New Age Media, Marketing Plan:
Our origin at IML started back in 1991 as an advertising agency that blossomed to become a hybrid of a conventional marketing firm and an online SEO company. The outcome was simply amazing. We see our competitors as a growing group of technicians that understand the mechanics of SEO but they lack the ability to market. It is crucially important to know what to say and how to say it; you need to have an understanding of your target market and where the target demographic goes to get their information. In addition, a new age marketer needs to have a vast knowledge of all the online and conventional products that can play off each other and increase your brand dominance. The difference between our competitors and us are black and white.
Below are some of the media that we use to promote a product or service. Understand this is just a sample of some options that we can build into a multimedia marketing plan.
Adwords is a Google product that allows us to pay for position. This bid proxy allows the highest paying bidders to hold the top spot on the page. This bid proxy is called, Pay-Per-Click. (PPC) IML has been certified in Google adwords since 2004 and we can learn so much about how relevant a program will be simply by running adwords for a couple months before investing in a detailed SEO program.
SEO – Search Engine Optimization. This is a monthly program of cat and mouse. A constant battle with competitors to gain top branding online. Many will choose SEO over paid because the cost to run and maintain an SEO program is much more cost effective than a paid program. SEO is also more credible than paid as you get 45% more traffic from a first page organic program.
Online Yellow Pages – While the conventional yellow pages are a thing of the past. The online yellow pages are still very relevant. We find that the online yellow pages (IYP) bring in great traffic to the website and the link popularity is worth the effort. We most likely will include online yellow pages into your program.
Facebook Promote – This is an amazing tool. The downside of Facebook is that facebook owns all the content that you post on your accounts. This is a hot topic and remains to be an ongoing legal issue. The upside to this litigation is the incredible marketing we can do with access to that data. Facebook calls their marketing tool “Facebook Promote” as marketers we can send ads, linked to websites, videos or most anything to a very refined demographic. If you want to market to 45 year old women that own a Mercedes and they scuba dive in their free time, no problem.
XM Radio – A client once told me that they did not want to advertise on the radio because their clients all drive expensive cars with satellite radio. I said, “No Problem” – You might be surprised how reasonable Satellite radio can be for a regional buy.
Cable Advertising – I still like cable advertising mostly because the cost is not crazy and we can target nicely based on the shows we buy. We can also get a bigger bang for our marketing dollar by using the recorded spots in many other ways. I like to post the spots on the clients website, email the cable spots or optimize the spots on YouTube so they come up in Universal search (Organic ranks)
Social Media and Blogging – Fresh content and viral marketing will always be a very strong method for branding. We sometimes will coach a client’s employee to do some of the social marketing and we meet with them to make sure they are keeping up with the task.
Online Public Relations (PR) – This could be a very lucrative way to build your brand. We use a couple different online PR distribution sites and a handful of various PR writers. From Medical to event PR, this is an outstanding way to market online.
Angies List – Referral sites or vertical directories are so important for service related companies. Movers, doctors and contractors all need to take advance of referral directories. We will include some solid recommendations for referral sites in most every marketing plan.
Email Promotions (Database management) – Database management goes back to Marketing 101. We may not be sending letters out snail mail but we will be cultivating your database. If you are not managing your database and making sure your customers are keeping you top of mind, you need to hit the contact button right now and give is a call. That process alone will give your company a return like you have never seen before.