Companies seeking to maintain a competitive presence in our modern digitally dependent world can benefit from strategic digital marketing.
Whether you’re a Fortune 500 company selling globally or a small, local family business, you’ll need a strong online presence to attract and grow your audience.
Trends consistently prove that customers, whether B2B or B2C, do their research online before buying. Therefore, you’ll need to be visible to catch their eye because competition is fierce. Moreover, ensuring your online presence is optimized can significantly increase your chances of capturing their attention.
Enter digital marketing.
According to the Content Marketing Institute, the top three content types that B2B markets utilize are social media (95%), blog posts or short articles (89%), and email newsletters (81%). The same formats frequently benefit B2C companies as well.
It has become clear that businesses will need to implement an array of effective digital marketing tips to succeed.
Understanding Target Audiences: Tips to Appeal to New and Existing Customers
Identify your target customers
You’ll have difficulty generating sales unless you thoroughly understand what your customers hope to find on the web. Consequently, gaining a deep insight into their online behavior is crucial.
Initial questions to ask yourself include:
- Who are the audience segment(s) my company wants to attract?
- What does my target audience look for in products or services?
- What demographic group should my marketing campaigns prioritize?
- Is there a geographic area that my marketing efforts should focus on?
- Where does my target audience spend the most time online?
You can learn the answers to these and other pertinent questions by surveying existing customers, doing competitive analysis, exploring Google Analytics, and/or establishing focus groups.
After correctly identifying your audience as well as their needs/wants and buying behaviors, you can then create strategies to appeal to them. Furthermore, these strategies can be tailored to match their preferences precisely, enhancing your chances of success.
Analyze data and develop digital marketing strategies
Once you’ve answered the questions above, you can establish a buyer persona. Next, you can leverage your legally collected data and metrics by analyzing your information.
Use your findings to identify the best marketing channels, and find ways to personalize your marketing efforts for the entire audience or targeted segments of your customer base. Examples of personalization include:
- Address people by name in emails, texts, and other messages.
- Notify shoppers that items they have browsed are back in stock.
- Let buyers know about discounts on specific products or services.
- Market introductory offers to new customers.
- Reward customer loyalty with incentives.
Today’s customers don’t want to feel like anonymous numbers; they desire to be recognized and feel that companies value them. Personalized marketing is a tried-and-true approach that easily transitions to a digital marketing landscape.
Leveraging Trends: Modern Digital Marketing Tips for Today’s Marketer
Many B2B and B2C markets are either crowded or highly competitive. To stay ahead of the proverbial pack, you’ll want to leverage modern digital tools.
These tools help you become more efficient and effective, especially because they aid you in making data-driven decisions.
It’s clear that trends largely lean digital. You can benefit from valuable data points by using digital tools. Additionally, modern tech is designed to appeal to modern consumers and improve their customer experiences.
- Chatbots help you provide immediate answers or information to buyers.
- Videos share information:
- Introduction to your brand
- Explanation of products
- How-tos and helpful tips
- Product demos
- Content marketing and related strategies can be pretty powerful:
- Utilize blogs to share information.
- Write informational articles.
- Develop additional authoritative content (e.g., studies and white papers).
- Social media posts target key audiences, driving traffic to your website and blog posts.
- Paid online advertising can promote company websites in your audience’s search results.
- Optimize your website for SEO and conversions.
And you can also find more digital marketing examples to inspire you!
Maximizing Reach: Proven Tips for Enhancing Your Digital Presence
Build a strong social media presence
Social media has become a highly relevant component of digital marketing. Current and potential customers tend to read and scroll through their favorite platforms or communities frequently.
- Identify the platforms your market demographic is likely to use.
- Establish profiles that you can reasonably keep active.
- Monitor your business reputation in online communities, such as Reddit, Facebook, and Discord.
- Publish social media content designed to inform, educate, and entertain your target audience (not just about your service/products—be creative!).
- Commit to high online engagement with your community.
- Publish quality images and videos (these tend to gain strong traction).
Be mobile-friendly
According to statistics, buyers of all ages largely shop on mobile devices: 91% under age 50, 69% aged 50 to 64, and 48% of people older than 64.
Buyers tend to explore brands online while in-store. According to these statistics, 80% of global consumers visit retailer websites on smartphones while browsing stores in person and 74% use apps.
An important factor you need to consider is that any content you distribute must be desktop- and mobile-friendly. If not, you risk losing both new and loyal customers.
- Create a good website aesthetic.
- Test and, if needed, improve the load speed.
- Optimize so content is easily seen on phones, laptops, and tablets.
- Keep your website’s content straightforward.
- Provide easy-to-view content, such as videos and infographics.
Create a Google Business profile
Formerly known as Google My Business, Google Business Profile offers companies a fantastic—and free—opportunity to enhance their digital presence.
A profile will help broaden your reach by attracting consumers who look for information in Google Search and Maps. You can enhance your profile with:
- Website URL
- Images, videos, and posts
- Special offers
- Business hours
- And more
As a bonus, you get free feedback on what people think. Consumers can rate and review your business, allowing you to learn what works and what doesn’t.
These types of digital marketing, along with email and SMS/text marketing, can help you establish a robust digital presence.
Content is King: Tips for Crafting Compelling Digital Narratives
The old adage “content is king” absolutely applies in the 21st century. It takes a web visitor mere seconds to decide whether they’ll bounce to a new search or another website.
To attract and hold their attention, you’ll need to consistently create interesting, relevant, and compelling content.
Unlike in the early 2000s, clickbait doesn’t work. Sure, it might get a click, but few visitors will stay or make purchases. Today’s internet users are savvy and crave quality content.
Strong, effective content can be presented in a variety of ways, including blog entries, social media posts, videos, white papers, infographics, and more.
To enhance your company’s digital presence and achieve digital marketing success, focus on identity, reliability of information, and level of communication. Be consistent in your brand. Consumers prefer familiarity.
- Post content regularly.
- Depending on the purpose of your post, be informative, entertaining, or empathetic.
- Customize content for the platform where you’re publishing.
- Don’t focus on self-promotion; share other types of content that people like to see.
- Use a consistent voice.
“Content is the atomic particle of all digital marketing.” – Rebecca Lieb, author, strategic advisor, columnist, keynote speaker
Wrap Up
The web offers an endless supply of content, creating an overload of information for consumers to wade through. To stand out in this “noise”, you need to be consistent, thoughtful, and engaging while empowering yourself with digital marketing tips and tools.
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