Digital Marketing Done Right

By Lily Whorl

Digital marketing is a tactic used by companies all over the globe. Just like the ocean, digital marketing is something that is known of by everyone but is still quite a mystery. Used differently by each person, digital marketing is a struggle to navigate at times. With the constant wavering of trends and changes made in both Google and Facebook algorithms, marketers are continually having to update themselves on what’s happening.  Not to mention, innovations like artificial intelligence as a marketing tool is enough to make all of our heads explode. There are many examples of digital marketing; the problem is knowing what digital marketing will work for you and your company.

So, is digital marketing worth the hassle? The answer to that question is yes, a million times yes, but why?

Marketing is no longer just billboards and radio advertisements; it’s much more. With current technology and the accessibility of cell phones and computers, marketers had to find other ways to communicate their message. Thus, digital marketing was born.

To put it just, digital marketing is the marketing of products or services through digital channels to reach consumers. Though many challenges come with digital marketing, there is a lot more you can do online that you can’t in person, making it more than worth the troubles. Below are some great examples of digital marketing.

Incorporating SEO and Google business tools

The use of Search Engine Optimization (SEO),  is important for many reasons. Sometimes, no matter how nice your website is, if you aren’t using SEO it won’t be seen. Think about how many websites there are. According to, there are currently over 1.9 billion websites. It is easy to get buried in a Google search.

Jernigan’s Environmental Services came to us at Planful with this exact problem. Here at Planful, we helped them with their SEO by plugging in keywords. Jernigan’s has services in multiple locations so another tool we used to help was the use of embedding a Google map with their different locations on their website. This makes it easy for their customers to see exactly where they serve as well as tells search engines what results to bring up when people search for their services online. Incorporating a Google Business Page with a company and service descriptions has also been extremely helpful for them. Within two months, Jernigan’s began ranking on the first page of Google.

If this is something that is over your head, see how we can help you.

Using Online Tools to Grow

Extensions and add-on tools are great to have when knowing how to pick the right one for you. ACH Clear Pathways, a nonprofit that provides creative outlets to underserved youth throughout Pittsburgh, using Donor Box, an add-on tool specifically for nonprofits, is a great example of finding what works best for you. After the installation of Donor Box with our recommendation and assistance, ACH Clear Pathways saw a 90% increase of donations in 2018 alone. This is just one example of many ways you can use digital tools to not only attract more people to your website but to increase revenue for your business as well.

Engagement on Social Media

Through the use of social media, Wendy’s went from a net income of $28.9 million to $159.3 million in just a year’s time, experiencing a 49.7% growth. Though this success did not all come from the use of Twitter, they are proud to say how it has helped them. With 2.7 million followers and 138 thousand tweets, their Twitter has become extremely popular. Wendy’s took an unusual but successful approach to their posts by trolling (or instigating) their competitors and engaging in witty banter with followers. lists five tactics that Wendy’s uses to keep followers engaged and wanting more. These five tactics are:

  • It’s not all about customer service, the power of storytelling
  • Keep a consistent tone of voice
  • Be prepared for damage control
  • Hire the right people.

Twitter should not just be used as a customer service hotline; it should be used as a fun way to interact with your consumers.

Though successful, Wendy’s social media approach isn’t always the best option for every business. It’s all about making it work for you and your brand.

Twitter Example

Another good example of a great social media presence and interaction with a company is General Electric. It’s all about being personable and making sure to interact with your consumers. A simple response to a tweet goes a long way, and General Electric seems to have this tactic down pat. They’re able to use their Twitter as a way to resolve issues with customers but as a way to educate their followers on their new products, inventions and much more.

Twitter Example

Giving a Fresh Look to an Old Company

The use of video adds a whole new element to digital marketing. Video is currently one of the top marketing tools and will only continue to increase in popularity. According to a HubSpot content trends survey, when asked the question, “What kind of content do you want to see from a brand or business you support?” 54% of consumers responded saying the prefer videos.


An example of phenomenal video marketing is the Always video campaign Like a Girl. This campaign won multiple awards including an Emmy, a Cannes Grand Prix award, and the Grand Clio award. This campaign challenged people to answer the question of what they think of when they hear “like a girl.”  Lauren Greenfield, the film producer of this campaign, said in a case study conducted by D&AD that “having a hashtag that captured the essence of the idea and encouraged people to take part in changing the meaning of it had an impact on our success.” The Like A Girl campaign generated global awareness about the phrase “like a girl” and the meaning behind it receiving over 66 million views on YouTube.

American Greetings

Another campaign we think really hit the nail on the head was American Greetings: World’s Toughest Job Campaign. This video not only advertised for their company but proposed a heartfelt message about the hard job of motherhood. This campaign provided a positive message while reaching 27 million people with YouTube views alone.

If you’re looking to explore this aspect of digital marketing, we offer videography here at Planful. Contact us for more information.

Technology and digital marketing are ever changing. It’s important for you and your business to stay up to date on current trends and take advantage of the changes. The tools listed above can make the world of a difference. If you’re still lost at sea with these examples of digital marketing we would love to help guide you through. Schedule a consultation.