When we deliver the Digital Marketing class at General Assembly, we start off with branding. Not digital branding — just branding. Digital marketing is, after all, still marketing, and in order to market effectively, you must first define your brand.
Early in the very first day of Digital Marketing, we ask the class to define the word “brand,” and then we offer up several other definitions from people who are much smarter and much more experienced than I am.
Your target audience is the first place you go to spread awareness about your product, and likely your first adoptors, too. Assuming you’ve done the necessary amount of customer discovery — identifing and validating the problem that you’re solving, and identifing your potential customers — your next step is effectively communicating your message to this audience. When you are speaking to your audience, remember it’s not about you or what you do. It’s about their pain point and your recognition, understanding, and empathy towards that pain. That’s why you set out to solve the problem in the first place.
Once you understand that part of your message, you have to find the channels that are the most effective for your communications strategy. Ask these 7 questions in order to properly locate and target your audience.
How is your content marketing strategy going? If you’re blowing the doors off with tons of new content every week and thousands of inbound leads, read no further. But if your attempts at lots of content have resulted in lots of inbound leads that just aren’t happening, perhaps it’s time to pull over and do a quick check.
Since Google took over ownership of the search functionality on the internet, the term “SEO” (search engine optimization) has been top of mind for any serious website owner. If you cannot be found easily when someone searches for your product or service on Google, you have a far smaller chance of success in internet sales and marketing.
And, while it’s very true that there are some seriously technical aspects to achieving proper and excellent SEO, there is a simpler recipe for achieving the crown jewel of being above the fold on the first page of the Google SERP (search engine results page). That recipe has three ingredients. Continue reading