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The "Web" of Digital Marketing

Michael Pirovano - Monday, February 22, 2016

We've seen clients of all shapes and sizes here at BaseZero. Every client we see, no matter the size or the industry, has a few things in common:

 

1. They know social media is valuable and, 9 times out of 10 fail to do it consistently.

2. They've at least heard of SEO but either don't know it's value or don't think they're ready to take the leap.

3. They have sent out at least one "monthly" company newsletter before it became "quarterly", "annually", etc.

4. They know the value of good web/mobile web design but don't know it well enough to put a dollar value on it.

 

This is what they call "The Ballad of the Broken Record". When it comes to consistency, we get it. Everyone is busy and the first thing that you let slip is social media and email marketing. That's part of why companies like BaseZero exist in the first place. However, understanding the value of digital marketing is much more complex than people make it out to be.


 

Think of Digital Marketing Like a Web

Say your company is a spider. If you're selling lemonade for 50 cents on the corner of the street (an easy sale), you're a tiny spider. If you're selling $50,000 slushies in the North Pole (a hard sale), you're a giant, heavy spider. The lemonade spider can throw a single strand of its web into the air and, while it may hold the spider, it won't catch many flies. The slushie spider can do the same thing but its flies can see it coming a mile away. A single strand is not going to catch a thing.

 


 

This is where the idea of a web comes into play. One Facebook post is a single strand. It's nice. It might make you feel good, but it won't get you any customers. Now let's say you strengthen that single strand with consistency. You're sending out branded posts on Facebook, LinkedIn, and Twitter every Monday, Wednesday, and Friday. Now you might see a few "flies" (or "clients") getting caught in this strong, single-stranded web. That, however, assumes that the flies are heading straight towards that single strand (clients whose only point of contact with you is social media).

 

Unless you have an inexpensive, impulse-buy product (as is the case with the lemonade spider), it's unlikely you'll catch any flies on social media alone. So what do you do? You throw up another strand - good web design and another - email marketing. Before you know it, flies will have a tough time avoiding the strands of your web. Strengthen the web with consistency, and you're well on your way to securing some new clients.

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