Month: April 2023

Digital marketing helps all types of companies reach new customers. If you have a strong strategy, prospective clients will go from never having heard of you to reaching out to you, all because they found you online. This all might sound easy enough. The hard part is developing your marketing strategies for family law.

Family law digital marketing is crucial in contemporary legal practice. It entails promoting legal services via digital channels to draw and retain clients. Employing search engine optimization, social media content creation, and email marketing can help firms increase their online presence, attract new clients, and build a trustworthy reputation. Effective digital marketing for family law services is significant because it can expand market share and create a competitive edge in the industry, empowering family law firms to establish a dominant online presence and stay ahead of the competition.

So, are you curious about the latest trend in legal practice?

Keep reading and learn how to revolutionize your legal practice and boost your firm’s visibility, attracting more clients with the power of family law digital marketing!

What Makes Family Law Unique?

Family law deals nearly exclusively with emotional issues. As you know, clients trust you to handle their most important matters, whether you specialize in parenting rights, adoption, divorce, or anything else.

This makes clients very picky about their attorneys. Remember this while creating your family law digital marketing plan. Building trust before your customer contacts you demands diligence and genuineness.

Strategy is crucial here.

Top Must-have assets for a family law firm

To excel at family law digital marketing, every firm must possess three essential assets:

• A user-friendly website that is mobile-friendly and makes a great first impression;
• Social media accounts that are consistent with the brand’s voice and message across all platforms;
• A Google Business Profile page that highlights essential information and allows clients to leave reviews.

These assets are crucial for driving traffic to your website, reaching the top of Google searches, and connecting with potential clients. Make sure to customize your Google Business Profile to make it easy for clients to connect with you.

Let’s explore them further:

1. Create A Family Law user-friendly Website

The first must-have asset that you will need to excel at family law digital marketing is a website.

It must be user-friendly, easy to navigate and fit comfortably on a mobile device. Many potential clients use their phones to search for family law firms, and a website that is not properly formatted for mobile browsing will not drive traffic.

What is the best way to make a first impression? The homepage of your website. Check out our guide for the best website design practices.

2. Manage Social Media Accounts

Your next must-have asset for family law marketing is social media. Your social media must reflect who you are as a brand.

Example: As a family law firm, it is best to steer away from food or beauty content. That’s not what potential clients look for when browsing your social media. Your personal brand and voice must be consistent throughout all of your social media.

Of course, some social media platforms have different allowed character amounts and photo and video guidelines, but it is essential to adapt your message across all platforms.

3. Set Up your Google Business Profile (Google My Business)

Lastly, your must-have asset is your Google Business Profile page.

In addition to your website, having a Google Business Page is essential for reaching the top of Google Searches. A Google Business Profile is free to set up and is a powerful tool for driving traffic to your website and allowing clients to leave reviews for potential clients to see. For many potential clients, this is your first impression. You can add your phone numbers and open/close hours and highlight any essential information they may need to know.

You may customize it any way you need to connect with clients easily.

Best strategies to expand your family law practice

To boost your family law marketing, focus on increasing website conversions and optimizing both on-site and off-site SEO. Consistently create blog content, set up lead generation systems, post high-quality social media content, and collect customer reviews. Implement a newsletter, properly set up Google My Business, and collaborate with influencers to increase your popularity.

Let’s discover how to achieve these results:

4. Focus on increasing conversions to your site

You don’t want clients to just visit your site – you want them to stay and learn more. Having a clear, concise, and professional homepage is vital for a successful user experience. It should have multiple headers to assist clients in navigating your site with ease.

If you are doing digital marketing for family law, it is important to boost the number of conversions you need to perform to get and keep consumers. Getting a high ranking in search engine results is a great way to bring in new consumers. As a result, it is very important that your website is easy for people to use and optimized for search engines.

So that as many people as possible can understand it, the material on your website should be written in simple language and not use jargon. Use simple headings and subheadings to make it easy for people to understand the material.

Pay-per-click (PPC) advertising is a powerful tool for boosting your website family law. Thus, you can highlight your website and make it easier to access. You organize website traffic according to your audience.

5. Optimize both SEO on-site and SEO off-site

Your website should rank you highest in searches, but your clients should also be mentioning you on social media and with friends and family. Business cards and flyers should always be part of your family law  digital marketing strategy toolbox. Search engine optimization and social media are essential, but they should not be your only means of marketing.

When making an SEO plan that is focused on conversions and based on genuine data, it is important to undertake keyword research. If you take the time to choose the best keywords to use for family law digital marketing, you can be sure that the correct individuals will see your website at the right moment. It’s important to comprehend and acknowledge that not all keywords are made equal. Thus, it is crucial to focus on keywords that are not only relevant but also catered to the purchasing intent of your target audience.

6. Write consistent blog posts

Your target audience is best reached through regular blog writing which is why you need a powerful SEO strategy. It is a great way to answer their questions. Blogs also create a voice for your brand that clients will get used to and associate with your law firm. Blogging is important for law firms as it is for any successful digital marketing and advertising. By writing regular, consistent, informative and relevant blog posts, you can engage your target audience. Nevertheless, you can increase your visibility by editing the website design. It can help you create a sense of familiarity with your customers and increase their likelihood of choosing your firm for their legal needs.

7. Set up your lead generation system

Create an eBook on ‘what to look for when searching for a divorce lawyer’ or create a FAQ page where clients can find quick answers to their google searched questions. This is a recommended strategy for continuing to bring new visitors to your website while also retaining existing customers. Readers enjoy the clarity of lists as they are usually fast and easy to read.

By sharing your knowledge and ideas with those who follow your business, you can show that your company knows what to look for in a divorce lawyer. This will definitely make them trust you more. If you want more people to visit your website and get new customers, you should make your site more attractive to search engines.

8. Post high-quality content on social media

Utilize Canva or Photoshop to create amazing graphics and engaging content to share on Twitter and Instagram. Use Tik Tok to create your own short segments. YouTube is one of the most popular social media sites for creating new clients. A majority of the internet turns to YouTube to learn new hobbies, information, and ways to improve their lives. The likelihood of receiving likes and comments for visual material on Facebook, the most popular social networking site, is almost double that of text-only content. When possible, include a picture with your message. If required, you may provide a shortened URL in the text area.

9. Collect reviews from your clients

Ask for reviews from clients you’ve previously worked with and have them share on your website, social media, etc. When clients search for your business on Google, testimonials could be what makes all the difference between choosing your family law digital marketing firm and someone else’s.

Before acquiring a product, knowledgeable clients want to be totally certain that it will work for them. They consider the views of previous consumers who have purchased and utilized the goods they desire before making a buying choice. The advantage of customer reviews is that they provide potential consumers with a sense of security.

10. Implement a newsletter

Create weekly or monthly newsletters for your returning and potential clients to find the most up-to-date information. Include any information they may need in order to help them with their legal services, as well as a call to action to get them to navigate to your website. Not every kind of marketing message is the same. But the main premise underlying great marketing communications is the same across all platforms: to provide content and value. There are a lot of other things that go into making good email content, such design, customization, and dividing customers into groups.

11. Set up your Google Business PROFILE Page

Family law digital marketing uses every method to rank best in local searches to promote your company. Google Business allows you to add your website so that you can direct traffic there for Google searches. You can create a profile for free and customize it to suit your business needs.

Google’s local search results include Business Profiles, and well-optimized profiles are more likely to come up higher on the list. If you provide Google information that is valuable and correct, your Business Profile will show up in search results for more relevant local queries.

Here are some of the things you can get from my business:

• It helps you make a name for yourself and your company.
• With the use of maps, it lets your consumers discover you.
• You can also make your items or services stand out in local searches.

12. Collaborate with influencers to achieve popularity

Influencers affect a specific set of individuals in a certain place. Work with family law influencers on social media. Law students make movies and reels to address basic legal problems. Contact local ones to increase website traffic.

Search social media to find influencers whose niches are family law related to work with. Many law students are creating videos and reels to answer simple legal questions. Find the ones in your local area and reach out to them to drive traffic to your website.

Boost your family law digital marketing with paid ads

Google ADS

Digital marketing, and audience are the most important instruments for family law digital marketing. You can use paid ads for your web site. Google Ads search advertisements might help you get more attention in the digital market. With Google Ads, you may be at the top of the list for the terms you want to be discovered for when people search on Google.

Facebook ADS

Facebook is a social network and one of the most popular websites in the world. So, it’s a pretty good deal for the marketer. There are also a lot of various kinds of adverts on Facebook. As a Page Post, for example, you may broadcast a status update from your brand page in the Newsfeed of users.

