As an established brick-and-mortar business looking to engage in digital marketing, you need to
grow your digital presence across all online channels by researching your target audience,
identifying digital and industry trends, and measuring and improving your online visibility over time.
Finding out exactly who your customers are and structuring your digital presence to address their needs is one of the cornerstones of successful online marketing. Your business needs to go beyond just guessing a target demographic, and instead take the time to analyze who your customers are and what they do online. By researching things such as social media activity, level of familiarity with using the internet, age, gender, education, and online platforms used, your business can lay out a comprehensive plan that includes content strategy, website architecture, social media integration, and email campaign outreach. An extensive audience analysis will take time and effort, but once you start to implement the findings in your digital strategy, it will prove beneficial.
Evaluating your current online presence and the digital marketing trends specific to your industry is the first step towards creating a more effective digital marketing campaign. By performing a competitive analysis of digital marketing tactics that have been successful in the past, you can gauge what direction to go in your own online efforts. However, it is best to remember that your industry’s best practices should only be used as a reference point, and you should try to market to your customers with appealing and innovative campaigns that set you apart from your competitor.
A whitepaper that includes an interactive infographic, an email campaign that features an instructional video, or planning and coordinating an event and encouraging attendees to live-tweet with personalized hashtags are some unique ways you can market to your audience with measurable ROI.
When looking to expand existing marketing efforts to include digital marketing, it is important to remember that immediate business results are uncommon and that it usually takes months before your business will see noticeable improvement. Before creating or revamping your online presence, you have to analyze the existing resources and assets your business can leverage as branding material to attract customers.
Doing a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your business’ current marketing efforts can determine which types of online marketing channels you should focus your marketing budget on and where you can cut costs by eliminating ineffective tactics. Carefully planning and analyzing your digital growth over time and executing a digital marketing campaign takes patience and perseverance, but can be a massive addition to your brand influence when done correctly.
A marketing campaign requires constant updates and analysis to remain effective for your online presence. Like the evolution of your industry over time, digital marketing is always changing and your business’ digital marketing strategies need to change as well in order to effectively engage customers. Without consistent revisions to your online marketing efforts, your campaigns will begin to lose effectiveness over time, and you will begin to generate less ROI from your marketing budget.
Outdated online marketing tactics look spammy to your customers, and can cause them to switch to a competitor whose marketing campaigns are more reflective of current digital marketing trends. By staying on top of your online marketing efforts and making appropriate changes, your business’ digital presence should grow over time and continuously generate conversions.