Before we get stuck in, I should probably preface this by saying I LOVE Digital Marketing. I’ve been sitting behind my computer creating digital strategies and executing them for well over 10 years now.
Within this time, I’ll admit I haven’t come across a business where some form of digital marketing isn’t beneficial and therefore important. COVID has definitely given this form of marketing a massive boost as digital became the only way businesses could communicate and sell their products and services to customers.
We the consumers, embraced online shopping with open arms. A recent study by Google showed that the majority of online seniors spend at least six hours a day online. So even the most resistant of baby boomers have succumbed to the allure of online shopping... Mwa-ha-ha-ha-ha!
Uh-hum
Hopefully, that preamble has brought you to a quick conclusion, it’s not really a question of whether digital marketing is important for your business. The question you should be asking yourself and taking the time to really think about is:
What form of digital marketing is important for my business?
Too often, we see business owners setting up social media pages, building websites, investing in an email marketing platform and then abandoning them because of poor results.
I can almost guarantee that the majority of those getting poor results did not spend much time pondering the question: what form of digital marketing is important for my business?
I imagine you're reading this blog because you’re a prudent soul, and you’re pondering this question right now. To help you with your quest, I offer you a 4 step framework for deducing what form of digital marketing is right for your business.
1. What is it that I’m trying to achieve?
Yes my friends, the old ‘set a goal’ chant. You must know where you’re going in order to know how to get there.
For example, I’m trying to start up my own digital marketing agency and my goal is ‘to get some clients’. Simples!
2. Do I need to go out into the big online world to find new customers to achieve my goal?
If you have a database brimming with customer email addresses and phone numbers, email marketing might help you achieve your goal. Especially if your goal involves selling products. Who better to sell to than those who have bought before?
3. What are the digital behaviours of my target audience?
Now this question is the tip of the iceberg to many more questions, but as a minimum, you want to understand the following:
What channels your target audience hangs out on
How do they use these platforms, (i.e. what do they talk about, do they follow brand pages, what groups are they in)
If your goal is about selling then you’ll need to understand how your customers engage in product/service research. Do they run searches in google, ask questions in a Reddit forum, or search Instagram or TikTok?
4. How much time and money do I have?
So now you know where your customers hang out online and how they conduct product/service research. Congratulations my friend, you have yourself a shortlist of channels to engage with! Now it’s a question of how much time and money you have at your disposal.
Digital marketing takes time and money. Don’t let anyone convince you otherwise!
The various digital channels and tactics require different amounts of time and money to reap the benefits. So do your research to understand the realities of what it takes to achieve your goals via those channels.
TIP: If you’re just starting out, pay close attention to which channels will bring you short-term results and which channels are about the long game.
For example, Google AdWords could be a great way to bring immediate results, but you’ll want to mix that with a long game tactic, like content marketing.
Why?
AdWords can bring you short-term results but content marketing brings you long-term sustainable results and with time can reduce your dependency on paid channels.
After answering these 4 questions in detail you should end up with 1 maybe 2 channels that are worth investing your time and money in. Now it’s about a deeper dive into how best to engage with those channels.
If you have time to invest in this part of your business yourself, you may not need to spend £100s to see results but it’s important to go in with a strategy. So I implore you, no in fact I beg you for the good of Digital Marketing, devise a plan of attack.
If you’re time-poor like many business owners or just fancy some help you may want to put some money aside to hire someone like me to help you.
Whichever path you’re on, you’re welcome to book a free 30-minute digital consultation with me, where I will support you in those next vital steps. Wish you all the very best
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