TikTok ADS

Advertising on TikTok lets you reach a big number of people with your brand and message. At this point, you need to decide where you want your adverts to be seen and to whom. At this stage, TikTok has a lot of options for you. Some of these factors include gender, age, location, language, interest, and device.

YouTube ADS

Find your main words. If you believe your video has words that stand out, find those words. If you’re filming a movie on a dish, for example, your keywords may include recipe, cooking, ingredients, cooking procedures, etc. These keywords will help those who want to know what your film is about figure out what it’s about.

Billboards can support your family law digital marketing system

While billboards may seem like a thing of the past, an eye-catching, bright billboard can help your potential clients recognize you as a public figure.

Billboards in your local area can help you drive inbound traffic through word of mouth. Include all of your contact information on the billboard so that potential clients may use it to find your website. Billboards help to get your business known to a variety of consumers. Another benefit is that there’s no Wi-Fi or internet connection needed, they are always up and working for your business’s benefit!

Try hiring a marketing agency!

The most successful law firms are not afraid to use the help of marketing agencies. Focus all of your attention on your clients and let Mediaboom’s creative team of experts handle the search engine results for you. They can improve your digital marketing strategies and boost your website to make it more user-friendly; they can ensure that you reach your target audience and create successful content for your social media platforms.

Rest assured that an expert digital marketing agency can increase your marketing efforts while ensuring that your clients are getting the very best user experience from your website and blog posts. For more information, contact us here.

SEO consultant services can demystify the sometimes-confounding world of SEO and drive results for companies of all sizes. If you’re struggling with your SERP ranking and aren’t sure what to do to increase it, it might be time for help.

What kind of services does an SEO consulting firm offer?

SEO consultant services that a firm may offer run the gamut and include:

• SEO audit
• Backlinks audit
• Competitor analysis
• Keyword strategizing
• SEO Content Plan
• Offsite SEO strategy
• Local SEO audit
• Local SEO services
• Monitoring and updating
• SEO reports

This guide will act as a deep dive into expert SEO consulting services. Learn about the valuable insights and advantages that our services provide.

What Is SEO Consulting?

Let’s begin with a definition. What exactly is SEO consulting?

SEO companies will optimize and improve your website to rank higher in SERPs.

An SEO consulting firm will typically offer the services spotlighted in the intro, but the variety of services a firm provides can differ, which is why companies should always do their due diligence before making a hiring decision.

Besides improving your site ranking, SEO consulting services can also educate you on how to maintain your spot in the rankings or improve your SEO further.

According to HubSpot analytics company Demand Sage, in 2023, the SEO industry is valued at more than $50 million.

More companies of all sizes have begun to realize SEO’s impact in getting their businesses found online, so more are willing to pay for the SEO consultant services required to become more visible.

The Benefits of SEO Consultant Services

Why spend money on an SEO consulting firm? Your company can reap many short-term and long-term benefits. Let’s take a closer look.

Improves Your Brand Awareness

If you’re a young startup, you’ll want to do all you can to raise brand awareness and put your name in people’s mouths.

While many marketing and advertising methods you utilize will surely achieve that goal, you also need SEO.

When you hire an SEO consulting firm, their strategies will boost your website to the top of search results. Your site could even occupy the top spot.

Even if your company was a little-known contender before, you’ll soon find that your star will rise.

Strengthens Your Brand

If you already took strides to increase your brand even without great SEO, it’s still worth hiring professional SEO consultant services.

The consultants can revise your website to make it more appealing to leads and customers and more visible online. You can strengthen and grow your brand.

Increases Your Website Traffic

Search Engine Journal reports that a website has a click-through rate of only 15 percent when it’s second on SERPs and an 11 percent rate when it’s third.

As your website rises in the ranks, you’ll naturally attract traffic, likely more than your company has ever seen. An SEO consulting team is ready for this business growth and will redesign your website for mobile optimization, fast loading speed, appeal, and navigability.

This way, when you get leads on your website, they will want to stay for longer. However, it’s still up to your company to use opt-ins and lead magnets to keep leads around.

Once they find your site, click on it, and read up a little bit, they will surely become interested in your company and your products and services.

Since you’ll have measures enabled to get leads to subscribe to your emails, they’ll enter the sales funnel and hopefully convert.

Generates More Leads

If you’re struggling with your SEO, you likely also have difficulty with consistent lead generation. You get leads in a trickle, not a deluge.

Once your consulting team uses SEO strategies to increase your site ranking, you’ll see steady lead generation.

Boosts Sales

Leads often convert into buying customers, and with enough nurturing, buying customers become loyal customers.

The increase in sales your company can experience makes the initial costs of SEO consultant services worthwhile.

This professional service more than pays back dividends!

What Mediaboom Consulting Services Include

Mediaboom is a digital marketing company that offers expert SEO consultant services. If you’re contemplating hiring an SEO consulting team for better conversion rates or technical SEO, Mediaboom is an exemplary choice.

Let’s review the SEO services Mediaboom offers.

1. SEO Audit

Mediaboom will begin with an SEO audit. An audit can reveal issues with your website, including:

• Pages that Google has not indexed in its database and thus can’t rank
• Duplicate versions of a website due to different versions of a URL
• Issues with a website’s health, including sitemap, redirect, and crawlability problems
• Keyword stuffing
• Incorrect link usage
• Poor content that doesn’t add value
• Lack of mobile optimization
• Slow website loading speed
• Low Cumulative Layout Shift, First Input Delay, and Largest Contentful Paint rankings
• Low-quality internal links
• Unoptimized keywords

An SEO consulting audit reveals to the team exactly where your website lacks so they can create a roadmap of work to do.

2. Backlinks Audit

Additionally, the consultants will perform a backlinks audit. This style of audit focuses exclusively on the quality of your backlinks, which are links that go to your website.

If you have outdated, harmful, or spammy backlinks, this hurts the quality of your website in the figurative eyes of search engines like Google.

SEO consultant services include more than auditing your website’s backlinks but editing or erasing the ones that harm your site ranking and suggesting suitable replacements.

3. Competitor Analysis

Another service that Mediaboom’s SEO consultant services offer is an SEO competitor analysis.

Every one of your competitors isn’t only chasing after the same audience and revenue share, but they too want that top website spot for your industry, niche, and location.

Since only one site can occupy the top spot, you must stay abreast of what your competition is doing and may do.

Once your SEO consulting firm performs its competitor analysis, it’ll recommend strategies you can implement to one-up your competition.

You might begin incorporating new keywords with less competition or produce higher-value content like infographics and whitepapers.

4. Keyword Strategy

Speaking of keywords, having an ironclad keyword strategy is critical to get your site to the top of search engine results.

Search Engine Journal reports that only 25 percent of search volume happens outside of the 100 million top keywords. If you don’t harness the power of those keywords, your website might as well be invisible.

An SEO consulting company has access to keyword research tools to project the best keywords for your company’s goals, including short-tail and long-tail keywords.

Once you begin naturally incorporating those keywords into your website and content, you should see business growth.

5. SEO Content Plan

The content your company produces influences your standings, so creating an SEO content plan is another SEO strategy your consultancy firm offers.

As part of an SEO audit, the consulting team will review the level of content you produce, the keywords you target, and your content publication frequency. From there, they’ll work with you to create a new content roadmap.

The roadmap will include strategies for writing valuable evergreen content that resonates with your audience. You’ll also go back and revise and update old content or simply remove older pieces that could harm your SEO.

An SEO content plan goes hand in hand with your keyword strategy, as you’ll use those keywords to inspire content ideas and make your website more easily found.

6. Offsite SEO Strategy

Offsite or off-page SEO is another part of SEO consulting services proudly offered by Mediaboom.

As the name implies, offsite SEO is the strategies and tactics implemented outside of a website that can boost its rankings.

From social media marketing to guest posting, link building, forum posting, directory submissions, and RSS, your company can do many things to improve this form of SEO.

Your SEO consulting team will guide you on precisely which strategies to focus on.

7. Local SEO Audit

If yours is a small business or startup, you might need assistance with local SEO. Mediaboom’s SEO consulting team will begin with a local SEO audit.

This audit entails the same steps and processes as outlined above, only applied on a more local scale.

8. Local SEO Services

You can also count on the SEO consultants at Mediaboom to assist you with a variety of local SEO services, from keyword research and planning to revise your content strategy, backlinks audits, and competitor analyses.

9. Monitoring and Updating

SEO consultant services are not a one-and-done job. Even after making changes, it can take four to 12 months for Google to reflect those changes and increase your website’s SEO ranking.

All along, the consultants will continue to monitor your website’s progress and update the SEO plan, keeping you abreast of the changes.

10. SEO Reports

Part of keeping you in the loop on your website’s SEO growth involves frequently publishing and issuing SEO reports.

