In this era of improved technology, there are very few things that are not digitalized. Marketing is not an exception. Millennials, who have become the largest living generation, are known for their inclination towards adopting new technologies. Many businesses have shifted their focus to digital marketing as they have become aware of the impact online and mobile channels have over traditional marketing methods.
Salesforce research found that, marketers spent about 62% of their total marketing budget on digital channels alone. The increase in the digital ad spends shows the transformation in the advertising industry. Furthermore, online marketing agencies in Chennai have yielded to the massive change, with brands wanting a social presence online. The online medium is used as a tool for acquiring and also retaining consumers.
With Google and Facebook earning more than the world’s traditional media outlets (over $117B in ad revenue), it is safe to say that online marketing is here to stay, and rise!
The way that people consume content from social media channels is different from traditional ways. For example, a person can only view a TV commercial and share their views with the people around them. But, the same video format on the internet encompasses various functions. People can express their likes and dislikes about the content publicly and garner reactions for the same from many people around the world. This phenomenon of a multi-functional global reach has led to the digital revolution of marketing.
When it comes to digital marketing, every business has its own needs. The usage of different social media channels to promote your brand with content plays a huge role in the creation of brand awareness. Online success of a brand depends on various attributes. The online world is just another place where lessons from mistakes lead to success.
Therefore, it is essential to have an integrated digital marketing strategy to engage with your audience resourcefully.
There are few things to keep in mind while drafting a strategy.
- Establish your business objectives
- Determine your target audience and creating buyer personas
- Understand the digital marketing sales funnel
Establishing your digital marketing objectives and goals
It is always beneficial for laying out your objectives for your business. What do you want to achieve? Where do you want to reach? In which platform do you want to set a stage for your brand? Answering these questions will allow you to figure out a path where your brand awareness’ journey will take place. By using one of the best SEO services in Chennai, a competitor analysis can be performed to find out where your brand stands online in your industry.
For a clear goal-setting, you can use the oldest trick in the book. A ‘SMART’ goal setting method acts as guidance to your goals and objectives. This strategy proves to be beneficial especially for small business owners. With a proper framework, you can structure and track progress.
Make sure your objectives are specific. For example, “I want to increase the website traffic by 20% within one month” is a more specific goal than “Increase more traffic.” Specific goals act as concrete targets that you strive to achieve. Therefore, include metrics that you can improve on like leads, visits and customers.
Measurable goals are targets where you can track and measure the progress. “Increase traffic from landing page” is not a SMART goal, as you cannot measure the increase in this manner. Rather, consider a goal like “We will increase the website traffic from landing page by 30% more sessions in three weeks.” This can let you calculate the exact measurements.
An important aspect of your SMART goals is to consider your ability to achieve them. Track your progress and set attainable goals. If you reached 1000 likes on your Facebook page the previous month, try to increase it to 1500 likes the current month instead of aiming for 3000 likes. Practical goals with an Organic approach can help your brand reach out to the intended audience.
It is important to set goals that are relevant to the current trends of the industry your business is in. For this part of the strategy, you might need to consider how your brand has responded to digital marketing historically. If your business’ revenue and leads depend on your website’s organic traffic, this might be the way to go in the future as well. Set goals that align with your business’ revenue system.
This timely aspect keeps you on schedule. The improvement of all the other factors can be kept on track with a timeline. Some goals may take longer to achieve than others. While trying to achieve short-term goals, use precise words such as “Increase of blog traffic within three weeks” rather than “by the end of the year”.
Finding potential customers
Identifying your target audience poses as a crucial step in your digital marketing strategy. Without which, your voice may be unheard or heard by people who are beyond your consumer base. It is important to remember that marketing is all about being at the right place, at the right time and connecting with the right audience.
Forbes insight report states that 43% of businesses spend more than 50% of their marketing budgets on reaching specific target audiences. The investment on this specific strategy is expected to increase in the next two years. This figure varies for every business. For cost-effective solutions, you can always reach out to us, Madmaze Studios, one of the top digital marketing companies in Chennai.
With the knowledge of your products and services, it would be easy to determine what type of people would benefit from them. You can establish your target audience by clearly listing out what you have to offer them. This will make sure all your digital marketing efforts reach the right people. Creating a buyer persona or an audience persona helps distinguish between customers and lets you decide what type of content will reach whom in an effective way. This is an analysis based on the buyer’s lifestyle, needs, habits and interests and how your business can directly attract them. While creating buyer personas, there are three factors that need to be considered.
Demographics vs Psychographics vs Technographic
This is the most basic way in which you categorize the audience based on their age, gender, ethnicity, etc. Some other factors include marital status, education, profession, income level, etc. Classifying audiences in this manner helps businesses pick out their key demographics and target campaigns that are specific to them.
Psychographic information can lead to a more specific target group for your marketing strategy. It is described as a qualitative method used to describe consumers based on psychological attributes. This is based on the buyer’s spending habits, hobbies and interests. Although this may seem a bit tricky, this piece of information is highly valuable for a business’ brand awareness and visibility.
Technographic segmentation is like a market research analysis tool used to differentiate consumers based on their technological usage habits. Technographic information can be very useful when targeting consumers for selling specific products and services. Through this method, consumers are identified based on their type of mobile phone, their frequently visited websites, their social media usage patterns, etc.
Understanding the digital marketing sales funnel
The digital sales funnel proves to be a critical marketing concept that many brands fall short. The funnel depicts several different stages that a buyer goes through before making purchasing decisions or become long term consumers to the brand. This funnel helps brands understand the customers’ buying pattern.
Traditionally, Elmo created the funnel depicted that four clear stages, back in 1898. Though it is 121 years old, modern marketing methods are also based on this funnel.
Awareness – This is the initial part of the customer’s journey. This stage is when the consumer becomes aware of your brand, your products or services. The kind of information they are exposed to at this stage is what influences them to go to the next stage. Therefore, always post educational content.
Interest – The consumer starts getting interested in your products or services. When consumers are interested in your brand, they would start seeking more information. This stage can lead to website visits, social media channel visits, direct contact with the brand, etc.
Desire – This stage shows the consumer’s desire to acquire your product. When the consumer expresses desire in your brand, it is important to increase client engagement. This helps consumers to not waver or look somewhere else during their purchasing stages. Treat the consumers as prospective customers at this stage.
Action – The final stage is when the consumer is ready to take action. This can mean they have purchased your product, or acquired your services.
Although the sales funnel portrays a straightforward marketing technique, the brand’s job does not stop there. After the action stage, you need to work to make sure that the newly found customer becomes a long term customer for your brand.
Your digital marketing strategy has to be a blend of web positioning, SEO, analytics, social media, and metrics. Social media marketing plays a huge role throughout your digital marketing strategy. By engaging Madmaze Studios, one of the top digital marketing company in Chennai, your strategy will be structured and ensure you can measure your ROI and work towards setting your brand for online success.
So, what kind of a digital marketing strategy will work for your brand? Write to us if you want to have a free digital consultation. Being one of the top leading digital marketing company in Chennai, Madmaze’s team of experts can help lay the foundation for you.