Are your marketing efforts falling flat? Are you failing to covert leads, entice new prospects, and gain measureable results from your campaigns? There might be a simple solution: if your company lacks a digital roadmap, you could be spending marketing dollars with no true purpose in mind.
Are you one of the many marketers frustrated by the fact that you haven’t taken advantage of HubSpot’s capabilities? You were so excited when you purchased HubSpot’s powerful marketing automation software - yet here you are several months later with only a few simple email campaigns under your belt.
Welcome to Chapter 1 of The Definitive Guide to Developing a Digital Marketing Plan. In this chapter, you'll learn how to conduct the research, exploration, and ideation needed to set the stage for the rest of your Digital Marketing Plan. In essence, you'll be saying "Here's where we are, and here's where we want to go." with absolute clarity. Additionally, this phase should help you create alignment and excitement among your team.
Digital marketing is the powerhouse methodology that aligns all of the digital marketing activities around driving traffic, generating leads, and nurturing leads for systematic, measurable results. While we are able to succinctly state the value proposition of digital marketing, it's important to understand that the success of any digital marketing program will greatly hinge upon the quality of the up-front planning. At Elevator, we have found that most planning is either overlooked or short-changed. Because of this reason, we developed The Definitive Guide to Developing a Digtial Marketing Plan so that the digital marketing programs we develop start off on the right foot.
A common strategy that public relations agencies still tout when selling their value is the “Ad Equivalency Value” (AEV). AEV states that any news coverage is three to four times more valuable than running a similar ad in that outlet. Similarly, it's argues that a piece delivered as a news story is more credible than one derived from a paid relationship.
Conversation is essential to any retailer’s branding strategy. But in the ongoing shift from brick and mortar to online stores, the channels used for connecting with customers have changed. Promotional mailers have been replaced by email, helpful store clerks by live chat prompts, and customer support phone numbers by omni-channel online communication strategies. The shift to virtual customer engagement presents an exciting opportunity for sales optimization: every customer interaction generates data that can be analyzed to create valuable insights. And as the adage goes, what gets measured gets improved.
I often have to write articles for clients’ bylines. I try my best to write the piece so it can be placed in blogs and trade magazines or used in speeches and advertisements. In return, I don’t seek or receive attribution. Instead, the credit goes to the person who I collaborated on the piece with.