Undoubtedly, Digital Marketing is a gift from the Business Gods, but are you sure you’re making use of every available resource to make it a success? Nowadays, every company has a website, and what’s more, several companies even choose to operate entirely online, whether for cost effective purposes or even to reach their specific target market. Whatever the scenario, having an effective marketing strategy that generates traffic and leads has never been so important for your company’s success.
Thanks to the countless platforms available to publish the content, this has been made more possible. That being said, however, it can be difficult to select the best option or even figure out why your strategy isn’t working. So how do some companies prosper while others simple take a nosedive? Well, for starters, those quickest to identify the latest developments and implement them in their marketing strategies have the strongest potential to translate their vision into a real brand.
But of course, it’s not only that. If it were so simple, many companies would effortlessly flourish. So, what’s the solution? Luckily for you, our team at Fibonacci Marketing has compiled a list of five useful questions to ask, to ensure that you can overcome your digital marketing challenges:
1. What is your strategic outreach plan?
Let’s be frank: you can’t possibly expect to generate the desired returns if you invest in the wrong channel or platform. Ask yourself: Should I invest in content marketing? What about YouTube Ads? Is there any possibility of making more sales through paid advertising?
The answers to such questions greatly depend on your target audience, which is an undeniably key component in the entire cycle. Don’t expect to increase your campaign growth by investing a great deal in textual content when your customers prefer visual elements.
Prior to starting any campaign, exert your energies and efforts on audience identification and separation. Study where your customers socialize, what tickles their fancy and what they dislike or wouldn’t give a second glance to. After delineating the outreach objectives, you’ll be sure to answer these follow-up questions with great ease:
1. Is the chosen channel the correct medium to reach the target audience?
2. How can we refine our plan to bring in more leads and sales?
2. Are you concentrating on the non-buyers?
Simply put, this refers to the people who could benefit from your offer but don’t buy your product or service mainly because of:
• Lack of time
• Lack of knowledge
• Trust issues
Fruitful digital marketing campaigns don’t simply reach buyers but also implement a convincing follow-up campaign for the non-buyers. Most marketers never follow up and they miss out on a great opportunity. A large fraction of potential opportunities is lost precisely because of the absence of follow-up. To focus on your non-buyers you need to analyse the buyer’s journey. Inform them on how your product or service recognizes and addresses their sore points.
You need to understand that potential buyers make the purchasing decision by searching for influences such as customer support, alternative options and positive reviews from customers, so you need to be prepared for that.
3. Do you live up to expectations?
A solid digital marketing research strategy integrates psychographic aspects to capture the reactions of the target audience, because you cannot produce value without recognising your customer’s expectations, and for that, you need explicit profile knowledge of your ‘model’ client.
Then there’s the value proposition, which is a promise made by a company to guarantee the better quality of their product/service over competitors in the market. It’s the ultimate answer to the buyer’s fundamental question: Why should I buy from you? Thus, It’s important to develop listening, observation and learning skills.
The more you listen, the more you abate the gap between your offer and customer expectations. You need to watch the latest trends within your sector. Over time, this allows you to learn how to fill the missing gaps from your competition. Marketers must broadcast the company’s value to the masses. After all, what’s the point of delivering value if it doesn’t get distributed to the right crowd?
4. Are you building human relationships?
You can’t automate every process. Build human connections. Let’s say for instance, a teacher purchases your product – for example, a video-editing tool, to make learning both fun and engaging. What’s the next step of your plan? How can you take advantage of that sale? Well, you could create free educational content to support this customer and help understand your product. But, hang on a sec! That doesn’t mark the end of the process, of course. Real engagement starts when your customer raises concerns. It is at this very moment you should work on improving your after-sales services.
Is there anything else you should do? Yep. After launching your social media ads, devote time to responding to reader’s enquiries. And don’t forget to answer when someone comments or shares your content online. Accept and appreciate the constructive feedback – it might do you good to take in some useful suggestions and after all, everyone’s entitled to their opinion.
5. Are you learning from your KPIs?
Make sure you understand the difference between click through rate (i.e. the percentage of people who see an ad and click on it) and landing page conversion rate (i.e. the percentage of people who make it all the way to the end of the process, be it to a sales page or elsewhere). Understanding the difference between performance indicators can tell you where customers are getting lost in the process, and whether you need to modify your process or use a completely new platform.
If you think this blog was useful and informative, just imagine the several ways we can help your company and its marketing strategy. If you want to guarantee creating top-notch content for your target market, be sure to contact us at Fibonacci Marketing. Our knowledgeable team is always brainstorming the best ideas on ways to improve or even build your online and offline presence within the market.