Digital marketing has made a notable change in the ways in which we’ve come to experience marketing. Admittedly, there are a lot of components between the technology and the psychology of digital marketing that aren’t always user friendly at first. Below, I will share an overview of five key components to pivot your business’ marketing strategy into a more digital space. SOCIAL MEDIA PRESENCE | Create Social Media Accounts It is imperative for your business to have a social media account on the platforms that best meet your targeted customer’s demographic. It is up to you to determine the best social media platform for your product or service. Bear in mind that not every social media platform will serve the same purpose for your business. For example, if you have a bakery, the benefits of having a Facebook and Instagram account may not be the same as having a LinkedIn profile -- the audiences’ primary usage and focus for each platform vary per platform. In 2020, having social media accounts are the equivalent to the traditional business card in years prior to the tech boom. It is the marker of validation for an audience on the go. 91% of all social media users access social channels via mobile devices. Almost 80% of total time spent on social media websites happens via mobile platforms (Lyfemarketing, 2018). About 45% of the population utilizes social media daily (Emarsys, 2019). By not positioning your business where your audience is, you are missing opportunities. STRONG CORRESPONDENCE | Turn Your Mailing List into Your Email List Remember the annual SEARS Wish Book catalog during the holidays? Or ordering from the Fingerhut catalog? Well, gone are the days when people rely on postal mail for communications with their favorite bands. Coupons and circulars now come to the consumer instantaneously via email and what better way to access your customer than by the first thing they do in the morning -- check their email. As an entrepreneur, you will need to generate a database of your customers inclusive of their email addresses. This is the base of your mailing list. This list will need to be nurtured routinely to compensate for natural attrition over the life of your business. Marketing to your email mailing list will develop and cultivate a relationship with your current and potential customers to keep them abreast of your business news, products, product developments and share in your brand story and identity. SPEND MONEY TO MAKE MONEY | Pay for Advertisement Many small and local businesses do not have the budget for major advertising (e.g. billboards, commercials, transportation, etc.). Social media advertising makes advertising directly to your consumer. Content marketing costs 62% less than traditional marketing and generates about three times as many leads (Demand Metrics). This budget friendly advertising avenue places your business right in the place where your target demographic is accessing most frequently. SEARCHING MADE EASY | Utilizing SEO/SEM (Search Engine Optimization/Marketing) Seems like a 100 years ago, we used phone books to alphabetically search for businesses and services we needed. Nowadays, we head to the nearest search engine. Search Engine Optimization/Search Engine Marketing (SEO/SEM) optimizes your business to be seen by potential customers seeking your product or service who are not yet familiar with your company and/or brand based off of keywords frequently searched and the content that can be found on your company’s website. STRATEGIC DESIGN | Effective Web Development/Design In addition to your social media presence, a website adds another layer of validation to potential customers. A well developed and designed website communicates clearly to your audience your brand, mission and product/service. Your website also provides content for your SEO to pull from when people search your industry needs in search engines, positioning you for greater exposure. A well designed website is aesthetically enjoyable to your site visitors, in addition, it also provides a clear flow of information for your site visitors to convert to customers of your service or product -- and ambassadors of your brand. Digital marketing is a manageable and effective way of attracting new customers, engaging and nurturing current customers and measuring your effectiveness. It is a learning curve and we at SMARK are here to help you navigate with our Digital Marketing 101 3-Day intensive course. This article was originally written and published for ThinkSMARK on December 2, 2020 where I am a Content Strategist as well as certified Digital Marketing consultant. Sign-up for one of my 3-Day Digital Marketing Basics Workshops here.
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