Your Guide To Promoting A Brand Digitally
Every great brand, has at it's core, the same thing: exceptional marketing. In this article we are going to break down the different aspects of marketing from an online perspective. There are businesses that thrive out in the boondocks and businesses that fail on the corners of crowded intersections; most brands provide a service or product that people would find value in, so what makes up the difference? Marketing. If they don't know Who you are, What you offer, When they can get what you're offing, and Why they should, then you're missing a field of potential customers and supporters.
At the heart of every successful brand is exceptional marketing, and this article explores the essential elements of online marketing and each method's impact on attracting and engaging potential customers.
Sections:
Optimizing your website to increase organic traffic: SEO
To market a product, a service, or an idea digitally means that you have a way to provide it digitally. Or at the least a way for customers to find out more about it and contact you to further their engagement. But to find it, the first step is SEO aka Search Engine Optimization.
This is where a website, blog, or similar presence comes into play. In other words: an online presence. Once that presence is established, then marketing will let people know you're there for them to look further into what it is you are offering.
The first and most functional method that will serve you the longest is SEO. So what is it and what does it do? It’s a set of processes aimed at improving your website’s visibility in search engines (such as Google). All with the goal of getting more organic traffic.
Essentially, SEO is about fulfilling users’ search needs by creating relevant, high-quality content and providing the best possible user experience.
SEO activities can take place both on-site and off-site. That’s why you may often see SEO divided into “on-page” and ”off-page” categories.
In practice, SEO typically involves:
Keyword research
Content creation and optimization
Technical optimization
Link building
Why Is SEO Important?
Every day, Google users conduct billions of searches for information and products. It’s no surprise that search engines are usually one of the biggest traffic sources to websites.
To harness this traffic source’s potential, you need to appear in the top search results for your target keywords.
The correlation is very simple—the higher you rank, the more people will visit your page.
The No. 1 organic result is 10x more likely to receive a click than a page ranking in position No. 10.
And the top three organic results get more than 50% of all the clicks.
This is where SEO enters the picture.
Search engine optimization plays a key role in improving your ranking positions. Better rankings mean more traffic. And more traffic means new customers and more brand awareness.
In other words, neglecting SEO would mean neglecting one of the most important traffic channels—leaving that space completely to your competitors. When establishing an online presence, having a trusted partner to handle your SEO will not only save you the headache of trying to figure it out, but will yield a ROI that quickly surpasses your investment.
Content Marketing: Definition, Importance, & Strategy Tips
Content marketing has the potential to differentiate your brand from competitors by enhancing search rankings, establishing expertise, fostering trust, and ultimately generating income. This piece will cover the definition and significance of content marketing, along with guidance on crafting a strategy and evaluating its outcomes.
What Is Content Marketing?
Content marketing is the creation and distribution of helpful, relevant content (like blog posts, videos, emails, social media posts, and infographics) for target audiences with the aim of maintaining or increasing interest in your brand.
For example, a Facebook advertisement that directs users to a product page might yield swift conversions from a small fraction of your target audience that is currently inclined to make a purchase.
Conversely, a content marketing campaign establishes connections with your audience, irrespective of their immediate buying intentions.
Offering readers valuable content positions you as a knowledgeable companion, ensuring your brand remains prominent in their thoughts when the need for your product arises.
Marketers utilize content to accomplish objectives such as:
Attracting potential customers at the top of the sales funnel: Content serves as an introduction to your brand.
Cultivating trust: Sharing valuable information for free enhances your credibility.
Contributing to an SEO strategy: Search engines favor and rank websites featuring useful content.
Enhancing the customer experience: Content assists customers in seeing product usage scenarios, troubleshooting issues, and more.
While anyone can create a blog post or produce a video, a strategic approach is necessary to attain marketing goals.
Now that we have clarified the concept of content marketing, let's delve into the most prevalent content types..
