Using Your Digital Marketing Channels For More Than Marketing – Beyond Selling (Part 1 of Episode 25)

This episode of Building Success Stories has two parts.

In Part 1, Beyond Selling – Other Uses for Your Digital Marketing Channels, Producer Seth and I discuss how digital marketing can be used for more than marketing and selling. Consider these other uses for your digital marketing channels to get the most out of the time and money you have invested. Scroll down to read more about using your digital marketing channels for more than marketing.

In Part 2, I discuss The Power of Partnership. If the pandemic has taught us anything, it is that it is important to work together to create opportunities for your industry and your region. Click here to read more about The Power of Partnership.

Get more insights!!! Listen to this episode in the player above or search for “Building Success Stories with Ann Donnelly” on your favorite podcast platform. Click here for a list of podcast apps where you can listen to our podcast.

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Read on for more about using your digital channels for more than marketing.

Read more about The Power of Partnership.

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Using Your Digital Channels for More Than Marketing

Your website and other digital channels are valuable assets. Since you have invested time, money, and other resources into them, why not access their full potential for your business?

Using Your Digital Marketing Channels to Provide Content & Features Associated with Selling (but not directly selling)

• Customer Service and Support: Include a customer portal or section on your website with information on your products/services to help customers get the most out of what you offer, troubleshooting or other support information, etc.
• How-tos: Create articles and videos to help your customers get the most out of your products/services. These can be used for customer service and support on your website, social media, YouTube, etc. These will also help prospective customers see what you are all about.
• Community Building: Start a Facebook Group or a section of your website for customers or other supporters to interact with each other and build their relationship with your brand.

Using Your Digital Marketing Channels for Recruitment & HR
Most businesses already have a general careers page on their website, but you can take your recruitment and human resources to the next level.

• Detailed Current Job Listings and an easy way for the suitable candidates to apply.
• An HR Portal with policies, forms, and other up-to-date helpful information for employees.
• Overview of positions and career paths to attract great candidates even without a current position available while also encouraging current employees to reach higher.
• Profiles of Employees: These will show prospective employees who they will work with and what it’s like to work with you while you show your current employees that you appreciate what they do.
• Create a segment of your email marketing list dedicated to recruitment to keep in touch with quality candidates until a suitable open position becomes available.
• Create a segment of your email marketing list dedicated to employees to maintain ongoing communications and show how much you value those who add value to your business.
• Facebook Groups for recruitment and employees.
• Use your mailing list and social media to communicate about openings and important staff updates.

See also Hiring the Right People Using Digital Marketing

Using Your Digital Marketing Channels to Support Corporate Responsibility

• Include a section of your website detailing the charitable organizations and causes important to your business, including ways your employees, customers, and others can get involved.
• Use all of your digital channels to help further communicate the messaging of these organizations, upcoming events, fundraising activities, etc.

See also How to Build a Community Around Your Business.

Using Your Digital Marketing Channels to Support Your Region and Industry

• Use your digital marketing channels to communicate about and actively support your industry and the regions where you are located, do business, and have employees reside.

Using Your Digital Marketing Channels to Benefit the Future of Your Industry & Your Business

• Use your digital marketing channels to support education, innovation, and research to benefit the future of your business and industry.
• Create content for youth to teach them about your industry, careers, etc., to support a strong future workforce and clientele.

Using Your Digital Marketing Channels to Attract Potential Investors or Buyers

• While large corporations have sections on their websites for investor relations, even small businesses can include content that will attract investors or potential buyers,

Whether you add content or channels for any of these specific purposes, remember that a well-developed overall content strategy will not only attract and engage leads and convert them to customers, but it will also attract the best candidates when you need them, get better buy-in and loyalty from current employees, show prospective suppliers, investors, and other partners the benefits of working with you.

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Have a chat with me to see how I can help you increase sales and grow your business:

Click here to visit AnnDonnelly.com and book a call.