Website Traffic

Imagine your website as a physical storefront inside “internet city”. Traditionally, the street your business is located on would dictate how much “foot traffic” your business would receive on a daily basis. There’s just one problem… Internet city doesn’t have streets!

Instead, the internet is made up of groups and communities of people actively engaging with dynamic content, acting more like a “stream” or “highway”; carrying consumers through digital journeys. This could be scrolling on social media, playing online games, listening to music, watching streamed videos or researching their next e-commerce purchase.

Content Marketing

Creating ascetically pleasing and relevant “on-brand” content for social media and your website creates channels where streams of traffic can begin to flow. When executed correctly, content marketing is the easiest (and cheapest) way to build consistent engagement and views from potential customers and fans of your brand. Content marketing is the first step to generating leads and sales from already primed and engaged niche audiences.

Digital Advertising

The art/creative direction you take with your content marketing caries over into digital advertising. Top engagement posts on social media can be boosted for a few dollars to maximize the audience reach. Videos created for publication on social media and press releases that prove useful can be repurposed for targeting on YouTube. One 60 second video advertisement displayed on the homepage of your website can be broken up into dozens of micro videos that are distributed separately to different platforms, flooding your target audience with a cohesive message and pushing them to the full video on your website.

Retarget Advertising

Digital advertising collects data that allows you to make informed decisions about who your target customer is. Once a small initial set of data is collected, you can retarget customers who have previously engaged with your digital properties. Someone who visits your website can be retargeted with an “abandoned cart” banner ad on their favorite blog or a potential lead that landed on your squeeze page can be retargeted with an instagram stories ad that links them to the exact step they dropped off from previously, reminding them to finish the conversion.

The Nature of Disruptive Advertising

Disruptive advertising is the act of inserting your advertisement into a customers digital workflow. On social media specifically, users get “ad breaks” that break apart the content they’re actually looking to engage with. Inserting your advertisements into these digital behavior patterns increases brand awareness and maximizes chance of further engagement from potential customers. It also generates consistent traffic through your sales funnels and into your websites product pages. a digital “billboard” on the internet highway.

Why isn’t everyone using these digital tactics?

Creating a multi-level sales funnel that converts leads to customers is a complicated process with many moving parts that need to be intentionally maintained (not to mention backend email/text/following marketing that keeps your customers coming back). Traditional promotional videos and old-school calls to action that Madison ave has been using to attract customers through radio, cable television and print for 70+ years falls completely flat in the digital space.

When you place your advertisement on social media, it’s not competing with other ads. Your ad is competing with the content that is directly above and below it in the feed. In contrast, cable television has a definitive separation between content and ad space. With this new integration, brands are required to develop the “full content of their character” and create a consistent and cohesive story behind the products their selling.