During and after our latest podcast titled “Remarketing Covfefe” we had a few questions from viewers wanting to know how to determine which platform they should use for advertising. The short answer is -- it’s complicated. What I will do in this post is expand on the question and answer how you determine the advertising platform as well as other digital marketing tool and strategies you should be using.
How do you figure out your [advertising] platform? ~ Andrea
What to Include in Your Technical Marketing Toolbox
Before I go any further I want to explain what you are not going to get out of this post. I won’t be listing out different tools, and instead, I will be discussing the types of tools that form a young entrepreneur’s digital marketing starter-kit. When starting a business and thinking about marketing, you might be lost as to where you should begin. Unless you are an experienced digital marketer, you may struggle to figure out what to do.
There are so many tools out in the vast internet cosmos, and it’s not immediately clear what a lot of them do. You also have to figure out if you are going to go with a one-size-fits-all platform like Hubspot, which is intended to be the only tool you need. That works for a lot of people, but you can get exactly what you need by piecing together other products.
Not only is combining multiple tools likely going to save you money, you will also be able to craft the perfect funnel for your specific business needs. It can be tricky to setup, but there are a few easy-to-use tools that can help you. Below is a brief list of the basic tools you need in your kit.
You Need a Good App for Running Email Campaigns
Email is the bread and butter of every good digital marketing strategy. Despite what you might think, email is still an incredibly effective way to market. At The Technical Marketer, we use a platform called Drip. Drip is very simple and performs essentially two main functions. First, Drip has a mechanism for receiving generic form input to create a new contact. This is incredibly helpful because it prevents you from having compatibility issues when you are trying to build your contact list with a number of different types of forms.
The second thing Drip does well is allow you to create campaigns that will send a series of emails to a contact. This helps you avoid having to juggle multiple contact timelines and manually send out routine marketing emails.
By no means do you have to use Drip, there are many competitors. However, a tool like Drip that allows for email input and automation is crucial.
You Need a Basic Sales CRM
Once you are getting leads, you want whoever is in charge of sales to be following up. Pipedrive is a simple CRM that we use to manage potential customers. Pipedrive consists of contacts, deals, pipelines, and stages. Contacts have deals associated with them. A deal is in a pipeline that has different stages based on the sales process. A deal card is moved through the pipeline and eventually won or lost. You can write notes about contacts as well as schedule activities (meetings, calls, etc).
There’s not a lot more that Pipedrive has to offer, and that is what makes it great. It is incredibly simple/easy to use and does a couple tasks very well.
You Need Something to Connect Your Email Marketing Tool to Your Sales CRM
Your CRM and email marketing tool have to be in constant communication. When a deal is created a contact might need to be put on a campaign. You might also want to remove contacts from a campaign when a deal has been won. It isn’t straightforward when you are using something like Pipedrive and Drip. That’s where Zapier comes in.
Zapier can be thought of as the middleman, standing in the middle of all of your marketing tools and making sure messages are transferred between all of them. It is insanely powerful when working with a ton of different online marketing products. At The Technical Marketer, we use Zapier to create Pipedrive deals for contacts when they are put into specific campaigns in Drip. We also use it with Calendly to add activities to deals in Pipedrive whenever appointments are made in Calendly.
Combining Your Toolkit with the Right Advertising Platform
Now that you have a good idea of the types of tools you need to execute a basic digital marketing strategy, you need to determine where to effectively spend your money in order to maximize your quality leads. I’m going to compare Facebook and Google since those are the two main digital advertising platforms.
You might be interested in Facebook advertising if your business has a longer sales process and can be more socially-oriented. What I mean by this is Facebook is not the platform for advertising if your product or service is something people only look for in a time of need. Facebook is for more passive sales. You want to put your brand out there and interact with potential customers. Then, be there when they are looking to make a purchase. Types of businesses where Facebook advertising really excels over Google include fitness gyms, schools, non-profits, and some apps.
If your product or service is heavily searchable, then you will want to advertise on Google. Examples of the type of businesses where Google search advertising works well is for exterminators, insurance agencies, and most e-commerce businesses.
My advice to you is unless you know for a fact that your business will only benefit from one of the advertising platforms, test both out. There are also more niche platforms that you can benefit from advertising on such as LinkedIn, Pinterest, Instagram, Twitter, and almost all review sites. With the right tools in place, you will be able to determine which platform is actually most effective for you and distribute your budget accordingly.
After you have all this figured out, you are ready to start creating your audience and building out your ads.
I hope this helps choose the right advertising platform and tools. If you have any questions, hit us up on Facebook or send us an email and we’d be happy to have a chat.