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When launching a brand or product, it is extremely important that you properly plan and develop an online presence to support the launch (and your efforts post-launch). Whether or not your brand or product has an e-commerce component, businesses and consumers all over the world make decisions about brands and products based on the online marketing assets (among other digital media) of said brand or product. Integrated digital marketing is a must. Integrated marketing communications is a strategic marketing process designed to ensure that all messaging and communications strategies are unified across all channels. In other words, every marketing channel has communication that is aligned to the same core brand positioning. This is extremely important for digital marketing (as well as other media). In today’s digital world your online presence is both more important and more complicated than ever. In addition to a functional website with a great user interface, your brand or product needs an online presence that includes the right social media presence. Add to that the possibilities of a rich blog, email marketing, podcasts, web cards, or even apps. Get your online presence right before launch! Designs, themes, and messaging should have a certain level of cohesion or sameness across different digital media. And with the ever growing importance of mobile, you need to ensure your website’s functionality and user interface transfer well to smart phone and tablet screens. Here are some screenshots highlighting our recent work in launching a precision medicine platform for Critical Outcome Technologies.
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 In our last post on content marketing, we provided a brief overview of what content marketing is, as well as five suggestions for getting started with content marketing. While that article was written from an investor relations perspective, the cost-effective benefits of content marketing hold true when trying to build a following with other audiences as well, including customers, suppliers, business partners, and other stakeholders. Content marketing is a rather broad term that underscores a powerful approach to promote a business online. While sometimes easier said than done, content marketing involves creating compelling content and then sharing that content in a relevant, cost-efficient way to connect with highly-target audiences. So what are the benefits of using content marketing for your business? In a nutshell, content marketing can drive awareness and engagement among targeted audiences, as well as website page rankings, sales and your bottom line. Benefits include:
Since businesses of all types can enhance their brand image and overall marketing efforts by producing and sharing quality content, it should come as no surprise that companies are spending increasing levels of time and money on content marketing. Five tips for getting started
Again, in our last post we provided a few suggestions for getting started with content marketing. Here are five more suggestions for incorporating content marketing into your marketing efforts:
While content marketing can be a very cost-effective alternative to advertising and other forms of marketing communications and promotions, it is only effective if it is done well. Don’t be cheap. You’re going to have to spend some money if you want to use content marketing as another way to build brand awareness, connect with prospects, and ultimately grow your business. This may mean reallocating some of your marketing spend or internal resources, or engaging external help as needed (shameless plug). |
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