By Dr. Morissa Schwartz, who owns DrRissysWriting.com, a marketing and writing company ranked the top PR and social company in New Jersey/New York.
Marketing your business across multiple channels can be exhausting if you’re just one person. When you’re ready to grow your business, and a team member can focus on social media, it’s time to implement 360 marketing.
As my business expanded, I began to implement 360 marketing, knowing that my clients needed help in other areas I hoped to be able to provide. It was not an overnight process but has become a popular selection for new and existing clients.
Where I Started
As an English doctorate, it shouldn’t be surprising that I started my career in copywriting and editing, writing blogs and editing books. Clients loved my writing and began asking for SEO, or search engine optimization, within blogs. Before long I realized that social media posts also needed SEO to be found through search engines.
Through SEO, public relations (PR), ads and social media, 360 marketing draws clients to a business from all web locations. All strategies work hand in hand to bring attention to the company and nurture its online leads.
I needed to see for myself if following a 360-degree marketing plan would work for my clients, so I used my own company as a case study!
I started by using PR to build upon SEO, SEO to improve my ad performance, ads to attract more people to my social media and social media to connect with the people who heard my PR interviews. Podcasts and written features brought the work I do to life, allowing me to showcase the effectiveness of this revolutionary marketing strategy.
The Most Important Aspects Of A 360 Marketing Campaign
Highlighting strategy, SEO, social media and public relations will help you have a successful start to your 360 marketing. This is not the full list of considerations for marketing but the ones I feel most passionate about.
One thing worth mentioning is that no single person can effectively handle all aspects of 360 marketing. I’ve established a team of professionals from around the world who are passionate about their area of expertise, and I have learned so much from them.
Planning Your Strategy
If you don’t have a strategic marketing plan, please stop reading and make one now — or hire a consultant/professional to work with you on one! I encourage you to figure out what your business needs and how to best accomplish it. A good marketing strategy will have time-focused and measurable goals.
I always tell my clients about the importance of the business plan because it will help you figure out where you are standing at the moment and decide where you want to go from there.
Planning your strategy can take days or even weeks, but the important thing is to keep in mind that all future work will be focused on what you want and give you the results you need.
Search Engine Optimization (SEO)
Focus on the language you use for your publications. This is going to be an essential step to ensure maximum viewability.
When you use as many forms of publication as possible, search engines will see you as an expert because you appear frequently for the same reasons. Because you’re competing for both human and artificial intelligence (AI) notice, it can take time to rank higher.
SEO should be sprinkled through your social media, blogs and interviews to set you on the fast track to higher rankings. Yes, SEO is one of the most important pieces to your publishing, but that does not mean you may ignore grammar! Take it seriously.
As a tech fiend, I grew up using social media platforms. I love to learn every gadget and tool. There is no reason that social media shouldn’t be in your arsenal!
Determining the appropriate platform will be essential to your business, but their algorithms can be tricky (another great reason to consider hiring out your marketing!).
To help you determine which platform is the best fit for your business:
• Facebook is meant to build a community.
• Instagram will display products through photos and videos.
• Twitter educates followers on a specific topic.
• TikTok is perfect if your overall goal is to reach many people.
• YouTube and Pinterest are actually search engines, which can greatly help others discover you online.
I love social media because once you create the right strategy, you’re able to talk directly to your targeted audience. By sharing experiences and becoming more personal, you will find your audience will flock to you.
Public relations is a necessary but time-consuming task of marketing. I failed to implement PR for a long while. Now I appreciate its importance.
Through public relations you can focus on:
• Press releases
• Product or service promotions through sponsorship
• Firm communications (if you’re large enough)
• Lobbying (if it is relevant)
An example of PR we have found worth pursuing at my company is podcast interviews. In an interview, you’re able to offer a small piece of expertise that helps portray you as an authority in your field.
360 Marketing: Doing It All
Most businesses manage to utilize one or two of these tactics. With proper wording and a knowledgeable team, putting all the pieces together will encourage success! No business can go wrong with 360 marketing.