Every day, more and more people search for products and services online.
Wireless and mobile connectivity, the boom in ecommerce and shifting consumer tastes and behaviour have given rise to an instant access, on-demand society where people expect the fastest way to find what they want at the lowest price possible.
Businesses that fail to adopt a digital marketing strategy will be left behind in this ever-changing industry.
The internet has created a way for people to connect, engage with content, and purchase products they otherwise would never have had access to.
Every single day, people are consuming content at a faster rate than ever before. With the rise of social media and continual advances in technology, it’s more important than ever to have a digital marketing strategy.
As consumers grow increasingly fickle with what they choose to consume, brands need to stay ahead of the curve by continuing to provide relevant content that will keep their audience’s attention.
Customers are now relying on the internet for everything from making purchases to finding employment. In fact, a recent survey found that the internet is now more important than TV when it comes to shopping.
So, digital marketing has become an essential part of any company’s marketing plan.
It can help your business boost profits and attract new customers, as well as many other benefits.
Unfortunately, many businesses fall into the trap of thinking that just because they offer a good product or service, potential customers will automatically find them.
While this might be true in some cases, the truth is that the only way to guarantee people find your business, brand or website is by putting yourself in front of them.
This is where an effective digital marketing strategy comes in.
Benefits of digital marketing
Businesses of all sizes recognise the importance of having a digital marketing strategy.
It can help your company better connect with consumers and generate new business opportunities while also helping to build your brand.
As long as you have the right team in your corner, any business can create and implement a successful digital marketing strategy. Some of the key benefits of digital marketing include:
- Getting to know your customers better by discovering who your ideal audiences are and what they’re looking for
- Reaching and attracting a wider audience – your business can potentially go global, thanks to the internet
- Targetting the right people, with the right messages, at the right time with personalised marketing campaigns based on customer data
- Keeping your customers and prospects ‘warm’ at every stage of the buying journey and nurturing them through your sales process
- Making the most of your marketing spend
- Driving engagement and creating brand loyalty
- Getting valuable real-time data to measure the performance of all your campaigns
How to create a digital marketing strategy
If you’re unfamiliar with digital marketing techniques and activities, or if you’ve never developed a digital marketing strategy before, then knowing where to start can be challenging.
After all, there are so many techniques you could adopt and platforms you could use that knowing which ones are right for your business can seem intimidating.
However, digital marketing doesn’t need to be complicated.
The internet makes it easy for businesses of all sizes to reach a wider audience quickly and cost-effectively.
However, simply having a website isn’t enough to grow your digital presence. You’ve got to drive traffic to it, and that’s where digital marketing comes in.
A digital marketing strategy is all about researching and understanding your ideal customers and where they hang out online and then targeting and tailoring your activity to reach and attract them.
When it comes to pulling your digital marketing strategy together, here are a few things to bear in mind:
Nail your online presence
When a potential customer is interested in your business, either because they’ve heard about your products or services or are just curious about your brand, the first thing they’ll do is head online to see what you’re all about.
At the very least, they’ll expect you to have a website and social media accounts. However, they may also look for reviews on sites like Google My Business and TrustPilot to see what other people say about you.
First impressions count. If your potential customers can’t find you online, or your website or social media don’t portray your brand or offering in the right way, they’ll look elsewhere.
So, making sure your online presence represents your business in the right way and creates a positive impact is vital.
Research your niche
When it comes to growing your online profile, it’s not just your own business you should be paying attention to. Knowing what your competitors are up to and what’s going on in your industry, sector or niche is also vital.
It will give you a better idea of how they are presenting themselves, what sort of content your potential customers are looking for and what messaging works (or doesn’t).
While staying ahead of the competition is one thing, understanding what they do well – or not so well – and learning from it will help you grow your business and enhance your online profile.
Be visible
When your customers come across your business online, it’s unlikely that they’ll be ready to buy in that exact moment.
Research shows that most customers will need to experience multiple interactions – or touchpoints – with your brand before they feel comfortable enough to buy from you.
So, part of your digital strategy should include being visible across multiple channels, including your website, social media and even your offline channels, like print and events. This will ensure your brand stays in the front of your potential customers’ minds until they’re ready to make the purchase.
Keeping your messaging and visuals consistent across all channels is vital here. Veer too far off-brand, and your marketing will lose impact and resonance.
Understand your audience
One of the big advantages of digital marketing is the way it enables you to interact with your customers and prospects, listen and speak directly to them.
When you begin to engage with your followers, you can gain insight into their pain points and work out ways to solve their problems.
The goal here is not just to sell to people. It’s to build a relationship with them, so they first become customers, then brand advocates and develop into trusted partners.
People are much more likely to buy from your business – and recommend you to others – if they’ve had a positive experience with you, so focus on what value you can add to all your customer interactions online.
Maximise your budget
Digital marketing is one of the most cost-effective forms of advertising for small businesses, which means you can make your marketing budget go further and maximise the returns on your investment.
Paid ads and social media allow you to set a daily budget for your ad spend and focus and refine your target audience, so you can hit the right people with the right messages across all the platforms you have a presence on.
The key here is to do your research and select the right platforms for your business.
If you’re B2B, then LinkedIn is probably where most of your target audience will hang out, whereas if you’re a B2C brand, or sell visual products such as food or clothes, then Instagram or TikTok might be a better bet.
It’s worth experimenting. You can try different channels at a low cost to find out what works best for you and your business.
How can QBD help?
Great marketing starts with a great strategy.
At QBD, we have a deep understanding of the connection between sales and marketing and how, when effectively and strategically used together, they can help your business achieve its goals.
We’ll work with you to understand your business, objectives and audience, before creating and implementing a digital marketing strategy that engages more of your customers and prospects and drives the actions you’re looking for.
We can help your business reach and connect with your audience through digital marketing that delivers results and supports your business objectives.
Give us a call today to find out more.