Digital Marketing in Five Strategic Steps

digital marketing

Many business owners and entrepreneurs get overwhelmed by the concept of engaging in digital marketing. With all the buzzwords and increased attention on the importance of this practice, it can be difficult to make sense of what this promotional practice truly is. To make this complex process more straightforward, here are the five strategic steps that business owners, stakeholders, and marketing teams need to know about when it comes to digital marketing.

Laptop with code on screen
Digital marketing is the single most important component of modern-day business promotion.
  1. Awareness
  2. Interest
  3. Consideration
  4. Conversion
  5. Retention

Each of these represents a different part of the customer journey that is greatly improved by online marketing initiatives.  Marketing teams can begin with one or two of these steps depending on their organization’s needs, but it’s important that they don’t lose sight of the larger picture.

The most successful brands use social media to nurture strong relationships over time and determine which part of this strategy works for their business model. For example, scheduled Instagram posts can help increase customer awareness about a topic or issue relevant to the product or service being sold. Subsequent content can then be tailored towards features and benefits of the product or service, increasing the likelihood of conversion.

Applying the 5 Steps with Digital Marketing Tools

Businesses can use different formats to promote themselves online, including blogs, campaigns, ads, and social media. All digital promotion campaigns should be rooted in the customer and serve their needs with a consideration for what step of the buyer journey they are currently on.

The first step in developing a successful online marketing campaign is to map each stage of the customer buying process and visualize how it is affected by different promotion tools.

Blog content that speaks directly to customers and helps them achieve their goals is the perfect way for companies to build trust with potential buyers. Blog posts can also serve as an expanded, in-depth follow-up to content that is posted on social media or through banner ads.

Cross-channel marketing considers that customers do not interact with a brand the same way across all platforms and devices. Marketing campaigns should be tailored to fit each individual platform, and content should be reinforced across multiple channels.

For example, a customer who views your Facebook page is different from someone reading your blog or seeing your banner ad. 

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If you want to learn more about how SEO content, social media, and online marketing can improve multiple facets of your business, reach out to the experts at Impressions today!

Using Pinterest for Your Local Business

Using Pinterest for Your Local Business

Social media offers a way to communicate with your customers in a closer way, with Facebook being the most popular network among businesses. However, Pinterest has a lot to offer to your marketing strategy, especially for local businesses.

5 Steps to Market Your Local Business on Pinterest

When it comes to social media marketing, Pinterest shouldn’t be underestimated. This social media platform offers many benefits to businesses and can help you reach out to more people. If you’re looking to reinforce your social media presence, here are 5 tips to help you market your business on Pinterest:

5 Steps to Market Your Local Business on PinterestUnderstand What Your Audience Is Interested In

First things first. Breaking into Pinterest grounds is not just about creating boards left and right. Before you even start sharing content, you need to have a clear idea of what type of material your audience is looking for. You can start your research by finding out who your target audience is following. Browse through the categories that are most related to business to see what content is being shared and how popular it is. This will give you a better idea of what topics and keywords your customers are interested in.

Sneak Your Keywords into Your Profile and Boards

Once you have identified the most relevant keywords or topics for your business, you can use this information in the names of your boards and in your profile, in places like your profile name, and description, too.

Market Your Business with Pinterest

Expand Your Reach with Informative Content

People on Pinterest are looking for valuable content. They are interested in learning things and buying things, so take this into account when deciding what to pin. Content that meets these criteria is what’s going to help you grow your repins.

Drive Traffic to Your Website By Sharing Your Own Content

By sharing your own content on Pinterest, you are giving it much more exposure. Whether you are sharing links to your own articles or to your products and services, with every repin and click, your click-through rate will increase and traffic to your site will too.

If You Have An Opportunity, Don’t Be Afraid to Engage

As people start sharing your content, you will notice that questions and comments might come up. This is a great way to connect with your audience directly and answer whatever questions they have.


