So much of our day-to-day life is spent in the digital world these days, so if you haven’t refined your digital marketing strategy, you’re missing out. In this episode of Promo Insiders, Theresa Hegel, executive editor of digital content, talks with Christina Ross, president of Silver Frog Marketing, about how to build relationships through digital marketing and some of the hottest trends in the field.

Ross advises clients to build trust and credibility by creating consistent imagery and messaging across multiple media – from Google to Facebook to email and beyond. Retargeting, advertising that “follows” consumers based on previous online behavior, doesn’t have to be spammy or creepy, she explains. Instead, “We’re following people around in a good way because the more touches you can give people in a good way, the better you look to your customer,” she says.

“The way that I look at marketing is kind of like spaghetti. When you’re initially out there, you’re new, you’re just throwing spaghetti on the wall. You have to see what sticks. It doesn’t stick until it’s done.”– Christina Ross, Silver Frog Marketing

Podcast Chapters (Available Only on Desktop)
3:15: Why digital marketing is important
7:56: Trends in digital marketing
9:52: You’re already speaking your marketing message
12:12: How to create relationships with digital marketing
17:20: Digital marketing tactics for small budgets

Among the biggest trends in digital marketing is video, particularly short, animated videos that use humor or storytelling. It’s not about becoming the next great standup comedian or writing the Great American Novel, though. Rather, if a customer sees multiple marketing messages featuring the same character or look, it will give them a good feeling and perhaps something to look forward to, Ross says.

Ross is also a big proponent of email as a way to build customer relationships. “It’s a way to touch them without selling to them,” Ross says, adding that businesses should be sending out an informative email to customers and prospects at least once a month.

Watch on YouTube