In simple terms, the goal of marketing activity is to influence an audience. What this influence looks like depends on the brand, the target audience and exactly what the brand wants that audience to do. Brands attempt to reach, engage with and, ultimately, influence their audience in numerous ways, just as they’ve done for decades.
The truth is that today’s society is less easily influenced by traditional marketing efforts. Studies show that younger generations have developed a so-called ‘blindness’ to advertising so brands must think innovatively about their marketing strategy. Influencers act in a similar way to brand ambassadors, whereby a trusted individual amongst a certain target audience directly or indirectly promotes a brand or product to that audience.
Generating brand awareness is as important as ever but more challenging than ever. Traditional media channels are struggling to provide the reach businesses need to influence their target audience. This means that traditional PR activities must be supplemented or even led by social media and other digital PR activity.
Local and national publications are increasingly sourcing their information, stories and expert insight through online means. Furthermore, what really gives coverage is commercial value is how well it is amplified. For the vast majority of businesses, social media represents the best value way to amplify media coverage and maximize commercial value through web traffic and lead-generation.
SEO and PPC:
Appearing prominently on the first page of Google can generate companies a lot of new business. Google’s complex algorithms and seemingly human understanding of search terms means people set a lot of stall by what appears on the first page of results, particularly those in the top three spaces.
Increasing one’s prominence on Google is done through search engine marketing, either through organic search engine optimization (SEO) or through paid advertising (pay-per-click or PPC). Social media and search engine marketing work in tandem for some businesses to create powerful digital marketing campaigns, depending on the audience and the want or need the business provides for.
SOCIAL MEDIA GRAPHICS
Social media has always been visually-led and the rise and rise of platforms like Instagram suggests the trend is continuing. It’s well-documented that posts across virtually all social networks perform better if they contain great imagery. There are several sources of good-quality, royalty-free images on the web but where businesses can excel is through bespoke, original images and graphics that draw engagement from their audience.
Some of us enjoy reading longer pieces of text. This means that some of your audience enjoy reading longer pieces of text too. As marketers, our job is to engage with our audience as effectively as possible. Blogs are the perfect medium to add value to your audience whilst engaging and informing them about your company. The truth is, whilst many people know blogging will be beneficial to their brand, few people have the time and expertise to write great pieces of content that will help them achieve their goals.
Email marketing, a newsletter, e-shot or mailshot, whatever you want to call it; emailing your mailing list is a valuable element of a business’s digital presence. Even in this day and age, the vast majority of businesses, both small and large, utilize email as part of their wider marketing strategy. Why? Because people still open and action their emails! Over the years, email marketing has proven itself to be very synergistic to social media and we sure know how to run successful email marketing campaigns as well as how to grow a mailing list.