The Covid-19 pandemic is a glaring example of how digital technology can be harnessed for good. While the world has largely come together to support and protect individuals and businesses, online marketplaces like Amazon have seen a huge uptick in demand as customers seek to fulfill their need for essential items while also staying healthy.
For marketers, this represents a golden opportunity to pivot towards a more digital-focused approach and find new ways to reach customers. With the right strategy, you can absolutely ride this wave to profit.
To stand out among your competition, you’ll need to use a highly targeted approach and invest heavily in digital marketing. But how can you pull this off when you’re still operating within certain resource constraints, such as a limited budget? Luckily, you can implement several tactics that could see your agency flourish during this time of increased digital activity.
1. Create content that resonates with your target audience
With so much stimulus and information at our fingertips, people are seeking ways to stay informed. According to HubSpot Blogs research, 71% of consumers learn about products through digital marketing content, whether that’s a digital ad, a blog post, or an email campaign. Furthermore, 55% of consumers have read an email pitch and 49% have viewed a digital advertisement to learn about a product.
While it’s important to keep your email distribution up-to-date, this may not be the best use of your agency’s limited resources. Why? It turns out that 62% of businesses that have used content marketing to grow their brand have seen a 4% increase in retail sales.
If you want to ride the wave of increased digital activity and reap the benefits for your agency, create content that resonates with your target audience. This will enable you to build trust, establish yourself as an expert, and drive growth. To do this, you’ll need to analyze your target audience’s characteristics and the interests they have in your products or services.
2. Build a content library
With the right strategy and some focused research, you can build an incredible library of content that will keep your target audience interested and engaged. In a world of information overload, people are seeking ways to simplify their research and digest content faster. According to HubSpot Blogs research, 79% of respondents use fewer online sources and rely on content shared by reputable professionals to gain knowledge they need.
This may be why 56% of marketers say they’re more likely to learn about a product or service through content than they are through digital marketing, whether that’s an ad or a landing page.
To develop this content library, you’ll need to consider what types of topics and platforms attract your target audience. Do you already have a digital marketing blog? Create more content for your readers, and establish yourself as an expert in your industry. Or, do you primarily market to businesses? To grow your agency and establish yourself as an expert in your industry, start a blog for consumers and use your social media accounts to share quality content.
3. Crafted web content that converts traffic into leads
With a solid foundation of content published across different platforms, you can begin to measure the success of your strategy. According to HubSpot Blogs research, having a content plan that includes engaging web content, such as blog posts and videos, can significantly increase a businesses’ conversion rate.
To find and engage your target audience, craft content that converts traffic into leads. When done well, well-written, high-quality content can make your efforts look easy. To get started, simply find online directories that can help you find compatible businesses that are potentially interested in your services. Once you have a list of leads, narrow down the list to a manageable size and addresses any objections or concerns the business may have.
4. Distribute and measure the effectiveness of your outreach
To develop a solid outreach strategy, first identify your target audience. Based on this, you can craft a plan to reach out to decision makers in an attempt to generate interest and gain support for your brand. To determine the effectiveness of your outreach, you’ll need to establish metrics and tracking numbers to monitor your progress. According to HubSpot Blogs research, having a plan, establishing metrics, and measuring results are critical to ensure future success.
The right strategy can help you identify key decision makers and gain their trust. To identify these individuals and create interest, reach out using a strong email pitch that includes quality content, such as an infographic or case study. To generate results, you could consider setting up a call with the decision maker to generate interest and introduce you to their network. To find the right contacts, consider using a tool like HubSpot Lead Generation which can be integrated with your CRM.
5. Measure the results of your strategy
To create a sustainable and profitable agency, you’ll need to consider the results of your strategy, such as web traffic, leads, and sales. To start, use free tools like Google Analytics to track visits to your website, the number of leads generated through email outreach, and the conversion of these leads into customers. Remember: building a business that can grow and prosper during these challenging times will take time, patience, and some strategic thinking.