With an increasing amount of consumer time being spent online, businesses must adapt to this rapid transition of attention. Traditional marketing methods such as TV, radio, and print advertisements are not as lucrative as they once were. Digital marketing has become the future of acquiring customers in just about every industry. Although utilizing the most beneficial marketing channels considering your business model, is of the utmost importance for any company that values their time, resources, and energy. In this article, we will explore the top 3 questions any brand should ask themselves prior to investing in their 2019 digital marketing strategy.
1) Which online platforms are your target customers most receptive to your business industry & offerings?
Nowadays, brands feel the need to diversify their brand presence among every popular website and online platform known to man. “Oh we need a Facebook! And an Instagram! And Snapchat, Twitter, Yelp, LinkedIn, and oh we can’t forget about YouTube! And Tumbler, and etc…” The list goes on and on of different avenues of online attention one could pursue, but what’s the benefit each brings to you? Not all platforms are equal!
It will be of great benefit, to assess the value each platform (you’re considering) provides to your specific business model, industry, and objectives. Ask yourself this question… Where will your customers be most receptive to your message? Receptivity is key! It’s no good wasting time and energy trying to build a following on any platform that generally has shown low compatibility with your industry.
It varies brand by brand and there are always exceptions, but generally speaking (based on our experience and observations) more personable brands are most successful on social media platforms (Ex. instagram, facebook, & twitter), while more commercial brands are successful on search engine platforms (Ex. Google, Bing, Yelp).
If someone is looking for a plumber, they’re likely to make a choice based on a quick google search (highlighting the importance of SEO & PPC). In comparison to someone looking for a personal trainer, who’s more likely to consult with someone they follow on a platform such as YouTube or Instagram. This is not to say that one shouldn’t use social media as a commercial business, in some cases doing so can be very productive. Although it’s important to practically manage one’s expectations for results experienced with each platform. When your customer comes looking for the service you provide, where will their eyes be likely to find you online?
2) What short vs. long-term marketing tactics will help you accomplish your growth objectives?
Different marketing implementations requires different commitments of time before experiencing ROI (return on investment). It’s essential to understand the time frame you’re working with to endure what can sometimes feel like a painful waiting period, especially when budgets are tight and business is slow. Patience and persistent are key, but what happens when you need results immediately?
PPC (pay-per-click) advertising can be an effective marketing technique for companies that need leads generated relatively quickly. You can pay for an ad placement on the top of specific search inquiries related to your business offering. With PPC being a form of advertising, it’s important to consider that it typically has a lower converting rate than more organic forms of ranking (SEO).
Search Engine Optimization (SEO) is the process of making your website more favorable to search-engines algorithms (Ex. Google or Bing) to increase your ranking (organically) in keyword search results. This is a fantastic form lead generation, often acquiring high-quality traffic to your website. Although it’s important to consider how competitive your industry is. It can be very challenging to rank highly for certain popular keywords. In order to improve your website’s ranking with major search-engines, it’s important to have your site technically configured to good performing standards (speed, security, crawling accessibility), in addition to featuring a good quantity of high-quality content (blog posts, backlinks) that people will read and benefit from.
Social media marketing can greatly vary in the time it takes to see returns. Like PPC, you can purchase advertisements on social media platforms to capture the attention of a specified audiences. Like SEO, you can consistently post content, slowly creating traffic from increasing your following, which increases your favorability within their ranking systems. Social media is known to be a more effective tool for building brand awareness, rather than call-to-action sales. This is due to the fact that you’re targeting audiences based on their interests, not their intention. When someone is searching for keywords in Google like “Attorney in Austin”, they have indicated their intent and are more likely to hire an attorney in Austin. On social media, you’re targeting specific interests, therefore people may not be as likely to engage with a call-to-action step.
It’s important to outline the marketing methods that are most likely to bring the traffic you’re seeking, within a time frame you can afford to be waiting. If you can’t afford a patient 6-9 months that it often takes to see results in SEO, it may be wiser it to invest into a more immediate form of advertising such as PPC. There is no perfect one-way method to marketing. Every entity requires a custom marketing strategy based on time, budget, and cal-to-action preferences.
3) How well does your customer understand your Call-to-Action preference?
Every business and brand should have an extremely clear call-to-action step. This may seem like an obvious consideration, but you’d be surprised how many customers don’t take the next step due to lack of information or encouragement. In a perfect marketing scenario, when, where, how, and why will your target customer engage with your business at that prime moment of consideration?
What’s the end goal, and what steps lead to that result? Is the end goal to sell more services? What ideal steps lead to the closing of your sales? Email, phone call, shopping cart, in-person meeting? Once you understand where your customer needs to be in order to finalize a transaction, you can more effectively see the steps in which will likely lead them to that positioning.
When designing the ultimate sales system, it’s important to base this design in regards on the details of the commodity. Is your product or service at a relatively low or high ticket price? Will it be rendered online or in-person? How often do customers need this kind of commodity you’re selling? These questions and more play a major role in how likely customers are to continue following the lead generation system you implemented. The higher the price and commitment for the customer, the more trust and conviction they must have in the provider. Understand your commodity well, then devise the ultimate pathway for customers that makes it as convenient and encouraging as possible to make that final investment into your offering.
As mentioned before, the evolution of technology has drastically changed the way businesses and consumers engage with products and services. Most aren’t as receptive to old marketing tactics, so every business is responsible for adjusting to these developments to stay profitable and relevant. If you’re in need of advice or assistance in implementing a strategic digital marketing plan, don’t hesitate to contact Yüse Marketing today for a free marketing consultation. We elevate the results businesses are experiencing in acquiring new customers with marketing.
Thanks for reading! Have a fantastically hydrated day!