December 03, 2014

Who Has The Better Digital Marketing Strategy: Your Business or an Eight-Year-Old Girl Scout?

For those who love Thin Mints, Trefoils and Samoas, 2015 is going to be a revelation. Starting in January, the Girl Scouts of America will put a digital cookie program into effect, allowing scouts to set up their own personalized online shops and invite customers to browse by sending a link through email. The girls will also be able to track sales and for the first time cookie-lovers will also be able to use credit cards to purchase cookies, both through websites and in-person via mobile app.

“The No. 1 reason people say they don’t buy our cookies is they couldn’t find a Girl Scout,” said Kelly Parisi, chief communications director of Girl Scouts of America in an interview with Businessweek. “We needed a new way to approach the consumer.” 

Let’s face it: most marketers and business owners do not want to have to come to grips with the fact that eight-year-old girls have a more sophisticated online presence than they do; but for some, one look at the new Digital Cookie site will make it undeniable. Girl Scouts of America will even offer cookie sellers a robust set of marketing tools—like customizable thank you cards and signs—to help them grow their businesses and boost revenue.

What these girls have that your company lacks is an organization behind it that’s made it easy for each scout to create an impactful digital presence. Having a website is well and good, but if your marketing department doesn’t have the resources or manpower for consistent content creation, your digital presence will make you look out of touch.

A content strategy vendor can be invaluable in this role. These marketing experts can do everything from creating compelling custom blog or website copy to managing social media. A one-stop-shop custom publisher that employs marketing experts with a wide range of skills will become a new arm for your internal marketing team by creating assets that add value to your website and can be re-purposed elsewhere, too. These projects include:

  • Multimedia elements like podcasts and videos
  • White papers
  • eBooks
  • Product launches    
  • Email marketing
  • Flyer copy

If you’re a parent of a scout, or you are a cookie purchaser, you are undoubtedly rooting for these girls to be successful in their selling efforts, as it fosters a sense of confidence and accomplishment in these young salespeople. But that doesn’t mean you should allow their digital presence to put your company’s to shame. You may not have the Girl Scouts of America to back you up, but if you’re looking for a way to have a more meaningful impact online, help from a content strategy vendor like Content Boost is readily available.

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