Developing your digital Marketing Strategy
We are here to help your business optimise itself using digital platforms to propel your business. With a smart marketing strategy utilising resources such as social media, newsletters annd email campaigns, blogs and search engine optimisation (SEO) as well as effective and creative paid ad campaigns you can be sure that your online activities are in good hands. Digital Media Edge wants to join you every step of the way and we pride ourselves on making ourselves part of your team.
In order to fully understand Inbound Marketing, we have to consider a number of changing factors for businesses in todays digital age:
A Big Change in Consumer Behaviour
Your average customer is changing and traditional marketing isn't keeping up. The modern consumer isn't listening to your pricey TV ad, they're browsing the web and social media on their devices. In order to appeal to this new demographic, you have to understand how they think.
People want Remarkable Content that matters
The modern consumer is smart and up to date. They know when a traditional business is throwing every marketing tool in the book at them in order to encourage a sale. To stand out in the digital age, you need to have content that matters to the consumer and enriches their lives and makes a difference.
Businesses like yours need measurable results
One of the many problems with traditional outbound marketing is that there are very few ways to measure their success. There's no way that you can really know how many pairs of eyes have seen your magazine ad or heard your radio jingle. A modern company in the digital age need to know numbers.
So how do I create my own Inbound Strategy?
When it comes to inbound marketing, you need a strategy for your marketing tactics or it will never be fully successful and you won't see the results that you want. At Digital Media Edge, we employ a 'strategy before tactics' approach and develop a plan that covers the following key areas:
In order to understand your audience you need to research who your perfect customer is and find out what they like, what sites they visit, what blogs they read and so on. You also need to understand the issues they face and how you can solve these problems.
Knowing what your competitors are doing will help you understand what content is working and what's not. A keen eye on the competition will also help you notice what areas they're missing.
Track Your Success
The beauty of digital media is in its ability to measure anything and everything you do. Determining the effectiveness of an inbound marketing campaign is vital in refining your strategies.
How does inbound help sales?
Good question! Inbound sales focus on individual buyers and their personal needs, points of pain, frustrations and goals. The next stage of your inbound marketing process, (now that you've figured out who your buyers will be and what their pains are) will be to nurture them using a sales funnel. It all comes down to creating content that fits your targets needs:
At the start, the person you are targeting is a contact with no prior awareness of your brand. But with good content you can raise the awareness and help them realise that they need your product, thus transforming them into a suspect.
The next stage in the evolution of your audience is to research ways to solve the suspects pains and challenges so that when they research potential solutions, their research will include your product/service(s).
The next stage is when your suspect will make a list of potential and available vendors and make a comparison over what they can offer to solve their pains and challenges. This list will include your business.
Once the suspect has ultimately made the decision to choose your services over those of your competitors as the one to help them, they have now become a viable sales opportunity for your business.
One last thing, how am I able to measure the results of my marketing?
All the hard work of putting together an inbound strategy to get sales is worth nothing if you’re not measuring your inbound metrics. This is a very important step as it allows you to see if something isn’t performing as well and where you’ll need to make changes to see results. Your clients don’t need a report each month that goes on and on; they want to know about the KPIs for the main inbound marketing tactics. These are the metrics that we feel are the most important:
The click-through rate of emails
It isn't enough to just know how many people have received or opened your marketing emails, you need to know how many have clicked on and actually engaged with the specific offer you sent them. If the click rate is rising, you know that your content is resonating with your target audience.
The conversion rate of landing pages
You could have the best landing page to have ever graced the web, but if it isn't generating the amount of leads that you need then it's less than useless. A low conversion rate often means the offer that you're sending out needs to be more compelling and that the call-to-action needs changing and updating.
Social Media traffic and conversion rate
In the modern, digital age, social media is more important than ever to an aspiring business. The impact of the correct utilisation of this new and emerging medium can be seen through the number of leads generated, customer conversion and the percentage of all incoming traffic that originates from social media.
Traffic-to-lead ratio and lead-to-customer ratio
These metrics are often closely linked because without new leads, you can't have new customers. Even if your traffic is increasing, you need to make sure that the traffic-to-lead ratio is high as well. The lead to customer ratio allows you to know if your lead nurturing is successful and how many leads your sales team can close.