In these reports, the SEO consulting firm will share details like conversions, organic traffic, keyword rankings, click-through rates, technical SEO, website health, and backlinks.

Work with an Expert SEO Consulting Company

SEO consultant services can improve your site ranking. Rather than use a patchwork method to try to rise in the ranks yourself, you’re relying on the expertise of professional consultants.

Their deep knowledge of SEO and ability to craft an SEO roadmap for your company will gear you up for success.

If you’re interested in exploring SEO consultants, contact Mediaboom today. Our SEO services will deliver the results your business wants!

Considering there are millions of websites out there, having a content marketing plan will help you make a lasting impression and increase engagement with your visitors. Once you better understand your audience, you can drive sales as well. 

Content marketing encompasses a variety of promotional techniques ranging from social media posts and blogs to analyzing your target audience and much more: it is about having a brand voice when you keep your target audience in mind and it’s excellent for your bottom line, increasing engagement, customers, and sales. Once you have a well-defined content marketing strategy, your business can flourish. 

Looking to elevate your business to the next level?

A good marketing plan can help regardless of your level of experience, and this comprehensive guide to content marketing is your one-stop shop for all-encompassing growth strategies.

Start by reading our top 19 content marketing tips now to take your business to new heights!

Content Marketing Tips for 2023

Before you focus on the best content marketing tips, it’s vital that you understand your audience. What will they find engaging and enjoy reading? Content marketing is about figuring out their pain points and providing them with a solution. You also need to define your marketing budget as well.

1. Write for Your Audience

First, define your audience. Take a look at their demographics as you create social media content, a blog post, etc. If you don’t know much about them, reach out through an anonymous survey.

Through your newsletter, ask them to participate in this survey regarding what type of content they’re interested in. Once you have a targeted audience, writing content with them in mind will be much easier.

2. Know Your Competitors

Identifying your audience can also be created by knowing your competitors. Take a look at their site and social media posts; what are they doing well? What can they do to succeed?

Based on this, you can create your own content marketing strategy to stand out. Then provide your audience with the solution to what they aren’t offering.

3. Define a Content Calendar

Plan content marketing tips in 2023 with a content calendar. A content calendar allows your team to collaborate, plan, distribute, and promote upcoming content.

Scheduled content can include infographics, blog posts, social media content, web pages, emails, and more. It’s effective since it gives your entire team a blueprint for successful content.

4. Leverage SEO

Top content marketing tips include SEO. SEO is short for search engine optimization.

Say you go onto Google and type in footballs for sale near me; your hope is to find that product in your location. Websites with footballs for sale will have this keyword on their site, hoping that you’ll land on it.

Keywords are vital since if you sell footballs; you don’t want words talking about ballet slippers. But at the end of the day, it’s about the quality of traffic, not the quantity.

5. Create Content Clusters and Hubs

In digital marketing, you have content clusters and hubs. These are interlinked pages about a specific subject.

They’re multiple pages covering related subtopics and having links between each page. Each page will focus on the topic.

Content clusters help search engines better understand your site. They might also help search engines view your site as an authority.

6. Promote Your Content

Guest post on relevant blogs to get your company’s name out there. It’s an excellent way to link back to your site.

Promote your content in newsletters. When you have new blog posts coming out, let your audience know.

Content marketing tips can help you develop a solid social media marketing plan. Keep your audience in mind as you create posts on social media.

7. Repurpose Your Content

Repurposing content is an excellent way to increase traffic. If you have a blog post, you can later on use that information on a podcast, YouTube, etc.

When you repurpose content, it’s one of the most effective content marketing tips since you’re increasing the knowledge of your site. First, check the stats of older content to see if it’s not accurate anymore. For example, linking to sites that are over a year old will need an update.

8. Audit Your Existing Content

Performing a content audit will ensure your content is up-to-date. It also helps you identify areas for improvement and see your overall performance.

Take a look at your content SEO and how you can improve it. These can include organic traffic, bounce rates, etc.

Decide on the goals of the audit in your content marketing tips strategy. Goals could include finding content to repurpose, improving search rankings, and determining a plan of action.

9. Refresh Older Content

After the audit, you can refresh older content. Refreshing is an excellent way to increase traffic to your site and become an authority on search engines. Go through content that’s been published a month or more and consider refreshing or adding more content to these posts.

10. Set Measurable Goals

Set measurable goals for your content marketing tips strategy. Focus on your target audience whenever you create or maintain goals.

Decide on weak points and how you can improve. Then consider actionable goals such as increasing traffic, brand awareness, sales, etc.

11. Measure Your Success

Check out Google Analytics to measure your success, or view this information on social media. Once you have a business account on social media, many of them will have demographic information about your traffic.

Review traffic on your site to measure content marketing tips’ success. See the average time on each page to determine how well your business performs after the changes.

Check your analytics to see how many people visit your site due to social media. If the bounce rate is high, see the type of content you’re creating and how to ensure it meets your audience’s needs.

Content Marketing Writing Tips

With all these content marketing tips, it’s all for naught if you don’t have strong content. Engaging content will increase brand awareness, sales, and loyalty.

 It’s about solving their pain points and showing that you’re an expert in your field. Remember that content isn’t always about selling your product; it can be about solving problems, increasing engagement, and brand loyalty.

12. Keep It Simple and Short

Avoid long paragraphs and sentences in your content marketing tips strategy. Humans are easily distracted, so they enjoy content that avoids fluff and gets to the point fast.

Keep sentences short and break up paragraphs to make them easier to read. Never have long blocks of content. Instead, keep paragraphs short with only a few sentences each.

13. Include Stats and Cite the Source

Whenever you cite information, include the source. Whenever you provide stats, facts, or information, your audience will want to ensure it’s factual information.

This will also build trust with them. Also, if you don’t source your content, it could come off as copying content.

A good rule of thumb is to provide sources of content that coincide with what you’re talking about. So, for example, if you’re talking about digital marketing, you don’t want to link to a site about ballet slippers.

Avoid linking to competitors, and don’t use links to articles that discuss the same thing you are. Instead, check out the services of each site before you link to them, and ensure that their articles will provide your audience with valuable content.

14. Use Persuasive CTAs

Use call-to-actions on social media, blog posts, and wherever you promote your content. A simple call-to-action will invite your audience to do something, whether it’s buying a product, signing up for your newsletter, or another service.

Think about your audience as you develop a call to action. Make it easy to find, and never use too many at once since that’ll confuse your audience.

For example, if you’re an IT company, you might invite your visitors to contact you today for a free audit. Offering something for free is an excellent way to get your foot in the door and increase brand awareness.

15. Use Storytelling When Appropriate

Storytelling could increase conversion rates by 30%. Content marketing tips can include storytelling when appropriate. If you have a story that relates to what you’re talking about, include it.

Keep it short and personable so people can build a connection with a real person. Storytelling allows you to connect with your audience emotionally and encourage them to take action. It’s also an excellent way to build your brand as an authority.

Storytelling is also a way to make your brand memorable. Tell stories about what it’s like working for your company, include infographics, and create videos. Videos are the way of the future, so it’s an excellent way to build trust with your audience.

16. Use the Brand’s Voice

Identify and stick to your brand’s voice in your content marketing tips strategy. Whether you use humor, a serious, or a professional tone, ensure you keep it across various channels.

Your brand voice is the personality your brand has through communication. It’ll help you stand out from others.

A brand voice could include pop culture references, memorable content, engagement with your audience, and strong customer service. Transparency is also important and shows that there’s a real person behind your business.

B2B Content Marketing Tips

As a business owner, you must remember your audience as you create content. What do you feel they’ll find helpful and important? Providing stats, including storytelling, and solving their pain points will help improve business loyalty.

17. Case Studies and Storytelling

Storytelling in content marketing tips is about connecting with your audience. A good story will engage your audience emotionally and convey a message to them.

It could motivate or inspire them to take action. At the same time, case studies are compelling because they show proper research is performed. Case studies will also help you show up in search engines much easier.

18. Create Content for Each Stage of the Buying Process

Content marketing tips will vary depending on the level of the buying process your customers are in. For example, content to a cold audience will feel much different than to regular customers.

It’s also important to break up your newsletter subscribers. Not everyone will be interested in the same content.

Through A/B testing, you can see what content is the most engaging for particular audiences. A/B testing is when you only change one thing, whether it’s an image, title, or the content itself.

19. Create Practical Assets

Include free tools on your site to make it more convenient for your audience. The less often they have to leave your site, the happier and more engaged they’ll be with your content.

Depending on your business, your content marketing tips strategy could include templates, tutorials, calculators, or downloadables. Decide what makes the most sense for your business and will provide the most value.

