How to Use a Holistic Approach to Online Marketing

In the last few years, the world of online marketing has changed drastically. Thanks to the rise of mobile and the “on demand” economy, the lines between marketing and sales have become blurred.

To keep up with the times, many agencies have pivoted to a “whole person marketing” approach. This means taking a more holistic view of the individual customer and understanding their needs beyond just what they’re buying.

If you’re looking to take your online marketing to the next level, consider following a holistic approach.

Attracting A Larger Audience With Personalized Content

Thanks to the power of personalization, your online marketing content will be more relevant to each individual reader. Tailored messages, such as those prompted by a purchase or other interaction with your brand, can increase click-through rates by up to 20%.

And those increased click-throughs often lead to additional purchases. For example, after reading an online piece about the best winter ski boots, a reader may decide to purchase a pair of Salomon snowboard boots, which is a combination of the two brands mentioned in the article.

The key to this sort of targeted content is to have the right people reading your blog post. Consider using tools like Google Analytics and Hootsuite to gain a better understanding of your audience. With that knowledge, you can ensure the content you’re generating is both relevant and valuable.

Boosting Product Awareness

The more a person knows about a product, the more they’re likely to like it. And for customers who are already familiar with your brand, you can leverage that knowledge to shape their perception of your products. Through inbound marketing, you can attract, engage, and activate potential customers into becoming brand advocates.

Product awareness building starts with good storytelling and a blend of videos and articles about your company, its products, and what it’s like to use them. By establishing yourself as an authoritative voice in your industry, you can increase the chances of someone searching for a solution to their problem and stumbling across your content.

Consumers now have access to an endless amount of information online. Thanks to the advent of online marketing, your products and services can be discovered and remembered by potential customers who might not have even heard of your brand prior to now.

Increasing Customer Lifetime Value (CLTV)

If you’re looking to increase your bottom line, consider boosting customer lifetime value (CLTV). CLTV is the total economic value a business creates during the period of ownership of a customer. It includes all the direct and indirect costs associated with acquiring, maintaining, and analyzing a customer.

While retaining top customers is essential for growing your business, the opportunity for expansion comes from acquiring and retaining new customers. To better understand the economic benefits of acquiring new customers (versus retaining existing ones), you need to calculate the CLTV of your current and potential customers.

According to HubSpot Blogs research, the average purchase amount for customers is $12,000 per year. So, if you can move a customer at the average purchase amount to generate $12,000 in revenue annually, you can estimate that customer will stay for about three years before returning back to your store or website.

With a customer in mind, consider investing in a quality email marketing campaign to gain new subscribers and promote repeat business. You can use a tool like HubSpot’s Email Marketing Automation to efficiently send out targeted messages to existing and potential customers.

Maintaining Customer Confidence

Customers are often hesitant to try new things, let alone things associated with brands they don’t know or trust. To retain your existing customers and gain new ones, you need to show that you’re a reliable and trustworthy entity. This means maintaining a high degree of customer confidence when interacting with them via email or social media.

To establish customer confidence, consider doing the following:

  • Offering quality products and services that meet their needs
  • Maintaining a high degree of transparency
  • Establishing and maintaining a positive reputation
  • Offering valuable, relevant content
  • Creating an environment that is safe and comfortable.
  • Consistent, reliable brand messaging

Each of these elements contributes to building, maintaining, and expanding your customer base. By putting into practice the elements outlined above, you can increase your sales, gain new customers, and grow your bottom line.