You can create a strong brand in your domain, but it will only generate ROI when you can market your brand to the right audience. Digital marketing aims to create impactful brands that can boost sales organically. There are six essential ingredients to succeed in digital marketing; media, people, platforms, technology, data, and integration.
If you want to stay at the top of your game, you need to keep all six ingredients ready; whether through your marketing team, outsourcing, or a combination of both (hybrid marketing). Once you have the base components ready, here are five ways brands can leverage digital marketing to boost sales.
Boost Your Brand
Your brand is the origin of your entire digital marketing ecosystem. You can crack any marketing strategy confidently if you have a strong brand. Your brand is more valuable than your actual product or service. The true value of your brand lies in consumer perception, which is an elusive yet effective way to crack sales. There are a few classic textbook examples of creating a solid brand. You may start by understanding your position in the market and identifying with your target audience.
Mark your territory and define your customers. Your position in the market is a subtle differentiator that you can bring about by giving your clients a unique customer experience, thought-provoking content, or anything extraordinary worth remembering. Try to establish a point of differentiation from your competitors and constant work on it to enhance your uniqueness.
The second important rule for a strong brand is consistency. Your brand should have a unique web design, voice, font, color, content type, tone, style, formatting, etc., reflecting similar “looks and feels” across multiple platforms and devices. You can slowly increase your customer retention and loyalty by providing a consistent customer experience every time they purchase.
Simple steps like resolving complaints against your brand on online forums can highlight your dedication to customer satisfaction even after a negative review. A brand derives its strength from the company’s mission, ethics, and core values, so make sure to align your marketing efforts with your company’s core purpose and philosophy.
Create a Dynamic Marketing Strategy
Change is the only constant in digital marketing. Every marketing scheme is unique, and discovering what works best for you is a gradual process of constantly trying new strategies, analyzing results, and making necessary changes. You can hasten the learning curve by studying your competitors or hiring professional help.
You cannot afford to be static in a fast-moving world such as digital marketing, where entire social media platforms can become outdated due to changes in consumer trends.
If unsure where to start, you can consult a digital marketing agency to formulate your marketing strategy. Start with small campaigns that generate quick ROI to evaluate your marketer’s expertise. As you gain confidence with your marketing partner, you can create a roadmap with short and long-term marketing goals.
Working with a professional marketing agency can be a bit expensive. Still, they usually deliver trackable results and can help you gain a priceless perspective and insight into modern marketing methods. A campaign that doesn’t work can be a great source of learning if you have the correct analytical tools.
Analyze and Adapt
Digital marketing is an ever-changing sector that keeps changing every few years. Small changes in consumer behavior or
You can enjoy a significant boost in organic sales and gain a first-mover advantage over your competitors if you can crack new digital marketing codes before others.
Investing in marketing analytics and research can help your brand survive long-term challenges and find golden growth opportunities. You can invest in paid market surveys to gain perspective on your consumer base and buying behavior. You can also invest in a Customer Relation Management (CRM) system to track online consumer behavior, automate data collection, and gain actionable insights.
Moreover, you can easily track the laggards and bottlenecks in your sales process with the help of analytics. For example, if you are experiencing low lead-to-opportunity conversation, you may need a new sales development rep (SDR) team to filter and sort leads.
Create Value through Content
The rapid expansion of digital content has led to massive changes in consumer behavior. A typical online buyer in 2022 has plenty of choices and conducts thorough research before purchasing.
Moreover, they seek value and stay loyal to brands that provide consistent value. Hence, the key to your consumer’s heart is through content that provides value. Content can be blogs, social media posts, eBooks, infographics, how-to guides, case studies, newsletters, podcasts, interviews, webinars, guest appearances, etc.
An easy way to redefine your current content is by creating video content, especially if it is not already done in your business niche. The internet is slowly shifting to a video-content model, and Youtube is a great way to catch the trend early. You can convert your website content into engaging videos and release them on different media platforms. Videos are not only twice as engaging, but they are also likely to get shared more than written content.
You can also humanize your brand by showcasing a friendly presenter/narrator in your videos. Video marketing is expensive but promises long-term ROI. It is important to remain consistent in content creation as modern search engines push new content forward. Make sure to match video production levels that justify your brand, as poorly made video content can devalue your brand.
Organize a Customer Engagement Campaign
A customer Engagement Campaign (CEC) is an advanced marketing strategy that requires a high-level understanding of all the ingredients of digital marketing; media, people, platforms, technology, data, and integration.
A successful CEC can lead to virality, boosted organic sales, boost in domain authority, increased customer retention, higher brand loyalty, increased sales funnel velocity, and a feel-good appeal towards your brand that often outlasts the material benefits.
There are no strict definitions of a CEC, and it may include gamified contests, loyalty programs, personalized content, or any other form of online consumer engagement.
You need to have a solid base in social media platforms and robust omnichannel integration for designing an effective CEC. You also need proper data analytics to time your campaign and target your audience effectively.
Lastly, it would help if you have innovative people in your marketing team who could foresee trends and quickly convert them into effective campaigns. It can be as simple as an opinion poll campaign or as complicated as Warby Parker’s use of augmented reality to provide customers with an extraordinary experience.
Consumer engagement in the digital space doesn’t always need a huge budget if you can creatively leverage your marketing assets and provide something that connects with your consumer at a social level.
