digital marketing strategy 5wpr


In an increasingly digital world companies find it a lot more difficult to be seen or even remembered by their potential customers, yet reaching the same customers is key to growth. Marketing efforts are all about being available digitally to the potential consumers in the target audience, especially in the places where new clients can see the business every day. There are a number of efficient strategies for a company to get its name and brand out there, and although they may seem basic, they are great building blocks for any campaign. 

Social Media and Conversations

Most of the time when people are thinking about digital marketing, they think that they only need a company website. However, that’s not usually the case, largely because a big number of transactions these days actually come from other platforms instead of business websites. That’s why companies have to create profiles on at least a handful of social media platforms, and also interact with the users on those platforms. Even brick and mortar companies can easily establish a digital presence on social platforms where people can find more information about the business, submit reviews or ask questions. 

Aside from having a social media presence, one of the main components of that presence should be interacting with people. Communicating through social media platforms, and actually having conversations with other people means that the company can reach an even larger number of people. It’s important to remember that the company shouldn’t only provide sales pictures, and instead have conversations and contribute to various industry-related topics. 

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Consistency Across the Board

When a company is present on the Internet, its target audience or potential consumers should be able to recognize that brand no matter where they come across it. Some of the essential things that can help in this type of brand recognition are colors and logos, as well as catchphrases or even faces. Instead of looking to rebrand a company every few months, the Business should be consistent in its messaging with the public. That means across social media platforms, the company’s website, and even paid ads or other types of campaigns, the company should have consistency in its appearance and messaging. 

Target Audience Wants

Just because a company has a great product or service doesn’t always mean that the business will know what consumers want, and the best way to figure out what those consumers want is through research. With the help of research, companies can create buyer personas, also known as the ideal customers for that business. That entails creating a detailed description of the ideal customers including things like demographics, income brackets, hobbies, family size, and more. 

This way the business can learn more about its customers, and create better targeted messages and promotional campaigns that will cater to their needs and wants. Nevertheless, it’s important to remember that just because the company’s product can solve someone’s pinpoint or cater to a need, it doesn’t mean that the potential consumer will immediately make a purchase. That’s why companies should be consistent at every touchpoint with the target audience, as stated previously.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.