Digital Marketing Basics to Follow

October 14, 2020

Digital Marketing is an investment that all organizations should look at. Your company is losing out on many potential customers, and you're likely spending money on marketing that is now showing a return on investment.  I recently read a book, The CEO's Digital Marketing Playbook: The Definitive Crash Course and Battle Plan for B2B and High Value B2C Customer Generation, from Thomas J. Donohoe, Founder and CEO of The Level Agency, an award-winning digital advertising agency based in Pittsburgh. The Level Agency has been named to the Inc. 500 List.  In the book, Donohoe shares what he calls the Core 4, the marketing strategies that every company, regardless of size or industry, absolutely must use, because they drive what Donohoe calls "incredibly low cost per acquisition results".

Trade Name Search Engine Advertising – it is important that your company advertises its name on search engines, you may want to start with Google and Bing.  This is relatively inexpensive and a good way to invest some of your digital marketing dollars.

Retargeting Display Advertising – this is also known as Banner Advertising; it reminds people that have visited your website to return and pick up where they left off. To start off you may want to use Google Display Network (GDN).

Landing Pages – also known as microsites, that are webpages that users are led to based on their expression of a specific interest.  It is important that you have video assets and client testimonials.  It is important to have unique 800 numbers, or you can’t track what you are doing.  This is also very inexpensive and easy to set up.

Social Media CAT Targeting -  known as Custom Audience Targeting, you will use the email addresses for all of your existing leads in your CRM and target them on a one-to-one basis

Having a Digital Marketing Strategy is crucial for CEOs or business owners who run companies whose marketing goals and customer generation paths are difficult to track, sale cycles are longer or whose marketing budgets are relatively limited.  I hope you found this helpful.  If you need some guidance in these areas, MCA Consulting can assist you.  Please continue to stay safe and practice social distancing.  Feel free to reach out with any questions.

Margherita C. Amplo

President, MCA Consultants



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