Strategy

Strategy & Consulting

Roadmap to your online success

As an established brick-and-mortar business looking to engage in digital marketing, you need to grow your digital presence across all online channels by researching your target audience, identifying digital and industry trends, and measuring and improving your online visibility over time.

Finding out exactly who your customers are and structuring your digital presence to address their needs is one of the cornerstones of successful online marketing. Your business needs to go beyond just guessing a target demographic, and instead take the time to analyze who your customers are and what they do online. By researching things such as social media activity, level of familiarity with using the internet, age, gender, education, and online platforms used, your business can lay out a comprehensive plan that includes content strategy, website architecture, social media integration, and email campaign outreach. An extensive audience analysis will take time and effort, but once you start to implement the findings in your digital strategy, it will prove beneficial.

Evaluating your current online presence and the digital marketing trends specific to your industry is the first step towards creating a more effective digital marketing campaign. By performing a competitive analysis of digital marketing tactics that have been successful in the past, you can gauge what direction to go in your own online efforts. However, it is best to remember that your industry’s best practices should only be used as a reference point, and you should try to market to your customers with appealing and innovative campaigns that set you apart from your competitor.

A whitepaper that includes an interactive infographic, an email campaign that features an instructional video, or planning and coordinating an event and encouraging attendees to live-tweet with personalized hashtags are some unique ways you can market to your audience with measurable ROI.

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So, maybe it is time to reconsider what “sales” means to you?

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