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MARKETING

Marketing

money savers Edward Purkiss and Eric Olsen Marketing

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he events of the past several months have changed many of us, personally and professionally. As businesses push through and seek to emerge out the other side, many struggle with how to approach marketing, many wondering not only how to, but if they should invest in it at all. Most of us understand that marketing – as well as public relations, it should be noted – is a long-term investment in one’s brand versus a one-time fix. But, most of us are also hypersensitive to cost right now. Given this, here are two ways to maximize one’s marketing dollars right now:

A semi-DIY website A website is not a want; it is a need. Given the cost to develop a fully functioning website can range from $5,000 to $40,000, many business owners have tried their hand at one time or another developing the site themselves, many of them pulling their hair out and cursing at their computer after about a day into what can be a tedious and error-filled process. But, it need not be. There are now companies that offer what is best described as a semi-do-it-yourself website, or maybe as a do-it-yourself website with training wheels. Products like this, which often cost less than $1,000, are quick and effective solutions for business owners who need a website immediately with as little effort as possible. In a few simple clicks, these products instruct a team on how to build the website, and then it grants you access to edit it immediately after. The best products allow the owner to 38

AB | May - June 2020

simply enter the business’ details, choose a design from several templates, and give the virtual designer – actual human beings, not bots – content. Here is a short list of what to look for from these service providers: advanced design and content tools; mobile-friendly design; templates tailored to your industry, unlimited customization; automatic SaaS updates; security and scalability; SSL and third party integrations, customer service contact information; and content writers. SMS messaging Did you know that more than 90 percent of texts are read within three minutes of being received? There are very few mediums of communication that can claim the same effectiveness that texts enjoy. And today, 75 percent of people from most age ranges don’t mind being contacted via text one bit, many prefer it. The term text message comes with multiple acronyms, with two of the most popular being SMS and MMS. SMS or Short Message Service, as stated above, is what many consider to be a text message. MMS or Multimedia Messaging Services, MMS uses the same technology though it can send multimedia content such as pictures and videos, or text without the constricting word count. Both SMS and MMS use a cellular network, though an SMS message is limited to 160 characters, with messages more extended than that broken up into multiple messages. In comparison, an MMS does not have a character limit, but is restricted by the amount of data available, with the usual limit being 300kb per message. SMS campaigns are affordable for all budgets and you also get a healthy return on your investment. Programmatic SMS delivery is the most cost effective communication today. Eric Olsen is the founder of Fasturtle Digital, focused on offering fullservice digital marketing as well as Fastsites by Fasturtle, a semi-DIY website product. For more, visit fasturtle.com. Ed Purkiss is the founder of SMSGorilla, a locally owned provider of cost-effective SMS marketing services. For more, visit smsgorilla.com.

Profile for AZ Big Media

AZBusiness May/June 2020  

As much as we all like to be organized and as much as we like to plan, sometimes life gets in the way — or in this case, a virus. As I was g...

AZBusiness May/June 2020  

As much as we all like to be organized and as much as we like to plan, sometimes life gets in the way — or in this case, a virus. As I was g...

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