Southern California is known all over the world as a hot-bed of tech activity. We see startups come and go with a blink of an eye as billions are invested across any number of products or services at any given time. The companies and businesses coming out of SoCal are quick and agile but they also have the benefit of a budget.
To take a play from the startup handbook … not everything you do with your marketing efforts should be so reliant on free.
Yes, there are plenty of ways to expand your brand through 'free' social media and web platforms:
· Facebook fan pages
· Customer reviews
· Email marketing
Many of which we would label “free” because there isn’t much of an up-front cost unless you count time
… which you should.
Time IS Money
Every action you take, as a business owner or employee, comes at a monetary cost. You’re either making money directly from your actions (such as through sales) or losing it through actions that do not hold the same “weight” in terms of value for time.
This is why so many entrepreneurs and businesses in SoCal hit the nail on the head and become these beacons of authority in the tech-industry … they understand the value of time so they’re willing to invest in products and services.
Let’s say you’re getting a start in the SoCal area and you wanted to take the “free” route.
You could get the team together to work on developing the site based on templates, writing out a few blog posts to the best of each ability, and using social media to promote the brand; all of these are viable options.
You could create a budget and hand over the work to virtual employees to create the content, a San Diego SEO company to manage the web rankings and analytics (to which you can keep in close contact to ensure you’re getting the right results – very, very important, here), and paying a developer to create a unique website (and social media profiles) for the business.
Free removes Focus
By taking this set of actions you and the team can remain focused on developing the product or service, and the customer support.
Having the ability to work on these two main elements of business, while the other is handed off, will allow the business to create real value instead of becoming sidetracked and a victim of project creep due to an overwhelming amount of business activities and to-do’s.
There are times to go the free route, especially if you’re trying to bootstrap or if you have open slots in your schedule, but if you want to play in the league of those situated in SoCal – the agile ones – you need to expand your marketing vocabulary outside of “free” and consider investing a considerable budget for all areas of operation whether it’s in the advertising, content development, or web marketing.
Don’t allow paid platforms or services scare you away from rapid growth. Find a healthy balance between free and paid to achieve your goals and reach your desired level of success.