When evaluating a businesses marketing challenges and preparing a marketing strategy, we categorize our services into two sections. Foundational Marketing and Structural Advertising. These are not necessarily industry trade terms, but something we made up to help list and prioritize our services.
Think of The Straight Path Marketing Services as the pieces required to BUILD your business. A strong foundation must come first, followed by the structural components “building” your business.
We tend to focus the majority of our efforts on what we call the “foundational marketing” of your business. Within this category of services, we work on the areas of your business that are getting your companies products or services out for your customers to see. These pieces are key to your companies further growth.
When it comes to your online presence and building up your “foundational marketing” all your efforts need to be made to direct people to the content on your website. Content, content, content! When your website is set up properly, full of great engaging content like blogs, vlogs, video how-to’s, and in-line pages, the rest of your “foundational marketing” becomes really easy! The info is already there and use that great content to begin to get your free social media strategy to payoff and get the engagement your work deserves!
Next, and just as important as the content, is to ensure your online listings are all accurate and up-to-date.
Every week, bots crawl the internet and send updates to dozens of listings sites about your business. If this information is incorrect, all the hard work that is done to build up content can not be found! There are many ways your information can be incorrect as it reaches the listing site. A simple error, when an editor writes a story about your company, inconsistency when setting up your social accounts, you recently changed the name of your business, or maybe you have multiple locations that can be mixed up. The point is that if you try to do this on your own, you will be pulling your hair out trying to manage all the log-ins, and trying to keep up with all the listing sites that are out there.
The Straight Path Marketing utilizes a piece of really awesome technology that exclusive to Yext Certified Professionals, it’s called Match and Lock technology! It does just that, we go out, match your listings to over 70 listing sites, then LOCK them in place, so when those bots crawl your information again and the information is wrong, it does not override the correct information that we input. We have your back!
Now, in “Structural Advertising” we build off the work done in the “Foundational Marketing” and ask for new customers through paid media.
Often times, as a small business owner you become so busy with all the responsibilities that you have, that you are unable to effectively manage your advertising efforts. With as fast paced as everything is, it is difficult to meet with media representatives, negotiate rates, place the orders, complete and deliver the creative, monitor the returns, and then audit the statements from the media sources. You need to be running your business and making sure the the promotional calls-to-action that are being used are in-fact working and managing that new influx of business.
At The Straight Path Marketing, we can manage your adverting budgets, meet with potential media partners, and execute on the promotions that you would like to participate in. With seven years of experience working in the broadcast media industry, we have unique insight and connections within these industries to help your promotions receive the highest possible return.
Our Media Buying expertise includes but is not limited to:
- Social Media Advertising
- Search Engine Marketing
- Display Network Advertising
Whether your business needs some assistance in “Foundational Marketing” , “Structural Advertising” or maybe even both; it is our passion to help businesses reach their goals and get you back to the tasks that made you want to start your business all those years ago.