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Digital Marketing

When done right, digital marketing can have lots of benefits for your business – from reducing the amount you’re spending per sale, to making it easier to track the effectiveness of your marketing spend.

Digital marketing

Making the most of digital marketing

Here are some of the benefits of a strong digital marketing strategy:

  • Target potential customers effectively - All platforms now have targeted adverts, meaning you can choose who sees your ads based on loads of data points like location or job title. By using these options you can attract exactly the right people to your business at a low cost.
  • Boost your sales conversion rate – Combining effective targeting and messaging means you can sell more of your product for every person who goes to your website.
  • It saves you money - Digital marketing is much cheaper than offline, with costs limited to whatever you set them to be with paid adverts. And of course, standard social media accounts are completely free.
  • Real time customer service - If potential customers have a question or doubt about choosing your business over a competitor, you can remove their concerns immediately with a simple message.

 

The step-by-step

Now you know the potential benefits, let’s look at the steps you need to take to make sure your business is using it effectively:

 

1. Choose your platform

Deciding what platforms to focus on is the first step for setting up your digital strategy. There are a lot of platforms to choose from - from display advertising to promoting posts on social platforms - so it’s key to do your research on the potential of each one and select the right mix for your business.

Key questions to consider here are who are the people on these platforms and how do they use them? By getting an understanding of these you can tailor your marketing to the right behaviour. For example, people using social media like Facebook, Instagram and Twitter might not be in the right frame of mind to buy your product straight after seeing your advert, so you might consider using this platform to build your brand awareness instead.

 

2. Get to know your customer

With digital marketing, it’s crucial to understand your customer well – creating ‘personas’ or ‘profiles’ can help you visualise the real people you’re speaking to with your marketing. Once you have this nailed, it’s easier to decide what target audiences to go after with your campaigns.

Your messages should be tailored to these personas to be the most effective. Think about what your target audience does on a day-to-day basis; contextualise messages around things important to them to make your brand feel relevant.

Remember these are only assumptions; you have to test them to find out whether they’re true!

 

3. Test, test, test

The key to really good digital marketing is to continually test and iterate.

For example, if you think your product is best suited to women in their 30s in London, then run a test campaign and see how they respond. Pick a platform that is right for your test by doing some research on how much time this audience uses each one to estimate how much your ad will be seen. If your campaign doesn’t work, then try a new approach.

Remember to be really clear at the beginning about what exactly it is that you’re testing. If you have too many competing theories you won’t get clear information and you’ll waste budget without knowing which part is wasted. Set up the right tracking from the beginning and keep a record of everything you’re doing.

 

4. Choose the channels that suit your business

There’s no point advertising on Google if people aren’t yet searching for your service. Equally, people on Facebook or Twitter might not be in the right frame of mind to purchase your type of service. Try to understand your customers’ mindset and use that to figure out which channels would have the highest likelihood of converting views into sales.

This doesn’t mean you have to choose just one channel. To be the most effective you need to use a mix of messages across different platforms to make sure your brand is being seen at the right times by the right audience. If you consider the role each platform plays in your audience’s life you can tailor your messaging on each to maximise the effectiveness of your overall strategy.

Again, you should always test any assumption you make before you commit large amounts of money to it.

 

Esme’s ‘Final Thought’

It’s clear to see how using digital marketing can be a really cost-effective way to boost your sales and brand. It’s a science and an art to manage perfectly – you’ll need to devote time to setting up your tests and tracking, but once up and running, it’ll allow you to hone your messages (and put your budget in the right places) quickly.

Need a boost to kick-start your digital marketing, or just to keep it running during the slower season? Get a quote to see how Esme can help you reach your full digital marketing potential.

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