In today's digital world, it's essential for local businesses to incorporate a digital marketing strategy. While traditional advertising markets such as print, radio and television remain relevant, digital marketing strategies such as social advertising and search marketing can be more effective when attempting to achieve particular goals. By using both traditional and digital advertising platforms, you can create a comprehensive marketing strategy to bring in more sales.
Traditional local AM/FM radio stations reach 91 percent of Americans aged 12 and older. Radio’s true potential, however, lies in its ability to adapt alongside advances in consumer technologies. Online radio listenership has more than doubled since 2010, rising from 27 to 57 percent. Satellite radio platforms like Sirius XM allow consumers to listen seamlessly at home or in the car. Where AM/FM advertising revenue declined three percent in 2015, digital radio advertising saw a five percent increase.
Traditional television is now a struggling medium; according to an eMarketer report, advertisers spent $72.09 billion on U.S. digital advertising by the end of 2016 while TV ad spend was $71.29 billion – giving digital ads 36.8 percent in media ad spending market share. Digital video is quickly taking its place, with the third annual Digital Content NewFronts: Video Ad Spend Study showing a 114 percent increase in investments in original digital video programming over the past two years.
In addition to showing your commercial content on local television stations, consider posting it to digital video platforms such as YouTube. A link can then be posted on digital platforms, such as on your website or within targeted emails, and potentially shared by interested customers.
Social advertising allows you to interact with your consumer base as much or as little as you want by advertising based on specific parameters like zip code, age and even interests.
Social platforms like Facebook and Twitter offer a variety of business tools to help you connect with your chosen target audience. After fostering this social relationship and creating a feeling of community, you can continuously deliver relevant ad content to a group of consumers you know will be interested in your product or service.
Listing your business on review sites such as Google, Yelp, Bing and Yahoo allows potential customers to find information about your business and read testimonials from other consumers. Monitoring these reviews can help you tailor your future business goals, or show others your level of involvement if you choose to respond to them professionally.
Pay-Per-Click (PPC), otherwise known as search marketing, helps you generate leads for consumers who are looking for your business or service using online search engines. By investing in a paid ad you can ensure your company is found higher on a search results page than your competitor, making it more likely for you to convert someone into a new customer.
Google, Bing and Yahoo each have their own advertising portals, so it’s important to consider where your money will be best spent before investing.
Retargeting ensures you stay at the forefront of a customer’s mind after the initial interaction between them and your brand. Retargeting can also be used to display ads to people who have searched for the services or products you offer but who haven’t visited your website yet. Both retargeting options allow you to deliver customized messaging that will resonate with the searcher based on their past behavior.
Each of these marketing strategies can be effective on their own, but produce the highest return on investment (ROI) when bundled together as part of a comprehensive digital marketing campaign. If you’re unsure of where to start on your own, contact G/O Digital today. Our digital marketing experts can give you more information about digital marketing essentials, or help you develop a customized marketing plan with our free digital marketing analysis.