Building Bridges Between Businesses and Clients
By Clementina Verge
SPONSORED CONTENT
“Social media is not just a repository for your thoughts or what’s on your camera roll. It is an art that should be practiced very deliberately, especially in business,” advises digital marketing expert Elisabeth Spinnato, whose extensive career has focused on strategic communication and social media strategy. “Everything must be authentic and showcase what a business is doing and what it stands for.”
Like many New Yorkers, propelled by the pandemic, Spinnato recently exchanged Greenwich Village for Litchfield and fell in love with its charm. The relocation inspired not just a change of residence, but a new professional venture. In July, she launched The Bridge Wing Group, dedicated to helping businesses and individuals develop digital marketing strategies that can generate profitable results.
“I was oscillating for years about starting my own business, but I was fortunate to work at major agencies and companies, and among people I’ve respected and enjoyed being with,” she details. “I’ve always been interested and intrigued by small businesses, like the many mom-and-pop shops in Greenwich Village that not only survived, but thrived. After moving here, I discovered so many independently-owned companies and businesses, and it is clear how important they are to the community. I wanted to support them because they are what makes this area so unique.”
Digital advertising is especially pivotal for small businesses in active communities due to small budgets but greater need, explains Spinnato.
Facebook, Instagram, TikTok, websites. No platform is exclusive and each depends on what optimizes a business. It is crucial, however, not to become complacent or to overlook the importance of an audience.
“Social media is an incredibly powerful tool because it can reach almost anybody, anywhere. It is limitless,” Spinnato advises. “But it is not just an extra appendage, just like print platforms aren’t. People must be deliberate about how they spend their budgets, time, and energy.”
Spinnato, a former vice president at WE Communications in New York City, guides clients to expand their potential to increase brand awareness, engage existing and new audiences, and focus on conveying their personal identity.
Whether individuals or businesses seek specific strategic support, assistance with a project or campaign, or ongoing retainer work, Spinnato creates plans with clients that meet their goals.
“The reality is that we are living in a more virtual, digital environment,” Spinnato affirms. “We live in a world where if you are not on social media, you’re missing out. There are brands that everyone knows, but for small businesses and up-and-coming entrepreneurs it is a way to reach people when brick-and-mortar stores do not exist or are limited by restrictions.”
Spinnato’s varied experience—including traditional advertising for nonprofit and for-profit agencies, and in-house ad agency work—provides a unique vantage point.
“There are so many businesses, artists, and entrepreneurs in this area who have unique talents and products, and are doing really incredible things,” she notes. “I hope my experience and knowledge can help contribute to the strength of this vibrant community I now call home.”
