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Burning Digital Questions Answered

Ruth Sturm


We all have questions about the internet. It’s a pretty complicated system (filled with infinite numbers of battles between cats and cucumbers). But it can be hard to find the answers to those questions. So this holiday season, we’re giving you a gift—answers to seven of the most common questions we get about digital marketing. (And one gif of a cat.)

Let's dive in.

What does digital marketing include?

Digital marketing is a term for everything your business does on the internet. That includes display ads, blogging, email, social media and, of course, your website. It also includes addressing everything your business does on the Internet—reviews, ratings, comments, posts and more. Digital marketing differs from traditional marketing in that it is not designed to be a monologue. Your digital efforts should be a conversation.

Why digital marketing?

This is a question we haven’t gotten as much in the past few years. In 2017, most people can see the value of digital marketing. But there are some smaller businesses who think they should be saving their limited funds for traditional outlets, such as radio or newspapers. We actually find that digital marketing can often be more impactful the smaller your business is. You can track every dollar you spend on advertising to see how well it performs. And you can have a large reach without needing to spend any dollars at all through social media engagement and blogging.

Which social media platforms should I Use?

Unfortunately, this inquiry is not something we can answer in a blog post. However, there are a few easy questions you can ask yourself to get an idea of what platform might be best for your company.

  • What is the ideal age range for your product/service?
  • How visually appealing is your product/service?
  • Will you be maintaining this platform in-house or hiring an expert partner?
  • What is the usage rate of this platform in your geographic area?

Once you find the answers to those, you can start to narrow it down. For example, Snapchat is a spectacular way to connect with customers. But it is used pretty exclusively by people aged 13-34, and it is an entirely visual medium. If you are trying to sell consulting services to baby boomers, this probably isn’t the platform for you.

What happens if we get negative comments/posts?

We understand why this can be so scary. We’ve all seen horror stories of business brought down by negative attention on the internet. But the fear of potential backlash is not a reason to stay away. There are two easy tips for responding to negative comments—(1) be polite and (2) take it offline.

The reason that negative press often snowballs is because companies don’t address it. Don’t let a valid negative post or comment go by without a response. But you also don’t want to get into a shouting match in the comments section of a Facebook post. Encourage the customer to send you a direct message or ask if you can give them a call. It’s easier to solve the customer service complaint, and it can help keep others from piling on.

How can I take advantage of video without professional training or equipment?

We’ve seen the stats—video outperforms text and image posts on almost every social media platform. And it can greatly increase a user’s engagement on your website. But how can you take advantage of this trend for your company without a whole kit and caboodle and fancy video equipment? For daily or weekly video posting, content is your first priority. If you have an interview with your company president or footage of the dogs your employees bring to work, do a live video on Facebook or Instagram. Then, when you’re ready to invest in some high-quality video, give us a call.

Why do I need to blog?

We are huge proponents of content marketing. We also understand that if you’re writing it in house, it can take a lot of time and effort. It seems much easier just to put some money behind a few display ads and watch as the traffic rolls in to your website. But with digital advertising, the traffic stops rolling as soon as you stop paying for it. By investing time in content marketing, you can create a blog that continues to generate traffic for months or years to come, without any additional funding on your part. That’s why we often recommend a well-thought-out combination of advertising and content marketing for our clients.

How can I create fresh content?

The same way we created this blog—keep track of the questions your customers ask you. If there’s a question you hear over and over again, address it in a blog. If there is an aspect to your company that makes you unique in your industry, explain it to readers. Consider investing in a tool like Moz or BrightEdge.

As promised...

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