Businesses realize the importance of an online presence, and they also recognize that without digital marketing, their brand will get lost in the market like a needle in a haystack.
In this article, we will see how you can leverage the power of digital marketing to take your business to new heights.
Leverage the Power of Social Media
Social media is the place where your audience is. According to a report, some 3.48 billion people use social media in the world, and they spend 2 hours and 23 minutes daily browsing through their social media feed.
A wise business would latch on to this massive opportunity by devising digital marketing effective strategy.
Social media is a great tool to keep your users engaged with your brand, but it should not be in the form of bland advertising. Instead, social media should be treated more as an informal gathering place where users having a common interest come and share their thoughts; nobody would like a brand to intrude this space with their commercial message unless they are interested in hearing more about the brand.
In the realm of social media, it is essential to target the right audience on the right kind of social media channels. For example, a luxury office accessories brand would more likely find success in a LinkedIn group than a Facebook one.
Similarly, there is no point of working hard to create a fantastic Linkedin profile if you are running a young and vigorous fashion brand, Instagram would suit your needs better in this case.
Find a page/forum which is more related to your brand, For example:- If you are running a travel portal, then you need to connect with Facebook groups who share an interest in Travel. Customers love to remain updated about their favourite subject, and what better way to keep them updated than to post engaging content on their social media feed?
Make sure that you do not come across as one of those pesky advertisers who love to ruin all the fun. An attractive image or a short meme would do the trick, don’t try to overdo it.
Monitor the results of your social media activity and tweak your strategy accordingly. Although competitor research is always a good idea, try to create your brand’s unique personality on the social media platform rather than outrightly copying your competitor.
Social media is an ideal platform to ensure two-way communication. Customers love it when a brand asks them for opinions and then actually go ahead and implements their suggestions. You can hire an efficient social media marketing company to achieve your social media marketing goals more effectively.
This way you will hit two birds with one stone,
- You will save hundreds of dollars on costly market research
- You will connect with your users on a deeper level.
More Targeted Reach
Any good digital marketing company would first segment the market into small customer groups, and then take a call regarding how to proceed with the digital marketing efforts for each customer group.
Unlike mass media advertising like print, T.V., and Radio, Digital marketing allows marketers to target particular customer groups with relative ease. For example:- if you run a shoe company, then you can target your formals to office going customers by preparing relevant ads and posting them on LinkedIn groups or other appropriate channels. Similarly, you can target the kids’ shoe market by placing ads on cartoon YouTube channels.
By targeting your ads to customers who are already interested in a product/service, you ensure that you do not waste precious resources in preparing generic advertisements which have a meagre conversion ratio. Nobody, neither you nor your customers are going to benefit from a run-of-the-mill advertising campaign.
Digital marketing will help you in relating to your audience by using the actual words and phrases that they use in their daily life. As before building a digital marketing campaign, this is the essential homework that any digital marketing expert will like to do.
Tools such as Google Analytics and Facebook insights can help you in identifying the online usage patterns of your customers.
You can start targeting the customers by their online purchase behaviour, loyalty, demographics, and other factors. It will help you in understanding your customers better.
By aiding you in knowing your customer better, Digital marketing helps in improving the quality of your product/service.
Power of Personalization
Digital marketing can help your business to personalize your marketing message. Research indicates that customers have a desire for better personalization; they want their brands to listen.
All of us want to be felt listened to; brands that listen to their customers are the ones that get the lion’s share of their wallets. By leveraging the power of digital marketing, your business can harness the potential of personalized marketing.
Personalization has gone far beyond addressing people with their first names and wishing them on their birthdays and anniversaries. It would help if you analyzed their usage patterns, their unmet desires and cater your offering accordingly.
While using ad-customizers has become a norm in the industry, marketers are going a step further by using Geo-customizers which change the ad according to the location of the customers. For example:- If someone from New-York is searching for a Warm Jacket, then an ad depicting a sportsperson from the New York Yankees would work better than an ad depicting a sportsman from an Ice Hockey team.
Music company Spotify uses the power of personalization in it’s discovered weekly playlist. What Spotify does is that it saves the kind of songs that you usually like to hear and then finds out similar songs. This feature is one of the significant reasons for Spotify’s success.
One common mistake that businesses make is confusing personalization with customization. While personalization deals with recommending products/services that are similar to what the user likes, customization deals with providing a higher level of freedom the customer regarding how he/she wants their products/services. Instead of making the same off-the-shelf recommendations your brand can allow the customers to customize the product according to their needs.
By not going for personalization, you are not only missing out on an opportunity but also taking the risk of falling out of favour with your customers. According to research by Hubspot, 3 out of 4 customers feel frustrated with a website which offers generic content which is unrelated to their needs.
Scale Quickly and Control Costs Better
By effectively using tools like PPC and
PPC(pay per click) advertising is an appropriate and targeted form of advertising. By placing your ads on the search engines against specific keywords, you multiply your chances of reaching the correct customers, as the customers who are already interested in your service/ product will be shown these ads. It will help your business in increasing brand awareness and customer base quickly.
The beauty of PPC is that although ads will be shown to a vast audience, you will pay only for those ads that are clicked by people. This way, you filter out those people who have a passing interest in the product/service and connect with people who are more likely to purchase. PPC allows marketers to control costs in a better manner.
Another effective strategy to scale up your business with digital marketing would be
A Good Digital marketing agency can help you in preparing and implementing an effective digital marketing strategy.
Better Communication
By applying Digital marketing, you ensure that your brand remains connected with your customers. It helps in establishing clear, compelling and two-way communication channels between you and your customers as through social media and other channels your customers can easily let you know about their preferences. It benefits your business as customers who engage with a brand tend to stay more loyal to that brand.
Digital marketing ensures that the customer’s preferences are taken care of in the entire customer journey. It helps in passing the message to the customer that the brand cares.
Digital marketing allows the brands to establish more personal one-to-one communication with their customers and hence helps in building trust with the customers.
It is suggested that you allocate a separate team to manage the suggestions and complaints received on your brand’s social media page and other channels. It will ensure that two-way communication flows smoothly and create a positive brand image of your company amongst prospective buyers.
Better ROI
It is estimated that the digital ad spending in the U.S. will surpass the traditional ad spending soon. We see this trend because the marketers do realize that digital mediums are providing better ROI, and digital marketing also enables the companies to have a better understanding of the ROI.
Digital marketing tracking ROI(return on investment) is more comfortable as compared to other forms of marketing. Analytics tools help you in gaining strategic insights about how well is your money being spent. Using analytics tools, you can see which strategy is working and which is not, thus aiding you in eliminating the strategies which are not working.
Final Thoughts
Digital marketing is shaping up the future of business by new, providing opportunities to consumers and businesses to interact with each other. Regardless of which industry you are in and whether you are a small business or an enterprise-level company, digital marketing will be an essential part of your marketing reservoir.
digital marketing – DepositPhotos
