Overall, the goal of digitally marketing endeavors is to really hone in on the customer acquistion cost (CAC)/life time value (LTV) ratio of your digital marketing (note: perhaps obvious – you want your CAC to be low and LTV to be high, producing a low ratio output – the lower the better).
There are various ways that you can digitally market. I’ll take a moment to express them in a more general sense – we can fill in with more detail on your company later.
Google Ad Words – can by pricy, but is one of the most effective direct-to-consumer strategies. As with all these mediums, important to know exactly that your CAC, LTV, and CAC/LTV ratio.
Facebook – can be helpful – as expensive as Google Ad Words, sometimes more.
Instagram – can be cheaper but is typically less effective. Typically
Other – TT, etc. – in general, I don’t think that this is an effective social media medium.
Print Media – Can be somewhat effective and has definitely gotten significantly cheaper, but has to be very targeted and very specific.
Vertical Channel Partners – A great route (lowest CAC and longest LTV), but involves more “old-fashioned” business practices. Basically involves partnering with larger business (e.g., Salvation Army, high net-worth groups like family offices, etc.). Developing these things obviously takes time and energy, but becoming a preferred vendor can be extremely helpful. Another option is larger, governmental organizations (e.g., VA) and/or state agencies. Another potential avenue can be police/fire departments. Obviously, this relies on reputation, efficient and predictable delivery, and old-fashioned business partnerships.