Successful marketing communications programs have one thing in come: integrated marketing. And the key to an integrated marketing program is fully optimizing the digital realm.
At HKA, everything we do is filtered through a digital marketing lens. It is paramount to zero in on reaching the correct target audiences, yet today’s world no longer offers a one-size-fits-all option. Each audience accesses information in many different ways, thereby necessitating a fully integrated program. A carefully layered approach, when each successful campaign element is extended to other platforms, is the best way to make sure everyone who matters has access to a brand’s story. This approach works whether it’s a B2B or B2C campaign.
Every campaign begins with authentic content — compelling copy that sparks audience interest and does everything from raise brand awareness to increase lead generation and sales. And it’s also critical to include imagery whenever possible that attracts more eyeballs and longer views.
But content is just the start. A truly integrated campaign leverages all that digital marketing has to offer (yet does not leave out tried-and-true traditional media), including:
Website Development & Management – Websites are the foundation of any digital marketing program, serving as the primary entry point for clients and customers. Whether simple or elaborate, websites must tell your story in a professional and compelling manner and be continually updated for relevancy.
Search Engine Optimization (SEO) – HKA ensures your website and other online content is easily found on Google based on your company’s unique search terms. We optimize organic search by aligning our in-depth knowledge of Google’s ranking system and search algorithms with an ongoing content strategy.
Search Engine Marketing (SEM) – The sister to SEO requiring advertising dollars, HKA leverages a variety of SEM strategies to promote your content to attract the right customers at the right time in the purchase process.
Social Media – Included here because, yes, it’s part of digital marketing. But it’s also so closely tied to public relations, it has its own section. (link)
Blogging – It’s a rare company that cannot benefit from a well-written blog that’s connected with other elements in a digital marketing program. A blog can be especially valuable to professional services firms and other B2B companies to gain recognition, and sales, by showcasing their expertise.
Email Marketing – Email campaigns continue to work for many companies and can include everything from a regular e-newsletter to strategic email “blasts” designed to attract new customers.
Mobile Marketing – Used less often in B2B campaigns, mobile marketing leverages the ubiquity of smart phones to reach consumers. Apps and text messaging can be targeted and difficult to ignore.
Video Marketing – Video is the name of the game for enhancing interest and results, whether on a website, blog, social media site or via email marketing. HKA delivers topic ideation, scripting and art direction for more elaborate videos or guidance on creating simple smartphone videos.
Branded Podcasts – Podcasts are all the rage and HKA can help you create compelling audio content accessible at the convenience of your customers. Exclusive content from an expert can make this an especially valuable part of the digital marketing mix.