Digital advertising and social media marketing are the steady heartbeat of your company’s online presence.
While your website is home to long-term or static information, digital ads and social channels have a continuous pulse. They are not only a chance to speak directly to your audiences, but they’re also the channels with the greatest opportunity for targeted communications. We use them to deliver the right message to the right people at the right place and time.
To use digital and social platforms successfully, we work closely with our clients. A strong, transparent partnership between your team and ours makes it possible for us to thoughtfully engage with your social community and customers. We also understand the importance of balancing creativity and efficiency in our process. The social media content we create – from concept to copy to creative – is 80% planned and 20% spontaneous. This ensures a consistent strategy and review process, while leaving room to respond to trending topics or news.
“INK not only executes, but they also take the time to really understand our products and solutions, so they can target key audiences and drive interest.”
VP of Marketing, CoreLogic
Informed, Tailored, and Tested
We’ll kick off our partnership with a deep dive into your market, competition, and target audiences (both internal and external). This foundational research helps to inform our approach, which we develop based on your business goals and communications objectives. While every channel has its own strategy, they’re all united by your brand’s voice, messaging, and visual identity. If your communications program is a symphony, each digital channel is an instrument – and your brand strategy is the conductor.
We use the data resulting from digital and social campaigns to analyze performance, optimize our approach, and plan for future campaigns. But we also use it to support other aspects of your integrated program. Digital and social metrics can help us test brand messaging, determine priority audiences for a content marketing initiative, or pinpoint the publications we should pitch to reach your decision-maker persona. In other words, these channels house intelligence for your entire marketing function.
Our Areas of Expertise
Organic Social Media
Your social media profiles are one of the first places prospective customers, potential employees, and journalists will go to learn about your business. We ensure they serve as trusted resources that reflect your mission, vision, and personality.
Conversation is the core purpose of social media. We closely monitor your channels and the wider industry space to engage with priority audiences and build a community around your brand – even in highly-regulated markets.
Paid social media delivers your message directly to the specific audiences you want to reach most, so we can A/B test efficiently and meet marketing objectives throughout the funnel, from awareness to action.
Our philosophy is quality over quantity. We research and vet industry and media influencers and micro-influencers who align with your company’s goals, values, and desired audiences, then we work with them to create and amplify content.
Buzz about your company starts from within. We train executives, employees, and organization members to be advocates on social media, and we work with sales teams on how to cultivate meaningful relationships and sell through social.
With display ad campaigns, we can reach your audiences on the relevant websites and apps they visit every day. We bring creative, actionable copy to life with engaging visuals developed by our in-house design team.
Search Engine Marketing (SEM)
When people actively search for your brand or your areas of expertise, they are primed for communication. We turn these prospects into leads with highly-targeted search ads.