For most businesses these days, digital marketing is an essential pillar in their growth strategy. If you want to scale you will more than likely need to up your online game. Why? Well, it’s very simply one of the best ways to attract more customers. And those customers are of course the lifeblood of your business. Digital marketing is almost certainly the best way that you can increase the flow of these customers from a trickle to a cascade.
When it comes to digital marketing there are a huge number of options open to you. So first and foremost you will need to be strategic. Start with some ideal customer personas, which you can develop from customer research and conversations. Personas are detailed descriptions of ideal customer types. Give your personas names, make them real, sketch out their likes and dislikes, fears and loves. Where do they get their information, where do they shop, what do they watch and listen to, where do they hang out online? From this detailed picture, you should have a very good idea what digital marketing tactics are most likely to be effective for this group.
A successful online campaign needs to be designed, managed, and monitored to reach a wide audience. You will need to use analytics to check and review that your tactics are working.
So what are the digital marketing tactics you can chose from? Here are some of the main approaches to consider for the focused strategies you should develop for each of your core customer groups.
SMS marketing is a form of direct marketing that uses text messages to reach customers. This type of marketing is effective because it enables businesses to send personalized messages directly to their customers’ phones.
Additionally, SMS messages have a high open-rate, which means that more people are likely to see your message. And your texts do not need to be static. Converstional SMS from Emotive helps scale Ecommerce SMS automation by interactive messaging to segmented audiences. SMS marketing is generally very affordable. You can send out thousands of text messages for just a few pence each. SMS marketing can be used in conjunction with other digital marketing strategies and integrated with your ecommerce website.
Social Media Marketing
Social media marketing is the process of using social media platforms to promote a business. Popular social media sites include Instagram, Facebook and Twitter. This type of marketing enables businesses to connect customers with their brand on a personal and emotional level. Additionally, social media platforms are a great way to share content and drive traffic to your website.
Email marketing is the process of using email to promote a business. Customers sign up, typically to receive a regular email newsletter which will give them priority information, discounts and offers from your business. Not surprisingly this is a great way to cement customer loyalty. It also gives you a valuable database of your best customers and indepth statistics about their buying habits, needs and interests.
Content marketing is the process of creating and sharing content to attract and engage customers. This is typically through a blog or aritcles on your website. This content can build customer trust and credibility by, for example, providing indepth product information and guides or answering popular customer questions. In addition the content on your website will attract new customers to the site through search engines. If customers are asking questions about products face to face, they are also almost certainly typing these same questions into search engines. The more regularly you update your website with fresh content the more search engines are likely to increase the ranking of your site in search results.
Search Engine Optimization – SEO
SEO is the process of optimizing a website for search engines. It builds on content marketing, using a couple of additional tactics to further improve your search results. Link building is the main tactic. It involves trying to get relevant, credible and authoritative websites to link in to articles or content on your site. Google views each link from a respected site as a vote of confidence. It improves your position in the search engine algorithym and subsequent ranking spot. It is important that inbound links are natural and relevant. Buying links is likely to backfire as Google will see when they are not a relevant fit. The best way to attract natural links is by producing excellent content that other sites genuinely want to link to.
Digital marketing is an essential component of any business scaling strategy. Finding the right mix for your business starts with understanding your customers. After that it will always be an ongoing process of trial and error. The digital environment is not static and neither is your business or customers. Keep reviewing, learning and adjusting and watch your business grow.