I often talk with clients and work with them to navigate this vast new world of digital media. The best, worst, part of that job is overcoming the myth of numbers. Everyone has been taught that “bigger is better.” While true in context, the subtext is almost always more daunting.
For those well-versed in math, the concept is simple enough: would you rather have ten outlets that each has 20,000 readers, where 10% or more read their stuff religiously, rather than an outlet with 7,000,000 readers and thousands of articles a day where less than 0.1% will see it? (Math hint: 20,000 x 10 = 200,000 x 10% = 20,000 readers who believe in your product VS. 7,000,000 x 0.1% = 7,000 who say, oh, okay, nice.)
Don’t get me wrong – the big outlets are hugely important too and boast their own value. For example if you already have a brand following, the article will almost certainly raise higher in the rankings on that site and be seen by more people. Also, depending on the Google Ranking Scores, it can have tremendous SEO value for your brand too (that is, if they backlink to you – something we always push for with our clients and relationships.)
What’s my point? Simple – when building a brand – each and every mention of your brand in front of their targeted audience, from a trusted source, equals a greater opportunity for conversation. None should be shunned just because of their size perception. Often, when consulting, and speaking with prospective clients, I cite one of my favorite studies in recent years – one that says it takes between 7 and 13 touchpoints to convert a new customer. That fruit is certainly a low lower hanging the more penetration (in terms of number of outlets you have) versus just the big ones. What all of this ultimately turns into is trust in your brand – the most valuable commodity you can cultivate.
Until next time, keep you brand broadening. ~DC
Daniel is a matchless pioneer behind the intersection of communications, business and technology, creating value for the clients TAG Media Group serves.
In the beginning, technological presence was valued in the hands of big businesses. Over time, advancements made it affordable to small businesses, until finally, everyone could afford to have that power in the palm of their hands. While much of the world was trying to keep up with the advancements, Daniel was looking ahead to tomorrow, and how the global stage would change and evolve, helping new breeds of businesses succeed. He has worked to deliver spectacular and impactful digital and integrated traditional media campaigns for everyone from personal brands to startups, established companies to Fortune 500 companies, and leads TAG Media Group to develop campaigns and strategies that help clients reach their goals and deliver results.
Daniel stresses not only the importance of technical pursuit, but he also values the transparency behind communication. Each client he’s overseen has helped fuel TAG Media Group’s momentum towards revolutionizing the industry through an ageless brand. Clients including Walc (App), MekaMon (the world’s first augmented reality gaming system), Paytronage, Soledad O’Brien, The PowHERful Foundation, Jermaine Dupri, TWEEDL (App), Barton G Restaurants, The Ainsworth and more have been able to take advantage of Daniel’s multifaceted expertise.
Daniel focuses on merging traditional media with modern social and digital programs that help move startups and large brands alike forward, and has worked to successfully launch crowdfunding campaigns for clients across a variety of digital channels. Daniel holds a degree in Communications and Business from St. John’s University in New York.