The Digital Frontier is real. Digital Marketing has become an important aspect of that landscape. Examine three reasons why.
The internet has long since altered the way business is conducted by today’s consumer. Today, consumers are addicted to their screens. Today, consumers are found with their heads buried in their phones while ‘watching’ a streamed television show while their kid pecks away on an iPad…playing a game or watching videos on YouTube.
Translating that shift into a relatable notion for today’s business owners: Today’s consumers are actively seeking out information about a company’s offerings; and they are doing so online. And typically, this is done long before donning that business’ front door…if they ever do. In fact, many prefer not to.
This provides plenty of motivation for business owners to enter the digital realm and, yes…the Digital Marketing realm. Here are three specific reasons to do so:
#1 Reach Them when they are Actively Shopping
Whether you are looking for a solution to a pest problem (ants, spiders, etc.)…need a new pool table or patio furniture or seek to switch lawn care companies…or maybe you’re just hungry and looking for a quick and deliverable fast food option…the process for connecting with those providers has changed.
In the 80’s and early 90’s, the process might have begun with asking friends for referrals. It might have begun with recall of advertising that has pitched itself your way. Maybe it comes with some good ole fashion rubber-meets the-road shopping time.
Now?
Not so much.
Now, the process typically begins online for most. Grabbing a smartphone and searching for the appropriate keyword that will provide you with a site and a fitting solution. Now, the process begins online. Shoppers actively seeking solutions are actively seeking you. Be there and you will be ahead of the game.
#2 Create Funnels so You Can Always be Marketing Your Business
The funnel strategy is not for everyone, but it is a great way to connect with specific consumers who have shown an interest in a specific product or service, whether they are looking to ‘buy again’ or just ‘evaluating their options’ for purchase down the road.
For example, say you are a credit union offering a competitive mortgage product. You want to drum up as much business now and in the future for a product that might see consumers in various stages of interest. So, the campaign points the consumer to a Landing Page and an offer, allowing you to engage consumers. You could offer an email sign-up and you can create a sales funnel that will engage that consumer with a bi-monthly newsletter that offers mortgage tips. Maybe you combine that newsletter with a monthly postcard mailer; and point them to your social media to get pertinent content and advice. Not only will your immediate offer whet the appetite of active mortgage seekers, but it will be of interest to those who might be considering a move in the upcoming year. That outreach is so important because you are targeting individuals who have shown an active interest in your offerings. A funnel strategy seeks those out…seeks to position you as the expert…and enables prospects to evolve into customers. Plus, these programs are easily automated and turnkey for you.
It’s a strategy that not only targets consumers ready to act, but simultaneously engages future prospects as well.
#3 Leveling the Playing Field
The internet has greatly leveled the playing field for those companies that have offerings that expand geography. Yes, if you are a plumber, landscaper, HVAC company, you operate within a well-define territory. But if you sell baby clothing or books…if you offer financial services that expand geography…any number of things where your customer can be a distance from you, well…Digital Marketing is a cost-effective solution.
Maybe you are seeking to move into a specific market. Expand your current offerings. Seek new prospects for a new horizontal offering. Digital Marketing can help you do that easily through site optimization…through various highly targeted strategies to reach your specific consumer. It truly levels the playing field.
Bottom line: If your business is attempting to reach today’s consumers, chances are that Digital Marketing can help you do that. BrandVision Marketing is here and happy to help. Have questions as to whether you should enter this space? Revamp your methods? Add Digital Marketing components to your current mix? We’re here to hear. Reach out and we’ll schedule a time to learn more about your company and make recommendations.
By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.
BrandVision Insights 