Trends in the global advertising market are still largely dictated by the decisions – and ad spend – of big corporate companies.
But according to GoDaddy AU marketing director Suz Mitchell, there is a lot to be learned from small businesses and start-ups.
“Both have a lot to learn from each other,” Mitchell told B&T.
“I do believe that small businesses have the advantage of having a really authentic story to tell. Normally, the story comes from the founder and it started potentially as a passion or interest area.
“We all know as marketers that if you have an authentic story you’re part way there.”
Mitchell has worked across the sector, spending time with large online companies such as eBay, PayPal and Myspace.
But more recently she has spent time working with startups and smaller businesses. With GoDaddy, she now helps emerging brands establish their digital presence.
getting the channels right
With social and digital media continuing to expand at a rapid rate, marketers are spoilt for choice when it comes to potential advertising channels.
But the excess choice can also be problematic, particularly for a small business with a limited budget.
Mitchell set out a simple roadmap for success: a “customer-centric single-minded approach at a channel and targeting level”.
“A lot of small businesses are really time poor and what we recommend they do is add-in channels in order of priority based on who their audience is they are targeting,” she said.
“Think about your audience then think about what channels are the most effective to reach that customer – or potential customer – at the end of the day. Go after that channel first and try and do that channel well.”
While this sounds simple enough, finding the right channel is not always so easy. But as Mitchell explained, even with a limited budget, there are tools that can help.
“You don’t have to have large corporate budgets to get going. Even with CRM, there are entry points to those channels where small businesses can actually see the impact of their marketing, optimise their creative or their targeting to drive results,” she said.
“You can start marketing with a very lean budget, and you can take a test and learn approach through some channels that allow you to dip your toe in the water.”