Digital Advertising 101
Digital advertising can be overwhelming. Digital advertising can be confusing. Digital is different. It doesn’t have to be hard. Let’s cut through the jargon and break it down. Understanding digital differences Digital is different than traditional advertising (e.g., newspaper ads, radio ads, direct mail, and billboards) because you can more easily target specific audiences and track what is working and what’s not. To know if your digital campaign is performing well, you must monitor engagement and conversions. A digital ad with 100,000 impressions (i.e., views) sounds impressive, but who saw that ad, and what action did they take after seeing it? If you sell pet food, but the people who saw...
How we achieve.
When we adapt, we must do so to achieve results. We don’t promote change for the sake of change. We make a change to get results. It’s not always easy, but it is always worth it. Over the years, our work (including a strategic and well-executed communication plan) helped Brainerd Lakes Regional Airport (BRD) reach record ticket sales. But when COVID-19 arrived in the community, we were charged with shifting the messaging to focus on the airport’s safety precautions and overall community value rather than increasing sales. While flights weren’t grounded, stay-at-home orders ultimately affected travel—but not for long. Despite the challenge of a pandemic, once...
How we adapt.
Listening is key to developing a successful communication plan. But things don’t always go as planned. Who hasn’t run into unexpected budget constraints, staffing issues, or world-wide pandemics? We’re experts in helping our clients pivot (being adaptable is one of our values). Sometimes that means making a small tweak to improve results. Sometimes it’s venturing down new avenues and trying new tactics in digital advertising, geo-fencing, or social media marketing. Sometimes it’s walking into a seemingly impossible situation and reworking an existing communication plan entirely. We’ve done it all and we’ve done it successfully. As COVID-19 began to affect tourism in the McGregor, Minnesota area, we stepped...
How using social media today can help you adapt for tomorrow.
Today is much different from a month ago. Normal isn’t normal anymore. Businesses must adapt to their new normal to survive. It’s not easy. But it’s possible. One free thing all businesses can start doing today is upping their social media game. It’s free, it’s easy, and it can pay off when it’s done right. Raise awareness—What do you do? What makes your businesses unique? Increase your web traffic—Invite people to learn more about your products or services. Promote your online store (or start one). Engage with your customers—You can learn a lot by asking your customers what they want. What can you do better?...