Marketing is how you talk to your audience while the brand you create determines “how” or “if” your audience talks about you. If your marketing strategies are successful, how you talk to your audience and how they talk about you will be synonymous.
You can ensure your brand is in line with your marketing by asking your consumers if the answer they get from you does not match up with what your marketing led them to believe they’d get, what could be missing?
In the current market, one of the best ways to reach your audience is through digital mediums. Your company’s digital presence is one of the main ways your consumers hear your message. If your digital presence is not sending the right message or reaching the right audience, how can your brand grow or convert leads into sales?
Marketing generates leads, sales convert those leads, and successful branding turns clients into advocates.
Your digital presence can be broken down several diverse ways. The way I like to think about it is that your website is the backbone, the component that needs to be the strongest. A backbone without muscles, tendons and tissue providing stability will snap — your website works in a similar way. Your website’s strength is supported by content, paid advertising, social media and email marketing guiding your audience to take the next step toward working with you.
A successful digital presence makes it easy for your audience to buy from you. The way we have seen organizations generate this seamless path is by defining three core components — audience, message and channel.
Once you define your audience, you can tailor your message and broadcast on the digital channels your audience trusts.
If you build your digital presence focused on the marketing mantra of AUDIENCE, MESSAGE and CHANNEL, your team will have a clear path to delivering quality content and consistent marketing, making it easier for your consumers to make a purchase decision.