Transform Your Digital Presence with Mediaboom

This guide provides you with top content marketing tips to take your business to the next level. It can be overwhelming to develop your buyer persona, create content, market it, create videos, and so much more.

Many companies are instead choosing to hire top digital marketing professionals to help them. Not only will you have an effective strategy that’ll work, but you’ll also save time. You’ll have more time in your day to focus on what matters, your business.

Contact us today to get started! From video creation to copywriting and social media, we offer various options.

Unlock the full potential of your brand with our innovative content marketing strategies, designed to captivate your audience, skyrocket engagement, and propel your business to new heights of success!

Digital advertising trends are always good to stay abreast of, as they can influence which direction your marketing and advertising campaigns go. As 2023 has gotten underway, many online advertising trends have emerged. 

Digital advertising trends refer to the current and evolving practices and techniques used to promote products or services online. These trends are influenced by changes in consumer behavior, technological advancements, and market demands and include the use of social media influencers, the rise of video content, the adoption of artificial intelligence and machine learning, the focus on personalization, and the increasing importance of mobile optimization. These trends are continually evolving as the digital landscape evolves, and marketers must stay up-to-date with the latest developments to remain competitive.

Here are some of the top trends in digital advertising for 2023:

• Shorter video ads
• More AI in digital advertising
• Metaverse and gaming platform ads on the rise
• Audio ads, shoppable ads, and social ads expand
• Mobile ad spend goes up but slowly

This guide to digital advertising trends will take you through 12 must-know trends that have already and will continue to shape 2023.

12 Digital Advertising Trends on the Rise in 2023

The digital advertising landscape for 2023 is projected to undergo several changes. 

One of the significant trends is the increase in the use of artificial intelligence in digital advertising. This technology is expected to enhance ad targeting and personalization, making campaigns more effective. 

Additionally, shorter video ads are anticipated to become more popular due to their ability to grab viewers’ attention quickly. Another emerging trend is the growth of ads on gaming platforms and the metaverse. In 2023, we may also see an expansion of audio ads, shoppable ads, and social media ads. 

Finally, mobile ad spending is expected to increase, albeit at a slow pace.

1. Digital Advertising Spending Will Continue to Grow (But Less Than Expected)

Let’s begin our list of online advertising trends by discussing digital ad spending.

According to Insider Intelligence, in 2023, global digital ad spending is $626.86 billion. That’s up from 2022 when ad spending totaled $567.49 billion. In 2021, the amount was $522.50 billion.

Slow growth is still growth, but what’s clear is that the rate of digital ad spending year over year isn’t drastically going up. Insider Intelligence’s prediction for ad spending in 2024 is $695.96 billion.

If that pans out, digital ad spending will have only increased by $69.1 billion between 2023 and 2024.

That seems to hold fairly consistently with historical data. For example, between 2021 and 2022, global digital ad spending increased by only $44.99 billion. Between 2022 and 2023, the amount was $59.37 billion.

Why the slowdown in growth? Ad spending pullbacks ahead of a predicted economic recession in late 2022 and into 2023 have harmed ad sales for major social media platforms like Facebook, Twitter, Snapchat, and YouTube.

According to digital content and media resource Digiday, in the second quarter of 2022, YouTube’s ad revenue increased by only 4.8 percent, its slowest growth rate since at least 2019.

Further, the quarterly revenue for Meta from Facebook was down by one percent from the same quarter in 2021. Facebook hadn’t experienced any revenue declines in at least a decade. 

2. Mobile Ad Spending Will Grow

While digital ad spending isn’t as high as it once was, what’s clear is what advertisers prioritize. Many have begun funneling their ad dollars into mobile advertisements.

Pocket Gamer.biz reports that mobile ad spending will total $362 billion in 2023. That’s tremendous growth considering the industry raked in only $155 billion in 2018.

What’s informing digital advertising trends like this one? The rise in the mobile gaming industry can be attributed to the COVID-19 pandemic. The mobile gaming industry experienced a boon in 2020 as more people were stuck at home, bored and looking for something to do.

According to Pocket Gamer.biz, mobile ad spending increased in 2021 and 2022, so the rise in 2023 isn’t surprising.

However, even with the healthy growth of mobile ad spending, it’s still not going to be as high in 2023 as in past years. The projected growth for the year is just 7.5 percent. In 2020, the rise in ad spending was a massive 26.3 percent.

It makes sense that as you break down digital ad spending into individual categories, the same trends of slower growth would be reflected.

3. Digital Video Ads Are on the Rise

One of the latest digital advertising trends is undoubtedly digital video ads. Outstream and instream ads continue to dominate. An IAB survey from the early 2020s found that the rate of digital video ad spending has jumped by $3 million since 2018.

As has been the case throughout this guide so far, that’s not a huge jump, but it is a jump. It could also be the beginning of something much larger.

According to Wyzowl’s Video Marketing Statistics 2023 report, more marketers and advertisers than ever prioritize video, with up to 91 percent using it as a marketing tool. More so, they’re optimistic about video’s ROI, with the rate of positivity higher than it’s been since 2015.

That’s because these marketers and advertisers have seen how video can influence audience understanding, sales, leads, traffic, and other key metrics.

Wyzowl states that 90 percent of its respondents agree that video has increased leads, 87 percent say video has risen sales, and 96 percent say it boosts customer understanding. 

4. Video Ads Will Be Shorter

For all the money and effort marketers and advertisers put into video ads, an interesting digital advertising trend suggests that video ad length is decreasing.

With more competing for the average person’s attention than ever, videos must be short to hold that attention and get a message through.

Shorter videos consistently outperform longer ones, with years of data to back that up.

So what is a short video versus a longer one? A short video is 15 to 30 seconds, while a longer video is anything over that.

5. Social Advertising Continues to Rely on Creators

Social media advertising, sometimes just known as social advertising, has seen its landscape continue to shift as 2023 has gotten underway.

More and more brands have begun to pair with creators. While once the big fish in the pond took all the creators, some larger brands have since stepped aside, giving startups and SMBs the chance to blossom under creative partnerships.

Creators understand the ins and outs of social media sometimes better than businesses do themselves, and they already have the reach and the social clout that will make audiences pay attention.

Those aren’t the only reasons that inspire brands to pair with creators in the social advertising and marketing sphere. According to a graphic from Sprout Social, 62 percent of brands work with creators to increase engagement.

Another 60 percent do it to reach new audiences, 53 percent to strengthen their social media community, 42 percent for increased revenue, 41 percent to promote the brand’s values, 25 percent for less content creation burden, and 16 percent to adjust an audience’s perception of a brand.

6. Shoppable Ads Will Spread

No list of trends in digital advertising would be complete without discussing shoppable ads. As the name implies, a shoppable ad allows a customer to peruse and purchase goods right from the advertisement.

Social media advertisements can drive discovery, but shoppable ads inspire customers to make a purchasing decision.

The convenience of shoppable ads is a big part of why they’re on the rise. A consumer doesn’t have to visit a customer’s website to learn more. If they see something they like and they want to own it right now, they can.

Of course, they also have the option to research the brand more before they complete their checkout.

7. Privacy Regulations Will Continue

The privacy regulations that already exist for digital advertisements come from government agencies, networks, and boards that can affect social media owners, computer operating systems, and Internet browsers.

With breaches leaking the private data of millions of customers becoming more frequent, privacy laws have been enacted steadily over the years. Apple and Google have made changes to their operating systems to protect user privacy.

As a marketer, if you use Google Ads to reach the masses, you must remember that Google owns more than Google Ads but Chrome. You must stay current on Google’s privacy regulations.

More so than that, if you use mobile ads that appear in the Apple App Store, that means playing by Apple’s privacy rules.

Many of these privacy regulations tend to overlap between browsers, apps, and social media owners, so your company must follow them all.

8. The Search for an Alternative to Third-Party Cookies Rages On

One of the most pertinent online advertising trends is the replacement for third-party cookies. These cookies are set by other websites than the one you’re on. Third-party cookies can track user activities even once they leave that website to show ads.

Between 2023 and 2024, third-party cookies will vanish. Since that news, marketers and advertisers have tried to figure out what will replace third-party cookies.

While no one knows for certain, here are a few potential options:

• Private ID Matching: A media buyer and publisher will match their data using Private ID Matching for data control. After uploading first-party data and finding a match, advertisers will receive audience data and send targeted advertisements.
• User Identity Graphs: User Identity Graphs use first-party cookies, email addresses, and Personal Identifiable Information to create the graphs. A User Identity Graph includes cross-channel tracking and targeting but may have more privacy concerns than the other methods.
• Google Privacy Sandbox: Google Chrome’s Privacy Sandbox uses APIs like TOPICS and FLEDGE for broadening and targeting audiences without the use of third-party cookies.
• Distributed ID Systems: A Distributed ID System can send user IDs according to their hashed IDs, email address, or other criteria to create Identity Solutions. All their personal info is hashed or encrypted, and first-party cookies are used instead of third-party cookies.

