Why Companies Need a Digital Marketing Strategy

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As a business owner, one of the fundamentals of success is being where your customers are and providing products and solutions to to address their needs at the right time. While this might seem like a tall order,  and so it is, digital marketing practices have made it easier for business owners to engage with their customers and manage the success of their marketing activities and content. Like all traditional marketing strategies, it is imperative that we take the time to plan the best digital strategy to reach customers and choose the appropriate digital marketing tools that will provide the most value and return on investment for our business. There are many different strategies to choose from and it can be difficult to know where to start. Some of the questions that you need to consider when creating a digital marketing strategy for your business are:
  • Is my company currently on social media?
  • How important is SEO to my business success?
  • Would my business benefit from an increase in content and influencer-based marketing?
Here are three main reasons why your business would benefit from a digital marketing strategy 1) The Present and Future of Marketing  is Online A majority of our lives is spent on the Internet.  For most of us, learning about a new company or product is done by running a Google Search and visiting their website and social media pages.  Customers also obtain first impressions about a company through review sites like Yelp or formal/informal blog reviews. As a result, business owners need to position and market their company’s products to a specific online audience where they are likely to get the most attention. There are many ways for business owners to use digital marketing to reach consumers. For example, content marketing,  involves creating educational and visually appealing content that you can post on your company website, social media, industry blogs, etc.  Content can take the form of blog articles, infographs, white papers, e-books, etc. Content marketing accomplishes two goals:
  • It positions your business as a thought leader in your industry
  • It provides a steady stream of content for your business that can be shared by your customers
By taking an indirect approach to your content (focus on educating, not selling!) you are able to provide customers with more information on your company’s industry, products or services.  As a form of indirect selling, customers will come to recognize your company and brand through the quality of your marketing content, thus making them more likely to do business with you. A steady stream of content also ensures that your business is top of mind for consumers and re-purposing older content into new forms (ex. taking a blog article and transforming it into an infograph) allows you to get the best value out of your content. 2) Digital Marketing Can Increase Engagement with Customers One of the main benefits of a digital marketing strategy is the ability to increase engagement and communication with your customers.  Social media marketing, in particular, allows you to get up-to-date information on what customer are talking about and their preferences.  Setting up company pages on LinkedIn, Twitter, Facebook, Instagram, etc.  allows you to communicate with your clients in real time creating a more personalized, human touch when addressing your customer’s needs and concerns. Social media marketing can also help create a community of advocators and influencers that help to promote awareness of your business.  By delivering quality content service to your customers, you can build and strengthen your business’ reputation online.  Customers who obtain good service from your company are more likely to tell their friends on social media about your business.  This can lead to a larger audience with more and more customers tuning into your business’ status updates and content posts.  3) Digital Marketing helps to determine the Success and Tweeking of Your Marketing Strategy Finally, digital marketing provides your business with the tools to track the activity of your content to see how well it is performing and being received by your customers.  Search Engine Optimization (SEO) is popular tactic used by marketers to generate organic, or unpaid traffic to a website or Internet page by adding key words, images, etc. that are more likely to be searched and seen by customers.  The goal behind SEO is to become the preferred search result among common key words entered into an Internet search. For example, if your company specializes in providing specialty coffee drinks to consumers, you need to create content and website landing pages designed around key words and phrases that customers think of when they think about specialty coffee such as “coffee”, “hot drinks”, “bakery”, etc. There are also more aggressive strategies that you can implement to track your marketing success. Tactics such as Pay-per-click campaigns and cost per impression strategies provide you with analytical information on the number of people clicking on a link to your website or viewing your content. Find Your Success Online! The future of marketing is online.  The move to digital marketing can provide your business with the tools to succeed and to get out in front of your customers.  It allows you to build your brand and communicate to customers the value of your business and how it can help them. With so much of our lives spent on the Internet, having your company’s presence online, through social media, etc. is something that can no longer be ignored. If you have not already done so, it is  time for your business to branch out into the online world.   Whether you are a large corporation or a small business, digital marketing does not have to break the bank.  It can be as easy as signing up for a Facebook and Twitter account!    

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