Earned Media & Digital Marketing with Adam Dince of Deluxe (Ep. 48)
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This video series, born from The Marketing Scope’s blog – Marketing Mash, is dedicated to talking about best practices in marketing techniques and new products as well as conversations with industry leaders. We will take a closer look at marketing and start some open conversations while having some fun along the way.
In this episode of the Marketing Mash video series, Eric Vidal interviews Adam Dince in a recorded Blab podcast session from our Marketing Mash Live podcast show. Adam is the Director of Earned Media at Deluxe (the brand known for business checks). Adam and his team have helped Deluxe to expand their offerings to a digital audience, as fewer and fewer paper checks are being written.
Adam talks in detail about the things that the earned media team struggles with, versus the paid media team. Oftentimes a customer will find Deluxe organically, but will leave because they ultimately want to find a discount code or offer that can only be found through paid media links. Earned media gets its name, because the content is really earning its amplification. Good quality content produces shares, clicks and likes. Those shares, clicks and likes bring people to shop and the purchase may be aided by a call center representative or a paid media coupon. Adam suggests that instead of focusing on the “last touched” channel, that companies begin to look at how all channels are working together to produce the sale.
Tips for Great Search and Earned Media:
– Go back to the basics. Make sure your website is accessible, that search engines can crawl and access he pages. Doing an audit of your website will reveal any trouble spots, such as broken links, etc.
– Produce great content. Let your piece of content be the one that solves the problem of the customer. Quality content is what all search engines are looking for.
– Understand the different ways that people are searching for content. Research the different variations of search terms for your product or service. (Ex. Attorney vs Lawyer) And optimize your keywords for search.
– Have quality links pointing to your site. Search engines rank links from subject experts higher. Example: If you have a recipe on your site and The Food Network links back to your recipe, search engines will see that as a quality link.
– Make your content and your site an enjoyable experience. Use good quality photos and video. Make it interactive. Customer experience goes a long way.
The Role of Agencies in Digital Marketing
Following Adam’s tips on garnering good search, Daniel Newman, Co-CEO of V3B, jumped into the discussion. The group chatted a bit on utilizing an agency vs. utilizing an in-house digital marketing team. Adam’s team is sort of a hybrid. At Deluxe, they utilize an agency for some items and the in-house team tackles other items. Agency spend is a hot topic among many businesses. If a business can save some money by doing some things in-house, that’s great, but they should make sure that things being done in-house are being done well. Often, digital transformation happens so quickly that a business can’t hire fast enough to stay ahead. Daniel made a great point, in that this is the time a business should work with an agency. In this case, it’s best to have an internal team and an external team working closely together to make great things happen.
What Does The Future Hold?
Speaking of the future – new roles in marketing are beginning to emerge. Is there currently a need for a “Digital Anthropologist”? Beyond the fact that it’s a fancy, fun and important sounding title, search marketing is already essentially digital anthropology. Search marketing specialists already have the data from every search made on their products and the data behind those searches. A Digital Anthropologist’s role would be to take this data and develop a better experience. Knowing where a customer goes after they click, tells the Digital Anthropologist how to tailor the site experience, create promotions based on the customer search data, develop campaigns and even ad placement, and more. Adam feels that every search marketer should consider themselves a Digital Anthropologist to really be effective in their current role. Daniel added to this by saying that the data of the future (and sometimes currently) is being collected via the Internet of Things. Our fitness habits, sleep patterns, location data, and the time we spend online are being collected. This data isn’t necessarily being used to the best of its ability, but it will be and soon.
Eric Vidal – Chief Content Officer, The Marketing Scope
Adam Dince – Director of Earned Media, Deluxe
Daniel Newman – Co-CEO, V3 Broadsuite
Shelly Kramer – Co-CEO, V3 Broadsuite
The Marketing Scope: