We provide competitive analysis; consider digital and industry trends, and conduct focused audience research to inform a plan for business growth.
As an established brick-and-mortar business looking to engage in digital marketing, you need to
grow your digital presence across all online channels by researching your target audience,
identifying digital and industry trends, and measuring and improving your online visibility over time.
Researching Your Target Audience
Finding out exactly who your customers are and structuring your digital presence to address their needs is one of the cornerstones of successful online marketing. Your business needs to go beyond just guessing a target demographic, and instead take the time to analyze who your customers are and what they do online. By researching things such as social media activity, level of familiarity with using the internet, age, gender, education, and online platforms used, your business can lay out a comprehensive plan that includes content strategy, website architecture, social media integration, and email campaign outreach. An extensive audience analysis will take time and effort, but once you start to implement the findings in your digital strategy, it will prove beneficial.
Identifying Potential Sources for Digital Expansion
Evaluating your current online presence and the digital marketing trends specific to your industry is the first step towards creating a more effective digital marketing campaign. By performing a competitive analysis of digital marketing tactics that have been successful in the past, you can gauge what direction to go in your own online efforts. However, it is best to remember that your industry’s best practices should only be used as a reference point, and you should try to market to your customers with appealing and innovative campaigns that set you apart from your competitor.
A whitepaper that includes an interactive infographic, an email campaign that features an instructional video, or planning and coordinating an event and encouraging attendees to live-tweet with personalized hashtags are some unique ways you can market to your audience with measurable ROI.
Setting up a Business for Online Success Takes Time
When looking to expand existing marketing efforts to include digital marketing, it is important to remember that immediate business results are uncommon and that it usually takes months before your business will see noticeable improvement. Before creating or revamping your online presence, you have to analyze the existing resources and assets your business can leverage as branding material to attract customers.
Doing a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your business’ current marketing efforts can determine which types of online marketing channels you should focus your marketing budget on and where you can cut costs by eliminating ineffective tactics. Carefully planning and analyzing your digital growth over time and executing a digital marketing campaign takes patience and perseverance, but can be a massive addition to your brand influence when done correctly.
Tracking Business Growth and Industry Changes
A marketing campaign requires constant updates and analysis to remain effective for your online presence. Like the evolution of your industry over time, digital marketing is always changing and your business’ digital marketing strategies need to change as well in order to effectively engage customers. Without consistent revisions to your online marketing efforts, your campaigns will begin to lose effectiveness over time, and you will begin to generate less ROI from your marketing budget.
Outdated online marketing tactics look spammy to your customers, and can cause them to switch to a competitor whose marketing campaigns are more reflective of current digital marketing trends. By staying on top of your online marketing efforts and making appropriate changes, your business’ digital presence should grow over time and continuously generate conversions.
We build new brands and provide existing brands with refreshed, strategic platforms, setting you apart in your category with a unique brand story that will stand the test of time.
We redefine what it means to be a business with our customized, cutting edge
strategies that tell your brand story and strengthen your online visibility.
Researching Competitors and Industry Analysis
Understanding how your competitors incorporate strategies in their branding is important to growing your online presence. By examining what your competitors have done with their own brands, you can create unique strategies that will position you for success and help you use to reach niche audiences. Analyzing leaders in your industry can also shed light on innovative branding tactics and practices your business can replicate and put to use.
Reengaging Your Audience with a Brand Refresh
Renewing a stale brand identity and presence can go a long way toward growing your digital footprint. Customers appreciate a business that is willing to learn from its history, and use past mistakes to progress to where it is today. Not only will a brand refresh generate awareness for your company, it can act as an indicator that your business is starting fresh with a renewed focus. Effectively rebranding a stale business will help interest more potential consumers in your products and services.
Shaping a Brand Identity That Compliments Your Business Model
Having a clearly defined brand identity that fits your business model can make you stand out to your target audience. By creating a brand identity with the wants and needs of your customers in mind, you can develop a public image of your company that is more likely to make your business memorable to audiences in the long-term.
