In this episode of B2B Tech Talk, Keri chats with
Chase Miller, Digital Marketing Manager at Ingram Micro, about owned, earned and paid digital media. Plus, they cover:
- What the best strategy is for a paid digital ad campaign
- How to figure out which media channel is best for your target audience
- Expert SEO tips
"Digital marketing is about figuring out what works and scaling that and presenting it in different ways so you can leverage the opportunity." — Chase Miller
What is a digital marketing strategy?
Every business is a little different when it comes to digital marketing. In general, though, a digital marketing strategy encompasses the tactics you use to reach your target audience through virtual channels such as social media.
Those channels are categorized in three ways:
- Owned media
Website pages, landing pages, product pages, blog posts, social media profiles
- Earned media
News releases, customer reviews, articles on third party sites, blog posts ranking on search engines
- Paid media
The best way to get in front of your audience on multiple occasions is to have a mix of all three media types (aka, an omnichannel approach).
3 digital marketing techniques you should be using
Just as there are three categories of media, there are also three digital marketing techniques you should consider using. Those include…
- Pay-per-click (PPC) advertising
Whether you’re just starting out on your digital marketing journey or have been at it for a while, you can launch a PPC campaign relatively inexpensively.
There are numerous PPC platforms that are available for you to test out some ads on your audience. A few popular ones:
Keep in mind that it will take a few tries to nail down your PPC strategy. Figuring out which platforms your audience prefers, what type of messaging resonates with them, and which ad format is most effective is all part of the process.
- Leverage SEO
SEO, otherwise known as search engine optimization, is a rewarding method of earned media.
In essence, developing your SEO is the process of growing the quality and quantity of your unpaid (organic) website traffic. This can be done by…
- Improving your website’s user experience (UX)
- Publishing blog posts addressing highly searched keywords
- Increasing your site’s mobile speed
Find more expert SEO tips here.
- Use Ingram Micro’s marketing services
Did you know you have a knowledgeable and experienced marketing team right at your fingertips? They have the know-how and the relationships needed to level up your business.
Explore everything Ingram Micro Imagine Next can do for your digital marketing strategy.
Where do you see marketing (technology) going?
We asked Chase where he sees marketing going in the next year. Simply put: automation and personalization.
SEO tools mentioned:
Google Trends,
Moz,
Brightedge,
Keywords Everywhere
Get more digital marketing insights at
imaginenext.ingrammicro.com
To join the discussion, follow us on Twitter @IngramTechSol #B2BTechTalk
Listen to this episode and more like it by subscribing to B2B Tech Talk on Spotify, Apple Podcasts, or Stitcher. You can also listen on our website.