Why You Should Cater Your Digital Marketing Needs to Your Business

It is easy to get consumed by the details of digital marketing and completely forget about your business strategy. Digital marketing strategies often involve so many moving parts that they can become overwhelming or just distracting enough that you end up taking your eye off of your ultimate goals.

To address this, here are some points to consider as you navigate the digital marketing landscape.

Business Strategy Alignment

The business strategy. This is your overall plan – the growth objectives that take into account every aspect of your entire business. Maybe you call it your 3-to-5-year plan.

It could be that the bank asked for your business plan at one time, and so it’s terrifically formal. In other cases, an exceptional business strategy can be a series of doodles on the back of a napkin. It’s no matter; your business plan represents the big picture. And, it’s important to everything. Really important.

Your business strategy should include vital steps on how you go about positioning your organization within your chosen market to:

  • …successfully compete in your industry.
  • …satisfy the expectations of your customer base.
  • …achieve positive business performance.
  • …to make a profit.

How Business Strategies Get Lost in Digital Marketing

Lots of digital marketing is cool. Very, very cool. If you are not doing it all, perhaps you think you’re missing out. Well, maybe you are.

There are so many options available for digital marketing that it is easy to get lost in the maze. There’s just so much technology. Then, there are the technical choices – should you be focusing on SEO or social media? PPC or organic growth? Throughout these decisions, it is vital to keep in mind your target audience and the purpose of each campaign or marketing strategy.

When you are in the midst of growing your business, the ever-changing digital marketing landscape quickly becomes overwhelming. You are already busy enough. How are you supposed to develop, fine tune, and then maintain a modern, agile, effective digital marketing strategy, too?

Imagine that digital marketing as a business discipline is like a quiver of arrows designed to hit a target (your audience) so you can win a contest (making a profit). When the arrows are shot into the air – instead of towards the target – no matter how well and with how much style you shoot, you are not going to win. This is just like implementing digital marketing that is not in tune with your business strategy. It might be fun to watch, but it is not going to move you toward the ultimate goal.

Bringing Digital Marketing to Your Business Strategy

When your digital marketing does not align with your business goals, you may notice:

  • You either spend a lot of time or not at all deciding on what digital marketing to do. Because you have no real criteria to make the decisions, it is either very difficult or you “do everything.”
    Campaigns seem to go on and on with little or no results.
  • You spend money, but you can’t tie it directly to results that matter. Perhaps sales go up, but, strangely, profits go down.
  • Digital marketing often involves multiple strategies, different goals, and complex objectives. Dealing with all of these moving parts can distract even the most dedicated entrepreneur from the real goal: your overall business strategy. The team at Altitude Agency can help you stay focused by catering your digital marketing needs directly to your business strategy.

Contact us today to get started.

Why Your Business Needs a Brand Guide

If you’ve ever walked into a grocery store and felt the frustration of not being able to find the brand you’ve always bought because they changed the look of their packaging, you already know why a brand guide is important.

When a brand, a unique color scheme, or a logo makes its way into the collective mind of the consumer, it can be hard to change course. Constant repetition of familiar graphical elements combined with fonts, styles and other themes make it easy for your company’s individuality to stand out from the competition.

If your company doesn’t have a brand guide, it needs one.

What is a Brand Guide, Exactly?

We’re glad you asked. Simply put, brand guides are sets of rules, formats, voicings and messaging styles that attempt to keep a brand message consistent across all media. This goes for print ads, radio spots, product packaging, and anything else that might contain a reference or suggestion to the brand.

The simplest style guides can include just the basics, like logos, color palettes, and specific vocabulary to be used in messaging. At this point, it’s important to distinguish design guides from writing guides, as the two are often conflated. Because of this, many companies unify their brand guides into one, an all-encompassing guide that covers everything.

For now, we’re going to focus on design guides above writing guides, even though there can be some overlap between the two. As one of the best examples of a unified design style, let’s have a look at the iconography used in Google’s G Suite brands, like Gmail, Drive, Docs, and more:

Google brands
Credit: Google

One of the first things you should notice about the above graphic is that each icon has an intentionally simple structure with minimal depth. When you analyze these different G Suite icons, what you find is that shadowing or dimensional effects are only applied to about five to ten percent of the icon image at the most. Many of the icons remain in 2D for the express purpose of maintaining the brand presentation at lower resolutions. Genius!

Another key feature of these different G Suite design style is their use of the same four colors that are found in the Google logo itself: blue, red, yellow/orange, and green. This wasn’t done on accident: Google wants to be sure that when you see this specific set of colors, you think, “Aha! Google.” And, it works.

Time to Act

Perhaps you’ve realized that your company needs a brand guide of its own. Now that you know the basics of why they’re used, it’s time to start thinking about what to include in your guide. Think about fonts, graphics, color tones, and overall impression. What is the emotional response you want your brand to elicit? What styles, themes, or templates might be best to achieve this?

Want yet more ways to up the amplitude on your digital marketing? Contact Altitude Agency today, and let’s forge forward, together.

How to Figure Out Your ROI with Digital Marketing

For some businesses, the problem is not making money but in figuring out the best ways to reinvest that money to grow the company. You might have a successful coffee shop that is handing out hundreds of cups of coffee a day, but unless you turn that extra money into a worthy investment, your shop will remain stagnant.

Return on investment (ROI) is one of the more critical data points in any business strategy but how can you calculate ROI on a digital marketing campaign? Let’s learn how you can figure out your ROI data points, so you aren’t throwing good money down the drain to grow your business.

Figure Out Your ROI Before You Waste Money with Digital Marketing

The goal of any digital marketing campaign is to elevate your business and get a significant ROI. What type of goals you have depends where you currently stand, where you want to be, and what it will take to get you there. Any smart campaign begins with establishing concrete goals. Without goals, you can’t gauge ROI.

Doing the Math to Figure Out ROI

Measuring your ROI for digital marketing compared to traditional marketing is more difficult but is doable. Your goal is to set up conversions (sales, leads, or click-throughs) with a specific attributed value to find this ROI.

For example, you could assign any closed sales that initially issued from your campaign as a percentage of that sale. This is more difficult in some industries than others. If an ad secures you a direct $40 purchase, you can pencil that in. However, calculating the ROI for indirect business needs a value system to calculate its efficiency. This will take some work out on your end.

How many leads or clicks convert to sales? How many digital leads turn into appointments with a chance to close? You must use your history and knowledge of your company to assign dollar amounts or values to your campaign to help you measure your ROI. You might assign $100 to a lead that turns into an appointment or $300 to an appointment that turns into a closed sale.

Once you’ve come you with assigned values, you can use those values to measure success among different avenues of digital marketing including SEO, social media advertising, or a YouTube video campaign. It may take practice, but you can find accurate ways to measure your ROI within the digital marketing world and companies like Altitude Agency who are happy to help you do it.

Choose a Digital Marketer That Cares About Your ROI

A reputable digital marketer will help you calculate your ROI and track sales, leads, and other data as it pertains to your campaign. Companies like ours make their living on turning in positive ROI reports and wouldn’t be able to function if they couldn’t show demonstrable success from a campaign. Use us not just for ideas but for analytics, too.

Any investment in your company is about your ROI in the end. With the help of patience, monitoring, and Altitude Agency you can track your ROI for any campaign directly or by assigning values to different successes. Digital marketing is notoriously fickle so use your ROI and past experiences to make the best decisions moving forward.