9. AI’s Role in Digital Advertising Will Expand

As AI enters more aspects of everyday life, it seems natural that its inclusion will spread to digital advertising and marketing.

For instance, it’s already possible for AI to produce content for a content marketing campaign. You could just as easily rely on it to design appealing graphics and sharp copy for an ad campaign.

If you’re seeking influencers or creators to work with for a social media ad campaign, AI can use algorithms to find the right one, saving you hours of time and legwork. AI can even identify micro-influencers that will fit within the scope of your company brand.

Additionally, AI can integrate with CRM to better understand customer behavior. Advertisers and marketers can use this trusty data to produce more targeted ads and content according to their position in the sales funnel.

10. Advertising in the Metaverse Continues to Change the Game

While once merely a science fiction concept, today, we live in the metaverse. Well, not physically, of course, but digitally.

With an estimated worth of $800 billion in 2024 according to Influencer Marketing Hub, the metaverse is the place to be.

The metaverse has digital consumer goods to match the digital world in which its inhabitants reside. Digital advertisements give brands a golden opportunity to connect with current and new audiences.

Since these advertisements aren’t confined to the parameters of 2D, advertisers can reach out to consumers in new and inventive ways not possible in our world.

Companies have begun investing in the metaverse, as have consumers. A McKinsey & Company report found that 57 percent of businesses have already “adopted” the metaverse concept.

Into 2023 and beyond, that number should surely grow!

11. Advertising on Gaming Platforms Finds Its Niche

Gaming advertising is topping digital advertising trends for 2023, with Ad Age referring to gaming as “the next huge advertising channel.”

Some companies have ushered in gaming advertising for years, such as Red Bull and Intel, which regularly sponsor eSports gaming events.

Others have just jumped on the bandwagon, including KitKat, which created an integrated ad campaign for the sports video game FIFA 222. Another game, Uncharted 3, featured Subway food as product placement.

In-game and in-console ads are other ways to grab the attention of gamers. That’s a huge audience, with FinancesOnline predicting that 3.07 billion people worldwide play video games.

12. Audio Advertising Expands

The last online advertising trend we’ll look at is audio advertising.

First, an explanation. Audio advertising, also known as digital audio advertising, is a form of advertising that slots ads into digital audio. You hear these ads all the time while enjoying digital radio shows, podcasts, or streaming music.

Podcasting especially has experienced unprecedented success in 2022. The digital ad spending metrics we shared earlier include audio ads, which had a growth rate of 50 percent in 2022 in the podcasting sphere.

In 2023, experts believe that audio advertising could even become as big as visual advertising.

Audio ads are quite advantageous. They generally cost less money to produce since they have no visual components. They’re easier to personalize for that same reason, and they’re insertable into all sorts of audio media, from audiobooks to podcasts and everything in between.

Conclusion

Digital advertising trends give marketers and advertisers some good food for thought. We’ve learned that ad spending is slower but still prominent in 2023, and that gaming, mobile, and audio ads are experiencing tremendous growth worth paying attention to.

These trends could just inspire your next digital advertising campaign. If you need help putting it together, trust in the pros at Mediaboom. We’re digital marketing and advertising specialists who can assist in website development, content marketing, advertising, SEO, and more. 

In today’s digital age, traditional advertising methods are becoming less effective in capturing and retaining the attention of consumers. That’s where branded content marketing comes in – a strategy that involves creating content that aligns with a brand’s values and message, while also providing value to the target audience.

What is Branded Content Marketing?

Branded content marketing is a strategy where a brand creates valuable content aligned with its message and values to connect with its audience. It includes various content forms such as videos, articles, and social media posts. The aim is to increase brand visibility, establish trust, and reputation with the target audience by offering relevant information or entertainment. It differs from traditional advertising as it focuses on providing value instead of direct product promotion, which can lead to increased sales and customer retention.

Whether you’re a marketer looking to improve your brand’s visibility and engagement, or a business owner seeking to create meaningful connections with your target audience, this post will provide you with the knowledge and tools you need to get started with branded content marketing.

So, let’s dive in!

What Is Branding?

Branding is about having a specific voice, style, and tone for your business to make you unique.

It also helps potential clients/customers build trust and remember your brand. Remembering your brand is vital because if they can’t buy from you now, they can when they’re ready.

Branded content is about sharing and creating content across media that discusses the mission and value of your business. It often evokes the emotions of those reading it. It’s not necessarily about talking about your product or service but about the brand itself.

The Pre-requirement To Generate Branded Content Marketing

Branded content is just one part of the overall content marketing strategy. Your strategy can still include product-centric as well as promotional content. The branded content strategy is focused on spreading the word about your business without becoming too salesy.

Setup a Style of Communication

Your branded content marketing strategy needs to include a style of communication. There are multiple ways to communicate in business, including email, social media, face-to-face, and more.

How you choose to communicate with your employees and clients/customers are both important. Communication style helps build content marketing branded content to ensure you stay on brand. If you’re a formal brand, you want to ensure that you keep that across multiple channels, whether online, in-person, etc.

Be Coherent in Your Online And Offline Spaces

Your branded content isn’t only about creating a compelling story. It’s about matching your tone of voice, colors, and meeting your brand’s vision.

If you create a persona online that doesn’t match in-person meetings, it could impact the reputation of your business to that client. In advance, come up with your brand’s voice.

Your brand’s voice could be humorous, formal, quirky, etc. Once chosen, stick to it across various channels.

Next, your brand’s colors are just as important. According to color Psychology, certain colors will evoke specific emotions.

Decide what emotions you’d like your clients to feel when viewing your brand. For example, the color green evokes nature, calmness, and sincerity.

Declare Your Value, Mission, and Vision

Your mission is a compelling story about the purpose and roots of your business. Whereas your vision is the goal you’d like to reach. It’s about what your business aims to become.

Your team needs to have a goal that’s achievable, and that you all can work toward. The value of your business comes down to employees, customers, suppliers, etc.

Think about your company’s value and what separates you from the rest. Check out competitors; how can you stand out and prove you provide valuable services?

Even if, hypothetically, your rates are higher, they’ll know that they’re receiving a better value overall. If you offer promotions, sales, or more affordable rates, you could discuss that too.

Build Your Buyer Personas

A buyer persona is a fictional character that matches the ideal client/customer. They include demographic information such as location, income, age, motivations, interests, etc.

You might use a fake name and face to make the buyer persona come to life. The buyer persona should be included in each part of your marketing strategy to ensure you’re meeting customers’ needs.

Head to Facebook for audience targeting options. Facebook ads allow you to input features about the demographics of your audience.

If you aren’t sure where to begin, research your buyer personas. Send out surveys in your newsletters to see what they care about. Google Analytics also allows you to see information on your customers as well.

Differentiate Your Brand From Your Competitors

What makes you different? Brand awareness and understanding of what you have to offer will help you stand out.

Check out the competitors. What are they doing well with, and what could they improve?

Could you offer this feature to your clients for the areas that need improvement? Your branded content marketing isn’t only about having your voice and mission, but what sets you apart from the rest.

They want to build trust with you. Clients will pay more if they trust your brand and know that they’ll receive high-quality results. Whether you use traditional advertising or head online, standing out is essential.

The 5 Steps Guide To Developing a Branded Content Marketing Strategy

There are multiple steps to build brand awareness, so many contact a digital marketing company to help. From Providing value to keeping your brand’s voice consistent and having amazing content, it can be overwhelming to do on your own. Even though it’s overwhelming, whether you do it yourself or hire a digital marketing firm to help, it’s necessary.

1. Create Amazing Content

If you’re not a copywriter, this can be a challenge. People will click away immediately if you have fluffy content that doesn’t provide value to them.

As you create content, consider your buyer persona and how to meet their needs. What are their pain points that you could help solve?

Many will contact a company specializing in copywriting since it’s vital. Your content could help your business flourish.

2. Give More Value Than Your Audience Expects

Your branded content marketing strategy needs to go beyond their expectations. Other businesses could meet their needs, so it’s vital to exceed their expectations to stand out.

Your content marketing strategy must define your buyer persona and what they’ll look for online. What matters most to them when making a decision? How can you go above and beyond?

The type of content you choose has to offer your audience solutions to their pain points and knowledge. Show that you’re an expert in your field, and that’ll build trust with your audience.

Define why they should trust you and deliver that in your content. When you have articles on your page, it isn’t about promoting your products; it’s about providing value to your customers, so they build trust with your brand.

