Over the past year I have been in the process of launching a healthy snacks company – 88 acres – alongside my much better half, Nicole. Even though we’re still a few months away from going to market, we’ve built a pretty solid social media presence, with fairly strong consumer engagement & a few awesome brand evangelists.
We created early buzz and pre-orders via Kickstarter; we’ve successfully leveraged Twitter and Facebook to build brand awareness; however have struggled to properly use sites such as Tumblr, Instagram and Pinterest that represent more visual media as well as a more female centric customer base…two attributes that tie nicely to our brand.
One thing that has completely stuck out throughout this class, is that for us to compete effectively against big / established brands in our space, we need to stand out. We don’t have the marketing budget of our competition, so we are not going to outspend our way to brand recognition. Nor do we have the traditional or social media presence. However, if we can successfully implement a comprehensive digital marketing strategy that differentiates ourselves from the competition, while still capturing our core consumer segments, we will be drastically increasing the probability for success, with low cost barriers.
Even though we’ve been using some social platforms with success, we find that the most difficult aspect of digital marketing has simply been bandwidth. As a small company with basically 1.5 full time employees, executing a broad & unique digital marketing strategy has proved to be difficult, especially when also taking into account other responsibilities such as fundraising, building a manufacturing facility, finalizing packaging, etc…
Moving forward, we will be using platforms such as Facebook Scheduler, TweetDeck, and Hootsuite to manage posts on multiple platforms forward looking. Technology like Hootsuite will allow for us to focus on digital marketing management when we can, while still executing key action items for the overall business.
The technology for efficiency within digital marketing is there, as well as room for differentiation. The key now is execution.