In today’s competitive online environment a cohesive, integrated digital marketing strategy, including content marketing, social media, and search engine optimization, is critical to the success of your business. Think of effective digital marketing management as a POEM – The perfect balance of Paid, Owned, and Earned Media. Paid media is advertising you pay for, such as PPC ads on Google. Owned media includes your website, content marketing, social media posts, search engine optimization, and email. Earned media is content other people write about you, such as news, reviews, and mentions in blogs.

Content Marketing

As defined by Wikipedia, Content Marketing, also known as Inbound Marketing, is “any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.” Some might advocate that includes most, if not all, digital marketing. The more expensive your product, the longer the sales cycle, and if your offer knowledge-based services, the more effective content marketing can be.
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Social Media

Probably the best known and most misunderstood digital marketing channel is Social Media. Everyone has heard about it and most of us use it daily. Utilizing social media to drive revenue is very challenging and ‘learning as you go’ can be very expensive. Determining which social media tactics your business should adopt is an involved process.
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Paid Media

As the name indicates you pay to play in Paid media. Not so long ago a small business could allocate a modest monthly ad budget, launch a couple of search engine ads and see results. In 2015, paid media, especially pay-per-click ads on Google and Bing, is more expensive than ever. The rewards are there, but only if you have a solid strategy in place, thoroughly analyze results, and continually optimize your efforts.
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Search Engine Optimization

Over the years the importance of SEO has waxed and waned. Search engines today are focused on confirming that your website content, products and services align with searcher intent. No longer a stand-alone tactic, excellent search engine optimization works in concert with other content marketing efforts to deliver the desired results.
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Email

Arguably the most valuable piece of information a business can possess about a customer is their email address. Once acquired, it’s easy to squander the opportunity to build a lasting engagement with a customer or prospect. Respectful, permission-based, strategic email interactions are key to top performance in this ubiquitous marketing channel.
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