It’s important that we maintain a steady flow of thoughtful content that examines digital marketing strategies, talks about changes in the landscape, and showcases best practices. We pen this content to work for all digital marketers, as well as a few articles each month that are specific to particular industries. This content is published on our site, and select articles are featured on publisher sites as sponsor content.

Our content is bundled into monthly communications to our clients and prospects. These pieces are often viewed as thought leadership by our customers, and we hope are thought provoking. Select articles are boosted in our social feeds, touching those closest to our brand with repetition.

Our expertise is featured in ads served in display (both on our site and programmatically) and organically in our social feeds. Articles we’ve written and concepts we’re considering make up the majority of our organic social, with an emphasis on educating and informing, rather than asking for a sale.

The creative approach (and regular optimizations to avoid audience fatigue and ensure ongoing interest) are a critical part of the approach. Quality visuals and messaging contribute to and serve as a bridge between the display, social, blog designs and email communications.

Conversations are easier when you’ve already learned about the people on the discovery call, and webinars are a great way to do that. We introduce experts on our team to clients and prospects through quarterly webinars (presented by industry.) These experiences usually showcase a client success story, and roll-out a newly published study or data source that is relevant to the audience attending.

At the tip of the funnel sit those already raising their hands. Like all quality lead gen campaigns, we use paid search to ensure we are positioned in front of those searching for services we provide.

We want to stay in front of our existing clients, so we include them in our targets. When they read our thought leadership they may learn of a change in philosophy or get new ideas on digital strategies. As they interact, they’ll get remessaged in accordance with whatever they’ve consumed.

We use list-matching and look-alikes for other prospecting audiences that are target rich. These might include attendees at a recent conference where our firm has participated, lists from sources like ZoomInfo or other similar services, and others identified by our sales executives as key targets. We use this large, “prospecting CRM” to target the kinds of business we’ve had success in marketing in the past, and new segments we hope to grow. These prospects are being actively called as part of our account team’s regular outreach, in addition to targeted digitally. From these core lists, we expand to include look-alikes—those that have the same characteristics as those we are targeting.

Audiences are updated every 90 days (or more frequent, if data shows audience fatigue.)

We want to hit our loyal audience (current clients) an approximate 4 times monthly. This happens with email, social, and digital ads, as well as sponsor content and remessaging. We hope to reach our prospecting audience 7-8 times in the same period, adding calls and emails from our sales team to round out the strategy.