3. Maintain the Same Design Style

Whether you’re on social media, your website, or another place, it’s important to maintain your style. Many businesses will contact graphic designers because they aren’t sure what design to implement.

Remember that your design will define your business. Think about the color scheme and overall design. A clean and easy-to-navigate design is vital.

4. Grab Attention With Catchy Phrases/Graphics

Keep your content engaging by including graphics throughout the content. Your branded content marketing should have catchy phrases that’ll relate to your audience and have them connect with you.

Look at famous businesses such as Pepsi, Red Bull, and others. They develop fun slogans for their companies to grab their audience’s attention.

A digital marketing company can help you develop an actionable content marketing strategy that’ll make you stand out. Check out what’s trending right now and how you can incorporate that into your brand strategy.

5. Build a Story Around Your Product or Service

Before branded content marketing and product placement, your product must tell a story. The product or service story will communicate it across the globe.

The product vision is an important part of a compelling story. You don’t just tell about your products and services; you state how/why they help.

The product vision is about the long-term goal of the product. Whether it’s freeing up your client’s time, making a process easier, etc.

It sets you apart from other businesses. It also helps customers choose you and continue to moving forward.

You need to define how the product or service will work and help. Define what you hope to accomplish with it.

The Best 8 Channels To Promote Your Branded Content

Once you have your buyer persona and branded content marketing strategy in place, it’s time to decide on the best channels. Your buyer persona will help you decide which channel is best.

For example, Instagram’s largest audience reach is between the ages of 18-24 years old. If you’re looking for a broader age group, then Facebook might be best for you. For younger audiences, head to TikTok.

1. Website

First is your website. Build SEO on your site to increase free (organic) traffic.

SEO is short for search engine optimization. When someone types a keyword into Google, and you have that word on your site, they could land on it.

2. Facebook

Facebook is incredible for older populations since it has such a broad audience. Even if your audience is younger, you can use their targeting in ads to reach specific demographics.

Facebook is excellent for building your newsletter as well. Building your newsletter is vital for your branded content marketing strategy since it’ll build brand awareness. As customers/clients continue seeing your brand, they’ll become more comfortable with it.

3. Instagram

Instagram’s audience is highly engaged and is excellent for building your audience. Relate to your demographic; they’re more likely to like, comment, and share your content. Shared content is a great way to build awareness of your brand.

4. TikTok

TikTok is one of the most popular social media channels right now due to the popularity of video. It’s an amazing way to connect with a younger audience and show why your business matters.

Check out current trending videos, create reactions to other videos, and make engaging content. Humorous videos tend to do well.

5. Twitter

Twitter is excellent for building clientele. It’s a more professional space. Remember that each tweet is limited, so you’ll want to get your point across quickly.

6. Pinterest

Pinterest helps you spread awareness about your brand and website. It allows you to create a link back to your site.

A digital marketing company can help you create a solid social media marketing plan. Each social media channel will differ in what works best. They’ll study the latest trends to help you stand out and get more clicks to your site.

7. YouTube

YouTube is one of the quickest ways to build brand trust. Many are starting to prefer video over blogs, so you might find that you’ll have more viewers on YouTube than on your articles.

This type of content takes planning and a robust branded content marketing strategy. Use images, sound, and catchy content. If you are the face of your videos, ensure you keep them engaging, interesting, and fun.

8. Newsletter

It can’t be stressed how important a newsletter is. These tend to be the people most engaged with your content and interested in your words.

Consider what you can provide them to keep them around and build your branded content marketing. Offer them helpful content at least a few times per month.

Email marketing is low-cost with high returns. It’s a way to keep potential customers interested and entice them to buy later.

Branded Content Marketing Example To Take Inspiration

Look at competitors to get an idea of their branded content marketing strategy. It’s important to see what they’re doing well with to help you gain inspiration. Remember never to copy another example; just obtain inspiration.

1. LEGO

LEGO has positioned itself not just as a toy company, but as a media company. Each storyline in its branded content marketing strategy has a dedicated microsite.

This microsite has character explanations, a plot, polls, movies, quizzes, and more. They ensure that their site is fun and engaging for their target audience. Another way they build brand loyalty is by having a community forum where they encourage members to share videos and photos of their creations.

2. Pepsi

Pepsi builds itself through popular health and wellness, pop culture, and music. In addition, they’ve shown their value by having a blind taste test.

It turns out that people prefer the taste of Pepsi over their competitors. They also reach out to top celebrities throughout the years, whether it’s Britney Spears, Kendall Jenner, or someone else. If you do go the celebrity route, ensure that your content will relate to your audience.

3. Red Bull

Red Bull uses their catchy slogan across various channels because it’s memorable. Their branded content marketing strategy is about targeting.

Red Bull ensures that they offer a drink that various personas would enjoy since it’s affordable and will give you energy. They market themselves as an upscale energy drink that’s of higher quality.

They know their target audience and write content with them in mind on social media. For example, their posts focus on sports, sports personalities, and athletes. As a result, the engagement with their audience on social media is high.

Get Our Help for Your Branded Content Marketing Strategy

It’s vital to contact a digital marketing firm that’ll be your one-stop shop for your needs. It’ll save you time, money, and energy.

Imagine researching and creating content, spending hours just to find out it’s not engaging. Then you’ll have to contact a digital marketing firm to fix this anyway. So it’s best to start with a company that will help you stand out for all the right reasons.

How To Stand Out With a Branded Content Marketing Strategy

This guide provides an overview of creating a branded content marketing strategy. Begin with your buyer persona and go from there.

Decide what you feel they’ll care about most and how your products/services will benefit them. Then, are you ready to start with a top digital marketing company to help you succeed?

Then, contact us today! From copywriting to social media creation and website design, we help you stand out. If you have any questions, we’re happy to help!

Digital marketing for manufacturers modernizes what is still, for many such companies, an old-school, outbound means of promoting themselves and their products. A digital marketing strategy will allow your company to achieve more of its goals in a measurable way.

What kind of tactics should you use?

Digital marketing for manufacturers uses inbound over outbound methods. Here are 7 must-have digital marketing tactics manufacturers can’t miss:

• Website design
• Content marketing
• Email marketing
• SEO
• PPC ads
• Social media marketing
• Measuring KPIs

This guide will explore digital marketing for manufacturers from all facets, including the benefits and strategies a manufacturing company should use. Let’s get started.

Do Manufacturing Companies Need Digital Marketing?

If your manufacturing company has stuck primarily with outbound marketing tactics such as telemarketing, direct mail, print ads, and broadcasts on television and radio, you may feel reluctant to move to digital inbound marketing.

Is it really so advantageous? It is, indeed!

Here are some benefits of digital marketing for manufacturers.

Better Understand Your Audience

Inbound analytics paints a much clearer picture of which marketing tactics work versus which don’t.

Unless you only use outbound marketing methods like broadcasting, it’s impossible to tell which other outbound tactics were successful.

You can’t count how many people received your print ad or direct mail, for example. Even if they received it, they would have to be interested in its contents and not throw it away for this marketing method to be successful.

Digital marketing is far easier to quantify. The metrics you review tell you without a doubt how many people opened and read your emails, interacted with your social media posts, and otherwise engaged with the campaign.

These metrics indicate the kinds of campaigns and marketing media your audience reacts best to. You can then produce more campaigns in this style for better receptivity.

Reach More Customers

Using outbound media is fine if you’re deploying a local marketing campaign. Once you decide to reach broader audiences, it becomes too expensive to continue using outbound media.

Digital marketing for the manufacturing industry makes it far easier and cost-effective to broaden your reach. You can expand first nationally and later even internationally through your inbound marketing campaigns without breaking the bank.

Increase Brand Recognition

Your brand is your strength. It’s how you differentiate yourself from the competition and connect more with customers.

Outbound marketing tactics can introduce your brand to your audience, at least to an extent. Compared to online marketing for manufacturers, though, outbound marketing measures leave something to be desired.

You’ll more clearly convey your brand and further it in the eyes of your audience through digital marketing. You can paint clear pictures of your brand history through storytelling, share evocative videos, or launch an email campaign all about your brand.

Collect More Leads

Every company strives to increase its lead gen. Digital marketing for the manufacturing industry is one such method you can use.

You’ll attract more leads and improve the quality of the leads you have in your sales funnel. You can qualify leads to ensure that only interested leads reach the sales funnel. These leads are usually readier to buy.

Get on the Same Page as Your Competitors

You should also use digital marketing to get on a more even playing field with your competitors.

According to stats from digital marketing company WebFX, 96 percent of B2B businesses are on LinkedIn, 89 percent use account-based marketing, 86 percent of B2B businesses use their website for marketing, and 56 percent use digital marketing.

