From millennials to baby boomers, your audience is online, and digital marketing reaches them when they’re likely to engage. While these customer connections should always be respected, it provides an opportunity to increase revenue. Companies of all sizes can use these digital marketing strategies, customizing them to their own unique needs. And this is how your team can do it.
It’s Where Your Audience Is
Because digital marketing reaches your audience on platforms they’re already on, you can increase engagement and ultimately, conversions. Social media is diverse; you just need to find where your audience spends their time.
Instagram is where many millennials spend their time, though they’re also active on Facebook. In fact, those aged 25-34 are the largest group of Facebook users. Twitter is also ideal for reaching millennials. Thirty-six percent of users are between 18 and 29, more than any other age group.
For companies looking to target parents, retirees, or other demographic and psychographic options, Facebook is still a great option. The platform sees over 2 billion active users each month across generations.
These metrics show that your brand has potential on social media. Sharing blog posts, photos, videos, and other content will build a connection between you and your audience. Whatever platform you choose, know that you have an incredible opportunity to reach your audience through digital marketing strategy.
Digital Marketing Is Diverse
There are very few outlets as diverse as digital marketing. Out of the platforms and tools available, you can choose those that will best serve your needs and ignore the others. You can post on social media, publish articles on your industry, create podcasts or videos, and use paid media as a cost-effective way to reach your audience.
A product-driven brand needs to market differently than a local service company, but both can grow their business with these techniques. A brand looking to increase product sales will want to focus on high-quality images of their product in use, bolstered by customer reviews. This helps lower the hesitation that purchasing online can bring. This is particularly important for new brands still establishing themselves.
Content marketing ideas for products:
- Sharing lifestyle photos showing the product in use.
- Forming partnerships with influencers to increase brand awareness.
- Writing “how to” pieces for your blog to answer common questions.
- Sharing behind-the-scenes content of your production line, office fun, or other activities that can help build your brand among fans.
Service companies like plumbers, home cleaners, or dentists may initially have a more difficult time marketing themselves online because there are no products to promote. It’s not impossible, though. Using content-driven marketing provides the information to convert leads into customers.
Content marketing ideas for service companies:
- Writing weekly blogs based on common questions or industry changes.
- Sending newsletters to current and prospective customers.
- Customer testimonials, either written or filmed, to share your success through happy customers.
- Submitting articles to external publications to increase brand awareness.
There’s a Low Barrier to Entry
While there is still a place for print media today, digital marketing offers a low barrier to entry that’s ideal for small business and startups. Social media platforms offer free accounts, phones have better cameras than some point and shoots, and you can run an ad for less than $100.
This low barrier to entry acts as an equalizer for national corporations and new brands. We know what you’re thinking. Corporations have huge budgets and all the resources! Big budgets don’t always equal success, and digital marketing offers you a chance to excel with limited resources.
Exceptional content is still important, but the number of apps and programs available today make exceptional content accessible to all companies. Working with a marketing agency is also an option, and it may not be as large of an investment as you think. Partnering with an agency that understands your priorities can help your brand achieve a unique and engaging presence online.
Superior Tracking and Remarketing
Digital marketing also offers superior tracking and remarketing during campaigns. As long as you’re following GDPR guidelines, tracking website visitors helps you move users down the marketing funnel.
This is done in a few ways, primarily with Google Ads and Google Analytics as well as Facebook Ads. These tracking codes are easily added to your website, and gives you the opportunity to reach the same users multiple times throughout the sales cycle.
Here are some ways to use remarketing:
- Serve dynamic Facebook Ads to those who left items in their cart on your website using your Facebook Pixel.
- Use Google Display Ads to target those who visited your website in the last 30 days.
- Create a custom audience in Facebook Ads to serve a call-to-action ad to those who engaged with your Page.
Creating highly-targeted ads are one of the most effective ways to use your ad spend. Without it, your ads could be served to those not ready to purchase. Start with awareness ads with a slight call-to-action, then remarket to those users with an ad providing more information. As these users move down the funnel, they will be more likely to convert.
Using Reporting to Measure Campaign Success
It’s not enough to release content and hope it converts prospects into sales. In order to measure success and adjust your marketing strategy, we encourage every company to complete monthly reporting. Include every outlet you’re active on, and compare to the previous month (and quarter) to review campaign success.
These reports should be customized to your Known Performance Indicator, or KPI. If you’re looking for increased traffic to your website, then an ad’s Click Through Rate (CTR) is one of your KPIs. If you’re looking to reach as many users as possible during a brand awareness campaign, Reach and Impressions are your KPIs. For a view views ad, review how long users are watching before clicking away.
Google Ads and Google Analytics both offer a comparative reporting feature, which is a helpful way to review what is and isn’t working. Select your time frame, and select “compare”, and see how your digital marketing strategy has performed compared to the previous period. Over time, you’ll begin to see trends unique to your own brand to keep you growing.
As digital marketing continues to evolve, platforms like social media and online search in addition to content creation can help your company thrive online. Implementing a thorough strategy based on your strengths while minimizing your weaknesses is the key to online growth and increased revenue. Digital marketing is more than a plan, it’s a way to connect.