Marketing Tips!

How do I create and maintain a powerful digital marketing foundation?

What is a “Digital Foundation”?

A digital foundation is the bedrock of your entire digital strategy.  For most brands this consists of a nurtured, current, responsive website, filled with a mix of static and dynamic content. For other brands, this could be a simple blog, online store, or maybe even just a branded Facebook page.

How do you build a digital foundation?

The key to an effective digital foundation is building it with a very specific target audience in mind. Think about like this; if you were to pick up a magazine at the grocery store, all of the content within that magazine would likely be customized for a very specific reader. For example, Mens Health magazine or Parenting magazine are designed for those audiences. In this same way, your digital foundation needs to be customized with your target audience in mind.

Now what? There are a bunch of questions you need to ask yourself.

It is now time to do a review of your digital assets and grade your digital foundation. Is your website up-to-date? Is the site optimized for mobile? Is the content optimized? (There is a difference between the content and the site! They both need to be optimized) Is there a current SEO strategy in place? When was the last time you assessed the user experience?

How do you keep your foundation “fresh”?

The “old way” of building a website consisted of hiring an agency to design something, filling it with boilerplate information, and occasionally updating a few images or paragraphs, over the years. Now, you need to have a digital foundation that is monitored weekly, if not daily, to make sure you are staying current.

Building and maintaining a foundation is vital to your digital strategy. It’s not hard, it is just a matter of determining who your target audience is, building something they would respond to, and keeping it current. Once your foundation is in place, then we need to establish your digital roadmap. But that’s a whole other process!

If you think Corbin Global Media can help, please don’t hesitate to ask. Schedule an initial consultation!

Marketing Tips

Top 2 Marketing Questions: Who do we want to reach? What do we want them to do?

Every time Corbin is asked to consult for a company, the first two things we ask the client are, “Who do you want to reach?” and “What do you want them to do?”

It may seem obvious why we do this…but maybe it’s not. These two questions dictate the entire customer journey. They determine the type of content you’ll create, how you’ll promote your products, how much to spend on your marketing, what your priorities are, etc.

These are two of the most important things you need to do when putting together a marketing strategy…

1. Establish your target audience – This goes beyond just saying, “consumers” or “new customers.” You need to identify your ideal customer. Is he a male, 20-30 years old, college educated, shops online, cares about health and nutrition, shops on Amazon, loves Facebook? These details are very important. In today’s marketing world, we have the ability to hyper-target individuals. We can target people based on their website traffic, education, likes, dislikes, age, etc. Take the time to understand the behavior of your ideal target audience.

2. Establish your Call-To-Action – In other words, “what do you want them to do…and WHY?” This goes beyond simply wanting a consumer to go to a website. Do you want them to follow you on Facebook? If so, why? Do you want them to submit their information so that you can send them an email newsletter? Well, what is the goal of your email newsletter? Are you trying to sell products? Which product earns you the most money? Do you want them to download a whitepaper?

These are the types of questions that should lead to the following statement…

(Example of a clothing store customer)
“My ideal customer is 20-40 years old, male, college educated, and has expendable income. He is interested in purchasing his clothing in stores but enjoys exploring new styles online. He mainly shops during the week and searches for new clothing on fashion websites. He has a Facebook page and responds to email marketing. I’d like him to become a fan of our Facebook page and sign up for our email newsletter so that we can introduce him to our new clothing and offer him discounts on his in-store purchases.”

Once we answer these questions, we can work out your complete digital roadmap! Please fill out the form below to schedule a consultation.