Pinterest could be a great addition to your social media marketing strategy, however, if you are present on other social media platforms, you might feel like keeping up with all of them is a little too much to worry about. At Impressions Agency, we can help you manage your social media platforms while keeping your message consistent across all of them. Let’s talk about how we can help you grow your online presence.

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Build Stronger SEO By Putting Your Keywords in the Right Places

Using Website Builders Might Not Be Your Best Option

Keywords are a very important part of your SEO plan. Putting them in these places will strengthen your SEO.

The Best Places to Put Your Keywords

Have you ever heard of the term ‘keyword density’? It refers to how often your keywords show up on your website. It’s not just about using keywords. Knowing where to put them is even more important if you want them to actually have an impact.

Effective digital marketing needs strong SEO and strong SEO needs keywords. Repeating them increases your chances of  search engines pulling your content when those keywords are being searched for. Using elements of your site’s HTML is a great way to optimize your SEO and sneak in some keywords.

The Content on Your Site

Having your keywords as part of the text on your site is one of the main practices that can help your SEO. You can repeat them but not abuse them. Having the same keywords too many times could lead to your site being cataloged as spam.

The Best Places to Put Your KeywordsAlt Tags

You can use images for marketing. When it comes to images and SEO, you can get your keywords in as the “alternate text”. This field is originally intended for website readers, for those who are visually impaired. However, Google bots read that too, so you can take advantage of it and add a description of the image that includes your keywords.

Title Tag, Meta Description & Page Title

Don’t confuse the Title tag with the page title. The Title tag is what you see when your page is shown in Google Search Results, you know the blue text. The page title is the title you show your visitors on different pages of your site, typically within an H1 tag. And then there’s the meta description, which accompanies the Title tag on the Search Engine Results and should be unique for every page. These are all great places for keywords.


Another great trick is to put keywords on the links on your site. This helps you convey the importance of your keywords to search engines. You can do this anywhere, within your text, or even in the footer or sidebar.


When your site is content driven, you have a bigger chance of improving SEO through your keywords. As you generate more volume, your keyword density will increase. Does your  business need help managing SEO? At Impressions Agency, we can take care of it for you to help your business get the online exposure it deserves. Contact us today!

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What’s the Difference Between Copywriting and Content Marketing?

Content marketing and copywriting are two concepts that, sometimes, are hard to tell apart. They are not the same; however, they should work together.

Copywriting vs. Content Marketing

Theoretically, separating these concepts is fairly simple. Content marketing is about creating and sharing content that is free and valuable. The goal is to draw people in and turn prospects into customers and customers into consistent buyers. Copywriting, on the other hand, is done to get the readers to react a certain way, whether it’s purchasing something, clicking on a specific link, or subscribing to your email list.

Content marketing is blogs, podcasts, and email autoresponders.

Copywriting is sales pages, ads, and direct mail.


Creating a winning marketing strategy
Content marketing and copywriting

Although content marketing and copywriting are two separate concepts, they are not mutually exclusive. They need each other.

How Content Marketing and Copywriting Work Together Gracefully

Before we move on, there’s another term we need to understand: content. No, it’s not the same thing as content marketing. The whole point of content marketing is to attract people to a particular destination within your site, while content is everything and everywhere. There’s sales content, event content, customer service content – all kinds of content. Don’t waste good copy by copywriting without content, or by producing it without copywriting.

Remember, copywriting is the art of convincing your reader to take a specific action.

Use effective copywriting

  • Write interesting headlines
  • Clearly communicate to your readers how your content is relevant to them
  • Let your readers know what you want them to do next by including calls to action

Keep producing great content

  • Write for readers first and then make it search engine friendly
  • Be generous with your content
  • Refrain from making your content look like an ad. Make sure you produce readable content that provides value to your readers, even if you’re advertising

The connection is precisely that… Use effective copywriting, while you keep producing great content.

Voilà  Best of both worlds, combining strategic copywriting with well-thought-out content. Great friends, gracefully working together.
My ImpressionsNeed help? Contact us today for creative, effective content marketing for every size business, anywhere in the world. 

Marketing Tips to Round Up Your Marketing Strategy