Magic formulas don’t exist, especially when it comes to creating an effective marketing strategy for a business.
But with a well-thought out digital marketing mix, you can get results that will feel like magic.
Why digital? Compared to traditional marketing tactics, businesses can reach far more customers online: statistics show that there are literally hundreds of millions of people online every day. Companies now have the ability to optimize campaigns and websites, as well as track the results of their business activities, without having to shell out thousands of dollars on expensive surveys and focus groups.
If you’re on your way towards a heavily digital approach to marketing, you might want to check out these tips:
#1. Know who your target market is, and how to target them
I can’t stress enough how important having a well-defined target market is, especially in this economy. Let’s face it: no one can afford to target everyone, especially online. Not only will you be losing money, your brew also won’t be as potent. Even small businesses can effectively go toe-to-toe with large companies with the right marketing strategy aimed at a smaller niche market.
In order to create a Target Persona, or to target the right group of people, you will need to be very zealous in your research and information analysis. Alternatively, you could hire an online marketing company to do the job for you. They would have to ask questions like, “What demographics do they belong to? What do they read about online? Where do they hang out online? What do they research? What are their hobbies? Their buying habits? How much money do they make? Where do they live? What do they typically look like?”
Once you already know who to target, you must then find out how to target them. Contact bloggers and influencers who can create sponsored posts with your products. Set up targeted ads. Partner with other companies that compliment your business. Participate in events to get the word out about your brand.
A highly-marketed campaign will encourage brand awareness and brand loyalty. Before you can be successful in any business venture, you have to know your target market… inside and out.
#2. Leverage your website
A company’s website is indispensable—arguably, the most important piece of your digital marketing strategy. One can even go so far as to say that it is the soul of online marketing.
The reason why it plays such a vital role is that all other elements of your online presence direct guests to your website; and through your website, these guests must be converted into consumers. Of course, a website tells everything there is to know about your company: from what your products are, to how you started out, and even your contact details. Without it, your digital marketing strategy will be grasping at straws.
And for a website to be good, it must masterfully represent your brand, provide quality content, and be easy to navigate. This last bit could mean a lot of things.
First, your website needs to be optimized in order for it to be found on search engines and ultimately rank high on search results. SEO plays a big part in this process, as well as website design and layout. Eye-catching visuals and a satisfying read will keep your traffic heavy and your bounce rates low.
Speaking of content, your website must have meat in its bones, and be constantly updated. This can be managed by creating a blog, which you can then use to your advantage in the SEO department. Not only does a blog make your website a credible source of industry-related knowledge, it also adds value for your customers. You can either write your own timely, relevant content, or engage the services of a digital marketing company to do the job for you. Either way, remember to keep your finger on the pulse.
#3. Set up Google AdWords (Pay per Click)
With Google AdWords, you will be able to reach audiences actively looking for the solutions your business can provide. Similar to optimizing your website to rank for keywords, you can also run ads on Google so that your company will appear on the first page of search results. While ranking using SEO takes time, this technique offers instant results.
Google Ads take the top four spots on a results page. You know the drill by now: the higher your position, the more clicks you get. Sure, there are several factors that go into the “score” that your ads will get, such as the quality of your ads and the budget you’re willing to set per click. But in the end, if you do it properly, all of those clicks will turn into conversions.
#4. Triple check your advertisement congruence
This is a good tip to keep in your back pocket if your business is running ads. Advertising congruence refers to having ads and landing pages that appear consistent not only visually but also in the message being conveyed. It’s about making sure you stay on-brand, all the time.
Ads that look similar to the pages they lead to removes any confusion on the part of the customer. They will feel a sense of satisfaction in knowing that they are right where they should be. If your ad takes a different route in terms of design and message, it will negatively impact your customer’s predisposition towards the ad and render your marketing strategy ineffective. If you’re having a tough time wrapping your head around the concept, don’t fret: any online marketing company worth its salt would be fluent in congruence.
Fundamentally, this concept hinges on the company’s brand promise that every single aspect of the customer experience will be uncompromisingly consistent from the most major feature, down to the smallest detail.
#5. Use social media to your advantage
If you’re not already integrating social media into your site, then what are you waiting for? A social media presence is almost a requirement in today’s environment, and is particularly vital for increasing brand engagement. Facebook, Instagram, Twitter… these are just a few of the most popular online sharing platforms that consumers frequent on a daily basis. If your business is on these sites (and vice versa), you will likely gain followers, or at least establish your brand’s existence.
And with the communication lines between companies and the public becoming more direct, replying to a customer on a famous social media platform is a sure way to give your brand a boost above the competition.
Digital marketing has definitely strong-armed its way into the marketing mix and permanently changed the business environment, for better or for worse. But equipped with the right knowledge and willingness to ensure proper execution, companies don’t have to worry about keeping up with the times.
You’ll know your online marketing strategy is doing well when customers keep coming back. And if you follow our advice, we’re 200% sure they will.
You as a business owner can probably manage these things yourself. But with your crazy schedule, who even has the time to do it all? This is the reason why a digital marketing company like Muzeum exists: to take the pressure of figuring out minutiae (like which font design goes with which background color) off your shoulders and onto ours.