Mapping for Successful Digital Advertising

If you have ever been told that there is a quick way to get your brand out there, just sign up here or SEO your website there, unfortunately you are sorely mistaken – there is no quick route to successful marketing. Correct marketing comes firstly from company integrity, credibility and building a respectable reputation with your customers.

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Marketing is about People

Spamming or forcing your content will irritate people and actually have a negative impact, this kind of marketing is also very short-lived (probably because people start to avoid you, block you or even talk badly about you).

The real clue here is the word ‘people’ – marketing really is about building relationships. Consumers will respect you if you offer a viable service that fulfills their needs. Marketing needs to be built on the building block of a relationship with your client first and foremost.

The Digital Marketing Map

With all that said, we can now embark on putting your company’s ‘best foot forward’ and utilize the correct tools in order to reach your audience. An ideal guide comes from Hallam’s Digital Marketing Map – reposted below. The map describes a close to perfect approach to a complete, interactive marketing strategy for your company.

Hallam Digital Marketing Map
For Mobile Viewers: Download Hallam’s Map

The right approach to advertising your company

Using the map above, the first thing to notice is that ROI (Return of Investment) is the main focus point and what everything you are trying to achieve revolves around.

1. Interactive Website Marketing and Design

It is all very well to add a thousand SEO keywords to your website to wait for a search engine result, but you are just creating junk and your content probably isn’t interesting or informative for the very real person who is reading it.

  • Mobile Friendly Your website needs to be mobile friendly, it also needs to be cross browser friendly. There are still many people out there who are technologically challenged. Even so, they can still have good buying power.

    They may view your website on an old, small resolution monitor and an old, outdated version of Internet Explorer and so … with website design, even though designing to be compatible with so many platforms is a shlep, it is crucial for the branding of your business to get it done right the first time and make everyone happy.

  • Conversion Rates Building an interactive website involves a good conversion rate. This is Wikipedia’s definition for Conversion Rate :

    In internet marketing, the conversion rate is the proportion of visits to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

    This means that your content and integrity is so good that visitors will either click to buy, or link to you, or interact with you in some way. This is what you want – to genuinely make a good impact on your visitor so that they become a consumer and your company, a trusted supplier.

  • Good Navigation and Functionality Is there something worse on the internet than having to navigate through a website that is badly designed, takes ages to load and can’t be viewed properly on your version of IE or on your phone.

    You might be the owner of YOUR website, but trust me, that is where the ownership ends. Let me tell you that you should be designing your website for your audience, to make them happy, not you. So, take a step back on your stubborn ideas and suppositions and let a professional website designer do a proper job.
    And along those lines, instead of all those flashing, epilepsy-causing-banners and texts – get them to place real ‘call to action’ buttons in the right places. Like this one:


Link Building and SEO on the Internet

A deep link is the link for any page on your website other than your home page. When you are serious about marketing then deep linking is for you, because if you have deep linked articles and content on your website, then you are probably an authority on your particular subject – and interesting content means better SEO and a healthier bounce rate. If your home page is the front door, then deep links are your back door.

  • Taken from Search Engine Journal’s article on Deep linking

    One reason you should deep link, like I mentioned above, is that it enhances the users experience. Sending a user to a deep page will probably better relate to his or her goals than sending them to your home page.

    The main reason why people do not deep link is because they want an easy way out – and there is none.

  • Deep linking raises the relevancy of your pages to your visitors and on the search engines – it takes more work, but it pays off in the long run.
  • when you deep link your content, it not only helps users to navigate to the important content more easily, but it also helps search engines to follow through to those obscure deep linked pages.

CRM – Customer Relationship Management

The definition from Wikipedia for CRM is this:

Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

People and the success of your business are directly related. How to understand and retain customer relationships is crucial to successful marketing. Attracting new customers and winning new clients leads to a good profit and if your existing customers believe in you, they will spread the word and generate more leads for your company. Sincerity and honesty is key – deliver what you advertise.

Social Networking and bookmarking – Facebook, Twitter, Linkedin, and Youtube

Closely linked to CRM, Social Media is a massive tool to promote your business for free. Do not underestimate the exposure you get from having a company profile in each major kind of Social Media.

Not only is it good for SEO, but when you create helpful, informative, valuable updates to these, you get the attention and loyalty of your clients.

Paid Advertising

If you want to step things up a notch, paid advertising can really give you genuine instant results.

  • The map illustrates mainly what paid for online advertising has to offer. Google and Bing Adwords give you a paid-for instant SEO presence on Searches. Here are links to their websites: Google Adwords and Bing Adwords. I have taken no preferences here.
  • Adding to the map would be the niche product that we at J&R Media Digital Advertising offer. You can read more about our onscreen digital advertising here, and check out some of our work on the Onscreen Digital Ads Page.

Email Marketing

Wikipedia’s definition of Email Marketing:

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

It is important never to abuse the sending of marketing via email, and your customer should have the option of unsubscribing from your newsletter or campaign at any time.

Drawing up an email newsletter that is compatible with all email clients, especially Internet Explorer is something that a trained Website Coder in HTML can only achieve. The other option is to download an email template to use off the internet that is email ready and just add your own content.
Remember, don’t spam!

Creating a Marketing Plan

In order to land up in a place where the image of your company logo is imprinted firmly on people’s minds you need to pave a path to your comprehensive branding plan. There is no shortcut. Fortunately most of the tools and information are freely available to you.

To finish this article off I want to direct you to a wealth of information for further reading for you on the road to successful marketing: Kiss Metrics Marketing Guide

©Copyright J&R Media Digital advertising 2017