integrated digital marketing seattle san diego

Amplify! Your Story Across Digital Channels

You have a great amount of power thanks to the high quantity of digital media channels available today. They allow you to interact with your clients where they hang out every day. From there you are able to acquire new leads, retain current customers, and expand your brand. Never has it been easier to nurture markets and engage communities by connecting with them on their level.

By offering you audience choices by which to interact with you via emerging digital media platforms, you can tremendously increase your opportunities to connect with them.

A Golden Opportunity: The Good News and the Bad

Digital multi-channel marketing is a double edged sword. Like we said, it has never been easier to market your brand to prospects. Yet it is also extraordinarily challenging to maintain the many different plates you must be spinning to run successful digital marketing campaigns. Leveraging the multi-channel marketing via email, social, mobile, and web is both your biggest challenge and easiest endeavour.

Why easier?

Marketing today is easier because cost barriers of entry have come crashing down. Thanks to advancements in technology, getting your message out have never been easier or cost effective. Think about it – sending out emails is much cheaper and simpler than sending snail mailers. And that’s just one example – think about what you could be spending on billboards, newspaper ads, white pages ads…it can be exhausting.

Additionally, there are a great variety of channels for prospects and customers to engage in, providing more ways for you to personally (at least seemingly so) interact with customers than ever before. The number and variety of channels have increased at such rapid speeds, and expert marketers are constantly thrilled with new ways to get a hold of prospects for the benefit of clients.

Why more difficult?

While we never want to bring you bad news, we’re going to. Marketers are presented with more challenges in the digital age as well. The result of having so many options available also presents the special challenge of creating a consistent customer experience across all channels. This was not nearly as much of a problem when channels were down to less than 5. The digital world is more complex, multi-dimensional and fragmented than the billboard and brick-and-mortar worlds, with engagement solutions that are expected to be fast, personal, and interactive.

What can I do?

The key to running a powerful digital media campaign is to understand and maintain a focused view of your dynamically changing customer across all channels. Who is your ideal customer? Establish a solid foundation by knowing who your audience is and what they want to hear. From there, build out the process by which you will integrate all that gloriously varied technology to support the delivery your message.

Like we said before, the biggest challenges are:

  1. Maintaining a consistent brand voice across all channels.

  2. Using them! Successful implementation requires highly orchestrated campaigns. That’s right, you are now a marketing composer with many pieces that need to move fluidly together.

With thoughtfully targeted messages to the right audiences via the channels they want to hear it – you’ll be on your way to proving to customers your brand is meaningful and trustworthy.

Simplicity is Key: Information Consolidation

If you don’t get it yet maybe you will now – digital channel management is a complex undertaking. If not executed properly, you could  be in danger of sending conflicting messages toward a single customer, undermining all of your efforts. Imagine the poor customer who receives one offer from your Yelp campaign, only to receive an email offering something completely different. If the messages and offers are not coordinated, the confusion that can ensue will almost certainly lose you business. The result is an inconsistent, if not contradictory, communications effort.

Be the savvy marketer. Constantly integrate clarity as one of the main objectives in developing a cohesive multi-channel strategy framework.

By the Way: Multi-channel Customers Are Crazy Profitable

Get this – on average, multichannel customers spend 3-4x more than single channel customers. Why? These are your savviest customers who know what they want. They are much more informed than other customers because they do their research before making buying decisions. This makes them more likely to be more actively engaged in the buying process, and less likely to suffer from buyer’s remorse – because they found exactly what they want.

Not convinced? Here are more benefits that come from creating an automated, sustainable delivery platform:

•    Reduced costs-per-action

•    Higher customer conversions

•    Comprehensive customer data across the entire media mix

Now bear in mind that not all channels are created equally. Determine the relative value of each channel as it relates to driving profits can help companies determine where they need to lean their heaviest marketing efforts. This can be done by leveraging newer technologies which allow for accurate measurement across channels to see what is working – and what is flopping.

Vary your marketing strategy by utilizing the fantastic new and varied channels there are available to you. Having an integrated multi-channel marketing campaign will create and nurture connections online. This is essential for the growth of organizations in today’s ultra-connect culture for the simple reason that you must meet your customers right where they are – online.

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Find Your Authentic Company Voice

It is Time to Speak Out

Your company’s voice, spoken right, communicates your brand loud and clear. Discovering and conveying that true voice is an ongoing  process that flexes as your company flexes. It is the foundation for the building of a strong brand that resonates with your audience. And it is the cornerstone of all successful marketing campaigns.

For most organizations, content does not receive the concentrated effort it deserves because  it generally falls somewhere between the cracks of marketing and design. After the draft is written internally, it is many times sent to outsiders to edit to gain a measure of objectivity. The reason?  These drafts often reflect the internal struggles many companies face when striving to articulate their own stories and find their voice in the market.

