Year after year, digital marketing keeps growing and taking a good chunk of the traditional media’s market, besides generating new market opportunities that wouldn’t exist without the web. The new strategies and tools with which we can count on to do digital marketing allow us to have a greater control and keep an eye on what our customers do when they use them. The result is reflected on a mutual benefit that both our customers and organization receive as new, direct, and effective communication channels appear between us, thus achieving a closeness between people and companies which is hard to find in traditional channels.
With digital marketing strategies we can reduce costs of operation, deliver information to the market quickly and 24/7, find opportunities to open up new markets, increase the global reach of our organization, and improve our internal communication and the communication with our customers.
For a digital marketing strategy to yield its expected results, we will give you these tips that are will surely help your organization.
1. Create an independent marketing strategy to improve your relation with current customers
Improve referral programs and increase the contact that you have with them. An email marketing plan with a well-defined structure can be the best way to reaffirm the relation between the organization and its current customers. Many organizations give a very low priority to keeping a continuous relation with their customers and are always looking for new ones. For a business it is more profitable to have customers that are constantly buying than the cost of having to attract new customers.
2. Permanently review web tools
Have you ever wondered if your company’s website is healthy? Does it achieve the goals for which it was created? Does it deliver useful information for decision making? Does it have useful and interesting content for current and potential customers of your organization? is the organization building relations online and beyond the website?
3. Set goals
It is necessary to keep your organization active, and constantly reevaluate the digital marketing strategies that are being executed, based on data and real numbers. For that, you must have goals in the short, medium and long term, and these goals should be redefined based on numbers when a shift to a new strategy is necessary.
4. Keep track of your customers’ patterns of behavior and not just those of the competition
If you think that digital marketing consists on opening a Twitter account or pay for a cost-per-click campaign because the competition is doing it, it’s very likely that the strategy won’t yield the best results. Before picking a medium or a specific tool, it is necessary to define the goals that you are hoping to achieve, thinking whether you’re crafting a campaign aimed at current customers or at those you wish to attract. When the digital marketing strategy is well defined, you will be able to select the channels and tools that are more adequate to reach your intended audience.
5. Don’t be radical
It’s a not good idea to dedicate the entire marketing budget to a single channel. There are alternative and complementary ways that can make the strategies with which products or services of your company are presented vary. If, say, on internet advertising you want to try a cost-per-click model or a cost per action model you can make a mixture that involves multiple providers, which will make you reach a broader audience. Google is a great medium, but it’s not the only one. Other providers offer advertising packages that can generate a return on investment that is equally or even more attractive, according to the audience that you’re trying to reach.
6. Use free tools
The marketing budget of every company is very closely watched, especially in periods of economic recession, which is why it must be very well invested to obtain a good return. If it’s not necessary to use products and services that are more advanced and meant for large corporations, small or medium companies may access tools that are robust and free, such as Google Analytics, which deliver a lot of useful information for the business. Instead of investing in the tool, the organization will be able to invest in data analysis, and design digital marketing strategies in order to reach goals according to the objectives of the company.
7. Don’t underestimate the power of traditional channel
It is true that the tendencies of publicitary investment indicate that digital media are the future of marketing and publicity. However, the behavior of consumers of traditional media provides us with valuable information that we can apply in our digital marketing strategies.