Have you recently come face-to-face with that dreaded glass ceiling? If so, you’re going to need to find a way to smash through it — pronto! Stagnating for too long in your current position will be sure to negatively impact your business’ brand, which in turn will have an adverse effect on the number of consumers that you attract going forward.

If you want to retain your position at the pinnacle of your industry, you must constantly be looking for new, exciting ways to push your company forward. There are several things that you can do to achieve this crucial feat, one of which being to embrace the wonders of online advertising.

Digital marketing will help your company take that next all-important step in its development; there’s no doubt about that. To uncover two areas of this form of advertising that can be used to boost your business, be sure to read on.

Content seeding

Seeding is the act of distributing online content (written text, videos, images, infographics, podcasts, etc.) through a plethora of different and diverse channels. This form of digital marketing is generally utilized by companies that are determined to spread their message far and wide.

This form of outreach is performed perfectly by today’s top brands, one of which being Disney. Before Star Wars: The Force Awakens was released into the cinema, Disney embarked on an extensive content seeding program that saw them tease their built-in audience with recognizable images from the Star Wars franchise (a user-generated R2-D2, the Millennium Falcon’s light-up chessboard, etc.). This helped to drum up interest in the upcoming movie and further solidified Disney’s dominance over other studios in the film and entertainment industry.

Public relations

The relationship that you share with your online audience will have a profound effect on the success of your digital marketing endeavor. If your audience members don’t like what they see when they come across your promotions on their computer screens, you can bet your last dollar that they won’t stick around on the page for too long. That’s the beauty of the Internet — if something is not to your taste, all you need to do is click the red X and exit the window!

If you want your consumers to engage with your digital content, you have to forge a connection with them. There are a number of routes that you can take in your attempt to perform this crucial task, one of the most effective being to run your own public relations campaign.

Not got any prior experience in the field of PR? Fear not, as the following guidelines will be sure to help you overcome the initial hurdles that you face when you run your first campaign:

• Define your objectives (are you attempting to establish your position as an expert in your field, or are you simply attempting to build goodwill in your community?)
• Establish a number of goals that are specific, measurable, and achievable
• Identify your exact target market
• Perform market research
• Create a schedule

For more advice on how to create and run an effective PR campaign, be sure to check out Entrepreneur.