Win more customers online
Win more customers online
Digitization has been rapidly changing the marketplace for years. Marketing strategy must increasingly become digital in scope. Consumers and businesses are almost always online — and you want to be able to reach them and observe their behavior where they spend the most time. Companies that leverage digital marketing strategy effectively can compete and win more customers in the marketplace over and beyond competitors that don’t.
A strategy is a plan of action to achieve a desired goal. For example, your business goal might be to generate 20% more leads via your website this year than you drove last year. In order to arrive at your goal, you need a strategy guiding you to success.
GET IN TOUCH.
The first step is researching your customers. Once you know who you are marketing to, you can formulate an appropriate plan to reach your audience. Research can come from a number of sources. From surveying and interviewing your current customers, reviewing analytical behavioral data on your website to finding secondary data sources which reveal larger market segments – all of these are research sources you should pursue.
Setting out your business goals allows you to clearly define what you want to achieve. If you goal is to generate 20% more sales than last year, then setting up a plan of action is how you go about achieving that goal. Identifying your goals also allow your marketing department to track success milestones and put in writing formally what you set out to achieve.
Evaluating where you are at currently online in the digital world and what channels you need to be on is part of the process of a successful digital marketing strategy. Locating where a majority of your target market spends their time online is part of the process. For example, if your audience is Generation X, females, recently divorced who are located within a 30 mile radius of Portland, Oregon– then locating a digital channel where this audience spends their time should be paramount to your strategy.
After you have evaluated and located digital channels that you need to be on the next step involves creating the actual advertising campaigns. This includes messaging, creative graphics and a strategy that involves a call to action. The call to action is most important as it addresses a way to entice lead acquisition.
Once you’ve created the campaign, then next step is selecting advertising channels and free channels to launch your campaigns on. What makes digital marketing so powerful is the ability to target specific audiences based on behavior or demographics. This a big differentiator that digital advertising offers over older offline advertising mediums.
Once you have launched your campaigns, you will want to monitor their success. Campaign success in the big picture comes in the form of inquiries and sales. Looking more in detail at data points such as cost per lead, exposure and reach of the ad are good points of measure. The goal is to make sure that the ad is cost effective and that you are getting a return on investment which is measured in cost per lead. Improving the ad and evaluating the effectiveness of each digital channel is part of the process which is repeated often.
YES, I WOULD LIKE TO LEARN MORE ABOUT DIGITAL STRATEGY AND IMPROVE MY BOTTOM LINE