It has become necessary to use digital media as one of the most distinctive tools for escalating online sales. Digital marketing involves a wide spectrum of tools and tasks, which can all be used to accomplish a variety of goals related to stronger branding, better engagement, increased traffic, attracting prospects, converting visitors into leads, generating sales, etc.
A different strategy needs to be created for each goal because it’s not just about being present on Internet but knowing how to be present. Having a strategy sets up the path we’ll need to go down in order to reach our goals.
One of the most popular modern marketing trends involves creating value for customers. You’ve probably heard some of the latest terms, such as Inbound Marketing or Content Marketing. Well, these are all focused on creating value.
A while ago, brands were the ones who called the shots and asked consumers for value (money) without offering anything in return but their products and services.
Things have changed. In this vicious and competitive market, the consumers are the ones who are in control and make the rules. They are demanding additional value, not just products or services.
So what is “creating value”? It’s simple. It is the act of offering additional material or content, that’s useful and relevant to the consumer (e.g. blog posts, ebooks, videos, webinars, infographics, etc.). These are designed to solve the consumer’s problems, help them become better at what they do and/or improve their own products or services (when you’re a B2B).
Be careful. Creating value doesn’t mean talking about your brand in every piece of content.
The buying process consists of 3 main stages: awareness, consideration and decision. During the first stage, prospects identify that they have a problem or a need, and start looking for a solution. During the second stage, they begin to consider all the possible solutions to the problem. In the third stage, they assess different providers to see which one can better solve their problem.
Automation strategies give you the opportunity to automate a series of actions that are related to a particular process, which also has a specific goal, such as turning a lead into a customer or following-up with a current customer. This is called workflow.
These strategies, besides saving time (because they require little or zero human intervention), have turned out to be highly effective at increasing online sales. Why? Because of the accurate and precise follow-up, you perform with every customer.
For example, imagine prospect downloads a piece of content from your website (decision stage) and adds one of your products to their shopping cart. But, even though they may seem pretty interested, they abandon your website without buying anything.
An automation system would send an email to that prospect automatically, to incentivize that prospect into making a purchase by highlighting the benefits of the product they were about to buy. And, if they still don’t buy it, the system sends them a second email a couple of days later, that contains testimonials from customers that did buy that product.
If these 2 strategies sound like a utopian dream due to the work, technology and elevated costs they implicate, don’t be discouraged, because there’s another option you can turn to, that it’s much more simple, inexpensive, and best of all, effective.
If these 2 strategies sound like a utopian dream, don’t worry. They might seem like a lot of work, involving advanced technology that you don’t have, an elevated cost you can’t afford.
But there’s another option you can turn to, that it’s much simpler, inexpensive, and best of all, more effective.
Online advertising has become one of the favourite options for businesses that want to attract prospects because it allows them to increase their visibility on the Internet’s main platforms, which is precisely where their prospects hang out. Examples of these platforms include Google, Facebook, Twitter and LinkedIn.
Users that click on an ad for a specific product or service are much better segmented because they are already in the decision stage and are therefore more prone to turn into a customer of your business.
One of the advantages of this strategy is that you only pay for results. Simply put, you decide if you pay for impressions, clicks, leads or conversions. For example, if your main goal is to increase your sales, then conversion-focused campaigns are the best choice for you.
So, what did you think of these strategies? Would you consider using any of them to improve your business? You should easily hire a digital marketing agency. They work as your root to success.