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Is Your Digital Marketing Strategy Red Carpet Worthy?


The music. The movies. The stars. The glitz. The glam. And, of course, the flawless—or sometimes flawed—red carpet looks.

Oh yes. It’s Oscar Season.

What’s been dubbed as “Hollywood’s Biggest Night” is set for the eve of Sunday, Feb. 28. And while watching one of your favorite stars take home a golden statue can be exciting, it seems like the one thing people are most eager to see are the gorgeous looks stars are rocking on the red carpet.

But looking radiant on the red carpet isn’t just about finding the perfect shoes or the perfect dress or having every hair in place. It’s about the entire ensemble working together to pull off the perfection to make you unforgettable.

And the same goes for your integrated digital marketing strategy. Integration, using multiple types of content and marketing tactics, is the key to success.

An integrated approach to your digital marketing strategy allows you to reach your audience on a variety of platforms and at multiple touch points throughout the buying process. In fact, case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year.
An actress wouldn’t show up to the Academy Awards wearing an ill-fitting dress and mismatched shoes. So use some of the tips and best practices below to make sure your integrated digital marketing strategy is red carpet ready.

The Dress = Quality Content

The dress is the foundation of a stellar red carpet look. It’s often the most talked about and it serves as the starting point for any accessory selection. Get the dress right and you’re sure to steal the spotlight.

Similarly, quality content is the essential bedrock of your integrated digital marketing strategy. Quality content needs to provide value. Without quality content, you can’t engage your audience, create brand awareness or ensure that your content is even seen.

For the best foundation, do your research and create target personas. Understanding who you want to reach, the questions they’re asking, the searches they’re performing and the pain points they have will guide your content creation.

The Jewelry = SEO

The jewelry is what adds all the glam. It sparkles. It shines. It adds a touch of majesty. And that’s exactly what SEO does to that quality content. It dresses it all up and commands the attention of the audience—or search engines.

When it comes to SEO, remember that user experience and search engines need to be taken into consideration. Just like a piece of gaudy jewelry can draw negative attention on the red carpet, keyword stuffing can not only turn off your audience, but also send negative signals to search engines.

Also, don’t just focus on the keywords you want to rank for. Take some time to research the trends and topics that your ideal customers are searching for.

(Get more tips on optimizing for humans and search engines.)

The Shoes = Social Media Marketing

The shoes add serious support during the red carpet stroll. They carry you through the entire night as you meet new people and pose with old friends. Your social presence reinforces all your other efforts by amplifying your message to your biggest fans, while presenting opportunities to widen your audience.

Since the shoes have to match the dress, planning and coordination are musts. The same goes for your social media strategy. During the content planning process, determine how you will use social media to amplify content and how you will measure success.

When it comes to taking the red carpet walk on social media, one great way to ensure message amplification is to create pre-written messages. These messages make it easy for employees, influencers, customers and contributors to share the content.

The Purse = Digital Advertising

While some starlets go without, those who choose to accessorize with a purse are able to keep all the necessary tools to stay looking flawless. Digital Advertising allows you to touch up or add a nice boost all your other digital marketing efforts. You can take that optimized, quality content and put it in front of a targeted set of eyes. This results in better conversion rates, more brand awareness and compliments all your other efforts nicely.

One effective digital advertising option is remarketing. A remarketing program uses a specific group of ads to target people who have recently visited your website or digital property. Remarketing adds another touch-point on the customer journey, and helps keep your brand or product top-of-mind. The best part? It’s one of the easiest and most cost-effective way to re-engage and already engaged audience. It’s like that Oscar-nominated film …

The Date = Influencers

No red carpet walk would be complete without a stunning and well-respected date to lend you his or her arm, show you off and get some buzz going. Influencers do all that and more. They can co-create more quality content, introduce your brand to a new audience, and amplify your content by sharing it with their communities and followers. And like landing fabulous date to the Academy Awards generates buzz, influencers can add serious credibility to your brand.

Choosing the right influencers—like being escorted by the right date—is essential. Using recruiting tools like Traackr and search tools such as Buzzsumo can help you identify relevant influential people to reach out to. When you’ve identified your influencers, spend some time connecting with them on social platforms to build a foundation before you reach out.

The Total Package

The dress. The shoes. The jewelry. The purse. The date. They all work together to create the perfect look—the total package. And the same goes for your digital marketing strategy. It’s not just content. It’s not just SEO. It’s not just social. It’s all about integrating those tactics in a way that helps you reach your objectives and be a showstopper to your audience.

Now the question is: Is your digital marketing strategy red carpet worthy? If you’re looking for a stylist, TopRank Marketing would love to help. Get in touch with us today.

Header image via Shutterstock

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© Online Marketing Blog – TopRank®, 2016. |
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The post Is Your Digital Marketing Strategy Red Carpet Worthy? appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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