Engagement Marketing
Strategic Domain is Engagement Marketing
The web is a environment that offers potential to communicate with prospects in ways that are not available through other medias.
Information of value is no longer collected only in trade journals and guarded by a few industry gatekeepers. Today, consumers are turning to the Internet to find and share solutions, network with colleagues and keep up with the latest industry trends. Companies must take advantage of this shift and broadcast information of value directly to Internet users searching for resources and solutions.
The Old “Broadcast” Method
Traditionally, companies purchase ads in either trade journals or the yellow pages, often ending up broadcasting mostly to people who don’t care. Also, as soon as they stop paying for their advertising, all of their visible presence disappears, and they have to start over again from scratch.
Being Magnetically “Engaging”
Fortunately, we at Strategic Domain focus on the possibilities created by the connected, social web, allowing companies to build up a laser-targeted relationship to their most desired audiences that continues to reap dividends over time at no or low cost.
We build this process by targeting not the trendiest topics, but by focusing on the so-called “long tail,” the myriad of searches focused on the needs of niche users. We work with organizations to identify their most desired audiences, and the unique interests and needs of each. For each “persona,” we then craft a value-added, long-term focused content strategy based on tailored content.
Leverage Your Content to Build Credibility
Because valuable content is distributed through a variety of channels that enable sharing online, your in-demand, engaging content can find its way into your target’s hands on any number of different sites, platforms and outlets. Targeted personas may find your content:
- Through a simple search engine result
- Promoted on a respected blog
- Shared by a peer on a social network (such as Twitter or Facebook)
- Featured in an email sent to prospects
Content that is shared on blogs and through social media has been recommended and vetted. These are only a few of the ways that different online channels can be leveraged to pull prospects to the same piece of content on your site. Each promotes your content in a different positive way that brings pre-screened, high quality visits to your site.
Building Relationships Over Time
By consistently generating content of greatest interest to each customer group, we encourage organizations to find their own unique voice, and tell their own story in a way that positions them as the industry leader, essentially engaging the audience by catching their attention, bringing them deeper in through richness and depth of content offerings, and then creating a call to action, motivating the target customer to take the next step in the relationship.
Engagement Marketing in the Business to Business (B2B) Space
Business to business marketing poses unique challenges and opportunities to organizations. The extremely narrow niche nature of their offerings, combined with a perceived lack of “sexy” or glamorous subject matter typically makes it hard for companies to reach their desired customer. However, engagement marketing allows you to repackage compelling content in ways that researchers, decision makers and purchasers within a company can find and react to your offering.
For example, online video makes it simple to greet new prospects with a convincing, easy to understand sales pitch, you can reinforce the advantages your services provides through coordinated blog posts, broadcast new offerings and innovations through social media and repurpose trade show materials with slideshare and whitepaper downloads.
Engagement Marketing for Healthcare and Lifescience Audiences
Pharmaceutical and pharma-related promotion is a crowded space. Everybody is trying to push their products, innovations and solutions to a crowd that is oversaturated with information coming at them from all angles. Engagement marketing positions your content to get found above your competition and empowers you to provide healthcare professionals with valuable content – journal reprints, whitepapers, case histories and presentation slideshares – repurposed in formats that they are most likely to review and take action from.
Engagement Marketing Helps Financial Services Firms Stand Out
Maybe more than any other industry, it’s sink or swim in the financial industry. You are either making money for your clients or you are out of business. Everyone shares their successes to demonstrate their capabilities, so how do you stand out when everyone is sharing the same kind of numbers and the same type of impressive gains? More than having a successful portfolio whose results may be similar and can be mimicked by competition, financial services professionals need to demonstrate thought leadership and establish an above-average understanding of the ever-changing financial climate.
Engagement marketing enables financial services management firms to demonstrate their command of financial markets in uncertain times through:
- The development of a money management whitepaper series
- Blog posts that establish thought leadership with regards to recent and evolving industry developments
- Videos that demonstrate the superiority of your company’s investment management approach
- Audio podcasts which repurpose the video’s audio for visitors who favor the alternative format
Your Engagement Marketing Partner
Strategic Domain, with its long foundation in traditional advertising, direct marketing, and PR, coupled with technical site development mastery and SEO acumen, is uniquely positioned to provide organizations with an end-to-end solution to identify and reach their most targeted leads and prospects. Not by encouraging them to spend on high-priced, uncertain advertising channels, that attempt to browbeat prospective customers to buy, but by creating relevant content that customers naturally read, share, and return to over time.
