Machines require fuel and marketing machines need creative content to function. Develop content for your social media, blog posts, email marketing, promotional ads, tradeshow displays and websites. You only need a few promotional items to get started, then expand your marketing capabilities and audience reach by creating additional components. It is important that all parts are coordinated to work together in order for your machine to function successfully.


The relatively low cost combined with the ability to quickly track results make email an important marketing tool. Different email strategies are needed for different audiences. The information that new customers are looking for is very different from what would interest existing clients. Segmentation is the practice of splitting up an email list into more targeted groups. Acquisition emails cast a wide net to potential customers to pique their interest and to encourage them to learn more. Follow-up emails can be sent to individuals who have expressed an interest in your products or services. To keep existing clients and customers excited about your products and services, entice them with time sensitive offers and specialty deals.

Automation Emails

Marketing automation refers to software and technology systems that are designed to automate repetitive tasks. Emails that automatically respond are very common because they are only written once and then reused for each customer. Consider how strategic automation simplifies the following common email marketing scenario. A person subscribes to an email newsletter and provides their email address. An automatic email responds with a welcoming message that includes weblinks with additional information. If they click on the link, another email is automatically sent to see if they have questions.

Blog, Podcast & Vlog

Blogs are written text articles that are published online, either on their own dedicated forum or incorporated into a website. Podcasts are blogs where the message is conveyed through audio instead of text. Vlogs use audio and video. Blogs, podcasts and vlogs provide instant publicity and marketing opportunities. Another benefit is their ability to collect personal contact information when someone subscribes. To encourage readers, listeners and viewers to follow you, provide informative and interesting content along with strong opt-in CTAs, such as “Subscribe Now”.

Blogs, podcasts and vlogs can be inexpensive yet powerful marketing tools. Good blogs, podcasts and vlogs provide value to existing customers, generate new qualified leads and they also boost SEO (Search Engine Optimization). Frequent posts on specific topics improve the chances of being discovered by someone searching for information that you have covered. Regular publishing also encourages existing subscribers to return to see what is new. Use analytical tools to track which topics gain the most traffic.

Social Media

Social media is a term used to describe online platforms that people use to share their opinions and experiences. The information is made social through online distribution and active participation among community members. By sharing interesting information and providing professional advice, social media generates goodwill and develops consumer trust.

Connect and communicate with friends, family and like-minded people to spread the word about your organization, products, services and events. Develop social media campaigns that are designed to increase brand awareness, create buzz, improve customer relationships, boost organic search rankings and increase traffic to your website. A strategically planned marketing campaign ensures that time and marketing dollars are used wisely.

Tradeshows & Special Events

Some of the best opportunities to develop new relationships are at tradeshows and special events where you can promote your products and services in person. Visitors to tradeshows are often excited to receive promotional material, watch product demonstrations and listen to sales pitches. Special events can provide the perfect crowd to market to for the right business and product.

Public Relations (PR)

The purpose of PR is to create brand awareness and to promote positive attitudes among members of various communities. A carefully planned PR campaign targets editors, reporters and bloggers who generate editorial coverage, and also local businesses and other members of the community who can increase exposure and refer leads.

Radio & TV

While anyone can start their own podcast and publish videos online, it can be advantageous to maximize audience reach by investing in radio and TV advertising spots, especially for large multi-channel marketing campaigns. Traditional broadcast media outlets have a built-in audience and they provide significant exposure quickly by broadcasting to many people at the same time.


Websites are the centerpiece of modern marketing because of their ability to track how customers interact with online content. In addition, content can be presented through a wide variety of media formats and there is no limit to how much information is published. Assess your needs and decide what you want your website to do. Is it to showcase an informational portfolio, promote an activity or event, for academic purposes, community engagement, or is it an e-commerce website that sells products?

Websites should feature straightforward navigation with internal linking options that allow visitors to pick their own path while browsing. Use CTA’s such as “click to learn more” to guide and direct visitors. Add special effects and interactions for a more dynamic user experience but keep it simple. Large and complex websites with extensive special features are expensive and can take a long time to create.

Custom design is necessary because websites appear differently on desktops, tablets and phones. Review to ensure that text is sized correctly, image quality is sufficient, and layouts appear as intended on all devices and internet browsers.

This timeline illustrates the process of creating a website and includes project phases, the tasks involved and their level of importance.

Search Engine Optimization (SEO)

Good design alone will not make your website successful, and it is absolutely crucial that your website can be easily found by internet search engines. This is why SEO is so important. Strategic SEO gives your brand a strong online presence so that your business ranks as one of the top websites on organic search listings.

Develop your website to maximize the volume and quality of visitors who link to the site via organic, or free, keyword searches. This involves writing specific text descriptions for each web page and assigning strategic names for documents and images. To enhance organic search rankings, the website should also include a sitemap, feature internal and external links and be programmed with appropriate text for meta- and alt-tags.

Organic Growth & Paid Advertising

Organic growth refers to free online marketing that drives visitors to a website. Traffic grows organically from the content on a website and also from content shared via free online promotional tools such as social media, blogs, podcasts and vlogs. Website visitors who learn about you from the content you provide are referred to as earned traffic.

Although it requires significant effort and time, organic marketing should be the foundation of promotional activities because it continues to earn traffic for free as long as it is published. To quickly generate traffic, use paid ads such as printed magazine ads, online ads and video ads, but realize that the effects from paid ads do not last long after the ads stop appearing. For maximum visibility and increased success rates, marketing plans should include both organic and paid activities that are strategically planned in terms of keywords, timing and cross-channel coordination. For more information, see multi-channel campaigns.

This diagram illustrates realistic expectations for website traffic resulting from different digital marketing strategies.