Today, having a digital marketing strategy is crucial for business to succeed.
We know that all business owners are busy. Your customers need to come first, as these are the people that help you pay your staff, keep the lights on, and pay your own wages. While focusing on your existing customers is no doubt a worthy task, it’s also important to take a step back and think about how you are actively attracting a new steady stream of customers to your business.
Perhaps you’re active on social media and publish a regular blog on your site. While these are all worthy efforts, without a little bit of strategy behind it, you might be missing out on valuable opportunities. Here are the top reasons you should be investing in a digital marketing strategy, with a top marketing agency or perhaps even working with an SEO specialist.
A Solid Digital Marketing Strategy Starts With People
You can’t figure out a strategy to reach more people if you don’t know who exactly you’re trying to reach. This is why you need a solid digital marketing strategy. Once you have an idea of your ideal target customers, you can start to work backwards. Figure out what their goals are, what information they are looking for, and even the keywords and phrases they are using to get the information they need.
With this information in front of you, it’s much easier to create content with purpose. Rather than creating content from a company-centric standpoint, focus on the customers instead. Look beyond what works for you, and you’ll realize that you can attract, engage and convert a lot more people.
Dig Deeper To Get To The Heart Of The Problem
There is no formula for the perfect website because there are so many types. Sometimes, we encounter a client who appears to be doing everything right, but they are failing to bring in leads. They have pages and pages of useful content that is signposted and easy to navigate. They are targeting all of the right keywords. Their website is technically sound. However, if you dig a little deeper, you might discover that you aren’t meeting the needs of your ideal customer.
For example, if you’re working with a high-end customer who is money rich and time poor, they might not want to go through the process of finding out what service you can provide.
For this type of customer, you need to position the aspirational side of your company.
Don’t explain what you do, tell them why you do it. The finer details can come later once they have moved through the sign-up process.
This type of strategy isn’t something that would be immediately obvious to someone who is close to the business. In fact, being close to the business can make it more difficult to see what is really going on.
By investing in a solid digital marketing strategy, you will be rewarded with a fresh perspective and new insight into your company, industry and customers.
Replace Passion With Insight
Another common problem we see with company owners who think passion is enough to reach their customers. Passion for what you sell can be a good thing, but it can also be a double-edged sword. If you write passionately about what you do and publish this on your blog, you will soon find that you are ranking for a range of keywords.
But even this might not bring in the traffic you need.
An example of this is in the IT sector.
This is a highly technical field and writing passionately about IT is a rare skill. However, the majority of people who need IT services are outsourcing it because they don’t understand it themselves. So, all of those in-depth technical articles aren’t going to be much use in bringing in potential leads.
This isn’t to say you should stop publishing this type of content, after all, there is a lot of power in positioning yourself as an industry thought leader. However, it’s also important to make sure your digital marketing strategy is geared towards leads and not just traffic.
Don’t Be Afraid To Try Something New
Taking a step back and looking at your existing marketing strategy can help you to see the areas where you can improve. It’s tempting to hang on to old marketing habits just because you’ve always done them.
However, there may be more valuable areas where you could focus your attention.
For example, sending direct mail to existing clients is unlikely to bring in much new business, but putting that spend into a local SEO campaign could help you to dominate local searches and generate a new generation of leads.
The Takeaway
A Digital Marketing strategy is something that every business should have, no matter how successful it already is.
If you’ve reached capacity, you may think you can’t take on any more business. However, there are ways you can turn your marketing strategy towards keeping your existing customers happy while keeping a steady flow of traffic and inquiries coming in. It’s bad business sense if you’re giving up on new leads. So make sure don’t lose sight of your marketing strategy in the midst of success.