Once you have a digital strategy in place, it’s time to move forward and make it happen. Let’s explore the basics of digital marketing execution, from email marketing and social media marketing to mobile marketing and everything in between.

Email Marketing

With short attention spans and smart buying habits, digitally savvy consumers need personalized, relevant communications. Make sure that your email gets remembered by applying these five attributes:

  • Always relevant
  • Coordinate across channels
  • Conversational
  • Strategic
  • Trusted

Social Media Marketing

Social media is one of the most powerful ways to reach and engage with buyers. Because it’s almost universally used—by consumers and brands—it’s one of the most effective channels to connect with your audience. As you think about creating content to support your social media marketing, frame your thinking around your audience’s needs and interests. The content mix may vary depending on which platforms you use, but here are some things to include:

  • E-books and whitepapers
  • Blog posts
  • Infographics
  • Short videos and imagery
  • Links to content

Search and Display Marketing

With flexible, visible pay-per-click (PPC) ads, your ad is placed as a “sponsored result” on the top or side of search engine results, and you pay for each received click. Because the ads appear when a person is searching for a particular keyword or term, it’s important to use relevant keywords.

Display ads are visual ads that can be placed on a variety of online media in a wide array of formats such as text, images, video, flash, and more. You can use nearly any type of media to spread your message across multiple devices and channels.

Through social advertising, you can target the right buyers and deliver your message on the channels that your buyers spend time on—like Facebook, Twitter, LinkedIn, YouTube, and Instagram.

Mobile Marketing

Successful marketers use mobile marketing in conjunction with existing channels (web, email, social) to drive meaningful engagement with customers and prospects. By leveraging mobile devices to engage at any point in the customer lifecycle, you can drive brand value and demand. It’s important to reconcile timing and cadence with your larger mobile strategy, which varies depending on your target personas and business goals. Here are some other considerations:

  • Combine mobile with marketing automation
  • Use SMS and MMS messaging
  • Create a mobile app

As a Cisco partner, you have a wealth of resources at your fingertips—all designed to help you stay one step ahead of the game. Be sure to explore each of these resources for even more information on digital readiness.

For more best practices, guidance and resources, download the Digital Readiness Guide PDF here.

Happy marketing!


Kelsey Jensen

Product Marketing Manager

Small Business Marketing