Digital marketing is mandatory for businesses that want to make it through the challenges of the online world.
Digital marketing involves a wide spectrum of tools and tasks, which can all be used to accomplish a variety of goals related to stronger branding, better engagement, increased traffic, attracting prospects, converting visitors into leads, generating sales, etc.
A different strategy needs to be created for each goal, because it's not just about being present on Internet, but knowing how to be present. Having a strategy sets up the path we’ll need to go down in order to reach our goals.
In this post, we'll recap some of the most relevant digital marketing strategies to attract prospects and increase your sales online.
We're going to dive into the 3 types of digital marketing strategies you can implement right away, to attract prospects to your website.
But, before you begin implementing any digital marketing strategy, it's important you make sure your website is 100% optimized to generate sales. Since all the traffic you receive as a result of your efforts will land on your website, you need to make sure it follows best practice if you’re going to convert those visitors into leads.
1. A Strategy That Creates Value
One of the most popular modern marketing trends involves creating value for customers. You've probably heard some of the latest terms, such as Inbound Marketing or Content Marketing. Well, these are all focused on creating value.
A while ago, brands were the ones who called the shots and asked consumers for value (money) without offering anything in return but their products and services.
Things have changed. In this vicious and competitive market, the consumers are the ones who are in control and make the rules. They are demanding additional value, not just products or services.
So what is “creating value”? It's simple. It is the act of offering additional material, or content, that’s useful and relevant to the consumer (e.g. blog posts, e-books, videos, webinars, infographics, etc.). These are designed to solve the consumer’s problems, help them become better at what they do and/or improve their own products or services (when you’re a B2B).
Be careful. Creating value doesn't mean talking about your brand in every piece of content.
The buying process consists of 3 main stages: awareness, consideration and decision. During the first stage, prospects identify that they have a problem or a need, and start looking for a solution. During the second stage, they begin to consider all the possible solutions to the problem. In the third stage, they assess different providers to see which one can better solve their problem.
The idea is to that you should create content for each of the different stages of the buying process. If you want to talk about your brand or mention it, it is recommended that you wait until the decision stage, when your prospects are looking for providers. If you mention it before this, they may feel overwhelmed and won't see the value of what you’re offering.
How does all this content generate sales? It’s pretty straightforward. The secret is to guide the prospects through the stages by, connecting all your materials to each other until they choose your product.
It has been proven that those brands that create value for their consumers gain their custom and loyalty. Ultimately, this translates into more sales.
And where is the best place to show off your content?
Well, you can make use of all the content tools or platforms out there, like blogs, social media, email campaigns, landing pages, etc.
An effective digital marketing strategy must be integrative and be consistent across all your media.
For example, you could send a newsletter that links to a couple of your blog posts. You could also place CTAs that lead prospects and customers to landing pages where they can download some of your material, on your blog, and so on…
2. Automation Strategies
Automation strategies give you the opportunity to automate a series of actions that are related to a particular process, which also has a specific goal, such as turning a lead into a customer or following-up with a current customer. This is called workflow.
These strategies, besides saving time (because they require little or zero human intervention), have turned out to be highly effective at increasing online sales. Why? Because of the accurate and precise follow-up you perform with every customer.
For example, imagine prospect downloads a piece of content from your website (decision stage) and adds one of your products to their shopping cart. But, even though they may seem pretty interested, they abandon your website without buying anything.
An automation system would send an email to that prospect automatically, to incentivize that prospect into making a purchase by highlighting the benefits of the product they were about to buy. And, if they still don't buy it, the system sends them a second email a couple of days later, that contains testimonials from customers that did buy that product.
3. Online Advertising Strategies
If these 2 strategies sound like a utopian dream due to the work, technology and elevated costs they implicate, don't be discouraged, because there's another option you can turn to, that it's much more simple, inexpensive, and best of all, effective.
Online advertising has become one of the favorite options for businesses that want to attract prospects because it allows them to increase their visibility on the Internet's main platforms, which is precisely where their prospects hang out. Examples of these platforms include Google, Facebook, Twitter and LinkedIn.
Users that click on an ad for a specific product or service are much better segmented, because they are already in the decision stage and are therefore more prone to turn into a customer of your business.
One of the advantages of this strategy is that you only pay for results. Simply put, you decide if you pay for impressions, clicks, leads or conversions. For example, if your main goal is to increase your sales, then conversion-focused campaigns are the best choice for you.
Online advertising platforms also include measuring tools so you can find out exactly how many visitors, leads or customers each ad has generated. That way, you can calculate your ROI and assess the effectiveness of the different ads. Sounds neat, right?
If you found this article interesting, you can read more about the things you must consider to create your digital marketing strategy.
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