How to Do Digital Marketing Right in Westchester

Engage a new audience for your company with social, email, and print campaigns.

In a new age of digital awareness, fostering an online presence for your business has gone from a fringe benefit to a necessity. Utilizing a digital channel is one of the most dynamic ways to grow your customer base, says Francis Volpe, co-founder of Y Not You Media, a digital marketing firm in Port Chester.

When digital marketing is done right, your brand will be more recognizable, you’ll have higher conversion rates on your ads, and your social media accounts will gain more followers and engagement. You could see more traffic, in person and/or on your website, coming from those social accounts.

Of course, the end goal is to sell more products and services. But there’s no one-size-fits-all strategy to get there.

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“It is trial and error,” Volpe says. “Because every business is different. Every market is different. Everyone’s clientele is different.”

Some basics apply, however. Modernize your website. Incentivize people to open your weekly email-blasts with a hook in the subject line. If you have the bandwidth, create a monthly newsletter that informs about your industry — with no blatant sales pitches.

“People don’t like to be sold,” Volpe says. “What we say is, ‘you tell, don’t sell.’”

Volpe suggests improving these three main areas to grow your audience and, ultimately, customers.

1. Grab that digital real estate

Join the major platforms, such as Facebook, Instagram, YouTube, TikTok, and LinkedIn, if industry applicable. Post content on those accounts, either with an outsourced videographer, someone in-house, yourself, or a marketing firm. “Make sure that you have your digital footprint,” Volpe says.

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2. Craft a content strategy

Be intentional with your posts. Volpe recommends covering these four pillars of content: Share what your business does; educate your audience on relevant topics; show examples of your work; and offer testimonials from happy customers.

3. Get engaged (no ring necessary)

Don’t be a “sitting duck,” just hoping your content attracts new clients, Volpe says. Develop a digital-engagement strategy, which is “actually diving deeper into your community with outbound engagement, messages, likes, comments,” he says. The key is to target the most relevant communities, such as general contractors for a real estate agent or people in the neighborhood for a café owner.

Francis Volpe, Co-founder, Y Not You Media
Francis Volpe, Co-founder, Y Not You Media. Photo courtesy of Y Not You Media.

“People don’t like to be sold. What we say is, ‘you tell, don’t sell.’”

But what about print?

Create audience crossover between print and digital efforts by adding social media handles and QR codes leading to your website or social account in your printed marketing and ad materials. QR codes are the easiest method (Don’t forget the “Scan Me!” call-to-action), requiring fewer steps from print to online and no need to type names correctly.

“It reduces friction. That’s a huge, huge thing in marketing,” Volpe says.

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