In the right light, at the right time, everything is extraordinary.
It just felt like the right quote at the right time. I was just about to start my business as a lighting designer and programmer, and was looking for a neat quote. I saw this one and instantly fell in love with it.
Long story told short, today I am going to try to use my own business (lighting design) for the seconds week activity, which is: Picking a business and describing appropriate digital marketing channels based on the country of my business.
Different Digital Marketing Channels
The event industry is very tech savy, and at the same time – while many people in the event industry use social media – it feels to me like most of the social media networks are left out. For example – Twitter, Instragram, Snapchat, Pinterest, etc may work very well on a B2C basis, however my business is in deep need of some good B2B marketing channels. So, in terms of social media – the only three channels that really make sense are: Facebook, LinkedIn and XING (similar to LinkedIn, but limited to DACH region).
Email and affiliate marketing do not make any sense at all, since we are actually talking about a small exclusive group of clients. Most business (at the moment) is gained by offline referrals anyway.
I feel a good way to influence the perception of a business is to actually participate in online community forums. I have gained productions and clients because they contacted me for work after forum posts made by myself sparked their interest. They looked up my contact info in the forums signature – which, for this blog, is bringing me to my next channel – went to see my website afterwards.
A responsive website and a nice looking CV / Portfolio is definitely a must have. My current website is not responsive, thats why I plan on swapping it for a new one, with a complete CI relaunch. I do not think (on page) SEO is a big issue for a lighting design and programming business, however I am willing to give it a try with my new website, which should be finished soon.
Off Page SEO
As opposed to on page optimization, off page optimization is a very big deal. There are lots of online press reports, interviews, etc, etc. So there is a massive need in off page optimization.
As an example, German Online Magazine “Event Elevator” right now has four projects online that I worked on, with my Name tagged, of which two are video interviews with myself and other people involved in the production (here and here.)
Additionally, there have been reports in various online magazines spread all over the world and posted by lighting fixture manufacturers (here as an example).
Different Countries – Different Needs?
I don’t believe that the event industry does require massively different channels for different countries. You pretty much get along with the channels mentioned.
As a conclusion – I guess I will try to to more online marketing, in the form of social media marketing and a fully responsive website, optimized for mobile, accompanied by off page optimization.
In the mean time, please feel free to checkout a list of my past projects on my old website, http://www.denis-hessberger.de – and have a look at my new website http://www.cmydh.com to leave any comments and recommendations about the look and feel.
Oh – and should you be in need for a lighting designer. Let me know.
Cheers, and see you soon.