Digital Marketing Strategy

The Digital Marketing Strategy Intersection Guide

Where Traditional and Digital Marketing Meet

When it comes to finding a good marketing strategy that will work for your business, it's best to figure out the appropriate intersection where traditional marketing efforts, and digital marketing strategies, collide. In fact, whichever strategy you choose is based on your particular business, more than it is the types of strategies implemented. Basically, make sure you use a strategy that will help you accomplish your goals.

If your goal is to drive new customers into your storefront next week, a more traditional approach would be required, mixed with social media marketing. If your goal is to appear higher in search engines for specific keywords, there is an entirely different approach, focused mainly on optimizing your website for search engines, also known as SEO. Digital marketing intersection is about dividing your marketing dollars wisely to get the desired outcome, without spending unnecessarily.

For example, if your business will be selling a product or service at a booth or table in a few weeks, what marketing would you do? If you are offering a substantial discount, would it be worthwhile to create flyers, or coupons, to encourage people to stop at your booth? Perhaps you could setup a Google Ads campaign, and a social media campaign, where you promote your business being there by offering a coupon for visitors to turn in to get a discount.

Both of these strategies might work well, and could be used in conjunction with one another. However, are there cases where one will work better than others? Is it possible one campaign might be superfluous, and wasteful? Is a search engine marketing campaign worth the effort for an event that will otherwise already have lots of people in attendance? Will you simply be spending unnecessary dollars, that might simply be better spent on a social media campaign or sending an email to your newsletter subscribers? Should you spend any money attracting existing customers, or should you instead focus on getting new customers?

These are all very good questions, and one that are often overlooked when planning an event. Using the right tools for the right job, is what marketing intersection is all about. Ultimately, you should decide what your marketing strategy is going to be for each event, promotion, or project, and figure out where the marketing intersection is. There is no use for one-size-fits-all marketing strategy, as those are as useless as a one-size-fits-all hat. Whether you handle the marketing inhouse, or hire a marketing agency, make sure that those doing the marketing understand the right marketing intersection point.

When using a digital marketing agency, the most important thing to consider is that you are hiring an agency that knows what they’re doing. With an internal hire, you have their resume, references, and know first hand the type of education they have for their particular position. This isn’t the case most of the time when you hire an agency. You want a company that understands marketing, and doesn't merely offer digital marketing services. Unfortunately, some companies don’t have the background in digital marketing, but offer the services because it’s a popular field right now, since there are few qualifications and most don’t have to demonstrate any expertise; they simply need to be good at sounding technical. Many will promote unnecessary services which are not only a waste of money, but can sometimes be self defeating.

That’s why we want readers, and clients, to be empowered and understand these marketing concepts. The more you know, the better it is for your business. When you understand the what, how, why, where, and when the marketing strategy will work, you can make better decisions on how you spend your marketing dollars. It’s a great feeling knowing that you have spent the right amount of your marketing budget and were able to end up with a great outcome. Now what are you waiting for? Start planning and figure out where the marketing intersection is for your next project!


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Make it Active, LLC is a full service Marketing Agency located in Dover, NH, just minutes from Portsmouth.

We offer complete marketing solutions, including SEO, Website Design, Marketing, as well as graphic design and printing.

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