Maximizing Marketing Results Through Digital Marketing

Posted by Zoe Mack on 01/15/2018

2018 is offering a whole lot of opportunity, but along with that, a whole lot of change in how we market to our customers.

Most business owners aren't aware of the fact that digital marketing outspent all forms of traditional marketing COMBINED in 2016! Never again will simply placing an ad in the paper or on TV produce the results of the past. Media outlets have known this for years and most have added their own digital departments or sourced out to other companies. As a business owner, it is hard to find the time to research and learn the ever-changing world of digital marketing. Many throw money into campaigns that aren't effective or that they don't fully understand the goal. That trend continues along with businesses experimenting with social media platforms and digital marketing more and more. Experimentation with advertising dollars can be expensive and provide little to no ROI. And as local marketing continues to fragment into many available choices for businesses to promote themselves, the growth of mobile and social media alone has yielded a dizzying array of options that leave many managers and owners oversold and paralyzed by a “paradox of choice.”

Use 2018 to start over with your ideas on marketing and advertising. I suggest that companies start with understanding the "low-hanging fruit." All business should first and foremost make sure that the information that is shared on the Internet is accurate. Consumers depend on accurate listings when searching for a local businesses online. Incorrect business listings lead to lost sales opportunities, frustrated consumers, and weakened search rankings. In fact, 73% of consumers stated that they lose trust in a brand when an online listing shows incorrect information. Therefore, accurate listings are considered to be an essential component of the local marketing stack.

Just as consumers are finding your information on their phones more often these days than any other interface, they are also reviewing your business on there too. Potential and current customers are contributing daily to your online reputation. Your reputation is what you say about yourself and what others say about you. Every day, customers are talking about your business on websites like TripAdvisor, Google Maps, Facebook, blogs and elsewhere, and this chatter has a direct impact on your revenue — it’s time you join the conversation. Get control over your online presence by correcting online listings, responding to reviews, benchmarking yourself against competitors and more. These "low-hanging fruit" opportunities often cost less than traditional ad campaigns and, while not only providing direct ROI with your target audience, they increase your overall search engine ranking. More bang for your buck!

Sean Nathan - Independent Consultant at OPULENCE|PR, LLC.

Sean Nathan is currently helping non-profits and local businesses redefine what it means to be a forward-thinking organization. Through his business, Opulence|PR, he specializes in strategic planning and change management to address short-comings in leadership, support daily operations, enhance marketing, increase brand awareness, and promote a strong community bond. Sean is a new resident of Edmond and spent three years prior to moving to Oklahoma as CEO of his family's third-generation business. Since 1999, Sean has been a private consultant specializing in marketing, media planning, public relations, and non-profit management.