From the Desk
Is there a specific marketing tactic you SHOULD be focusing on?
It's easy to think one marketing tactic is better than another. As an agency, we're constantly bombarded by sales pitches from all types of advertising platforms, each quick to supply case studies and data on why their channel is best. As a result, many business owners ask questions like:
- "Should I advertise on Facebook or Google?"
- "Should I spend on PR or SEO?"
- "Do I get a billboard or produce more content?"
The problem with this mindset is that it's binary. In reality, the best marketing plans are omni-channel—using impressions gained in one channel to drive conversions in another.
It's the main reason we spent much of 2019 and early 2020 building out our agency service offerings—adding digital marketing and website development to our PR and media buying expertise.
To prove our point, we'll highlight a recent win for one of our clients—Gamberdella Bridal Salon.
In May, we ran a lead generation campaign that ultimately captured prospect info via a Facebook ad campaign. Before running the campaign, our PR team earned a news segment on WBAL-TV. We then used the 90-second video clip as the creative for the Facebook campaign.
The media coverage is here: https://www.wbaltv.com/article/gamberdella-bride-virtual-wedding-dress-shopping/32475398
The results of the campaign over a 30-day period:
- Total Leads: 44
- Avg. CPL: $38.63
- Impressions: 115,000+
Look over your current marketing plan. Is it heavily biased to a single marketing tactic? If yes, think about what other channels you could use to complement it.
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