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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.