The Most Common Types of Content Marketing
Content comes in many shapes and sizes. It can be written, visual, or a mix of both.
Here are some examples of popular types of content:
Blog posts
Email
Infographics
Videos
Email newsletters
E-books and white papers
Case studies
Podcasts and webinars
Landing pages
Are these effective? You are reading this blog right now... Every day you encounter these as well and multiple times per day. Often, their impact will not be an immediate rush of emotion, but they build a foundation of familiarity and trust until the potential customer sees your brand as one they can trust and are willing to give their money to. It's a bonus if you are able to work with a partner company that handles both the strategy implementation and content creation for you such as Genesis Premier Studios does.
PPC: Pay Per Click Advertising
PPC stands for pay-per-click, a digital marketing avenue employed by businesses to direct traffic and secure conversions through search engines or other digital mediums such as websites (including social media).
Whether you're aiming to secure initial traffic and sales for a new venture or contemplating strategies to expand your brand's online visibility, PPC emerges as a compelling option.
While PPC holds the potential to effectively promote your business and attract novel clientele, its intricacies might appear perplexing to beginners embarking on this route.
PPC constitutes an online advertising model in which advertisers deploy ads on platforms like Google Ads and incur charges for each click received.
When conducting searches on search engines such as Google or Bing, it's common to observe ads featured prominently at the top of the results page.
Notice the product grid situated on the right-hand side? These also constitute ads, appearing when a search exhibits commercial intent.
Businesses utilize PPC to steer traffic, sales, or inquiries from their specific target demographic. Notably, prevalent PPC platforms offer extensive targeting capabilities, ensuring that ads are exclusively displayed to those fitting the customer demographic criteria you set.
Given that search engines serve as the primary avenue for people seeking products and services, the presence of an actively engaged audience creates valuable sales opportunities. PPC enables you to precisely target this audience, a feat not easily achieved through traditional advertising methods.
For instance, envision your desire to capture the attention of an individual residing in St. Louis on the lookout for a used Ford Mustang; PPC makes this task simple.
This approach empowers you to reach your audience precisely when they seek a business like yours, while simultaneously gathering data insights to enhance the channel's efficiency over time.
The realm of paid advertising holds substantial significance, exemplified by reports that Alphabet (Google) alone amasses over $162 billion annually from their advertising platforms. However, don't think simply throwing money at it will yield life changing results...it could but it may be the loss of too much money and going under if not handled properly. It's important that the personnel or company handling your PPC marketing has a solid understanding of how to track ad campaigns and make adjustments to increase ROI.
Email Marketing
Email marketing is a direct marketing channel where you send marketing materials electronically to your subscribers’ email addresses. These are people who have given you permission to send them such emails.
Three fundamental components contribute to email's position as one of the swiftest and most effortless means of global communication.
Accessibility: With millions, or perhaps even billions, of individuals possessing email addresses, a significant portion of them can conveniently access emails via their smartphones. This facilitates the dissemination of messages to people across various locations and timeframes.
Affordability: Through appropriate tools, email marketing emerges as a remarkably cost-effective solution. The capacity to dispatch a substantial volume of emails stands in stark contrast to the relatively minimal expenses incurred.
User-Friendly Nature: Setting up and orchestrating email campaigns surprisingly presents minimal complexity, and certain tools even grant the luxury of automated functionalities. This means that individuals can progress through your email-driven marketing steps at their preferred pace, with automation obviating the need for manual email dispatches.
Consistent acquisition of individuals' email addresses, coupled with their explicit consent, forms the basis of your email list.
To amass their particulars, a data collection form is indispensable, necessitating, at the very least, their names and email addresses. Incentivizing with birth dates, particularly the birth month, can prove advantageous when considering birthday-related rewards.
Offering something valuable in exchange for their contact details proves to be a strategic maneuver. This could involve bestowing a complimentary e-book or providing access to an exclusive YouTube channel, enhancing customer engagement.