If you don’t do the same, you’re giving your competitors a critical edge over you, which will cost your manufacturing company money.

B2B Manufacturer Marketing

B2B and B2C manufacturers alike use digital marketing, but the strategies they focus on often differ.

The marketing tactics we’ll share later benefit B2B manufacturers, as you can increase brand recognition, strengthen an existing brand, generate and qualify leads, and nurture consumer relationships with those strategies.

B2B marketers also face specific challenges, namely allocating appropriate resources and embracing change.

Although making the jump from outbound marketing to digital marketing for manufacturers is quite a big leap indeed, once you deploy a campaign and begin tracking metrics, you’ll realize what your older campaigns were missing.

How to Create a Digital Marketing Strategy for Your Manufacturing Company

Now that you’ve identified the need for industrial marketing, the question becomes, how do you formulate a winning strategy? Here are some steps manufacturing companies can follow. 

Establish Your Goals

What do you hope to achieve with your marketing campaign? Do you want to build brand awareness, as we’ve talked about? Perhaps you want to increase your leads or connect better with your existing customers.

You can have simultaneous goals or just one to start, but they must be clearly defined before you proceed with your digital marketing campaign.

Create Buyer Personas

Next, you should turn your attention to your audience.

Who is your audience? You can answer this important question by dividing them into groups or segments.

The audience segmentation criteria you should use include geographics such as location, demographics like gender or occupation, and psychographics, which are motivators and behaviors that drive consumer decisions.

Once you’ve segmented your audience, introduce buyer personas for each segment, a major component of digital marketing for manufacturers. 

According to buyer persona resource Delve AI, 44 percent of marketers already use buyer personas. Another 29 percent plan to, meaning 73 percent of all marketers will use them.

Do a Competitive Analysis

It’s now time for a competitive analysis. According to Evalueserve, 90 percent of Fortune-500 businesses do competitive analyses, so your manufacturing business could benefit from the same. 

A competitive analysis indicates what you’re doing better than the competition and what you could be doing better.

The steps for conducting a competitive analysis are as follows.

• Determine your competition, starting with direct competitors and following up with secondary or indirect competitors. Pay attention to substitute competitors as well, which target the same customers but sell a different product.
• Study your competition by reviewing their product roster, how they sell (online exclusively vs. brick-and-mortar store), pricing, and current marketing and promotional tactics. You also want to learn about their partnerships, organization size, and current reputation.
• Identify your competitors’ greatest strengths and weaknesses, comparing your own manufacturing business against the same criteria. Some criteria you might compare include product quality, partnership quality, and pricing.
• Find your competitive edge, which you can do easily after evaluating the comparisons between you and your competitors.

Know Your Product

To properly promote your product and sell it to customers, you need to know it inside and out. If you don’t yet have all the details and specs, now is a great time to study up.

Define Your Brand Positioning

All brands bring something to the table, so what does yours do? Once you understand more about what your audience wants and what your brand can do, it becomes simpler to answer that question.

Your competitor analysis will also help you understand what makes your brand unique, which is why it’s a major component of digital marketing for manufacturers.

Measure KPIs

Your marketing campaign has gone live. To determine its success, you should review pertinent metrics.

Here are some KPIs to focus on:

• Email open rate
• Click-through rate
• Conversion rate
• Customer Acquisition Cost
• Lifetime Value of a Customer
• Return on investment
• Social media engagement
• Lead growth
• Sales growth

7 Effective Digital Marketing Tactics for Manufacturing Companies

Now that you know what a digital marketing strategy for manufacturers entails, it’s time to put it into practice. Here are 7 tactics to utilize.

1. Website Design

What does your website design look like?

According to marketing resource Hook Agency, 38 percent of website visitors will abandon a website they deem unattractive.

More so than just the looks of your website, you must focus on its loading speed. HubSpot cites a study that found that conversion rates for a website drop by 4.42 percent for each second longer it takes your site to load.

We have plenty of exemplary website design examples on our blog for you to examine and emulate. This post spotlights the best in B2B website design.

Some web design best practices to follow are:

• Use the colors of your logo or brand across your website.
• Prioritize clear, easy-to-use navigation with uncluttered menus.
• Implement contrasting colors for CTA buttons so they stand out.

2. Content Marketing

Digital marketing for manufacturers includes content marketing. Product sourcing company Thomas reports that manufacturing marketers believed content creation to be the biggest priority in the early 2020s at a rate of 76 percent.

That was followed by website enhancements at 73 percent, social media management at 47 percent, and the customer experience at 44 percent.

Manufacturing companies should embrace most forms of content marketing, including:

• Blog posts
• eBooks
• Industry research
• Videos
• Comparison guides
• Buyer’s guides
• Case studies
• Spec sheets

You can write blog copy or make videos introducing new products or share behind-the-scenes glimpses of your company such as employee interviews or factory tours.

3. Email Marketing

Your newly designed website should begin attracting more traffic than it did before the redesign. However, without measures in place to capture the contact information of the site visitors, the traffic will naturally taper off and might not return until your next campaign.

You can use lead magnets and opt-in forms to generate an email list. Once you have a contact list, you can begin sending your various audience segments targeted content to drive them further through the funnel.

Automation can simplify this, as you can send drip emails and follow-ups at specific times without having to sit in front of your computer.

4. SEO

Now that your manufacturing company has embraced digital marketing, it’s easier for leads and customers to find you. What will make it even easier is rising in the SEO ranks.

Whether you’re focusing on local SEO for now or broader SEO, here are some strategies you can use to increase your SERP:

• Publish engaging content consistently
• Increase your site loading speed
• Create internal links
• Optimize your images
• Use title tags, alt tags, and meta descriptions
• Incorporate keywords throughout your website (naturally, no keyword stuffing)
• Optimize your website for mobile

5. PPC Ads

Online marketing for manufacturers must have an advertising component.

Many businesses gravitate toward pay-per-click or PPC ads because of their proven outcomes. PPC ads can bring more traffic to your website, leading to more conversions and sales.

As the name pay-per-click indicates, you pay when a user clicks on your ad. You’re typically only spending cents, sometimes up to $1 at a time, which helps you control advertising costs. 

6. Social Media Marketing

Your marketing plan needs to cover social media.

The key is finding your audience and the platforms they use the most. Manufacturing companies should strive to increase their presence on Pinterest, Instagram, Facebook, YouTube, and LinkedIn especially.

Promoting your business on social media is more nuanced than reposting blog content. You should create engaging, original content based on what your target market wants to see on social media.

You should also share relevant, valuable content from other authority sources if you believe your audience will find the content interesting.

Your manufacturing company may consider pairing with an influencer if you feel like your company needs a representative.

7. Measuring Successes

Digital marketing for manufacturers is about trial and error. Some tactics that you thought would definitely work might not pan out, while other techniques you were iffy about produce bountiful results.

Getting on the path to success starts with measuring KPIs to see where you’re falling short. Once you begin improving upon your current and future campaigns, you’ll have more success in the form of higher ROI, more leads and customers, and a healthier bottom line.

Working with a Digital Marketing Agency for Manufacturing Companies

Does your manufacturing company wish to make the jump from outbound to inbound marketing? We can help at Mediaboom.

Our digital marketing services for manufacturing companies will help you find your target audience and create pivotal, tailored campaigns that speak to your audience segments.

Contact us today to learn more or begin discussing what we can do for you.

Picture this: an engaging story that tugs at your heartstrings, pulls you in, and leaves such a lasting impression that you want to come back for more. This is the power of a compelling brand story!

But what exactly is a “story” for a brand, and how do you craft one that creates a deep emotional connection with your customers?

In today’s crowded marketplace, businesses are constantly seeking new ways to differentiate themselves from the competition. One powerful tool that many successful brands use is the art of the brand story, which typically includes elements such as the brand’s mission, the company’s origins, and core values, as well as its vision for the future.

So how do successful brands unlock the secrets of great storytelling to craft their identities and build long-term loyalty?

Continue reading to learn more! 

What Is a Brand Story?

In short, you can think of a brand story as a narrative that encompasses the facts and feelings of your brand to your customers.

A compelling story creates emotional connections with customers, helps to establish your brand’s identity, and can drive long-term loyalty. 

This is a bit different than traditional advertising.

While traditional advertising involves showcasing and explaining your brand, a brand story should evoke an emotional response. The factors that can affect your brand’s perception include your pricing, purpose, values, products, history, location, and more.

However, you can express the story of your brand through various mediums, including advertising, social media, website content, and other brand marketing materials. 

Why Do You Need a Brand Story?

A well-crafted brand story can set a business apart from competitors and create a strong, lasting impression on customers.

