This month we had the opportunity to attend a local digital marketing seminar. While there was a plethora of materials to study and information to absorb, there were three points that we feel are key in helping clients map out their digital marketing strategies.

4 C’s of Digital Marketing

Every aspect of digital marketing revolves around 4 C’s: creating, curating, connecting, and culture. It begins with creating and curating compelling content that connects with your audience and potential customers. This content should tap into either your company culture or relate to current trends or events. Two of the biggest reasons for visiting the digital world are to find information on current trends, events, and products or to connect with others by way of culture or community.

It just so happens, before we had even heard anyone mention the 4 C’s of digital marketing in this manner, we had been taking a similar approach with our business as a whole. The 3 C’s of Photonics Inc., which are now featured in our new 30th anniversary logo, are creating, collaborating, and connecting. As designers, developers, and strategists, we feel very strongly that these words have contributed to our thirty years of success in the design and marketing industry.

Personalizing the Customer Journey

If you want to keep up with your competitors, your company needs to turn to technology to incorporate personalization into your marketing plan. Consumers want more out of you. Creating content and materials that are tailor-based on what you know about the user is necessary for a successful digital marketing plan.

When taking on personalization, it’s important to understand the customer’s journey within your target audience. What are their behaviors, demographics, motivations, needs? At what point in their journey might they find your company or product? Use this information to pinpoint where they live online and where to meet them on their journey.

Video is Everything

As we mentioned in the 4 C’s of digital marketing, content is important and, at the moment, video content is everything! This is something we express to our clients often and here’s why: Users are no longer seeking a wealth of information in text format. They just want a highlight reel. And while you’re at it, they’d prefer to learn all the information about your products and services through visuals. After all, the average person’s attention span is down to an average of 8 seconds! If you leave them intrigued, they will come back for more information later. Wondering where you should utilize your video content? EVERYWHERE. Social media, websites, digital marketing, and advertising, you name it!

At the end of the day, the key to digital marketing is to make sure you are utilizing each channel to its full capability. Is your website optimized and conveying a message? Are you present on the correct social media platforms for your industry? Are you putting enough thought and time into SEO and SEM? If you’re feeling overwhelmed, it’s only natural. Sometimes it’s best to bring in partners, like Photonics Inc., who have specialized capabilities to help you with each aspect of your marketing strategy. If digital marketing is a new venture for your company, why not look outside for a full-service digital marketing team and let your employees focus on what they know best!