How to reach any audience, anywhere in the world, at any time, is what internet marketing and communications is all about in 2023. What a time to be alive.
But without creating and following a marketing and communication strategy to back up your message, regardless of your brand, product, personality, or whatever you’re putting out there, you’re wasting energy, time, and money.
You know this. I know this. Everyone knows this, or so you’d think, but many organizations, companies, businesses, bosses, and teams take a spray-and-pray approach to digital marketing daily.
Spray and Pray = putting content out there, everywhere, hoping for the best.
Let me show you a better way
“Hope” has rarely, if ever, worked for any brand, be it the global ones I’ve worked for or the mom-and-pop knitting shop at a half-deserted strip mall.
Some may then ask —I have been asked this exact question — why are you adding “communication?” Isn’t everything only about digital marketing? You know, SEM, SEO, social media, etc?
If you lack a communication strategy, you’re missing out on a critical component that, done well, all but guarantees an exponential growth marketing strategy.
What is the communication component of a marketing strategy?
Communication encompasses word-of-mouth and digital PR, getting in front of writers, bloggers, influencers, and collective audiences who may discover you through channels where your spending is close to free, freemium, or organic alone.
Without the communication end of the equation in your strategy, you’ll merely be relying on hope; hope your big thing stands out against a sea of other big things. Successful companies and agencies have communications as part of their marketing plans and, if you take whatever you’re trying to get out there seriously, you should as well.
Internet marketing, when combined with a communication strategy, is a powerful tool to reach any global audience. With an effective internet marketing strategy, you can target specific audiences with tailored messaging that will reach far further than digital campaign verticals alone.
By not only creating interesting and engaging content but engaging with audience through a communications strategy you build relationships with potential customers and create a positive brand image. Communication strategy is not only qualitative, it’s quantitive.
A comprehensive approach to brand strategy
A website varies from billboard to somewhat static information to a link between potential and existing audiences and the brand itself.
Social media is a place to build customer relationships, brand awareness, interact, and create sharable content.
Email marketing opens a door to reach customers who have already expressed an interest in your product or service and nurture those relationships.
Communications ties in with all the above as your brand outreach, it’s adding news, PR, channel connections, using authors, influencers, online publications, and even traditional well-read print journals in front of audiences.
Communications as a strategy puts your finger on the pulse of the conversation regionally, nationally, and globally.
Done well, integrated communication plans can create word-of-mouth sales generating far more revenue than any Google Adword campaign for a fraction of the cost.
With an effective internet marketing strategy, you can reach any audience worldwide and create brand recognition and loyalty.
I’m a digital marketing and communications brand strategist. I’ve used an extensive toolbox of both marketing and communications to grow global brands for Coca-Cola, Adobe, Philips, Home Depot, and have taken smaller companies from tiny warehouses and even living rooms into stratospheric international household names.
If you’re looking looking for that level of expertise, let’s set up a conversation.