If you’re reading this, I assume you’re looking for ways to grow your online business…
Whether you’re running a restaurant, a bed and breakfast, an interior design firm, or a clothing line, you can almost certainly apply digital marketing to your company and get results.
The key to thriving in this ever-changing world is to keep up with the trends while also sticking to your roots.
What is Digital Marketing?
Put simply, digital marketing is a method of marketing or advertising over the Internet.
It involves using digital tools and platforms to reach consumers and potential customers who are likely to be interested in your product or service.
While traditional marketing methods can be effective at driving in-store traffic and encouraging people to make a purchase, digital marketing allows you to target the right audience and provide them with valuable, relevant information when they’re most interested in your message.
The better you understand the demands and preferences of your ideal buyer, the more effectively you can connect with them and foster a relationship.
Why Should You Study Online Marketing?
The first and most obvious reason to study online marketing is to gain a better understanding of how to effectively market your business online.
By building a brand for yourself and gaining some credibility, you’re more likely to be able to establish yourself as an authoritative voice in your industry rather than just a person or company with a good reputation.
Establishing a solid reputation as an expert in your industry is a great way to attract and retain customers, and new, authoritative figures are often the most influential and best-regarded in their industry.
Additionally, exploring the intricacies of digital marketing will enhance your understanding of the online world and how to make the most of your internet presence.
How to Market Your Business Online
Before we begin, it’s important to note that there is no one-size-fits-all approach when it comes to online marketing. You need to adapt your strategy depending on a number of variables.
First and foremost, your target audience. If you’re just starting out, it’s a good idea to examine the demographics, psychographics, and digital behavior of your ideal buyer.
Deciding who your target audience is going to be is a crucial step towards creating a strategy that is effective. Knowing the demographics and psychographics of your ideal buyer is the key to establishing relevant content.
Additionally, considering the digital behavior of your audience is vital. What devices do they use? How regularly do they use them? Are they browsing the web, mobile, or tablet?
Knowing the digital behavior of your target audience can help you determine what platforms and tools to use in your strategy. For example, if your ideal buyer is typically mobile, you might want to explore using mobile-friendly websites, engaging with users through social media platforms, or implementing SEO.
Once you have your target audience, you can begin to craft a strategy that is going to be the foundation of your digital marketing efforts.
As a business owner, you’re going to be faced with a lot of decisions. Is this going to be a paid or a free campaign? Should I use social media to connect with potential customers, or should I use email marketing?
These are all questions that you’re going to have to ask yourself. The answer to these questions will dictate the platform and tools that you should use to market your business.
Creating a Digital Marketing Strategy
As you consider your options, it’s important to remember that not all strategies are created equal. Some strategies are going to be significantly more effective than others, depending on your target audience, goals, budget, and time constraints.
To create a digital marketing strategy, you’re going to want to take some time to think about what you know, what you don’t know, and how much you’re willing to invest. Below, we’ll discuss each step of the way.
Step one: Define the purpose of your strategy
Before you begin to create your strategy, you should first consider the purpose of your strategy. What is the end goal of your campaign? What do you hope to achieve?
It’s important to consider the end goal of your strategy, because this will dictate the approach and resources that you use. If you want to grow your business by attracting and retaining customers, you’re going to want to use different tactics than if you want to generate leads for sales.
Knowing this, you’re going to want to consider what approach you need to take, what tools you need to use, and how much you’re going to invest in your strategy.
Step two: Create key performance indicators (KPIs)
Once you’ve determined the purpose of your strategy, you can begin to create key performance indicators (KPIs). KPIs are benchmarks against which you can track the performance of your strategy. They can be specific numbers such as monthly revenue or qualified leads, or they can be broader measures such as engagement or web traffic.
The better your KPIs, the better your strategy. Poor KPIs mean that you’re either not doing something right, or you’re not using the right tools.
Step three: Identify potential metrics to use for the KPIs you created in step two
Your key performance indicators (KPIs) may not be exactly the same as your target audience’s.
For example, if you’re targeting small businesses, your KPIs may be around sales or leads whereas your target audience is likely to be more focused on growth.
As a business owner or marketer, it’s important to keep in mind the audience that you’re trying to reach. Your strategy should not be focused on what you want to achieve but on what your target audience wants.
Consider the demographics, psychographics, and digital behavior of your target audience when creating your strategy. This will ensure that you choose the right metrics—and know how to measure them—to ensure that you can track your progress.
Once you’ve determined your target audience, you can begin to craft your strategy, choosing the platforms and tools that you’re going to use to reach them. Remember to take your time in figuring out who your target market is, and don’t be afraid to experiment and revise your strategy as you learn more.