Why Digital Marketing is Key to Staying Relevant
It’s the digital age. It’s a time where within the average day consumers are inundated with hundreds of digital messages ranging from texts from friends, emails from colleagues, background noise from entertainment, and in the midst of it all, digital communications from a variety of brands.
In a world full of digital noise, it’s not unfair to wonder if engaging the world of digital communications would just add to the superfluous buzz. Is it actually worth it for my brand to spend time and money building a digital presence when there are so many out there?
Our answer to this question is “YES!” Engaging digital media is key to staying relevant – meaning it is key remaining top of mind when your potential consumers are considering engaging with you. However, creating a digital strategy isn’t something that should be an afterthought or it will just create extra noise. Staying relevant requires that each communication you share is clear, engaging, and dripping with all the things that make your brand unique. A carefully created strategy should be the filter through which every digital decision is made.
Below we’ve compiled a list of digital marketing strategies your brand should be engaging and a tip to making those communications #relevant.
Your website is what most people will use to evaluate if they want to engage with your brand. Your website should be aesthetically pleasing so be sure to choose fonts and colors where the text is easy to read and comes across professionally. Additionally, your font and color choices should also be in line with your branding.
In terms of content, since most users are journeying to your website to learn more about your product, be sure that clear information about what your brand does is at the very top of your first page. Offer clear calls to action and place buttons and links in a way that creates a seamless user experience.
Relevant Tip: Customer testimonials are key to bolstering social proof and getting more consumers to engage with your brand. Feature 3-5 positive testimonials to increase trust and convert more users to consumers.
Instagram, TikTok, Facebook, Twitter, and LinkedIn should all have a key place in your strategy. If your website is the first impression, your social media is the ever so critical follow-up date. Each platform should have its own unique content strategy to align with best practices, but all content should align in the type of information and tone it conveys.
Relevant Tip: Social media is meant to display personality. Don’t be afraid to make your posts fun and show off who your employees are. The more a consumer knows you, the more comfortable they will be engaging with you.
Content like blogs, articles, and newsletters are key in establishing yourself as a thought leader in your industry. Engaging long-form content is a great way to promote specific services in addition to showcasing a deeper understanding of your overall subject matter.
Relevant Tip: Your long-form content is a great source of inspiration for building other forms of digital content. For example, one blog could create 10 Instagram posts. This creates brand consistency which is imperative for helping users understand who you are and why they should partner with you.
E-mails should always be used to promote a specific call to action. Whether it’s pushing a promotion, teasing an event, or driving subscriptions to a social platform, e-mails should be short, sweet, and to the point.
Relevant Tip: The inbox is a sacred place. As such, e-mails should be of the highest quality and importance. We recommend limiting your emails to 2 times a week and highlighting only the best promotions and information.
Social media algorithms can sometimes limit the amount of people who naturally see your content. In order to maximize reach, it’s advisable to set aside a digital ad budget to promote your posts and reach more people.
Relevant Tip: It’s vital to understand who your target audience is as specifically as possible. The more specific your audience is, the more likely they are to engage with your ad.
While many people still think of public relations as a non-digital tactic, it’s an extremely strategic endeavor. Ensuring you have coverage on digital news outlets bolsters SEO (ensuring your business shows up on Google’s top search results) and reaches wide audiences.
Relevant Tip: When engaging a public relations strategy, it’s important to target both wide national brands in addition to niche publications that are specific to your industry. Be sure to craft a carefully tailored pitch letter and customize it to the type of publication you’re reaching out to.
So now you have the foundations of a road map to building digital relevance! As always, our team is here to help with any or all of your marketing needs. Contact us HERE for a free consultation.