Digital marketing can help you strategically position and build your brand, create demand, generate leads, and cultivate relationships.
Your prospects want to be educated, not convinced. Content marketing provides relevant, high-quality information to draw in customers and establish your expertise. This means continuously publishing valuable and keyword-rich content. Creating content can be time consuming, but it is essential to any successful marketing strategy in today’s digital world.
With so many dynamic marketing platforms currently available, businesses of all sizes and industries have an opportunity to capitalize.
Here are six ways to be heard and be found…
- Press Releases
Press releases are an effective way to communicate important company news to the press, and can each generate a potential reach numbering in the millions of readers. Here are some tips to remember:
Develop a ‘boilerplate’ company description to properly reflect your value proposition
Distribute press releases via a wire service such as BusinessWire, PRWeb or PRNewswire
Tailor content with keywords and strategically distribute press releases to most relevant readership
- Media Relations – Working with the Press
Well-coordinated and strategically-distributed press releases can gain additional momentum when sent to the editors of relevant industry publications. We strongly recommend using a press release distribution service with an upgraded small business platform (see preceding section) that enables a media list to be built specific to your audience. If content is king, distribution is queen. Without proper content distribution, it’s almost pointless to develop it in the first place.
Strategically build and maintain your press distribution lists, which will allow you to engage the editors of trade publications directly for wider distribution of press releases and to pitch potential articles. This strategy will help establish you as a thought leader and expert in your industry.
- Social Media Management
Social media was once considered a fad. Today, it is a primary source of news, personal interaction between friends, colleagues and family, and one of the best ways for a business to communicate with its customers. In addition, both Google and Bing use data from social sites in order to determine how high to rank a website in search engine results. A business’ social media program should hinge on regular communication to and with relevant users on Twitter, Facebook and LinkedIn.
To achieve true social media success, you must constantly engage, intrigue and humor the communities and users you want to reach. Think outside of the box to infuse your social channels with more than just thought leadership positions, company updates and industry trends to ensure your point of view resonates with your audience.
- Case Studies
When you have had success with a key project or product, publish a case study on the topic to be used as PR outreach and marketing collateral for the sales team. The case study should be descriptive and include relevant keywords and technical content. If possible, identify the customer and product/process, include photographs, and request a customer quote.
A basic format for a case study includes these sections:
- Blog Development and Maintenance
There are many benefits to adding keyword-rich and relevant blog articles to your website. A blog is very useful for establishing your company as a thought leader in your area of expertise. Blogging is the fuel for social media & media relations programs, as well as a platform for promoting news using a more casual tone than a press release. Lastly, the more blog posts your company publishes, the better your SEO ranking will be on Google and other search engines.
Keys to success in blogging:
- A designated spot on the company website linking to the blog
- Enticing blog titles
- Bloggers with industry expertise
- Managing editor
- Focus on industry news
- Blog/website functionality
- Keyword tagging system
- Email Marketing
Email marketing is a great way to get more reach from the content you have already created. Each email newsletter edition can pull in recent items from the above categories and send it to those in your database, further building your reputation as a thought leader and trusted source of relevant information while keeping your company top-of-mind with customers, vendors and prospects.
About Rivergate Marketing
Rivergate Marketing provides a wide variety of digital marketing services to our clients to strategically position and build their brand, create demand, generate leads, and cultivate relationships. Using a marketing partner that understands your business and industry is key to running a successful program.
Our role as the marketing partner on your team is to develop all channels, processes and content needed for a successful ongoing digital marketing program. Content development and strategy will be driven by access to and collaboration with the members of your team.
We know your industry, we speak your language and we understand your business and prospects, and can break it down into an effective message. Our content is just technical enough to please engineers, and clear in the value message for the non-engineer decision makers concerned with ROI. We work with your team to understand and capture what we need to tell your unique story.
Give us a call or drop us a line if you would like to discuss how we can further your company’s strategic goals.