Avionics News December 2022 - 43

Advertisers Index
interested in your emails. Their input
may help you fine-tune and improve
the responses to future efforts.
Digital help wanted
Diving into digital marketing is on
your near future to-do list. Good on
you. But, as our experts stated earlier,
the thing to keep in mind, no matter
the media, the success of any effort
relies on consistency.
No doubt, with all you already
have going in your shop right now,
this probably means hiring outside
help. Like finding skilled avionics
technicians, finding the right
marketing support is often easier said
than done.
" I think finding someone who is
familiar with general aviation is a
worthwhile investment of time, "
Randa said. " They don't have to be
experts, but have enough experience
in other industry facets to acclimate
more smoothly to yours. Education
can be exhaustive of time, patience
and budget.
" Ask them for samples and
references and statistics showing
how other campaigns they've
managed have performed so you can
gauge the level of their experience
and success, " Burns said. " Just
don't make the mistake of hiring a
millennial or Gen Z online expert
unless they show you that they
understand your business and its
goals.
" Creating successful materials or
posts for the aviation industry isn't
the same as most other businesses.
You don't want to spend the time,
effort and money to teach your
business to someone. That rarely
works out to anyone's benefit. "
No matter if you use a freelancer,
a marketing/ad agency, or hire
someone in-house to handle your
digital marketing efforts, like
everything else, clear, consistent and
open communications are keys to
overall success.
" We have routine phone meetings
with our clients to find out what's
new and what they want to promote, "
Randa added. " We also work together
to create a content calendar that's at
least two months out. "
As for what types of postings
they put on the calendar, Randa said
they primarily focus on topics of
the brand, product/service offerings
and culture, with occasional show
specials.
" Of course, we can't plan for
everything, " he said. " There will
be industry news or new product
introductions that we may want to
use to our client's benefit. And, when
participating socially, monitoring
your mentions is a critical aspect
of the medium. It's often a golden
opportunity to prove what a
wonderful business you are. "
As we established earlier, the right
messaging delivered correctly is the
key to using email and social media
to their best advantage.
Email and social media are
just the beginning
While the combination of email
and social media is a great one-two
digital marketing punch, there are
other outlets to explore.
You can start a YouTube channel
and post vlogs about your company
and its installations. You can write,
distribute and post blogs covering
much of the same information and
reactions to aviation industry news
and happenings.
You can host online webinars
about new avionics products. There's
little doubt that many of the larger
avionics OEMs would be open to
working with shops to develop and
host these educational events.
Like the internet, digital
marketing presents limitless
opportunities to use your ability
to advantageously " talk " to any
number of people anywhere in the
world at any time. q
Aero Standard . . . . . . . . . . . . . . . . . . . . 62
Aircraft Electronics Association . . . IBC, 15
Aircraft Lighting International . . . . . . . . 63
Aircraft Spruce . . . . . . . . . . . . . . . . . . . . 5
AVweb . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Banyan Air Service . . . . . . . . . . . . . . . . 62
Cal Labs . . . . . . . . . . . . . . . . . . . . . . . . 62
CiES . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Corporate Angel Network . . . . . . . . . . . 29
Dallas Avionics . . . . . . Inside Front Cover
EDMO . . . . . . . . . . . . . . . . . . .Back Cover
Garmin . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Jack Hack Avionics Tool . . . . . . . . . . . . 62
Mid-Continent Instruments and Avionics . . . 1
Sandia Aerospace . . . . . . . . . . . . . . . . . 34
Schweiss Doors . . . . . . . . . . . . . . . . . . 63
Skyservice . . . . . . . . . . . . . . . . . . . . . . 55
Tech-Aid Products . . . . . . . . . . . . . . . . . 62
TGH Aviation . . . . . . . . . . . . . . . . . . . . . . 7
Tri-Star Technologies . . . . . . . . . . . . . . 21
VIAVI Solutions . . . . . . . . . . . . . . . . . . . 47
avionics news * december 2022 43
Avionics News December 2022

Table of Contents for the Digital Edition of Avionics News December 2022
