If you’re an established business who has had success with traditional marketing strategies in the past, it may be daunting to think about switching up your practices. After all, the digital world of marketing is so vast, and it seems like there is a new platform to learn every day. How do you get started and, once you’re there, how do you keep up?
While those traditional marketing strategies may have served you well in the past, you can get stuck in old habits and miss out on the chance to expand your product or services to a new consumer base. In particular, the millennial generation has proven themselves to be wary of traditional advertising. They tend to turn to their online communities of peers rather than companies for information and recommendations. They are much more likely to share their positive experiences than the older generation, which makes connecting with them in a genuine, authentic way a great opportunity for a high return on your investment.
If you’re ready to expand your digital marketing efforts and reach out to a tech-savvy consumer base in a new way, where should you start?
The base for your new digital campaign should be your website. This is where you’ll ultimately drive traffic, and it gives you the greatest flexibility for how you communicate your company’s value and gather valuable data to tweak your marketing strategies across all other platforms. You want a website that is mobile-friendly, intuitive, and engaging. Depending on the product or service you offer, you can embed interactive elements like chat features (either run by a person or with artificial intelligence) and incentivize email list sign-ups to create a meaningful list for future engagement. You want to make sure that the aesthetic look and feel of the website is consistent with the branding you want to project elsewhere. This is accomplished through font choices, color schemes, logo, and tone. How do you want people to see your brand? Are you funny? Serious? Welcoming? Professional? Experienced? Luxurious? Create the tone you want here and use it to project a consistent message through the rest of your digital marketing efforts.
At a bare minimum, you want a Facebook page that is updated regularly with content your consumers will see as valuable. Facebook is an immensely popular platform that now engages a majority of American adults. Your Facebook page should have consistent aesthetic branding with your website through color scheme, logo, and tone. Other popular platforms to consider are Twitter, Pinterest, and Instagram. Each will need a specific content strategy to make sure that the accounts are active and attracting new followers.
Inbound Marketing Content
Perhaps the biggest change between traditional marketing and new digital strategies is in the flow of information. In the past, companies sent information directly to consumers in the hopes of sharing their value and enticing them to becomes customers. Today, consumers prefer to find information themselves, gaining a sense of trust and appreciation for a brand before deciding to become a customer.
What that means for your digital marketing strategy is that you need content. Think about how you can communicate your value to your specific target audience. If you sell tents, for instance, then you know that your target audience is likely to appreciate information about campsites, hiking trails, and packing tips. If you run a house cleaning business, your target audience may appreciate decorating tips, advice on how to throw a dinner party, and posts on the latest interior painting trends. Understanding what kind of content is likely to connect with your audience demonstrates your knowledge of their values, and this is ultimately what makes them turn to your company when they are ready to make a purchase.
Fill your social media feeds and website with valuable content in the form of blog posts, videos, and images that root your company authentically within the community you aim to serve.
Digital marketing strategies require a new perspective on advertising, but their payoff can be well worth the time to make the shift. When implemented well, a digital marketing strategy opens roads to new consumers and shines a new light on your company’s value.