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Understanding Digital Marketing

An illustration of a confused marketer

Posted on 05/21/2020 at 03:24 PM

Attention is Currency

In our digital world, attention is currency. Digital Marketing is how you capture attention and bank that currency. It’s not easy to maintain the attention of your target audience, but even harder to catch it in the vast ocean of competition that is the internet. Where does one even begin to work on digital marketing? Are ads enough? What's the difference between Marketing and Advertising?  

“Valuable” content is the cornerstone of Search Engine Optimization (SEO) and the bait that catches people’s attention. Therein lies the problem: Value is subjective.

Building Value

Information that you find valuable, and think your target audience might like, may have nothing to do with their interests (no matter how well you think you know them). To build truly valuable content, you must do a lot of work. Here are just a few things you need to do to start creating valuable content:

  1. Research the demographics of the audience you want to reach

    1. Consider location, interests, age, culture, buying habits, income level, etc.

  2. Figure out the best way to reach them

    1. Blogs, video content, social media posts, ads, etc.

  3. Complete full competitive analysis to understand the kind of content your competition is putting out and figure out how you can do it better

  4. Understand their search intent

    1. Beyond keywords, what are people looking for to find you?

  5. And so much more…

 I know what you may be thinking:

“I have a business to run. Who has time for all that?”

You have time, or at least you need to make time if you want to provide value to your clients as part of a digital strategy.

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Face it. Your Digital Strategy Needs Help

You know your industry. You know how it works and what doesn’t work thanks in large part to years of trial and error. You’re passionate about what you do and have no problem showing it. You know that if you can get in front of a customer, no one can do what you do, better than you. All of that is a great start, but unless your industry is digital marketing, it’s not enough for a true digital strategy.

Maybe you need a marketing department. Maybe you just need a single marketer. Sure, you could hire an intern or part-time person with expertise in one of these areas and hope they can do it all in a few hours per week. Hiring a part-timer would be a great start, and maybe even pretty cost-effective. Perhaps you could hire a full-time marketer to work with your sales team or at least help push your brand to the next level. Is a single full-time marketer going to be enough?

Any good Marketer will be the first to tell you that they do not know everything and marketing, especially digital marketing, is a practice. It is an ever-evolving, untamable beast with changing trends and best practices that make it nearly impossible to stay on the cutting-edge. That same Marketer will tell you they need help.

Your Choice of Content Management System (CMS) may Help

Though we do support other platforms like WordPress, most of our clients utilize our unique CMS, SiteViz. SiteViz is set up to help you create and publish SEO friendly content. This ensures that things like meta descriptions and title tags are as easy to update as the on-page content. With proper training, this tool is a great way to get you (or your marketer) on the right track.

Calling in the Elite Squad

Sometimes even your best efforts are not enough. Sometimes you need to hire professionals who are as good at what they do as what you are at what you do. The Digital Marketing team at Global Reach is on staff to assist with any of your digital marketing and/or SEO strategy needs. Our team of experts works closely with you to provide a holistic approach to your digital strategy (but we'll get to that in a moment).

Illustration of a marketer who utilizes the holistic approach

A Unique Approach for Unique Clients

Our team works with companies of all sizes from Fortune 500 companies to small nonprofits. We understand that for a successful digital marketing partnership you must have great communication and a coordinated effort that considers everything from web design to social media posting. We call our efforts “the Holistic Approach”.

Interested in learning about The Global Reach Holistic Approach to Digital Strategy? Check out our next article (subscribe so you don't miss it)or contact us to learn more!

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