For any entrepreneur hoping to turn their startup into a profitable business, digital marketing is a must. Digital marketing is an umbrella term for any advertising or marketing efforts that happen digitally. This includes:
- Online display ads
- Pay Per Click
- Search Engine Optimization
- AdWords campaigns
- Social media
- Your website and blog are part of your overall marketing campaign too. So what exactly should all of these be delivering?
If you have an ecommerce site, you want traffic to your website. That is the only way you’re going to create revenue and ultimately profits. Your digital marketing efforts should direct traffic to the site. From there, your landing pages, product pages, and promo pages need to convert that traffic into active sales. Sounds simple? No. Chances are a number of campaigns repeatedly seen eventually convinced a customer to click on the link to your site.
Digital marketing offers much more data than traditional marketing opportunities. Sure, you might know a little about the demographic of a magazine readership. But with social media, you can drill down to a very niche target audience. Equally, the information you collect from customers can offer far more insight into the persona you need to target. When you know a lot about the customer persona, you have a better chance at increasing your return on investment. This works across all your digital marketing campaigns. This saves you money too.
Positive Brand Awareness
A lot of what you do online is designed to give your brand a persona. You want your brand to be recognizable and attractive to everyone. Most importantly, you want your target audience or customers to connect with what it represents. Blogs, web pages, social media posts, and news items rarely generate sales. They may nudge a customer into the sales funnel, but ultimately, these are about building the relationship you need to ensure positive PR.
Once potential customers have entered your sales funnel, you need to convert them into leads. You would probably use digital marketing strategies here again. Leads offer you something. This may be a way to contact them that says they are interested in your product offering. These are the potential customers you want to convert from lead to active customer or sale. How many stages are there in your sales process? You might have three, four, or more. All customers need convincing that you’re the best company to solve their problem.
Ultimately, all marketing should contribute toward the sale. You’ve convinced a customer you have what they need to solve their problem. You’ve overcome any barriers, doubts or obstacles they had and proven you are the right company to go to. Now they have parted with their cash. From here, further digital marketing campaigns should nurture the relationship. You want to cross-sell and upsell and re-sell to these customers to bring in even more revenue.
Few businesses can cope without some form of digital marketing strategy. Something as basic as your company website can form a large part of your campaigns and overall marketing direction. Ultimately, you need to know your campaigns are delivering the revenue you expect.