In a world full of digital noise, getting the word out there about your business or project can seem like Mission Impossible. Sure, you could make a clever TikTok showing how great your new laundry detergent is, or write a series of funny and informative blogs. So what? There are billions of other entrepreneurs and business owners out there, all shouting to be heard above the hubbub.

Still, we’ve all got to make a living, and if you’re in the business of running a business, that means finding customers and clients! So, how can you go about doing your online marketing in a smart, savvy way that doesn’t empty your communications coffers without providing any real return on investment (ROI)? Thankfully, there are some digital marketing techniques and strategies designed to do just that. At IronStride Marketing and Digital Co., a North Carolina-based firm dedicated to innovation in the digital marketing space, we apply a multilayered approach to marketing. By zooming out and looking at a client’s needs in a wider context, we can employ our philosophy successfully while maintaining a personalized plan for each business.

Evolving for the Digital Space

First things first — the value of avoiding stagnation cannot be overstated. The world is changing all the time. That means if you stay put when it comes to outreach, you’re actually going backward. The IronStride approach began to evolve through simple observation of human behavior. Obviously, we all now research or engage with products and services on connected devices before we ever visit a physical location. When we began to notice this trend, though, it was novel — and it was clearly going to upend the entire way the marketing world worked.

That realization was the seed that would grow into a robust multilayered marketing approach, becoming the foundation of how we now do business at IronStride. We think holistically, both about the business doing the marketing and the potential client or customer. How might the potential customer encounter the product? What kind of information will he or she be looking to find? By unlocking the specific needs of a potential client, as well as his or her behavioral habits (e.g. using certain search terms on Google or listening to local radio stations), our team can target those who would most benefit from a service or product and make sure they know it exists. This approach has proven, time and again, that it converts searches into sales or service requests at the touch of a phone or keyboard.

At this point, we’ve been creating multilayered marketing plans for years, and it’s definitely an evolving process. As technology has developed, human behaviors change, and so does our marketing approach. Over the years, we’ve made massive improvements to our strategies — in understanding folks’ relationship with ads they encounter, their consumption of video, the proliferation of podcasts and other streaming media. These developments have pushed companies like ours to expand their marketing capabilities to take full advantage of the plethora of opportunities available for delivering relevant messaging to a desired audience — whether that’s an influencer’s TikTok or a billboard.

How It Works

The IronStride multilayered marketing strategy is both proactive and comprehensive. That is to say, the plan is put into action long before someone even knows they might be in need of a certain product or service.

Imagine you’re in a waiting room and the TV is on. You hear an ad for an auto service center, and the messaging — and this is crucial! — is positive and geared to instill trust in the establishment. The next time your engine light goes on and you start looking for information online about auto repair shops in your area you’re far more likely to be drawn to a shop you’re already familiar with, even subconsciously.

In the time between the waiting room and the engine light, IronStride will have made sure you either heard or read the name of this auto center in a positive context many more times, each time building another positive association. By the time you actually decide you should do something about that pesky engine light and search for automotive services near you, IronStride has made sure this specific company’s information populates at the very top of search results. Our team achieves this through a combination of SEM (Search Engine Marketing) and SEO (Search Engine Optimization) strategies, using both pay-per-click (PPC) advertising and organic SEO-driven content development.

Throughout it all, authenticity is key. We always believe in the brands we work with, so we’re never saying someone’s service isn’t fantastic unless we believe in our own communications. It’s about getting the message out in an organic way, while also making sure to utilize paid opportunities where appropriate.

A Bright Future

Have we gone about as far as we can go? Not even close. As various forms of media and technology advance, so will (or should) our marketing plans and tactics. Still, even if the modality is different, the core of the approach will stay the same: We need to figure out where people are and meet them where they are. A typical IronStride campaign starts by getting to know the client — their goals, yes, but also who they are as people. IronStride’s team always has a stake in the success of their clients; they want to see these businesses flourish as much as possible.

Before we start building out a campaign, our team makes sure to have a deep understanding of a client’s operation, philosophy, and goals. This is an imperative part of making a proper marketing recommendation. We tailor our plans to the individual needs of an organization, engineering them to both optimize ROI and ensure they’re scaled to fit the capacity and outlook of the organization.

Once that foundation is built, we pull from our wide array of experts (content creators, website developers, partnerships, and more) to ensure a client’s needs are met in the best way possible. By working with the crème de la crème of talented creators, we can rest assured everything we put out there in their client’s name will be quality work. Even as we work to adapt to new technologies or behavior patterns, which will continue to be necessary in the future, we’ve got to make sure we’re creating enticing stories and visuals that encourage someone to take action and make a brand or service more desirable.

As the digital landscape continues to evolve, our marketing strategies must adapt as well. But at the core of it all is a simple truth: Successful marketing is about building genuine connections, telling authentic stories, and meeting people where they are. Whether you’re just starting out or looking to revamp your approach, following these principles will help you not only reach your audience but truly engage them. The future is bright, and with a thoughtful, multilayered strategy, your business can be, too.

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