In cases involving membership, automatic enrollment into your mailing list can be a prerequisite for entry.
Conducting a contest is an alternative avenue. Participation terms might encompass a mandatory subscription to your e-newsletter.
Bear in mind that offering an unsubscribe option is obligatory. Legal regulations stipulate that marketing emails must allow recipients the means to opt out, preventing the dispatch of communication against their wishes. This by and large a simple method, but can be challenging to build up your email list large enough for it to be a more beneficial piece of your marketing spectrum.
SMM: Social Media Management
Social media management involves strategically leveraging social media platforms to expand audiences and bolster revenue, enabling the attainment of brand objectives across marketing, sales, and customer service domains.
Primary responsibilities of social media managers encompass:
Formulating a comprehensive social media strategy
Crafting and publishing social media content
Designing and supervising social media advertisements
Engaging with followers and influencers
Analyzing and presenting metrics for evaluation
Certain enterprises assign a dedicated social media manager or team to handle these tasks, while others opt for outsourcing to freelancers or specialized social media marketing agencies.
Remarkably, social media management offers revenue-generation potential even for the most modest businesses and can contribute to personal brand cultivation.
Below, we delve into the significance of social media management for brand success and elucidate methods to adeptly manage your social media presence.
Why Does Social Media Management Matter? Social media management holds profound importance as platforms such as Facebook, Twitter, and Instagram furnish substantial revenue prospects to brands, all while being accessible for free.
A staggering 4.8 billion individuals are active on social media, engaging with brands in diverse manners—consuming content, interacting with advertisements, and posing queries.
By abstaining from social media engagement, you forfeit invaluable opportunities to connect and captivate your intended audience, the very individuals likely to make purchases from you.
For instance, Wendy’s boasts an impressive 3.9 million followers on Twitter.
All this creates a lot of positive attention for Wendy's. Which can drive people to their restaurants.
Plus, a disorganized approach to social media can do more harm than good. Empty feeds and poor-quality content reflect badly on your brand. And may discourage people from doing business with you.
Social media management is how you maintain profiles that raise brand awareness, drive sales, and boost customer satisfaction.
This can be extremely rewarding, but also time consuming: You must first create the content, consider the wording and the layout for appeal and branding, account for timing, and then keep up with all of this on a consistent basis. Platforms tend to reward more consistent posting, so this can be a key factor in your SMM. Companies such as Genesis Premier Studios actually even offer SMM subscription plans to help you navigate this area of marketing.
Web Design & Development
Your website likely stands as your most pivotal marketing tool.
Crafting a website involves two primary facets—design and development. How do they differ?
Website designers prioritize creating an attractive and user-friendly interface, often emphasizing artistic elements.
On the other hand, web developers concentrate on programming and technical intricacies that facilitate the website's functionality. That swiftly accessible webpage you enjoy in under six seconds? A skilled web developer is likely the reason.
While it might be tempting to entirely overlook web developers and solely focus on website design, such an approach might prove short-sighted. A growing website could encounter setbacks sans the contribution of a capable web developer.
Ideally, the collaboration of both designers and developers contributes to an appealing website that loads swiftly, ultimately captivating users for extended durations.
Why You Should Hire a Marketing Agency
Enlisting the services of a seasoned marketing agency can effectively cut down on your time investment and alleviate numerous challenges.
As you diligently oversee your business operations, foster client connections, and elevate your brand visibility, the prospect of shedding a burden (or several) is undoubtedly appealing.
Identify the domains where your proficiency is lacking or enhancement is desired, then entrust the task to one of our reputable marketing agencies, allowing them to manage the intricate details. This empowers you to concentrate on your foremost priorities.
Contact Genesis Premier Studios to handle all aspects of your digital marketing needs. For every individual, company, or organization, we will generate a plan custom to your needs and your brand. We are here to help you succeed and will work tirelessly along side you to make that happen.