Marketing has changed a lot over the years and I’ve been fortunate enough to see how it has taken shape. In the past, we used broadcast and print marketing to reach out to consumers and businesses. Back then, we didn’t call it traditional marketing. We just called it marketing.
Today, the digital universe has not only changed the way we reach out to people but it’s also changed what we say. Brand messaging is the biggest change that I’ve seen. It matters to your clients and customers. It also matters to the general public. Don’t believe me? Take a look at the recent public relations nightmares. So, having a strategic plan to deliver your message throughout the digital-verse is just as important as it was in the past.
Digital Resembles Traditional
Digital marketing has some basic concepts in common with traditional marketing. The goal of a traditional marketing campaign was to cover as many bases possible—to capture as much attention while staying within budget. A well-rounded campaign focused on primary and secondary activities.
Primary activities delivered the entire message. These had more space or time for content that gave all the necessary details. Typically, primary activities were print-based and some broadcast media, such as infomercials and infotainment.
Secondary activities were used to keep brand names front-of-mind for consumers. This is a broad category that includes things like billboards and vinyl-wrapped busses. The goal of secondary activities was to complement marketing campaigns through increasing brand recognition.
Digital Marketing: A Comprehensive Mix
Everyone, regardless of age, is now online. The digital world is part our every day lives. Television is on smartphones. Radio stations stream through wireless speakers. Voice-controlled personal assistants sit in our living room and robots roam our houses. Marketers can capitalize on these changes by investigating how new and unique platforms within the digital-verse can deliver their message.
It’s time to be more strategic about your digital presence. You really need to have all things digital in play. Just like traditional methods, we need to have a good mix of primary and secondary sources for people to find your business.
More Than Just a Website – Primary
Websites are no longer digital brochures. Your home page has become your storefront—your front lobby. It’s where potential and repeat customers enter your business. And it has to do so much more than ever before.
Your website has to be a primary source of information. Every visitor should have all of their questions answered before leaving it. If not, they should be able to ask and get a quick response.
Added to this is the fact that your website depends upon two major criteria: search engine optimization (SEO) and mobile responsive design. Without these, your website won’t be as easily found by Google. SEO requires strategic organic search optimization through original content, such as videos, articles and blogs. These need to capture viewers’ attention, be informative, and need to be updated frequently or else Google will send you to the end of the list.
Social Media – Primary
The world of social media is always changing, always in flux, but one thing is for certain, it’s not going away. Your social media presence has to be a primary source of information. It also has to create an emotional connection with your viewers. This is just as true for B2B as it is for B2C marketing.
The bio pages on any social media site can inform your visitors about what you do and where you’re located. Frequent posts with pictures and videos show your business in action. Informative articles, white papers, and video content about your business’ expertise should also be shared frequently on social media. Remain positive in this space. Business social media pages are not a political platform and you will see your audience diminish drastically if you use them in this way. All of these guidelines will also help your efforts with public relations.
Google My Business – Primary
When Google knows more about your business, your visibility will increase. This means more traffic to your site and social channels. That’s what Google My Business does. It puts you on the map, allows online reviews, and provides primary sources of information. Here are some handy statistics about Google My Business:
- Google accounted for 88% of all search traffic in the United States.
- 86% of people look up the location of a business on Google Maps.
- 73% of consumers trust a business based on positive reviews.
- It’s free!
Pay-Per-Click (PPC) – Secondary
In some ways, paid search has taken the place of broadcast media’s quick ad spots. But it’s so much different than blasting your message to everyone listening. As a secondary source, it resides in the middle of your sales funnel and provides measurable and trackable data. This leads to increased targeting and more appealing messages.
Paid search is a great way to target new audiences with relevant content. It drives more people to where you want them to go. We regard PPC as an important activity for any digital marketing campaign.
Content – Secondary
Your digital marketing campaign needs flawless content. This ranges from videos to podcasts to blog posts and each one has to differentiate you from everyone else. The best advice we can offer about content is to be authentic and be genuine. Show off your best and people will notice.
Content puts your expertise on display. It shows how your company is unique, and what your company culture is like. Plus, frequent updates of content keep your website active and relevant for search engines.
Link Building – Secondary
Your website really can’t rank well if it doesn’t have link building. This goes even further than someone linking to one of your blog posts. It’s about building partnerships, getting mentions in the press, appearing in videos and on podcasts, and building influencer relationships. Link building should also be part of your public relations strategy.
We Help with the Specifics
A solid digital marketing strategy can improve your visibility, which is a pretty big deal these days. But it also tells the story about your company. Knowing these general concepts is the first step in a bold digital presence. There is so much more to learn about messaging in the digital space, as well as which platforms work best.
Pinstripe has helped local and nationally-based businesses with every aspect of their digital marketing. We specialize in discovering our clients’ personal traits—their corporate character—and putting them on display. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and your marketing goals.