Overcoming Digital Media Marketing Challenges

shutterstock_91867634Digital media is digitized content that can be transmitted over the internet or computer networks. This can include text, audio, video, and graphics.  This means that news from a TV network, newspaper, magazine, etc. that is presented on a web site or blog can fall into this category. Most digital media is based on translating analog data into digital data.

But when it comes to digital media marketing, we’re talking about all the different facets of your online marketing. This could mean your social platforms, your website, or any other medium that you use to reach your audience online.

Every practice’s digital media marketing strategy is different, so you might not have the exact same digital outreach as another practice in your field. It all depends on where you want to focus your marketing, what your products and services are, who your audience is, and what strategies work best for your routine. Undoubtedly, there are a few “must-dos” when it comes to digital media marketing, but how you handle each platform might be unique to you.

The first thing you need to know about digital media marketing is that:

  • It takes time: Implementing and starting your marketing strategy will involve a little extra time in the beginning. You must be patient with this process in order to reap the benefits once you get the ball rolling.
  • It takes teamwork: A task like this is difficult on your own. You need team members who are willing to help you manage every aspect of your digital media marketing strategy to ensure its success.
  • Organic content is key: Having original content that is unique to your practice will make you stand out from the rest. You don’t want copy and paste content – Google isn’t a big fan of that.

With all of this in mind, you should know that the goal of digital media marketing is to increase your conversion rates. “Likes” and “views” are great, but we want to turn those interested consumers into sales.

How do we do this?…

  • Pay attention to your metrics and analytics: who’s being engaged? What are they searching on your website? What content is getting the most engagement? Key in on what strategies have proven to work for your practice.
  • Aim to make direct contact: how can you use a call-to-action to get your interested consumer to sign up for a newsletter or event, or schedule a consultation? Making direct contact and fostering the business-to-consumer relationship increases a consumer’s loyalty to your practice.
  • Make your campaigns mobile friendly: more and more digital users are going mobile. By making your content optimized for mobile devices, you increase your chance of engagement and thus conversion.
  • Grow your online reputation: How are you building yourself up as an expert? Take advantage of approved testimonials and reviews and promote your expertise through the words of unbiased consumers. You should also be eager to show your consumers who’s behind the practice – turn to videos (use Facebook Live!) to host a Q&A session or educational series. People want to hear the information straight from you, because you’re the expert. Aim to educate and not to sell.

Do your homework and take a good look at what’s happening in your digital media marketing strategy. The only way to improve engagement and conversion is to know what is and isn’t working, and having open communication with your team that’s involved. Make digital media marketing a priority and set time and meetings aside to work on this goal. You need to take charge of this opportunity and lead your team and practice towards success.

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