Shaping a Digital Marketing Strategy: Insights from a Digital Marketing Expert

The best part of Brandon Pantano’s job is helping leaders, brands and businesses use the latest marketing best practices to improve their bottom lines. From shaping brands using integrated marketing strategy to business development to SEO, the role of a digital marketer has the power to transform. 

When it comes to digital marketing, it’s important to take an approach that aligns with each organization’s unique business needs—leading to the creation of cross-channel strategies meticulously crafted to target a brand’s audience, whoever they are—and wherever they may be.  

Brandon shares his experience and insights on elevating online presence and driving business goals in the following Q&A:

Can you discuss your background and how you came to lead Stern’s digital marketing capability?

I started my professional journey as a writing and language arts tutor with a degree in education, discovering my passion for digital marketing by implementing content marketing and SEO best practices to grow my business—catching the marketing bug and never looking back. Since making the career change to marketing in 2010, I’ve been a consultant and advisor, evolved to PR agency work and now oversee marketing for Stern Strategy Group—helping with our leader-to-leader marketing and communications for our business and its clients. Drawing from my experience in both B2B and B2C, I develop, implement and optimize marketing strategies, operations and teams to support business growth.  

What value does digital marketing bring to sharing a brand’s story? What is the importance of elevating your online presence to efficiently drive business goals?

Digital marketing is instrumental in sharing a brand’s story by finding creative solutions to drive brand awareness and lead generation—with an exact mix determined by the client’s goals. It’s no longer enough to have an online presence, you need to craft compelling narratives and we help you do that by leveraging content marketing, SEO and Generative Engine Optimization, social media and other channels to help you reach a wider, targeted audience and establish your business in its target industry. When we use these methods to elevate your online presence, it results in meaningful connections with clients, consumers and customers, compelling them to not only listen to your story, but to be part of it.  

Why is having an integrated digital marketing strategy essential to standing out in a crowded online ecosystem? 

In a crowded online ecosystem, having an integrated digital marketing strategy is essential for standing out. By synchronizing efforts across various channels such as social, email, content and influencer marketing, organizations can create a cohesive brand experience for their audience. This consistency builds trust, enhances brand recognition and ensures that every touchpoint reinforces the brand’s message and values. 

Why do companies approach Stern for website optimization services?  

A brand’s website is the cornerstone of its digital presence and plays a pivotal role in the effectiveness of digital marketing efforts. It serves as the central hub where audiences can learn about the brand, explore its offerings and engage with its content. A well-designed and user-friendly website enhances the overall digital experience, driving conversions and customer retention. 

How does Stern use email marketing to drive executive visibility? 

Email marketing is a powerful tool for driving executive visibility by providing a direct line of communication with stakeholders. Executives can use email newsletters, personalized messages and thought leadership content to share insights, industry updates and company news, positioning themselves as thought leaders and fostering trust among their audience.

How have you used digital marketing to help businesses engage with their audiences? Can you give an example of a successful campaign you’ve been involved with?  

Clients often approach us for services such as omnichannel digital marketing strategy development, social media management, content creation and marketing automation implementation. There’s also a growing demand for AI-driven marketing solutions, personalized customer experiences and data analytics to optimize marketing performance and ROI.  

Once we begin work with a client, we research their target demographic and online behavior to tailor messaging and content that resonates with their interests and pain points, fostering deeper engagement and brand loyalty.  

One recent B2B client saw a 40% increase in website traffic and a 25% growth in qualified leads after using some of these strategies, including the implementation of a targeted content marketing and social media campaign. 

Whether you’re a seasoned business or a fresh start-up, it’s vital to connect with the right people at the right time—and while traditional marketing is useful, it can’t be applied alone. 

As people spend more time online, dependability on online platforms is growing for consumers and customers, encouraging greater demand for digital marketing—along with the necessity for organizations to reach large (and targeted) audiences.  

Looking to drive your business goals and elevate your online presence? Partner with our team of digital marketing maestros for an impressive, optimized and enhanced experience.  

Reach out to inquiries@sternstrategy.com to begin your digital marketing transformation.

Every leader is unique, as are their voices, platforms and messages. Because of this, we tailor our executive visibility strategy to be specific to leaders and brands. We’ll help you cultivate and highlight the inner strengths of your executive(s) and find opportunities for them to share their voice, connect with like-minded leaders and more. Contact us today.