Your Voice is an Amazing Asset

An authentic company voice is a carefully integrated blend of content, brand and tone. Prospects and customers hear that “voice” and construct their sense of your organization’s identity around what they hear. The ability for them to hear what you want them to hear is critical to the health of any organization’s brand as a well-defined voice creates an intangible, but reverberating, echo of who you are and what you do. The key is for what you say to be credible. The worst thing you could do is try to sound like something you are not. More importantly, if your company does not define your own unique corporate voice, your competitors and customers will define it for you. Your potential asset then becomes a liability.

Is the Medium the Message?

Today content marketing has caught on as never before. It’s popularity has opened up a tremendous opportunity for you to get your message out. However, with this opportunity comes a much greater responsibility to get your message right – and to tailor that message for each medium in which it is presented. The voice used on your website, print materials, outbound marketing campaigns and social media should all have an underlying, consistent theme – but the tone for each may vary per medium (more formal on thought leadership vehicles like whitepapers , more informal on some social media platforms, like Twitter).

Voice is an adjective that describes your organization

“Tone” is the particular personality trait that intrinsically defines your organization.Your tone can make you stand out from competitors, communicate efficiently and effectively with your audience and broadcast your brand’s personality. To help you discover your tone, think about who your customer is, what you want to communicate to them and how you want to communicate with them (channels). And ask them who they think you are.

Practice Makes Perfect

Attached is a simple exercise to get you started in defining your organization’s voice by uncovering the words that your constituents feel best describe your company. It will take a participant less than 5 minutes to complete. Distribute it to a number of people throughout your company and to a few customers, prospects and vendors to capture each group’s perception of your organization.

SG_Voice_Exercise_small

Once you have gathered all the descriptive words review them carefully and record where there is correlation and disconnection. Drop out the duplicates, but track how many times they showed up. Then focus on the remaining words and select 3 to 5 that you think would best represent your organization to its stakeholders.

What emerges from this exercise can not only help your organization massage or reshape its overall content, but could also serve as the foundation of your most authentic, powerful voice. This may be a values and vision- driven exercise. Your values and vision drive what you do and why you do it. Your voice will reinforce the story you tell about your company and its products in a way that truly connects with both your external and internal audience. After all, they will have helped define it.

At Steelsmith Group, we are experts at guiding companies through to the creation of their unique voice and clear points of view.  We can help you tap into your imagination, and your stakeholders to let the ideas flow. Then we assist you in arranging these ideas in a logical written sequence designed to strengthen and underscore your brand.

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Can You Articulate Your USP?

For start-up, small and medium-sized businesses, figuring out what makes your business unique is one of the most significant marketing decisions you’ll ever make. What distinguishes you, your business and your product is known as your USP or “Unique Selling Proposition”.

The bottom line is that if you can’t decide what makes your company different, then how can you expect your prospects, and even your customers, to know? Your inability to pin down exactly who you are and why they should both care means that they will likely base their decision to purchase (or not purchase) your product on a whim. Which will probably make it a one time purchase. What’s worse is that your competitors who have more clearly spelled out their space will look a lot more attractive to this random buyer.

The Unique Selling Proposition concept is not new. It’s been around since the 1940’s, present at the cusp of the advertising golden age. Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.”

What has made USP more difficult for companies to define today is the sheer volume of available marketing channels, the global customer base (even if you are a smaller company) and the highly increased exposure every business has due to the internet in general and social media in particular – often exposure they cannot control. Corralling all this is sort of like trying to find your classes your first day of college. “Where do I go?”  “Who do I talk to?” “What do I do next?” –  And maybe,”Why am I even here?”

Once you are able to articulate your USP, you will have a much clearer idea of how to create successful integrated marketing campaigns to promote your brand and your product across the entire gamut of traditional and internet/digital marketing channels.

To get you started down your USP path, answer these questions –

  • When you started this business, what was your vision?

  • What kind of internal culture do you want for your employees?

  • What does your business do? And why do you do it?

  • What do you stand for, both professionally and personally?

  • Are you in business to make money, make a difference or to make just enough to to make a living?

  • What market or markets are you serving, and what specific benefits do you offer them?

  • Do you solve a problem for your customers? What problem?

At Steelsmith Group, our marketing strategy team will give you the help you need to answer these questions and identify your key points of difference. From there we can partner with you to take that difference and come up with a bunch of creative ways for you to communicate your points of difference. We’ll put together campaigns that span content management,  email marketing, business blogs, SEO, local SEO, website design, website development and CRM. So whether your business is right down the street here in San Diego, or across the country, give us a call. Together we’ll discover your unique selling proposition and we will build a business that customers love.

Sources:

http://sales.about.com/od/leadgeneration/ht/How-To-Find-Your-Unique-Selling-Proposition-Usp.htm

http://conversionxl.com/how-to-come-up-with-a-value-proposition-when-what-you-sell-isnt-unique/#.