Robin Tooms talks Digital Marketing on PKF Texas, The Entrepreneur’s Playbook
Watch this short interview with Greg Price, Director of Consulting Solutions at PKF Texas and Robin Tooms, Vice President of Strategy for Savage. Part of a regular featured called “PKF Texas – The Entrepreneur’s Playbook®,” it is a series of best practice business tips.
Part of a regular featured called “PKF Texas – The Entrepreneur’s Playbook®,” it is a series of best practice business tips airing Sundays at noon during the BusinessMakers Radio Show on 92.1FM.
Today’s topic was about getting your company to think strategically about a “digital platform” instead of just hopping on the latest digital trend.
As explained in the interview, your business needs to take a step back and start with your digital strategy before thinking about what channels you need. A simple process start this thinking is:
- First, look at what your core online relationship should be, and what content that audience would be interested in.
- Then look at your relationship marketing needs and what ways your target audience likes to communicate (this is where you consider social media or emails, for example).
- And finally, you make sure this is integrated with your analytics for proper ROI and lead metrics.
Digital marketing is a long-term commitment, so starting with the right strategy will ensure that you get the most out of these efforts. Don’t get seduced by new digital channels and pursue them just because they exist, approach each of these opportunities purposefully, with a plan for content and measurements.