“Content is King,” the first commandment of the marketing bible and the very foundation on which brands are built. Sure, it sounds simple enough, but we as consumers all know there is a vast difference between quality and poor content. Not all content is created equal and as technology has progressed, so has the number of channels and formats in which content can be created and disseminated.

From pouring your Kelloggs in the morning to lacing up your Nikes for a run to driving your Toyota while listening to your favorite Pandora station, brands are ever-present in our life. Seriously, try and think of one product that you use on a daily basis that isn’t specifically branded. 

For as long as I can remember, I’ve been asked, “Can you please explain what it is you are doing? How long does it take? What tools do you need?” and my personal favorite, “How much does it cost?” 

“A landing page is a website page with a specific purpose — the objective of a landing page is to convert visitors into leads.

In the past, when newspaper ads, mailers, magazine ads, massive billboards, and other traditional marketing mediums were the only channels to advertise. Measuring the marketing return on investment (ROI) was difficult and typically created tensions between the sales and marketing departments because each believed they should receive recognition for the increase in revenue.

Most business owners, sales managers, and sales professionals strongly believe they have a firm grasp on their ideal buyer. In most cases, they are correct. But, this knowledge was obtained over years, if not decades of experience working in the industry, market, selling to prospects, managing customer accounts, and held in their brain. Now, we both know that everyone in your company does not have all this information at their disposal. This is why developing a buyer persona is extremely important to the overall success of your sales and marketing.

A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions, traffic, or revenue. [Study.com, Danielle Reed] A variety of marketing channels can be used simultaneously to reach the goals of an organization. Each channel also has different assets that should be associated with the campaign. For our purposes we will only focus on four types of campaigns which our company develops to increase engagement, results in more conversions, website traffic, and revenue.

Plenty of information can be found about digital marketing and its return on investment (ROI); and there is not a solution that is one size fits all. A lot of variables must be considered such as the type of campaign (brand awareness, referral, lead nurturing, etc.) , duration (one week, one month, one year, etc.), the marketing channel(s) (social, email, paid ads, etc.), and key performance indicators (KPI's) to truly understand if your digital strategy is paying dividends.

Over the past few weeks, I have thought deeply about the direction of our company as the managing partner and, more specifically, my role as our only sales professional. Over the last seven years, it’s been a lot of fun, a grind, frustrating, and rewarding. But, I believe we are headed into uncharted waters over the next 12 – 18 months due to the COVID-19 pandemic.

During the midst of one of the largest pandemic in United States history, businesses are having a tough time continuing business as usual. Organizations are turning towards a "work from home" policy for their employees, but communication is still essential for businesses and individuals to survive.