A sensible brand strategy requires that your overall brand positioning, tagline, logo, and images are consistent and representative of your business’ ideals and goals. By layering your branding into your website, social media presence, and other online marketing efforts, you can be become part of your consumers’ lives instead of just a physical product or service that they purchase.
Establishing Brand Loyalty with Your Messaging
Simply branding your business is not enough to distinguish yourself from your competitors. A strategy must be in place to continually grow your brand presence in the long and short term. Value propositions and calls to action must be weaved within your brand story. Don’t tell customers that your product or service is better than the competition, convince them by showing them why.
The image your brand portrays must exist across all channels of your digital marketing efforts. By keeping your brand consistent, your messaging will evoke a powerful emotional connection with your customers that will bring them back to your product or services. Consistent messaging will establish brand loyalty, and customers will choose your product or services over your competitors’ as a result.
Content Strategy unifies brand messaging and tone. Engage your audience relevant content on websites, advertising, social media, PR, emails and other brand materials.
From headlines to calls to action on your landing pages, compelling copy is necessary across all
platforms that your company engages in to convey a brand personality that connects with your
Writing Content with a Focus on Branding
People prefer companies that have personality and a human voice in their writing. Regardless of whether your business is B2C or B2B, developing and maintaining a consistent brand voice across all facets of your digital marketing strategy is essential to building long lasting relationships that will maximize customer lifetime value.
Identifying and Relating to the Target Audience
It’s not enough to assume a general demographic for your business and try to convert them with a general sales pitch. Researching your niche audience to a consumer profile level and identifying their affinity category is paramount to understanding their needs. By connecting to them with copy and content that specifically addresses their expectations, effective copywriting will help speed up the conversion process.
Writing for Different Media
The wording and style of a whitepaper case study should not be identical to that of a Facebook post. Potential customers are at different phases of your conversion funnel based on where they interact with your brand. Copy across your digital presence must retain a common theme while also exhibiting versatility to take advantage of each unique digital platform.
SEO-friendly Copy and Creating Valuable Content
Organic traffic from search engines is still the most effective way to generate leads for your business. Writing with SEO and highly ranked industry keywords in mind will leapfrog you over your competitors and help get your website ranking appropriately. By producing valuable content that will garner links from websites with high domain authorities, your website should see an increase in traffic volume and more qualified leads.
Optimized Copy for the Most Effective Landing Pages
The last place businesses want to lose potential customers is at a user’s point of entry into their business’ conversion funnel, otherwise known as the landing page. To get users to convert, the landing pages must have a descriptive, succinct header, explain why the product or service is better than the competition, and have a persuasive call-to-action. Landing page copy can be the determining factor between a successful conversion and a lost potential sale.
Like a house, every website starts with a blueprint. Our team of IA and UX experts build a plan for high-performance websites. Services include site maps, wireframes and user-flows.
We design your website from the ground-up using wireframes that reflect user personas and
create a friendly user experience for your customers. With intuitive navigation and relevant
content, your website will provide a smooth and seamless buyer journey for your target audience.
Defining Your Business User Persona
A great website user experience starts with knowing who your visitors are on a more personal level. Instead of only imagining customers as potential conversions, creating a fictitious user who is representative of your target audience with their own name, background, skills, age, education level, and what platform they use to get to your website can provide huge dividends for a business. The purpose of user persona research is figuring out what your visitors’ objectives are when coming to your website.
Listing out a step-by-step process on how a user persona would navigate your website and find the information they’re looking for will provide insights into designing a user friendly website. A user persona that reflects your target audience will give you an understanding of everything you need to know about your visitors, from how to map your wireframes to where to place content for the people it is meant to serve.
