Audience + Significance = Opportunity
Internet marketing isn’t just about ‘getting eyeballs’. If you really want your campaigns to succeed, you have to build audience and show them why you’re significant.
The audience is just step 1
Most digital campaigns set some form of audience building as the primary goal: Get more sales. Get more visitors. Get more ‘likes’.
But that’s just step 1. Even if you’re generating sales, that’s the first step in a longer loyalty-building process that can lead to real, long-term growth for your organization.
That audience is your ‘house list’. It’s a collection of people who want to hear from you. They’ve taken the first step by buying, or subscribing, or something similar. Now it’s up to you to show them why they should keep listening.
Significance completes the picture
Now, you have to establish your significance. Why do you matter?
You don’t do that with a sales pitch. You do it with subtle tools, like conversion rate optimization and site performance optimization. And, you do it with great content, powerful messaging.
You do it by respecting the audience, and giving them something valuable, every day.
Internet marketing is a cycle
Internet marketing is a cycle, where you carry your audience from community to customer and back again. You get started by first building that audience. That’s what search engine optimization, pay per click marketing, social media and other outreach can do.
You keep the cycle going, though, with significance-builders: Content marketing, insightful messaging, a fantastic online presence and smart use of social media channels.
A lot of folks have asked me why Portent is a full-service digital agency. It’d be easier to focus on one service, like SEO.
The community-to-customer cycle is why: We can only help our clients serve that cycle if we can support each phase of it. Audience + Significance = Opportunity is a simpler definition of what’s always been Portent’s core philosophy, from the first time I talked about Conversation Marketing to now.
Work with us and you’ll see how this perspective makes for the most effective online campaigns.