Last Monday, the Imagineers were joined for our weekly Lunch & Learn by Jessica Levin, a marketing agency guru turned freelance digital marketing strategist. Jessica has had extensive experience driving marketing initiatives and has worked on notable brands such as Southeast Toyota, Dick's Sporting Goods, Bank of America, Lowe's, Hilton Worldwide, Florida's Natural and Baskin-Robbins. Out of the office, Jessica enjoys living her passion by sitting on the board of the organization, Love Not Lost , as well as contributing to the regional Greater Women’s Business Council in Atlanta.
Throughout the Lunch & Learn, Jessica offered advice on creating comprehensive digital strategies as well as personal tips on building a fruitful career and business relationships.
Here are some key takeaways on Digital Strategy from Jessica:
1. Start with Social Listening
Listen to your social sphere and conversations about brand: What are your top keywords?
** SEMrush is a great tool to help you personalize and optimize keywords for organic and paid search.
Make sure to share keywords with PR team: are there related events in your community you can be involved in?
2. Develop a Strong Content Strategy
Does your content increase: Awareness? Relevancy? Humanity of brand? Responsiveness? Timeliness? Try to build ‘Content Buckets’ for your brand with broad goals in mind.
3. Have a Response Plan
Have a response matrix planned out for a multitude of scenarios. What would be the chain of command for each? Who is the best to handle each situation?
4. Amplify Content to the Max
Keep in mind sideline platforms: can you integrate and repurpose your content in other ways (i.e: infographic, blog post, newsletter, or podcast)
Look to see what your competitors are doing with their content.
5. Measure every Action and Optimize
What are the top performing pages on your site? What attracts and what captures your audience? Are they different or the same?
How are you growing your business? Remember foot traffic and distributors- are these being measured or attributed?
A big thank you to Jessica for sharing her genius with the Imagineers! We learned a lot and were grateful for her expertise. Comment below if you found any of Jessica’s tips helpful or if you’ve used any of these strategies!
Story By: Jillian Radcliffe