Designing a Wireframe for Your Business
Without putting in the time and effort to construct a wireframe, designing a professional website for your business can be a difficult process. Similar to the layout of a brick-and-mortar retailer as you walk through the front entrance, a proper wireframe that diagrams page flow is crucial to how your website displays the products or services that it offers. You need to prioritize your products or services for easy accessibility while other less important pages can be deeper in the site’s navigation. A carefully thought out wireframe is not only for the pages on a website, but also for determining the placement of individual elements on a page.
Streamlining the Navigation Experience for Your Visitors
A natural, intuitive navigation on your website is comparable to a simple, but informative sales pitch that explains who you are, what you have to offer, and how to purchase the products or services you are selling. With an organized website that has consistent navigation, visitors will become comfortable and familiar with exploring your online business, which is the first step towards gaining their trust, bringing them back to the site, and getting them to convert.
No matter how many products or services you have to offer, remembering that “less is more” in your navigation structure is paramount to keeping users engaged with your business. If your website is overwhelming, or offers too many choices to your visitors, they will exit your website and find a competitors’ site that is easier to browse. Likewise, your navigation shouldn’t be so cluttered that a potential customer can’t find the conversion pages and exits your site before completing the purchase process.
Structuring Your Content Appropriately
Having great content that engages users is only the first step in getting them to achieve actionable results. The placement of content on your pages and website will determine whether visitors actually see it, and if they are likely to interact with it. Putting your most important content above the fold and on the left side of your page is an innate viewer usability factor that immediately grabs the attention of your visitors, ensuring they don’t lose interest in your website because they couldn’t find your content.
At the same time, having too much content on a page can overload users, making them uneasy about the legitimacy of your website and making them leave. By sensibly aligning your content with the rest of the elements on your webpages, you can provide valuable information that can sway potential customers toward a conversion.
Broadcast your brand and bring your strategy to life. We provide creative direction to advertising, media, and marketing, coordinating online and offline efforts cohesively.
We provide creative campaigns that stray from conventional marketing tactics and effectively
engage your target audience. From offline to online marketing, we make sure that your
business is visible across all channels without overcomplicating your business objectives.
Tailoring Campaigns for Your Target Audience
The average person is bombarded with 5,000 advertisements a day, so creating a generalized campaign strategy and hoping that your message reaches the right audience is not going to be successful. Your customer demographic must be analyzed down to specific personalities to learn how and where they interact with your business on an individual level. By focusing on your customers’ engagement and meeting their expectations with campaign content, audiences will be more receptive to your business and the products or services you have to offer.
Implementing Alternative Strategies that Are In Line With Your Business Goals
In order to have an effective campaign, your business must think outside the box to provide innovative ideas that lead to unique, appealing content for your customers. Predicting future industry trends by using the data you’ve collected will help to create strategies that are more relevant to your audience. With new, compelling, channels to engage your target demographic, it is also important not to lose sight of a campaign’s goals. You can’t be afraid to be distinct and unique in your campaign strategy, but once you have attracted your customers, you have to make sure to lead them towards actionable results such as an email sign-up, a free trial, or a purchase.
Cohesive Coordination of Your Online and Offline Marketing Efforts
To execute a campaign with positive results you must take advantage of both online and offline marketing efforts. While you might view online and offline marketing as separate entities, customers will see both as part of your brand. By creating a single campaign that combines all your marketing efforts, you are also increasing your visibility to your target customers, providing them with multiple ways to engage with your brand. When having your offline and online channels complement one another in campaign strategy, you must ensure that your dual marketing effort does not overlap and repeat the same messaging. Instead, you want each channel to add a new layer to your overall marketing presence in order to lead your target audience to a conversion.
Campaigning Across All Marketing Channels
Your target audience does not engage with your business solely on one of your digital marketing channels. Your ideal customers are at all different points of the conversion funnel, and that determines where they are engaging with your business. Only building a campaign strategy on one platform is essentially ignoring other potential customers who are active with your online presence elsewhere. By having a strong brand footprint in a campaign that spans across all of your online marketing efforts, you can reach more of your target audience at different points of the funnel.