If you’re reading this, I assume you’re already interested in digital marketing and wondering how you can get started. Whether you plan on marketing your products online or through social media, there are numerous benefits to having a direct email relationship with your customers. But just what are these benefits?
Let’s begin with one of the most basic and obvious benefits of having a direct relationship with your customers: retaining your customers. According to HubSpot Blogs research, customers are 30% more likely to buy from You Again than from a competitor. Furthermore, 24% of customers said they would be more likely to support a business that they knew from personal experience did good things for people.
If you retain or re-engage with your customers, you’re more likely to gain long-term loyalty and grow your business. You can also use direct marketing to encourage your customers to spread the word about your business and products. By having a relationship with your customers and listening to their needs, you’ll be able to provide them with quality products and services that they want and need.
Another advantage of having a direct relationship with your customers is that you can increase consumer awareness of your products and services. According to HubSpot Blogs research, 62% of customers said they learned about a new product or service because of a deal or an offer from the business. Furthermore, 27% said they heard about a product or service through a friend or family member. As digital marketing becomes more and more consumer-centric, having a personal relationship with your customers will be crucial to your success.
If you want to learn more, here are a few ideas to get you started:
Product Awareness Through Awareness Marketing
Awareness marketing is all about getting the right word out to the right people at the right time. Consider the Apple Watch. The product was released in April 2015 and since then, Apple has spent over $100 million on ads to promote the product. The assumption is that somebody in possession of an Apple Watch will be familiar with the product and its benefits. This was likely a smart move on Apple’s part because according to HubSpot Blogs research, 55% of customers say they’re aware of a product or service because of advertising. To put that into perspective, 23% said they learned about a product or service because of a social media post and 3% said they found out about a product or service through a search engine.
Now, consider this. Apple’s Watch ads don’t appear to be annoying spammy ads. Instead, they seem to be inspired by real-life influencers and a memorable product placement in a popular TV show. The point is, Apple didn’t have to trick consumers into learning about the Apple Watch or convincing them to buy the product. They simply needed to show up in the right place at the right time.
Sales Growth Through Marketing Automation
If you’ve ever tried to grow a business that relies heavily on word of mouth, you’ll know how difficult it can be to track down every customer who spoke highly of your product or service and convince them to come back for more. Even if you do eventually succeed in bringing back all of your customers, it’s still a lot of work.
Marketing automation makes this kind of effortless. Instead of spending 80 hours a week manually entering data into spreadsheets, you can set up automated email campaigns and blogging programs to keep in touch with your customers and prospects. Furthermore, if you do all of this through a single platform, you can easily track the results of your marketing activities.
Leveraging Technology To Get The Best Out Of Your Marketing
One of the most important things you can do for your business is to invest in the right technology. When it comes to digital marketing and customer relationships, you have plenty of options and you should take the time to consider which one is the best for your business.
As your business grows, you’ll need to make sure you have the right systems in place to keep up with the influx of new customers and relevant offers. With the right technology, you can segment and target your customers based on their previous purchases and actions. You can also use technology to send personalized emails based on a customer’s behavior and preferences. This allows you to develop more personalized, targeted messaging that will be much more effective.
Digital Marketing Is A Long-Term Commitment
While it’s great to see an immediate uptick in business after implementing a marketing plan, the reality is that growing a business that relies heavily on digital marketing is a long-term commitment. To produce the best possible results, you need to put in the time and effort to establish regular email marketing with your customers. After you’ve done that, you can consider pursuing paid advertisements or making use of social media to continue engaging with your audience.
As tempting as it is to take advantage of the numerous free Instagram or Facebook accounts that exist, these platforms are largely designed for commercial use and your customers will most likely see your account as an advertisement or a place to sell your products.
It’s important to remember that just because you have a personal relationship with your customers doesn’t mean that they’ll always want to do business with you. As a business owner, your goal should be to establish a relationship with your customers that is based on mutual respect and consideration. If you can do that, you’ll be able to gain their trust and earn their business over time.
To wrap up this section, let’s reiterate two important things. First, customers want to do business with businesses they trust and respect. Second, building and maintaining a strong customer relationship is a long-term commitment that will pay off in the form of more business.
Direct Marketing: How to Go About It
Now that you have an understanding of the numerous benefits of direct marketing, it’s time to figure out how you can go about implementing this strategy.
As mentioned, having a direct relationship with your customers is beneficial, but you must take the right approach. One option is to simply send out regular emails and run a blog. In these kinds of campaigns, it’s important to develop relationships with the potential customers by presenting yourself as a thought leader in your industry. Create value for your audience by providing them with content that is helpful and informative.
As a business owner, you must consider the type of content that you’ll want to create and the frequency with which you’ll want to communicate with your customers. Regularly posting on social media does not constitute as direct marketing. Furthermore, the content you’ll want to create should be valuable and of good quality to encourage customers to come back for more. If you do all of this through a single platform like HubSpot, you can easily track the results of your activities.
To recap, the principal benefits of direct marketing to customers are as follows. First, you’ll be able to retain your customers by providing them with quality products and services. Second, you can increase customer awareness of your products and services. Third, you can grow your sales by leveraging marketing automation. Fourth, with a strong marketing strategy, you can use digital marketing to build a community and gain more customers. Finally, as a business owner, your goal should be to establish a relationship with your customers that is based on mutual respect and consideration. If you can do that, you’ll be able to gain their trust and earn their business over time.