FORBES Council Feature: 10 Ways To Develop A Successful Multilayer Digital Marketing Campaign
From the living room to the C-suite, people want to engage with companies in multiple ways—through email, social media, phone, and in conversation. I’ve found this to be true in marketing as much as in daily life.
When building a digital marketing campaign, I look for different ways I can help consumers and businesses engage with my clients to create this intricacy and maximize each client’s reach. Here are 10 ways I’ve found success in this approach:
Optimized Website (SEO)
Just as a house needs a strong foundation, a digital marketing campaign needs a strong, optimized website to draw in consumers. Optimizing the website is about more than just determining keywords for searches. It includes analyzing content to ensure everything on the site is informative and engaging. I ensure images are relevant to the content, have descriptive alternative text, and load quickly. I examine the format of the site to ensure it’s accessible and works across platforms. Finally, I make sure that users can move from visitor to customer (buying, asking for information, etc.) easily.
Google pay-per-click (PPC) advertising is a way to ensure your client’s website is in front of consumers when they search for related terms. When planning a client’s PPC campaign, research keywords carefully. I typically do this by considering the topic for the page we’re creating and pulling relevant keywords from those topics using SEO tools. I test keywords with searches to ensure results match my client’s topic and business. I then use Google’s Keyword Planner to test the relevance of those keywords and select the best-performing ones for our PPC campaign.
Social media platforms provide rich opportunities to reach consumers. While ads are a key component of a social media strategy, ads alone do little. Post regular organic content to help build your client’s brand presence on social media. Memes, question-answer posts, videos, and related articles and blog posts are good for engagement and sharing. If you provide simple, fun posts that people want to share, the algorithm is more likely to suggest your posts to others.
Paid social media posts work best when you have something unique to advertise. Focus paid social media posts on events, special discounts, and new products and services. When you combine ads with engaging organic content, you’re more likely to see social media users convert to strong leads and customers.
An active blog does so much for a multilayered digital media approach. Regular blog posts that provide fresh content and expert subject matter improves a website’s overall SEO. Blog posts are content you can share on social media to encourage both engagement and click conversion. Blogs can build brand awareness and trust in consumers and affiliates. Other websites will also actively share content from a good blog, further increasing SEO.
Video rules social media thanks to sites like YouTube and TikTok. Some of the most popular posts on Instagram, the “photo social media site,” are videos. Videos have even become a staple of email marketing. Today, some of the most popular types of videos for digital marketing include development vlogs, video guides, and unboxing videos by influencers.
Do you have a new product you’re launching? Have you revamped your logo? Did you promote a key member of your staff? Share newsworthy events as a press release. Press releases are invaluable ways to build brand awareness and draw attention to new products, new offices, and rebranding efforts. Recently, our digital marketing agency launched two press releases—one for our new Boca Raton office and one for our logo rebranding.
Influencers are for digital marketing what celebrity endorsements were for television advertising. In some ways, influencers do more for businesses than celebrity endorsements ever did. Influencers create strong parasocial relationships thanks to their more personal online presence and their willingness to engage with their followers. In turn, their followers are more likely to try products and services these influencers suggest and use. When you add to this that many of their followers follow them because of a particular interest—fashion, photography, video games, etc.—you have a perfect recipe for a successful social media campaign.
Cross promotions through affiliate marketing help clients leverage hard-won contacts. Whether they’re participating in a multi-company event or service offering or working with a vendor to market their products, cross-promotion allows a company to reach a whole new group of potential customers. This type of advertising also helps build brand awareness and trust. After all, if you trust a company that you regularly do business with, wouldn’t you be more likely to try a company they recommend?
While it seems like someone is always talking about the death of email, the simple fact is it’s not going anywhere. Most websites require an email to sign up for services, and most schools and employers use email for regular news and contact. Email marketing, then, remains a reliable way to reach consumers and business clients. However, because we use email so much, your email can get buried in their inbox—or worse, their spam or promotions folder. To avoid such a fate, make sure your emails provide something value-added so people will open your emails. This means a catchy subject, yes. It also means providing informative content rather than just sales pitches and coupons.
When you create a multilayered digital marketing campaign, you want to pay attention to each of these items. By varying your platforms and methods, you can increase the reach of your campaign and strengthen your client’s brand recognition and trust among their target audience. Just remember that not every client has the same needs. Some clients will need a stronger email campaign while their target audience pays little attention to social media. Meanwhile, a company with a strong social media presence might benefit more from influencer partnerships than paid social media posts.
These are powerful tools for your digital marketing, so wield them wisely.