Digital marketing strategy does not solve communication problems.
Digital marketing strategy does not improve a product or service, nor does its positioning.
Digital marketing strategy is not a broad spectrum antibiotic to solve communication, distribution, product or even internal problems in a company.
Thus, by simply having a website and social networks profiles are not a real solution in itself. It would be incomplete and totally inadequate.
Using a digital marketing strategy to support digital transformation
Digital marketing is essential in today’s world. With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. When you are a small, medium business owner or an organisation, the online world can seem intimidating.
Simple digital marketing strategy that any business owner can implement to help their business grow
1. Setting a Goal
You are looking for ways to help your business to grow. You might want more customers, more recognition or maybe you are looking to get ahead of the competition. Whatever the case may be, starting with a solid goal in mind greatly increases your chances of success. Digital marketing is a great way for small businesses to prosper, but going into the process blindly can leave you with a jumbled mess. A lot of digital marketing strategy and precision are needed and having a goal helps you know what to focus on.
2. Creating a Marketing Funnel
The most successful businesses have an effective marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
Awareness: The potential customer is aware of your product or service. They are still a stranger, but they have come to your website for a reason. They are looking for something they need. At this stage you want to attract the customer by showing them that you have something they are looking for. Use a lead magnet or call-to-action to give the customer a valuable resource related to your product or service (i.e: what they need) in exchange for more information about them like their email address, phone number, profession and current needs. Find out who they are and why they came to your website.
Interest: They are actively expressing interest in a certain type of your products or services. At this point you have given them some information and they are interested in what you have to say or the services you provide. You have used your lead magnet or CTA in stage one to gather more information about them. At this stage it’s a good idea to supply them with further information that is more tailored to their specific needs. Showing them that you not only took the time to get to know them, but also have something that’s specific to their needs will show that you are attentive to and care about your customer’s wants and needs.
Desire: They have taken an interest in a specific product or service. Now that you have supplied them with information specific to what they are looking for, they have found a product or service you provide that might be a good fit for them. Invite them to schedule a consultation using an email or a call-to-action. At this stage you want to tell them more about the product or service they are interested in. Show them why they need it and exactly how it will benefit them.
Action: Taking the next step towards purchasing. This is when you are able to turn your potential customer into a lead. You have given them valuable information, shown them you pay attention to your customer’s needs, and shown them that you have something they need that will benefit them. All that’s left is discussing things like price, payment and other aspects of your product or service that are relevant to a buyer.
Having an effective digital marketing funnel won’t just get you more leads, it can also help you turn leads into repeat buyers. If the customer has a good experience they might return to purchase from you again or even tell others they know about your business.
3. Developing a call-to-action
A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your website.
4. Creating an Effective Lead Magnet
A lead magnet can be used alone or along with a CTA. This will also be used either within your digital marketing funnel or as a way to drive potential customers into your funnel. Supply them with something relevant to your product or service that they want. Use your offers as a way to gather more information about a potential buyer while driving them further into your funnel at the same time. This brings them closer to becoming an actual quality lead who will spend money on your product or service. The idea behind a lead magnet is to trade information.
5. Driving Traffic
In order for there to be people to drive into your digital marketing funnel, there first has to be traffic to your website. There a variety of ways you can drive traffic to your website.
Here are a few ways to drive traffic to your website:
Quality Content: Use content such as blog posts, press releases, articles, Infographics and videos on your websites and obtain that authority status. Insert linksof your website within this content eg. infographics and videos to build your brand name through exposure and drive traffic to your website.
Keyword Strategy: Inserting related keywords into content will help your content and website to show up in more search results, this leads to higher volumes of web traffic.
Website Optimization: Ensuring that your website is optimized and functioning at it’s best is essential. People don’t want to visit a website that doesn’t work properly.
Social Media: Use engaging social media posts to attract more traffic to your website. Using pictures, video, and other relevant media will help your posts get more engagement.
Try the simple digital marketing strategy above on your website and see for yourself how much of a difference they can make. If you want your business to grow, digital marketing is the place to start.
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