When you craft it in a strong way, you can better connect with customers on a deeper emotional level, conveying your values, mission, and purpose in a way that resonates with them. 

Beyond that, brand stories can benefit your company internally, inspiring employees, aligning teams, and creating a shared sense of purpose and direction for everyone involved.

9 Tips to Write Your Brand Story

Even if you’re passionate about your brand, putting your passion into words can be a challenging task. Writing a compelling story for your business requires a combination of creativity, strategic thinking, and storytelling skills. 

To help you get started, here are a few tips to help you write a powerful brand story that resonates with your audience and sets your business apart.

1. Understand Your Purpose

For starters, you should be able to clearly define your brand’s mission, values, and purpose.

Your brand purpose goes beyond just selling products or services; it represents the reason your business exists and the impact it seeks to have in the world. 

A clear brand purpose can align your business internally and guide your decision-making processes, ensuring that every action you take is consistent with your values and mission.

2. Have Intimate Knowledge of Your Product or Services

Having a deep understanding of your product or service allows you to communicate its unique features and benefits to customers, showcasing what sets you apart from competitors. 

When you have intimate knowledge of your product or service, you can create messaging and marketing strategies that speak directly to your target audience’s needs, desires, and pain points. 

Plus, you’ll have a better idea of how to continually improve and innovate, ensuring that you remain relevant and competitive in the ever-changing marketplace. 

3. Craft a Winning Brand Positioning Statement

A brand positioning statement is a critical component of any effective marketing strategy, as it serves as the guiding principle for all brand communications and activities. 

You can use your brand positioning statement to showcase your unique value proposition, differentiating yourself from competitors and clarifying your target audience. 

By clearly articulating who you are, what you offer, and why customers should choose you over the next brand, you establish a much stronger brand identity.

4. Know Your Audience

If you don’t know your audience, you’ll never be able to tailor your story to resonate with their interests and values. In turn, creating more targeted and effective marketing campaigns will be much more difficult.

Beyond that, knowing your audience helps you build connections, create better products and services, improve customer satisfaction, and increase loyalty, leading to better sustainability in a crowded marketplace.

5. Simplicity is Key

Don’t alienate your audience with complex language and industry jargon.

A simple story is easier to remember and share with others, especially in today’s fast-paced world, where people are bombarded with information from all directions.

Complex stories are much more likely to be forgotten or ignored. 

Plus, simple stories are more relatable and often resonate better with people. By using clear, concise language and focusing on the most important elements of your brand, you can create a story that connects with people on an emotional level. 

6. Evoke Emotions

Conveying emotion in a brand story is crucial for several reasons. 

For starters, nothing creates a more memorable and impactful story than emotions. When you connect with people on an emotional level, you create a deeper and more meaningful connection that goes beyond a transactional relationship.

Second, emotions can help you differentiate your brand from competitors. By tapping into the unique emotional benefits of your product or service, you can create a story that sets you apart from others in your industry. 

Third, emotions are more likely to be shared than facts or figures, and as you’ll soon see, shareability is crucial. When people feel something, they are more likely to share it with others, which can help your brand spread further and wider. 

7. Be Entertaining

Like an emotional story, an entertaining story is more likely to capture and hold the attention of your audience. 

People’s attention spans are more limited than ever, and a boring or dry story will likely be ignored. 

On the other hand, by creating a story that is engaging, memorable, and enjoyable to read, you can differentiate your brand from competitors and create a lasting impression on your audience. 

8. Make It Sharable

Making a story sharable goes hand in hand with making it simple. 

When you have a simple brand story, it’s more versatile and can therefore be adapted to different mediums and platforms. Whether you’re creating a social media post, a video, or a print ad, a simple story can be adapted and scaled to fit just about any format.

9. Use Elements and Crafts for Storytelling

By using the elements of a good story, such as character development, conflict, and resolution, you can create a narrative that draws people in and keeps them interested. 

Creating memorable characters, developing a point of view, and constructing a tone, premise, or dialogue that feels compelling is crucial.

Think of any good story you know.

It probably has an emotional arc that you resonate with.

Let’s dive in and look at some of the key characteristics of a great brand story. 

Key Storytelling Elements to Craft Your Brand Story

By now, you know that crafting a compelling brand story requires more than a collection of words. To truly engage and connect with your audience, you need to use key elements of storytelling, including character development, conflict, resolution, and emotional resonance.

Embark on the Hero’s Journey

The hero’s journey is a powerful storytelling structure that has been used for centuries to create memorable and impactful stories. 

When you use this structure in your brand story, you tap into the universal elements of storytelling that resonate with people across cultures and generations. 

The hero’s journey often includes challenges, setbacks, and triumphs, which can capture the attention of an audience and leave a lasting impression. As a brand, you can use this journey to represent a solution to your audience’s problems. 

The idea here is to cast your brand as the “hero” that helps your customers overcome their challenges.

Discovering and Developing Compelling Characters

Finding the characters of a brand story can be challenging. However, we often find it’s best to start by identifying the key players in your brand’s narrative, including your customers, employees, and stakeholders. 

You can then develop these characters by delving deeper into their motivations, goals, and challenges and how they relate to your brand’s mission and values. 

Don’t be afraid to create new characters that embody the values and personality of your brand too!

Create Conflict

You can’t have a great story without conflict.

Think of conflict as what the characters respond to.

To develop a conflict, you can start by identifying the challenges, obstacles, or problems that your audience faces and how your brand can help solve them. 

You might also want to consider any internal or external conflicts your brand has faced or is currently facing, such as competition, financial struggles, or strategic decisions.

DevelopE the Plot

After you’ve identified the central conflict, you’ll want to begin creating a narrative arc to develop your plot.

The narrative arc typically consists of 5 elements: 

When your authentic brand story has a strong plot, it becomes far more engaging and memorable.

Include Difficulties and Failures

Brands that only present a perfect or flawless image can come across as inauthentic and unrelatable to consumers. When you include difficulties and failures in your brand story, you show potential customers that your brand is willing to be honest and transparent about its experiences and challenges.

This can demonstrate resilience and inspire consumers who have had similar experiences. 

Brand Story Examples

Let’s take a look at a few examples of brands that have successfully crafted compelling brand stories.

Hinge – Dating App Designed to Be Deleted

Hinge is a dating app that defies the traditional swipe-right, swipe-left approach with its slogan, “the dating app designed to be deleted.” The company recognized that this approach often led to superficial connections and, as a result, developed a brand story titled “The Dating Apocalypse” that focuses on its core message of fostering genuine relationships.

Nike – Equality Campaign

Nike has a history of effective brand storytelling, with one of its standout campaigns being the “Equality Campaign.” 

This campaign showcases Nike’s commitment to positive social change and offers a deeper connection with its audience beyond just selling sneakers and athletic gear. 

SoulCycle – Our Story

SoulCycle’s “Our Story” page effectively uses brand storytelling by incorporating key elements of storytelling. The page ends with an impactful line:

“Take your journey. Change your body. Find your Soul.”

SoulCycle

This phrase alone challenges the traditional perception of working out and encourages people to view it as a means to improve not only their physical but also their mental and spiritual health.

Useful Books to Build Your Brand Story

Fortunately, there are many useful books available to help guide you through the process of crafting a compelling brand story that resonates with your customers. Here are some of the best books to help you build your brand story.

“The Hero’s Journey” by Joseph Campbell

“The Hero’s Journey” by Joseph Campbell is one of the most timeless explorations of the archetypal hero’s journey in literature. Campbell’s insights on the universal themes and motifs of heroic narratives have had a major influence on storytelling and can be a great asset to anyone trying to develop a brand story.

“The Writer’s Journey: Mythic Structure for Writers” by Christopher Vogler

Christopher Vogler’s book “The Writer’s Journey: Mythic Structure for Writers” is a practical guide that builds on Joseph Campbell’s “The Hero’s Journey,” providing a step-by-step approach to incorporating the hero’s journey into storytelling. 

The book has become somewhat of a staple resource for writers and storytellers, offering valuable insights into the elements of a compelling narrative.

“Branding: In Five and a Half Steps” by Michael Johnson

“Branding: In Five and a Half Steps” by Michael Johnson is a practical guide to the branding process, offering a clear and concise approach that is accessible to both beginners and experienced professionals. 

The book contains plenty of real-world examples and case studies, making it a valuable resource for anyone involved in branding and marketing.

Conclusion

A beautifully crafted brand story can create an emotional connection with your target audience, build brand loyalty, and drive sales. 

Here at MediaBoom, we understand the value of developing a strong brand story that resonates with your audience, and we can help you create one that aligns with your company’s values and objectives to elevate your brand. 

Contact us today to start crafting a brand story that reflects who you are and what you stand for.