These are challenging times for brand building. Technology – and customers – are evolving at rapid speed while the media landscape becomes more cluttered and noisy with every click, Tweet and Google search.
Fortunately, search engine marketing can help you get noticed, digital content marketing and website search engine optimization can help you become relevant – and shortlisted – and effective social media creates unlimited word of mouth advertising and customer retention opportunities.
The Fairmount Group provides strategic direction, implementation support and skills-based training to help ensure your technology and messaging comes through in every stage of a customer’s decision-making or purchase process.
We develop and manage digital tactics for paid, earned and owned strategies:
- Search engine marketing (SEM)
- Content marketing and website search engine optimization (SEO)
- Social media operations and communications
- Social media marketing (SMM)
Search Engine Marketing (SEM)
Prospective customers might not be looking for you – or even know about you – but they are searching hundreds of thousands of times each day for the types of products and services your brand offers.
An effective SEM campaign literally inserts your brand into a customer’s information-gathering or purchase process, delivering the right message at the optimal time. The Fairmount Group is experienced in managing and maximizing advertising spends, developing precise keyword strategies and writing ad copy that converts searchers to customers. And, unlike other agencies, we do not subcontract this work, but rather manage your SEM efforts with each search engine directly – saving you money and time.
Content Marketing and Search Engine Optimization (SEO)
Content marketing is an exciting owned media tactic. Perhaps your brand needs a blog to drive traffic to your site and position it as an important resource? Or maybe you need a re-working of your existing site and a production strategy to ensure your team develops compelling content?
Regardless, we start with your website – the engine that fuels any successful inbound strategy, and make it ready to receive search traffic – and also ready to engage and convert. The goal is to structure your site with the right keywords and other attributes that make it attractive to search engines and make it sticky by loading it with relevant content that engages prospects.
Does it work? Ask our friends at Visiting Nurse Association of Ohio and Pierre’s Ice Cream Company, who have seen results with the Home Care Help Blog and It’s My Ice Cream Blog, respectively.
Social Media Operations and Communications
To be successful, brands can’t just post to a social media account – they need to have an engaging presence and strategic purpose for their social media operations. Whether you need to launch or re-launch your brand’s social media presence, The Fairmount Group develops a customized creative brief that ensures all efforts support an overall brand strategy. The brief also provides an operations strategy that covers choosing the right platforms for your audiences, how to develop content and maintain a content calendar and guidelines for properly monitoring and responding to customer interactions.
Most important, The Fairmount Group provides ongoing support and helps you measure the meaningful ROI of social media, focusing more on contribution to revenue and overall business objectives and less on abstract numbers of fans and followers.
Social Media Marketing (SMM)
In addition to social media operations and communications, The Fairmount Group develops paid social media marketing plans to leverage the targeted advertising tools of various social networks.