Angela Chryplewicz, CEO of Lasting Impressions Promotional Marketing (asi/249926), says her company has offered email advertising for over a decade and more direct digital marketing, such as SM and SEO optimization, in the past few years. “Our budget for digital marketing has grown in the last three to four years as we see results coming in, and where our clients are – everyone’s on their phones more than their computers,” she says. Here, she shares her top tips for incorporating digital advertising into your marketing mix.

1. There’s some instant gratification with digital marketing but give it some time to build up and grow. Spend enough time on a platform to see some results before walking away and trying something new.

2. Know who your target is and really focus on those people and groups. Don’t waste time and money on people outside of that radius to help maximize your results.

3. Content, content, content! “Without good content,” she says, “you have nothing.”

4. Have a plan and execute it – consistency is key. Have a strategy, and make sure your goals are realistic for you and your team.