January 5

The Power of Digital Marketing: Energize Your Vision in 2021

By Becky Breining

January 5, 2021

“Great football coaches have the vision to see, the faith to believe, and the courage to do — and 25 great players.”
-Former NFL championship coach Marv Levy

On August 21, 2009, the Dallas Cowboys hosted the first American football game ever played at their new home, a three million square-foot, state-of-the-art stadium in Arlington, Texas. Team owner Jerry Jones had spent $1.3 billion to build the structure, which boasted a seating capacity of 80,000 (expandable up to 100,000), 380 private luxury suites, dozens of food choices, and the biggest high-definition TV in the world, a monstrous, 160-foot-long four-sided screen suspended from the stadium ceiling.

As the game progressed, one play stood out. It was the third quarter and the visiting team, the Tennessee Titans, had possession of the ball. Titan punter A.J. Trapasso  kicked the ball and . . .  BAM! The soaring pigskin smacked right into the overhead television. The crowd was shocked. Jones was dismayed. How could this happen?

Looking back, it was obvious the stadium’s project planners had demonstrated an astonishing lack of vision. They had failed to anticipate a possible trajectory of a punted football. Ironically, the billion-dollar stadium had fumbled on its big day.

Where Do You Want the Ball?

Your vision is the foundation of where you want to be. In the world of digital marketing, it’s the bedrock of every campaign success. It is the starting point for determining the trajectory of your product or service. Without it, creating an impactful marketing program is impossible. And without a vision that has clarity, your product likely will get lost in the wilderness of choices that prospective buyers have.

When the pandemic hit in early 2020, many companies were seized by deep uncertainty about the future viability of their marketing efforts. After all, who could have predicted that schools and restaurants would shut down? That people would stop going to department stores and movie theaters?   That even “recession proof” businesses like barber shops and hair salons would take a hit?  Not since WWII was there so much unpredictability about what the future holds.

Marketing also felt the impact. You may have lost face-to-face contact with customers and the ability to connect with them at trade shows and other events. You still need to identify prospects, develop relationships and sell, but how do you do it? 

We have good news. Our VISION approach is how we can help you achieve your vision of success. A marketing methodology  that is just as applicable today as it was before the pandemic, its framework of principles, practices and processes enable our clients’ success.

Next Steps

We talked about the need to VISUALIZE YOUR GOALS. What comes next is just as important.

To develop a profound understanding of your target customers, INVESTIGATE BUYER BEHAVIOR. In today’s connected world, it is unthinkable to imagine a marketing department capable of delivering world-class performance from the vacuum of its own narrow perspective. From every conceivable corner of business data and information are readily available. Our job is to help you leverage it with precision.

Armed with a load of customer data mined from many different sources, you will possess a deep and profound understanding of your target market. At this point we’ll help you craft a strategic program that includes a detailed customer persona that builds on your brand.

The vision you have for your company must be supported by spot-on communications – internally, externally and to all stakeholder groups. We help clients carefully STRUCTURE INTEGRATED MESSAGING. If you consider the useful customer information flowing in from social media, sales data, web pages and customer service, it’s easy to see why it is important to create messages tailored to each of these channels. It allows you to reach prospects at all key touch points in their buyer’s journey with relevant, brand-specific messages.

As marketers, our ability to build and IGNITE POWERFUL CONTENT is a cornerstone of our clients’ success. Effective content delivers the right message to the right customer at the right time. By meeting people where they are, we enhance their overall buying experience and accelerate the sales cycle.

Every year your company probably spends considerable time identifying sales and revenue goals. You need a detailed plan to reach them. That’s where a program to OPERATE DEMAND GENERATION comes in. Think of demand generation as a carefully crafted umbrella of sales and marketing programs that get customers excited about your product or services. Think of  it as a series strategically orchestrated programs that include multiple touch points such as blogs, newsletters, white papers, webinars, and social media. Indeed, think of it as gradual, comprehensive, and holistic program that is an engine for your revenue growth and the fulfillment of your vision.

What works, what doesn’t

Finally, the need to NURTURE AND IMPROVE RESULTS will pave your path to continually improving results. With a wealth of data coming in, the ability to do a deep dive into these metrics will reveal what works and what doesn’t. Ask yourself, which emails worked well and which ones didn’t? How many prospects submitted a form requesting a white paper?  What’s the location of your website traffic and how long did visitors spend perusing your offerings? What content on social media drew the most engagement? Answers to these questions will allow you to nurture prospective buyers and improve results.

Most of our clients don’t build football stadiums or lead NFL teams. But by using the VISION tried-and-true methodology, they have been able to launch products, expand their customer base, and build momentum despite the public health emergency. In today’s digitally driven world, it has produced masterful results. Pre-COVID and post-COVID, in good times and bad, it is a reliable, robust and powerful means to make your vision a reality.

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