Promoting Your Business in the Digital Age
Many of the core principles of marketing were clearly defined long before patent medicine salesmen decided to begin flaunting their wares in the 17th century. However, while many of these techniques and ideologies translated into online marketing strategies, the digital age has left many a business attempting to quickly adapt to a set of ever-changing expectations.
There are many things that can be pointed to as a cause for this, such as the freedom of internet spaces not facilitating the idea of a ‘captive audience’, and an endless stream of data completely submerging most marketing attempts before they can begin to build on their foundations; it can appear that the internet is directly working against the idea of brand recognition.
However, looking at things in a different light allows us to see the success stories of digital marketing strategies, brands that have maintained their base branding voice while still adapting to the fluidity of online platforms. How do companies such as McDonald’s and American Express continue to flourish where so many others have withered into dust? That’s what we’re here to discuss today, how your business can stand up to the trials and tribulation of online marketing.
Where Content is King
As you’ve likely noticed in recent years, the already thriving world of online content has seen a huge influx of interest through brands attempting to reap its marketing potential.
This is by no means misguided, as strategies such as SEO content marketing and on-page optimisation have been the driving force of many successful campaigns throughout the 2010’s, with the industry of content only growing as a result.
While I’m sure that it’s a given, digital content is, as the name suggests, content (predominantly written) that is produced for online platforms such as blogs, PR marketing pieces, social media platforms and bookmarking sites. Depending on your desired outcomes, content can be used for:
- Promoting Your Brand – Writing pieces that specifically show your brand in a positive light, or potentially as an authentic source of trustworthy information about a topic.
- Link Building Strategies – Considered one of the main pillars of SEO marketing, link building is the process of creating links from an external website to your own, thereby raising your page’s integrity in the eye of search engines.
- On-Page Optimisation – Ensuring that your own website is filled with content that assists the user experience (usually referred to as the standalone term ‘Conversion Rate Optimisation’), and contains keywords that will (once again) be looked upon favorably by search engines. This promotes SEO effectiveness as well as making it more likely that page visits will lead to conversions.
There is much more that can be discussed about the potential benefits of online content. However, we have more to get through by the end of this article.
Finding Your Voice
While many companies tend to quickly jump on the marketing bandwagon as a quick means of success, there is an important step that is often left unconsidered when developing their strategies. This comes in the form of brand tone.
Brand recognition is an important part of maintaining an audience, and if the voice that your company speaks in is inconsistent, how can you expect people to form an opinion on you? This is a big part of digital content marketing – deciding on the persona you feel will best speak to your target demographic and sticking with it.
No business has succeeded at this task better than Coca Cola.
The titular soda company may be a titan of digital media, with everything from their Open Happiness campaigns of the late-2000’s to their time as a self-described “aphrodisiac” in the late 19th century being a huge success. However, being good at adapting to changes in the market isn’t the only trick Coke have up their sleeve.
Have you ever watched a movie from the 1950’s?
Chances are that the iconic carbonated beverage will likely make an appearance through billboards and advertisements. The noteworthy thing about this is not the fact that the company was thriving seven decades ago, it’s that these advertisements are distinctly recognisable when compared to those in the present.
While Coca Cola have updated their marketing for more recent decades, their branding and image have stayed relatively consistent, cementing their product as a familiar, iconic beverage that surpasses the intergenerational gap.
This is not the only company that have benefited from longstanding recognition and a willingness to embrace technological advances, but as one of the leading brands worldwide, none have seen more acclaim from their efforts. This tone consistency throughout the century has been the main driving force in turning a delicious caffeinated beverage into a multinational obsession.
The future may look concerningly confusing for businesses that feel unequipped to handle present marketing trends, but with diligence and a trust in your brand, success is within the reach of any company willing to put in the effort.