As the Internet enters into an undisputed era of maturity, things have changed significantly from the past when it comes to reaching your audience. And that’s no matter how well focused your message is, or how well defined the interests and other demographic elements of the people you are trying to reach may be.

Goodbye Wild West of the Web

For better or worse, the no-holds-barred ways of the early web are over. The consensus is probably “mostly for the better.” Certainly, the fading into the distance of spammy links and other ‘Black Hat’ SEO practices is a good thing.

But now, with millions of websites targeting the same topics, and established web properties already in place no matter how unique your offering may be, the Internet has entered a time where even relevant and useful information may simply not compete for the keywords that best describe what your business is about.

You’ve Got to Cover the Basics

So now more than ever, your digital marketing efforts have to cover the basics. Why? Because at this point in the evolution of the Internet, you’re better off having a foothold in every significant area of online activity rather than ‘putting all your eggs in one basket’ in a monofocused attempt to reach your target audience.

Maybe a website and SEO will work for you, or maybe Social Media outreach. What about business directories and review sites? Could be your customers are looking there. How about blogging and vlogging (video blogging) or straight up web influencing on sites like Instagram, Snapchat and TikTok? A lot depends on what sort of business you’re in, but even so, sticking with just one avenue may just be a risky bet.

If you’re doing only one thing, like Pay Per Click advertising, and ignoring other ways to market online, ask yourself this tough question, “What if it doesn’t work?”

A lot depends on how well you know your market and the people in it. If you’re not backed up with extensive research or immersive experience in your business sector, proving your inclination about who your customers are with startup capital could be a fatal mistake.

A Little Bit of This, A Little Bit of That

Perhaps a better approach is to hedge your bet by creating a broader Web Presence program with an emphasis on the area you think will work best for you. Maybe a website, backed up with an on-site SEO program, some Content Blogging and ‘shoe leather’ external link building, along with establishing at least a branded outpost on the larger Social Media properties including Facebook, Instagram and Twitter. Add in setting up the fundamentals of Google Business Profile (previously known as Google My Business, Google Places, and Google+ Local!).

Add in the Things You May Not Be Thinking of, But Should!

Then, once you have a rough map laid out for your program, add in some of things that tend to be overlooked, like Client Relationship Management software and Email Marketing (though keep in mind that email lists should be limited to people who have opted in, so while it’s important, you will have just a little bit more time to get that part of your operations in order).

And Then?

Once you have all the parts in place, it’s time to apply your startup/marketing budget to the entire affair. This part can almost be fun! First look at each aspect and ask yourself, “is anything missing that I really should have?” Then, once you’ve done that, apply what you think is the appropriate portion of your budget to getting things in place.

At that point, you’re just about ready to get started. Now, you have to decide how you’re actually going to get things going. You can mix and match, of course, doing some things yourself (or in-house of your startup or initial digital marketing outreach program is for a slightly larger organization) and hiring a resource to do other parts. The fact is, it’s either going to take some of your time or some of your money to make it happen – both are a precious commodity, usually in limited supply when starting out, so choose wisely!

Finalize and Implement Your Plan

Once you’ve lined up your internal and external resources, it’s time to press the Start button! A great place to start is a basic website so you can start building your presence for Search Engine Ranking, or at a minimum, creating a Coming Soon page. Then get your other online accounts set up, and start building from there.

Don’t forget that there will be monthly expenses, so make sure you’re budgeting for them (many web professionals will spread out the startup and ongoing costs so that you don’t have to lay out too much money up front while your business is getting established – a great way to give yourself a little extra edge during those perilous first few quarters of starting up).

Once You’re Off the Ground

When you’ve gotten past that critical ‘Go Live!’ moment and announced your presence to the online world, take a moment to congratulate yourself, then take deep breath. You’ve got a little while before you’ll be able to see your Online Metrics (a.k.a. Analytics), so take the opportunity to shake everything down and get familiar with all the new elements of your online program.

Don’t worry if it seems overwhelming at first. With a little time working with each element of your website and other accounts and online tools, it will get easier!

And once you’re airborne, it won’t be long until you can review your metrics and find out what’s working and what isn’t. At that point, just making minor adjustments (do more of what is working and less of what isn’t!) should set you on a path to increasing visibility online and consistent customer growth.