4 Reasons to Use Digital Marketing with Mike Mueller

With a steady flow of dynamic new trends, technology and tactics, the world of marketing is ever-changing. In the not-too-distant past, digital marketing was one of these new trends, providing new avenues for communication between a business and its customers. However, as the digital landscape has continued to evolve in recent years, digital marketing is no longer just a good tactic to consider. It’s a necessity for businesses and organizations across various industries and locations. As a business strategist with Clix, Mike Mueller understands the value that digital marketing can provide and why it’s a smart investment for companies of all shapes and sizes. In a recent discussion with him on The Ghidotti Podcast, he shared four reasons to use digital marketing in your own strategy. 

Digital marketing is trackable

Like many marketing tactics, digital marketing is a trial and error process. Whether it’s pay-per-click advertising, social media marketing, optimizing your website for search engines or any other practice, digital marketing often requires testing to know if your practices are hitting the mark with your target audience. That’s not to say that blindly testing a number of different tactics will inevitably lead to success, but rather that digital marketing is not a “set it and forget it” practice. Fortunately, one of the key benefits of digital marketing is that it can be tracked and measured to determine what works and what doesn’t. 

“Being able to track them is what differentiates digital marketing channels to a large degree,” said Mueller. “You have data points that are embedded in analytics, so you can extract those data points to learn something about the people that are consuming your marketing. I think that’s a hallmark of digital marketing.”

Digital marketing reinforces other tactics

While the rise of social media and consumers doing much of their business online has made digital marketing an increasingly successful tactic in recent years, it doesn’t mean that other strategies and tactics are now obsolete. Content marketing and traditional advertising with newspapers or magazines still have their place alongside digital marketing. In fact, digital marketing can work hand-in-hand to amplify your message when implemented into a comprehensive strategy that includes all aspects of marketing and public relations.

“Even what we don’t consider to be digital marketing has some digital marketing component attached to it and should, honestly,” Mueller said. “I know there are some businesses that still lean heavily on newspapers and magazines and those channels are absolutely useful, but even those have sort of intersections with digital marketing like QR codes and other things of that nature. You’d be hard-pressed to name any marketing channel today that doesn’t have some digital component to it.”

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Digital marketing drives website traffic

For businesses of all shapes and sizes, a website is the centralized hub for all content and relevant information about who they are and what they do. From product or service details and employee backgrounds to gated content and ways to connect, a company’s website includes everything prospective customers need or want to know. Having members of your target audience spend time reading, watching and listening to the content on your website is the key to turning a visitor into a lead, and digital marketing is the key to driving traffic to your website.

“If you’re thinking that your website is going to drive traffic on its own, you’re definitely missing out,” said Mueller. “More and more what’s required is an interactive and engaging approach. There are lots of ways in which your potential customers are looking for you and want to engage with you, and a lot of times there’s multi-channel attribution. They’re on LinkedIn and they find you, but then they go to your website and that’s where they convert.”

Digital marketing generates new leads

Driving traffic to your website is one of the many benefits of digital marketing, but perhaps the most valuable for your business is lead generation. New customers are essential for the growth of any organization and you have all the tools to get them with organic and paid digital marketing tactics. On the organic side, optimizing your on-page and off-page SEO can go a long way toward improving your rank in results pages on Google, Bing and other popular search engines, while paid strategies such as pay-per-click advertising provide an opportunity to put your message directly in front of those you are trying to reach. When implemented as part of a comprehensive strategy, these tactics work hand-in-hand to generate new leads and customers for your business. 

“We often talk about how it’s a combination of farming and hunting,” Mueller said. “You want to harvest as much of that prey as you can in the short run with pay-per-click ads while they’re out there searching, but you also don’t want to be paying for leads all the time. You want to be nurturing the long game with all the things that go into the SEO component of digital marketing. The sweet spot is when you have both.”

To learn more from Mueller and other leaders, thinkers and innovators from across the country, subscribe to The Ghidotti Podcast and stay tuned for more stories, strategies and new ideas to set your organization apart. 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

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  5. Summer Fridays

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  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.