The world has changed. Today, more people are getting their daily news and entertainment from the internet than from traditional print media such as newspapers and magazines. This shift to digital media has opened the doors to a whole new world of possibilities for marketers.
One such opportunity is the ability to connect with consumers via social media platforms such as Facebook and Twitter.
These platforms allow businesses, brands, and individuals to develop personal connections with customers and potential customers. In other words, marketers can use social media to listen to and understand what their target audience is saying about them – and they can use this information to improve their marketing strategies.
The Rise In Digital Marketing
In the past, businesses that wanted to market themselves would reach out to traditional marketing agencies or freelancers. These professionals would then research the best approach to take, based on the target audience and industry of the brand. This type of marketing would often involve a significant amount of inbound (or organic) marketing research, leading to a plan of action that was heavily dependent on data and numbers.
However, as more people rely on digital media for their news and entertainment, marketers have the ability to create engaging content that will draw consumers in. This, in turn, can help businesses gain a competitive advantage and drive revenue.
Why Market To Millennials?
One of the most effective ways to attract and retain customers is to provide value through excellent customer care. Many businesses, including small and medium-sized enterprises, can benefit from using an online marketer to establish and operate a customer-centric website.
The team at My Digital Marketing Agency can help your business to become more customer-centric by providing content that is valuable and relevant to your audience. We can create content on anything from marketing and sales to product support and feature articles. By involving your audience in the content creation process, you can gain valuable feedback, engage with potential customers, and promote product or service loyalty.
The Difference In Personalization
When a business or brand creates content for online marketing, it is usually done with the intention of reaching as many people as possible. For that reason, content usually contains popular terms, easy-to-understand language, and an abundance of images.
However, when content is personalized for an individual, the results can be much more engaging and less likely to become stale. When a business or brand creates content specifically with a consumer in mind, it means that they have taken the time to understand who that person is, what their needs are, and what would interest them. By tailoring content to an individuals’ needs, a business can ensure that it is providing the most valuable, relevant information to that audience. This in turn, can lead to an increased engagement with those consumers and a higher chance of them responding to or acting on the content – or further marketing campaigns from that business or brand.
Build An Email List
An email list is simply a collection of email addresses that you can use to send content, information, and offers to. The most successful marketers that I know have built their email lists using a combination of lead magnets, e-newsletters, and opt-in forms. The list-building process can be quite complicated, but the results are always worth it.
The most popular email marketing tools make this process easier by enabling you to build, grow, and automate your email list. With these tools, you can set up automated emails to be sent out to your list on a regular basis. You can also set up email campaigns that will send out emails on a specified date or at a certain time – like midafternoon on a Saturday.
By establishing and maintaining an email list, you can take advantage of a couple of important email marketing tactics.
Conduct Market Research
One of the most valuable (and often underused) assets that you can have as a marketer is a keen, understanding eye for consumer behavior. When done well, market research can help you to understand your target audience’s needs, wants, and behaviors, as well as how to position yourself as an expert in your industry.
A good market research project will often involve speaking to a cross-section (or panel) of your target audience. This way, you can get a holistic understanding of how they think about your product or service, as well as what would motivate them to buy it or use it.
By listening to and understanding your target audience’s needs, you can craft the perfect digital marketing strategy to grow your business.
Use Personalized Emails
When crafting an email, it is important to put the recipient’s needs first. By taking the time to understand what is important to them, you can craft a message that will engage them, make them feel valued, and encourage them to act or continue using your service or product.
However, one of the biggest mistakes that you can make is to assume that all of your audience is the same. For that reason, it is essential that you personalize your emails – including the subjects, content, and even the design. One easy way to do this is to put the customer’s name in the subject line or in the body of the email. For example, you can write:
- “Dear John Smith”,
- “Dear Jane Doe”,
- “Good Morning Mr. Smith”,
- “Good Morning Mrs. Doe”,
- “Dear Customer: “,
- “Dear Owner: “,
- “Dear Person: “,
You can also use the recipient’s name in the signature line of the email – like the one above – or at the end of the email. You should also look to include the customer’s (or prospect’s) name as part of the content, at least once in the email. Doing this adds a personal touch that will make the email much more relevant to them – and, in turn, more effective.
Use Mobile Phones & Tablets
Many people use mobile phones and tablets for news, entertainment, and information. For marketers, this places a huge number of potential customers in the palm of our hands.
If you want to reach consumers on their mobile phones and tablets, you can use a combination of mobile websites, apps, and social media platforms to do so. With a small business website, you can gain access to a huge audience – and one that is quite possibly never off their mobile phone or tablet.
The Importance Of Measurement & Analysis
While all of this may seem new, the principles of marketing and online marketing haven’t changed all that much since the early days of mass marketing. To ensure that your efforts are paying off, it is essential to measure and analyze the results of your marketing campaigns.
However, with the rise of digital marketing and the abundance of traffic that we can access online, the measurement and analysis process has become much more complicated. This is where a professional marketing agency can really help by carrying out A/B testing, multivariate analysis, and other tactics that will make your analytics data very interesting.
When done well, analyzing and reporting on your marketing data can lead to very valuable insights that will allow you to continue improving your strategy, and grow your business.