Three Reasons You Need a Paid Distribution Strategy
By: Anna Merchant | September 12, 2017
Chances are you understand the importance of digital marketing. Your organization is active on at least one social media platform and you work hard at raising awareness and creating valuable content for your target audience. But have you considered a paid distribution strategy? This is becoming one of this year’s biggest digital marketing trends and the benefits far outweigh the cost savings. Keep reading to find out why.
Outsmart the algorithms
Content. It resonates powerfully with your audience, demonstrates your organization’s expertise and most importantly, is the foundation for your social media content strategy. But promoting your content organically is not enough to make an impact – or even reach your fans and followers.
Social media algorithms provide users with customized newsfeeds. For example, Facebook prioritizes posts from friends and family. This puts organizations in a tricky position to effectively communicate their message and drive their online marketing strategy. The solution? Incorporate paid distribution through your social media channels.
The intense competition
Organizations are allocating more of their marketing budget to online platforms, while spend on traditional advertising is declining. In fact, nearly two million businesses are using Facebook to advertise. To stay competitive and maintain top-of-mind awareness, you can’t afford not to increase your digital investment. On the bright side, with a strong online marketing and distribution strategy, you can become a fierce competitor.
Attract new audiences
Digital is one of the best ways to raise awareness among new audiences. Whether you’re launching a Facebook, LinkedIn, Google or YouTube campaign, the targeting options are endless. You can create detailed audience personas on each platform to reach the right people and access real-time analytics to optimize targeting along the way.
Digital marketing isn’t going anywhere and your return on investment might not be immediate. It takes time to build your online authority, so invest early to reap the benefits sooner.
If your organization invests in content marketing, pay particular attention to one social media network – LinkedIn. Over the past two years, LinkedIn has made significant improvements to create a more engaging platform. And we’ve taken notice.
It can be frustrating to put time and energy into your pitch, only to have it completely ignored by the media. But the truth is, reporters are flooded with hundreds of potential stories and they can’t cover them all. To get attention, it comes down to having a solid media strategy that connects with reporters that matter to your organization.
Your brand is your organization’s most valuable asset. It connects with your target audience, differentiates your organization and leaves a lasting impression. From purpose, positioning and strategy, your brand is a promise that you must deliver at every touch point.