Agencies are constantly embracing changes in web marketing in order to deliver ROI for their clients. Digital marketing offers plenty of opportunities to increase the profitability of a client's business from branding, search marketing, lead generation, email and social marketing. At a minimum your interactive campaign should deliver significant return in the following seven channels:
1. Display Advertising and Retargeting
Display advertising, often referred to as banners, are graphical advertising that appear next to content on web pages, IM applications, email etc. They come in standardized sizes and can include text, logos, pictures, or videos. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.
To create an effective display and retargeting campaign your agency should be able to select appropriate topics and interests and place inspiring visual and media that serves a specific call to action. Retargeting campaigns provide tremendous opportunities for branding and converting interested prospects by bringing them back to your site for a second look. Your agency should be able to serve targeted media to consumers based on their interests and behavior to get more out of paid search spend. Retargeting platforms like AdRoll, Criteo, MediaForge and Google Display Network should be part of your agency's toolkit.
2. Mobile Optimization
Long-gone are the days of mobile compatibility, we are slowly but surely becoming a mobile world. Nearly everyone is on their phone and smart phones have taken over the market to the point of saturation. It does not matter what your brand is or what it sells, but you can be sure that your audience is visiting your site on their mobile phones.
Responsive site design, that is a website that easily adapts to any screen wether it is a desktop, tablet or mobile phone, is the easiest way to stay on top of your game. An agency should be capable of delivering a website experience tailored specifically to the device being used to access the domain. There is no excuse for not having a mobile-optimized site experience, your website should be built on a content management system (CMS) to support responsive design.
3. Content Marketing & SEO
SEO focuses on finding the keywords utilized by consumers to find your products or services, your agency should be able to conduct deep research and discover the most commonly used language that your target audience uses in your industry. After the keywords have been found the next step is to optimize the information architecture of your site, this is done by integrating the keywords within the content of your website. In short SEO makes your site relevant.
Content marketing, on the other hand, makes your site become an authority. This is done by defining and creating compelling, creative, and potentially viral content that adheres to your core strategy. Content marketing has three main purposes, one is to expand the size of a domain by publishing new pages within a site's architecture, attracts backlinks that are critical for SEO, and provides information to be shared on social media channels.
4. Email Marketing
Must be handled with precision or it becomes an annoying tool that drives customers away. However common it has become, it is still an essential tool in building a digital brand. When your agency designs an email marketing campaign, it should be created to provide a service to your users. Simply crying "buy my brand" creates the opposite intended effect. Your email campaigns should effectively engage your audience and their frequency should be carefully monitored so that it is always welcomed. Email marketing should be seen as a way to communicate, interact and offer service to your client, not a tool to push your offerings down your client's throats.
5. Conversion Rate Optimization
Testing and design are at the core of CRO. Continuous tests and methodical analysis of traffic flow must be done in order to improve conversions. The purpose of CRO is to effectively improving the capabilities of a website or a landing page to capture more leads and convert prospects into sales. Your agency should be able to understand where and why conversion is taking place on a domain, and then optimize the experience. Ultimately CRO should improve the quantity and quality of new business being captured digitally.
6. Social Media Marketing
Promoting relevant, valuable, and entertaining content through social media channels such as Facebook, Twitter, YouTube, Instagram and Pinterest is a top priority. This is a free channel that is effective for building brands, promoting products, engaging the public, driving sales and generating leads. Your agency should be able to provide customer support, promote exclusive offers/promotions, and facilitate the development of brand ambassadors who can ultimately emerge as champions for your brand.
7. Online Reputation Management
Online conversation tend to degrade over time, it is part of human nature. Taking control and improving the quality of your brand's online identity is a top priority. Your agency should be constantly monitoring your reputation and quickly responding to reviews or criticism. A very important point is that you must be open to any conversation either positive or negative and use it to improve your product offering. Reputation management is all about creating a relationship of trust and an open forum for your consumers to voice their honest opinions.
Your agency should be able to take full advantage of interactive marketing and at a minimum implement all the strategies we have mentioned. Even if you are focusing all of your efforts on traditional media such as print or broadcast, your consumers will eventually find their way to your digital brand space. Arm yourself with the best team to make sure your brand is properly positioned and managed digitally.
To learn more about the latest in digital marketing contact us at 305.454.4106, or visit seedbrandingstudio.com a full service advertising agency in Miami, FL.
