Five Things You Need to be Doing Digitally... Today

Jay Holdnick

The world of marketing has gone digital. That’s not breaking news by any stretch, but as a marketer that statement should make you stop in your tracks and review how you are marketing your company.

Do you still rely on traditional marketing endeavors as the basis for your various campaigns? Perhaps you simply augment it with a sprinkling of digital initiatives? Or have you torn down your marketing plans from yesteryear and re-built them allocating a majority of your budget to digital initiatives? While many admit they need to get more digital, few have made the appropriate adjustments.

Many companies have adopted the inbound marketing methodology and as a HubSpot partner, our agency believes that the inbound methodology is table stakes for many of our clients. More than anything else though, our belief is that proper attention needs to be given to digital initiatives whether inbound is right for your company or not. Below is a short list of digital initiatives (in no particular order) that you should be doing . . . right now.

#5 – Produce More Video

By 2020, video will account for over 82% of all internet traffic (CISCO).

According to Forrester Research, if a picture is worth a thousand words then a video is worth 1.8 million written words. I’m not sure that’s entirely true but video does have exponential value over written word because it engages the user and allows them to connect emotionally with the brand almost instantaneously. Here’s a great example of a brand video done right. This type of exchange can create a life-long brand advocate in mere minutes, a connection that cannot be achieved through words alone.

So why does video work so well in marketing? It’s been proven that 90% of information our brain picks up is visual and we process visuals 60,000 times faster than text. Reading is a fairly recent development for humans as we are hardwired to pay attention to and react to movements and adding sound increases the effect. Given that video can now be deployed cheaply and easily (through social channels) it has become the biggest and best way to communicate. You should be doing more of it.

Still not sold? Here are some quick facts on why you should be investing in the creation of more video to market your company or products.

  • Seven in ten people view brands in a more positive light after watching interesting video content from them (Axonn Research)
  • Including video on a landing page can increase conversion by 80% (UnBounce)
  • After watching a video, 64% of users are more likely to buy a product online (Social Media Today)

#4 – Try Ad Retargeting

If you haven’t already begun ad retargeting, you should definitely try it out as conversion rates are steadily climbing. Ad retargeting is when a potential customer visits your site, leaves and later as they surf other websites are shown your brand or product specific ads within these other sites. Here’s a brief overview on how it works.

Because your company or product is top of mind with the consumer while they surf, chances are pretty good that they will click on your ad and land back on your site and become one step closer to being a paying customer.

Ad retargeting works because:

  • It targets the right person at the right time (we know they were just scoping out your site)
  • You can customize the offer to the user (if they were viewing product “A” on your site, based on their cookies, an ad for product “A” will appear on the site they are visiting and could give them a special offer on that product as well)
  • You target customers on multiple sites for an extended amount of time, across various platforms (websites and social media)
  • Use a variety of ad types to stay fresh (brand, specific product, complimentary products and offers)

#3 – Invest More in Facebook Advertising

“In Canada, there are currently 19 million Facebook users, 14M check their newsfeed everyday” (Statista).

Most companies in 2017 are using social media as a means to market themselves but paid social, which is advertising on social channels, is still widely underutilized. With the highest number of monthly active users of any social network in the world and still relatively inexpensive ad rates, Facebook is a potentially lucrative element of many business’ digital advertising strategies and here’s why:

  • People share everything on Facebook - careers, interests, likes. They consume content based on these items, thus giving marketers an excellent opportunity to tailor messaging to these specific audiences
  • One of the most powerful applications Facebook offers is the ability to create "lookalike audiences." This allows you reach new people who are likely to be interested in your business because they’re similar to your customers
  • Compared to Adwords, Facebook is amazingly rich in the visuals you can utilize to advertise with and as we learned earlier, humans prefer visual communication
  • Great ROI - Facebook Ads are remarkably affordable, especially when considering the granularity with which advertisers can target their ideal audiences which equates to higher conversion rates than other social advertising options

#2 – Repurpose and Accelerate Your Content

If your company has a website in 2017, you’re likely publishing content for it on a regular basis (hint – you should be). Providing an appropriate supply of content is a struggle. One tip to help in this battle is to remember that you don’t have to create new content day-in and day-out, you just have to work on getting your current content into the hands of more people. Two ways to achieve this is through repurposing your content and accelerating your quality content.

For instance, take a current blog you created and turn it into a short webinar. Then take that webinar and turn it into a podcast and/or a slide deck to share on your website. The key is to reuse your quality content in as many new ways as possible to ensure a larger audience consumes it.

When you have successful content (let’s say a blog has received double the views of any other on your site) consider accelerating it by boosting it through paid social on sites such as Facebook. By simply putting a small amount of money into paid social ($100) you can expect a quick return of about 500 clicks.

#1 – Invest More in Your Website. Every Year.

As marketers, we have to start treating our website like what it is - our single largest touchpoint with our customer and the most important marketing tool we have at our disposal. Yet most of us spend exponentially more on a product campaign in a single year than we do on our website over a much longer period of time. We need to change that thinking.

“One human year equals SEVEN internet years because technology is moving so fast.” - Lars Bastholm, Global Chief Creative Officer at THE ZOO (Google Think Tank)

So if technology is moving this fast, will the site you built back in 2012 still be relevant in 2017? Probably not, but how do you know? Take stock of the current state of your website and undertake a self-assessment of your website.

Your website is your most important marketing asset, not just because it acts as a brand ambassador or sales tool, but because you can use your website to genuinely connect with potential customers. Ensure that you budget appropriately and have adequate resources to give your customers what they require from your website.

To learn more or further discuss website development and digital marketing, please contact us at (503) 789-1338 or


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