10 tactics and a strategy for pivoting to digital advertising

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Your sales pipeline has suddenly dried up. Your sales and revenue are in danger of plummeting in recent times and some sectors have seen a near total cessation of activity. Without face to face contact, the only way to survive is to push your marketing focus to online activity. People are spending more time at home and are on the internet much more frequently.

Here's how you can reallocate your in-person tradeshow dollars toward digital marketing efforts that won’t break the bank and help your business thrive until you can meet again face to face.

What is Digital Advertising?

In today’s digital, content saturated world, marketers are battling to connect with and engage respective audiences. Having an integrated content marketing strategy that works across a broad range of mediums is critical to business success these days. According to CMI and MarketingProfs, 80% of B2bB marketers have some sort of content marketing strategy in place. But are you making the most of digital advertising with your content marketing plan?

Digital advertising refers to any form of marketing that exists online, including email marketing campaigns, SEO, paid search ads, boosted social posts or remarketing, among other tactics. It helps businesses find new potential clients by using users’ own shared information to qualify leads and buyer motivation.

With a little planning and strategizing to find the right mix for your brand, digital advertising can round out your content marketing strategy - especially at ta time when you can’t have in-person interactions with clients.

How Can Digital Advertising Work with Content Marketing

“Constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it -- meaning offline marketing isn't as effective as it used to be. Today, and right now, especially, you need to meet your audience where they are spending the most time - on the internet.

If your sales pipeline has dried up, you want to focus on content that will appeal to your audience at the different stages they are at in the buyer’s journey. Your content should help attract new leads and then help them meet the goals and overcome the challenges they might face in their buyer’s journey.

Here are some examples of content that you can incorporate into your digital marketing plan - some of it you might already have on hand:
    • Blog Posts - pair with SEO and keyword strategy to increase traffic
    • Infographics - Shareable, digestible resources that are great for social media
    • Short videos - great way to engage customers and showcase your brand
    • Webinars - more comprehensive content for getting information to leads
    • Case Studies - detailed case studies on your website make great content for buyers in the decision stage

If you’re on a tight budget, you can get started by posting existing content on your website and sharing on social media. The main focus is on distributing high quality content that your audience will want to consume and share.

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How to Integrate Your Content Marketing into Digital Advertising

Here are some forms of digital advertising that you can get started with right away.

Online Engagement

Figures released by data intelligence company PredictHQ, show that in February there was a 500% surge in cancellations and postponements of significant events. This means it’s time to alter your website to reflect current demand and entice customers. Instead of trade shows, exhibitions and events, think of how you can appeal to customers who are making Google searches and researching potential items to buy.

Social Media Campaigns

People are using their social media accounts more than ever right now. Internet usage has increased dramatically over the last month and are interested in hearing what you have to say. This is a great opportunity to use useful, engaging content as a form of digital advertising - people are likely to remember you and your brand. Stay on top of social media with posts and responses to customer queries. And consider running social media campaigns with giveaways, free downloads, etc. for leads who offer contact information in exchange for content or goods.


Your website doesn’t have much power if people can’t find it! Now is a better time than ever to optimize your SEO so you can get found before your competition. Google changes their search algorithms frequently, so you want to make sure your site is keeping up with the trends. Copywriters and content marketers know how to write content with SEO in mind and your developers should also have SEO top of mind to make it easy for changes. Exceptional SEO is a great way to ensure your site gets found and your blog posts and other content marketing materials are the first thing to pop up in relevant searches.

Targeted Ads

PPC effectiveness varies by industry, but in general pay-per-click is a very effective way to give your ads a greater chance to appear before your target audience. If now is a time that customers are in a position to use your services, then PPC can help you serve ads to them and make your businesses more appealing.

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Use Marketing Metrics for Effectiveness

When you start to implement more digital advertising into your marketing strategy, make sure you optimize your use of marketing metrics. Take notice of what is working and what isn’t by setting goals for your campaigns and then monitoring traffic - this is easy to do using tools like Facebook stats, metrics and stats that your website host provides, Google Analytics and more. 

Now is an ideal time to plan your future marketing and brainstorm new ways to get customers back into your pipeline. Digital marketing doesn’t have to be expensive. Start by keeping your website up-to-date and staying on top of your social media pages and follow our tips on how to integrate your content into methods of digital advertising.