The old ways are out of date with the speed of change in the digital realm. But your story matters more than ever.
Marketing has changed more in the past 10 years than in the previous 100. The age of content marketing, advanced search engine optimization, video, social platforms, VR, mobile apps, and bots is here. To be more competitive, sell better, brand better, and market better to a wider, global audience, you need to understand this new world. It’s a must to have a digital marketing strategy that meets and influences consumers where they live in the digital realm.
The speed of change is rapidly increasing. Narrow broadcast technologies such as television, the traditional newspaper, or the traditional advertising formats are less viable than ever. How do you move forward in your recruiting efforts? The mainstream media is being replaced so quickly that its faults have become more glaring. The information age is here. Finding ways to intersect with your audience online is vital to the traction you get compared to your competitors. The set of ideas that have run marketing for years is changing, with new ways to touch people online.
What Is Digital Marketing?
Digital marketing is a term for all marketing and engagement activities done through online media channels. The role of digital marketing is to help you get found, get noticed, get leads, and then turn those leads into returning customers. Your tools include:
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Pay per Click advertising (PPC)
Marketing automation (including email marketing and messenger marketing)
Programmable channel bots
Social media marketing
Other content marketing (blogs, journalism, PR)
Today’s consumers are connected to the web every day, all day, with mobile devices like smartphones and tablets. These are the first thing most adults use in the morning, and they’re the last thing 95% of them see before they go to sleep.
Consider the following statistics:
The average consumer is exposed to 10,000 brand messages a day
92% of consumers look at a company’s website before choosing a service provider or product
84% of Americans are shopping for something online at any moment
97% of people go online to find products and services
93% of online experiences begin with a search engine
88% of consumers trust online reviews as much as they trust personal recommendations
86% of people look up the location of a business on Google Maps
Fundamental to marketing and advertising is be where your audience is. Your audience is online. And if you aren’t meeting them where they are, with a story or offer that means something to them in the moment, you aren’t optimized to reach the talent, or the customers, your company needs.
The ever-evolving algorithms will sort your offer, your content, your piece of story against another 3 billion websites there are in the world. The way to stand out in such a crowded environment, all vying for attention, is a strong content marketing strategy regularly deployed for the purpose of signalling and ranking. Without great content, you can use every channel available under the sun, but fewer people will come. However, with a well told story, well optimized and well placed, you could both achieve short-term recruiting goals and long-term brand culture goals. Your (great) content will live forever online, and what you post six months ago continues to rank through time, if it’s good content. As time goes on, those video and blog posts aggregate and attract more traffic. The statistics say that any website with less than 12 months online will have trouble ranking well. With time, and a consistently applied SEO and content strategy, you can achieve rankings that help you stay relevantly in front of the eyes of those you want to influence. The longer you’re online with great and relevant content, the greater algorithmic trust you build, and the more eyeballs you attract to your company, its brand, culture, and talent acquisition.
Need help? Contact us, the only hybrid talent acquisition and marketing firm in North America, for ways to build much more attractive and effective recruiting and marketing programs online.
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