The Covid-19 pandemic didn’t just prove the power of social media; it also highlighted the importance of digital marketing platforms in today’s world. While most industries had to close down, shutters and lockdowns were some of the things business owners had to cope with. Luckily, the pandemic didn’t discriminate, and businesses large and small had to deal with losing their customers as demand dried up and digital marketing became even more vital.
The importance of digital marketing platforms doesn’t need a pandemic to prove it. We already know that people are relying more and more on digital media, especially social media, to find and connect with businesses and brands. And it’s not just social media either. With businesses closed down and customers restricted, online marketplaces like Shopbop and Red Ventures grew their audiences, while TikTok and Instagram saw growth of 25% and 60% year-on-year, respectively.
So what makes a particular marketing platform popular? The answer isn’t simple. You need to look at a number of factors, such as the size of the audience, social engagement and retention, and competitive analysis.
Audience size is, unsurprisingly, one of the most significant differentiators between the top and the bottom of the pile. You’d imagine that larger audiences would lead to larger profits, right? Well, maybe not. The data proves that businesses with larger audiences tend to have higher operating costs.
Take Upsteam, for example. The company helps businesses engage with and retain their customers. It tracks the online activity of over 500 million individuals across 60 platforms, including Facebook, Pinterest, Instagram and Google Search. The data shows that the average user spends 28 minutes per day on social media, which translates to $16.67 per day (at the time of writing). While this might not seem like a lot, for a business owner trying to stay afloat, $16.67 per day can quickly add up. The more time a user spends on social media, the more the business owner can learn about their customers and tailor their pitch accordingly.
Competitive analysis is another vital tool for any marketer, and it’s particularly useful for those who do not have the luxury of time to closely monitor their competitors’ activities. This is where you examine what your competitors are up to and determine how you can adapt your strategy to be more effective.
The Importance Of Social Inclusiveness
Besides audience size and engagement, which lead to profitability, you should also look at how positively your competitors are engaging with their audience. Does everyone on your competitor’s roster have a presence on social media? How about their website? Mobile app? Email list?
If you can’t access their public platforms, look for their social media handles, or search terms they are known for, to glean insight into their strategy.
If you believe that your competitors are well-established and have a sizable audience, you should look for ways to increase your social inclusiveness. Become active on social media, not only to compete, but to be seen by more people.
Mobile First, SEO Second
To attract potential customers, you should always start with your website. That is because people nowadays research products and services online before purchasing them in real life. You can also use SEO to gain more traction on the web. However, you should not put all your eggs in one basket. Since mobile usage has increased, you should also consider creating a mobile-optimized site. Doing this will help your SEO efforts and give you more opportunities to engage with users on the go.
To make sure people can find your content when they want it, whether they are on mobile or desktop, use tools like Google Analytics to track the performance of your website.
Pick An Efficient Platform
Once you have a robust website, you can begin to search for an efficient digital marketing platform. To do this, you need to look at a variety of factors, such as cost per month, social media integration, and data security. The last thing you need is a pricey, proprietary platform that doesn’t live up to your expectations.
At the end of the day, your digital marketing platform should be able to help you connect with your audience, educate them about your products and services, and grow your business. And if it doesn’t, then it’s not worth it.
Since we already know that audience size and engagement are vital to a business’ success, let’s now take a look at how to choose the best digital marketing platform in Nigeria based on these two factors.