December 20, 2019Marketing
How to Make the Most of Your Marketing Services
When hiring a full-service digital marketing agency, you're getting a host of services in one convenient package.
Instead of devoting your company's resources to marketing and web design, you're putting your company's digital presence in the hands of the experts. At DeSoto Consulting LLC in Surprise, Arizona, we offer the best content and credibility building, web design and optimization, and marketing services for clients seeking comprehensive digital marketing help.
Working With a Professional
Many clients hire a digital marketing service to get their company's website and initial rollout off to a strong start, but a long-term plan is just as important. Marketing services are the best way to turn a strong start into long-lasting success.
Make Sure Everyone Sees It
The endgame of every marketing pitch should be to direct interested viewers to your website to make purchases or to subscribe to an e-mail list. This becomes harder if your website isn't up to par with the rest of your company's rollout. This is the first point where your marketing and web design intersect.
Your website should be intuitive and easy to navigate, with the key points of conversion emphasized the second someone visits the site. Equally important is to make sure your website is optimized for mobile with easy-to-click points. Two-thirds of customers make their purchases on mobile devices, so having a website only optimized for desktop is missing out on a large slice of the market.
Have a Clear Message
Brands take on a life of their own, with customers associating the product not just with its features but with emotions and lifestyles. A key example is Campbell's Soup, which has successfully traded on a message of comfort and family memories emphasized in advertisements. When marketing your product, it's as important to know what you want your audience to feel as it is to know what you want them to understand.
It's best to sum up your product and message in a single, easy-to-remember line. Knowing what this is will speed up your marketing efforts before you even walk in the door of your digital marketing agency, but our brand experts are old hands at coming up with the perfect tagline for your product. Creating a personal lifestyle brand for your company makes it easier to develop long-lasting relationships with your customers.
Understand Social Media Marketing
The big three social media networks, Facebook, Twitter, and Instagram, are powerful marketing tools with paid ad campaigns that can massively raise brand awareness. The best way to optimize your results from paid social media marketing is to understand your company's demographic and pick the right platform for your rollout. Each of the three major platforms has a distinct demographic.
Facebook skews older than the others and has the highest text limit, making it best for high-information ads describing the features of your product. Twitter has the shorter text limit, but it reaches the widest demographic; and its easy-search function means it can serve as a microcosm of a search engine for people interested in your area.
Instagram's image-dominated website has the youngest-skewing audience and is ideal for ad campaigns that focus on the attractive features of your product or on people enjoying it.
Get Quality Endorsements
The most powerful tool for spreading the word on your product is endorsements from satisfied customers, especially when they leave positive reviews on aggregate sites like Yelp and Google Reviews. Getting reviews is as simple as sending a thank-you message to purchasers asking them to leave a quick review when they get the chance. One of the first hits on any search engine for a product will be its Yelp page, where the average star rating is the first thing that appears.
Another way to raise awareness of your product is by hiring brand ambassadors or working with influencers looking to raise their own awareness. It's common for Instagram and YouTube personalities to do sponsored recommendations of a product. Many popular influencers will do a post or segment if you send them a sample product for review.
Keep Content Fresh
The easiest way to keep people coming back to your website is with an assortment of original content that fits your brand message and makes your product look more attractive. A common approach to posting content is to have blog posts on a regular schedule, both by regular and guest contributors. These posts should be relevant to your subject but not necessarily directly marketing your product, like articles on a healthy diet for a company marketing a healthy meal replacement bar.
Engaging copy is the most important part of writing regular content, which is why many companies outsource their content posting to their full-service digital marketing agency. Top digital marketing agencies employ staff writers as part of their marketing services, and they can have fresh content ready at set intervals without taking working hours away from your staff. A steady stream of new content means a steady stream of visitors to your website making the conversions you need.
Nurture Regular Customers
A common mistake of many struggling brands is to assume that their interaction with a customer ends at the point of purchase. The best companies know that repeat customers are the key to long-term success and the most likely to make themselves unofficial brand ambassadors. One of the easiest ways to create these long-term company-customer bonds is to have an active e-mail list that gives your interested customers access to up-to-the-minute updates on your company's plans.
The e-mail list is one of the oldest digital marketing tools and is one of the most effective because it targets those most interested in your product. When you build brand loyalty, those who sign up for your e-mail list are likely to be early adopters and spread the word. Many companies neglect the e-mail list because they consider it old-fashioned in this age of social media marketing, but both come together in a comprehensive plan for your marketing services.
Build Your Partnerships
No company was built in a vacuum and forming partnerships with companies that appeal to a similar crowd but aren't direct competitors is a smart way to boost your market share. This is especially strong in lifestyle brands, where a single influencer can be seen enjoying multiple products in an Instagram story or paid advertisement.
Another excellent way to take advantage of partnerships is with guest content and blogs. This keeps the content fresh and allows cooperating companies to spread the word of their product on a demographically similar product's site. This potentially doubles your reach and outsources some of the content creation work.
The Only Digital Marketing Agency You Need
Your company is growing fast, and to keep up with the changing market you'll need a comprehensive digital marketing strategy to spread your brand's message. By partnering with a digital marketing agency, you get access to a full suite of professional marketing services that will give you an advantage over your competitors. Contact DeSoto Consulting LLC for more information on our services or to set up a consultation today.