketing. “Our goal is to get you found on the web,” said Ms. Manz, “then work with your company to get you the exposure you’re looking for.”
Over the past several years Mannix has launched, and maintains several regional websites to service clients, companies and businesses that rely on tourism. Lake George.com, Glens Fallsregion.com, Saratoga.com, Albany.com, Clifton Park.com and Adirondack.com are powered by Mannix to link regional events and happenings year-round to local businesses. Two of those sites –GlensFallsregion.com and Albany.com — were designed in collaboration with the respective chambers of commerce to offer its members a micro-site that includes space for photos and video, coupons, social media links, event information and more to increase exposure and to coax a visitor to contact a chamber member business directly.
Over the past decade, the internet has become a customer’s, client’s and even potential employer’s first source for gathering information. Hard-wired computers, laptops, tablets, smart phones and other mobile devices can get a person where they want to be in an instant. Businesses need to stay current, or better yet, try to stay ahead of the curve by navigating new media efficiently and effectively to be competitive.
“Depending on your marketing goal, you might choose to have a facebook page that links to your website. You might choose to blog. You might conduct a survey and offer a discount coupon for participating. You might be interested in placing a Pay-Per-Click (PPC) ad, or a combination of these options” Ms. Manz said. “There are so many ways to connect with your customer and to build a relationship that will be long lasting.”
Today, especially, that means going mobile. “I highly recommend businesses get a mobile site,” Ms. Manz advised. “Website traffic from mobile devices grew 4 to 7 percent in 2011. This year it is growing exponentially,” she stated. “We’re seeing growth of 11 to 17 percent already.” People are using mobile devices to decide where they are traveling, eating and shopping. They are using geo-location to get around. They are using tourism apps (applications) to plan out their vacations.
“Mobile devices and social media are the ‘big players’ in the market right now; if you have just a desktop website, you won’t get found on a mobile device. If you want to incorporate a QR (quick response) Code for your business you need to be mobile,” Manz added. “Also, you want to be on Google maps so people can find you easily. You want to get customers to post reviews on pages where that’s an option, and you want to get good dialogue on your social media site.
“Today, many business people are using Yelp to verify information, to keep track of reviews, to offer coupons, to connect with their customers,” Manz indicated. “Getting found on the web is what it’s all about. Google+ is another good place to be. If you haven’t considered it yet, check it out or call me and I’ll tell you all about it.”
The traditional pillars of marketing have been redefined in this digital age with the internet at the forefront. The new media mix according to the Mannix Marketing philosophy includes seven touches: print, radio/television, the web, billboards, social media, on-line display ads and email marketing campaigns. Those touches can take on different forms to cater to a company’s marketing needs, but gone are the days of choosing one advertising avenue to feel confident that your product, service or company will get noticed.
Although navigating new media appears to involve a considerable amount of work, optimizing and enhancing your presence on the web will be worth the investment and will pay out in dividends. The old adage “you get out of something what you put into it” couldn’t be more true in today’s world of marketing and new media. So, take the plunge and get found on the web in more ways than one.
Contact Jennifer Manz at 743-9424, or visit the website: www.mannixmarketing.com.