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If you were a printed brochure, imagine how you would feel in this day and age.
Everyone’s talking about digital marketing activities and how integral they are when it comes to generating brand awareness and online leads. But don’t worry, tiny brochure, you still have a place in our hearts and a role in the marketing mix. We just may want to transform you out of your traditional marketing role and into a digital brochure, search engine optimize you, and make a video out of you to make you even more relevant today.
How can we help you?
We accomplish this by tapping into the right mix of initiatives to promote your products or services. Digital marketing has undoubtedly become a vital ingredient in the recipe for success. So I guess that makes us your Master Marketing Chef!
Before we get too far along, let’s clarify what it is that we’re talking about. There is so much terminology on the subject of online marketing that we’d like to break it down.
Think of “marketing” as the matriarch of the family. Her two children are traditional and digital marketing, both of which have had “children” of their own. The older of the two, traditional marketing, has been a devoted, reliable resource since the beginning. It’s seen some trying times over the years, however. And its younger sibling, digital marketing, has stolen much of the spotlight.
But here’s the funny thing. Digital marketing steals a lot of credit from its offspring — content marketing includes the following initiatives that are distributed digitally:
As you can imagine, all of the above content that is written, designed, packaged, and distributed via digital platforms makes up that which goes into a digital marketing plan.
Prospects find and consume this content all along the customer journey when they conduct online searches. Whether it’s from their laptop or mobile devices via search engines like Google or Bing, for example, internet users are hungry for information.
Many of our clients have heard us say things like, “Just because you built it doesn’t mean they will come,” referring to websites. We also say, “You need to feed the beast,” referring to keeping your website updated with fresh content. If this interests you, you may want to check out our blog, How to Get Your Website to Rank Higher by Writing Smarter.
Sometimes consumers don’t know what they’re hungry for.
We’ve all been there. You go to the refrigerator and open it, look around, move some old moldy apples out of the way (but don’t dare throw them away), wrinkle your nose, and close the door. After looking unsuccessfully in the adjacent cabinet, you come back to the refrigerator, thinking that something delicious has magically appeared since you last looked two minutes ago.
As marketers, we “feed” hungry internet users with relevant, relatable content using search engine optimization (SEO) strategies, tools, and tactics to know what they’re hungry for. When they come searching, using specific keywords and phrases, we increase the odds that your brand name or product will be found. And to take our refrigerator analogy a step further, we’ll add retargeting into our digital marketing mix when applicable. Retargeting or as Google refers to it, “remarketing”, is a paid advertising strategy that involves putting your ads in front of people who have visited your website after clicking away and visiting other sites.
You’ve probably been witness to this yourself but may not have known what it was called. For instance, does this chronology of events looks familiar:
Your website is the key to a successful integrated digital marketing strategy because all content marketing initiatives should direct prospects to your site to convert.
But the most beautiful website won’t do you much good unless it’s been designed with best practices and is search engine optimized.
With approximately two billion websites on the Internet, you need to pull every lever available to ensure that yours is visible to those you’re trying to attract. But there’s a lot that goes into a high performing website. To begin evaluating your website, use the checklist below to get started:
Did you get fewer checks than you’d like? Contact us.
Digital marketing (and really marketing in general) is much more successful when targeted and personalized.
Personalization is the practice of providing a customer experience that is well-aligned with the consumer’s preferences and specific needs. However, the ability to personalize will depend largely on how well you know the customer.
That’s why we encourage our clients to conduct surveys and use CRM systems to better understand, document, and easily filter and find relevant information about their customers. With that data in hand, you can then serve up the right information to the right person at the right time manually or via automation. That’s where a tool such as HubSpot comes in handy. As a HubSpot Certified Partner, we can help you navigate all of the great free resources it offers, and help you determine if your business would benefit from any of its bonus features to round out your sales, marketing, and service functions.
With a robust (and free) CRM in place, you can now turn your attention to lead generation. A powerful combination is a prospecting tool like UpLead (a cost-effective alternative to ZoomInfo) plus content marketing.
When you have all the steps along the customer journey considered, your relevancy skyrockets, and as a result, you boost your brand awareness and, ultimately, your market share.
Digital marketing is an ever-evolving discipline.
Google frequently changes its algorithms, which means that those who specialize in SEO need to stay current, or brands will suffer. Additionally, there are numerous website design and development platforms and price points that vary per industry.
At Incite Creative, our CMO team takes continuing education courses specifically on digital marketing. Staying current helps us stay up to date on all of the latest updates to keep our clients looking good and ranking well —be it organically (SEO) or from paid search (Google Adwords and Microsoft Advertising (formerly Bing Ads)). We have also invested in the best tools to supplement our human brains with machine learning. This insight enables us to make recommendations that are in the best interest of clients.
Jenna Adler
Marketing Specialist, Adler Display
