Companies that want to success in today’s market need to have a strong online presence. Marketing tactics used in the past, such as newsletters, leaflets, events, radio and TV ads, etc. are still important but need to be combined with a comprehensive and customized digital strategy. Some companies decide to save money and assign their online marketing activities to existing non-professional marketing staff. Usually, these employees find these activities overwhelming and frustrating due to the amount of time they require, their lack of knowledge on how to perform them properly, and their inability to measure return in investment (ROI). They also feel these activities are a burden on the top of their regular responsibilities. Other companies, recognizing the importance of their online visibility, hire a marketing specialist as a regular staff member while others decide to hire a digital marketing agency to perform these activities.
If you are within the group of companies hiring external consultants we provide you here with some tips about what you should expect them to perform:
Setting up digital marketing goals
The digital marketing agency and you should agree upon the goal of your digital marketing activities. For instance, if you are an online bookstore your goal is selling books online, if you are selling engineering services you probably want to promote and build awareness around those. Every business is unique and your digital marketing experts should be able to help you to define your online marketing goal and select the best set of activities to achieve it.
Deciding the online message
This is deeply connected to the digital marketing goal. Depending on your goal you will launch different types of messages. For instance, the online bookstore will be interested in launching messages about promotions, gift certificates, top seller books in store, etc. while the engineering company will be interested in building reputation about its expertise and how they can help to find solutions to engineering problems.
Defining the online target audience
No company operating today can target everybody everywhere. The more you narrow your audience the easier will be to decide your messages and channels. Marketing experts should be able to identify your target audience, in which social media they are active, and what they are looking for.
Selecting the right digital channels
As you may know there are many different channels and platforms to connect with your audience being the most popular social media, email marketing, paid advertising, and websites. For small businesses it is difficult to be active in more than 2 or 3 channels, therefore, selecting them correctly will help to save money and time. It is the task of the digital marketing agency to analyze your needs and resources and choose those channels and platforms that will bring you the maximum number of quality leads at the best cost.
Beating up online competitors
For many small companies it’s simply too hard to compete with bigger more powerful businesses in the same industry. Understanding what competitors are doing, what are they good at, and what are their gaps is important for small businesses because it will help them to identify areas where they have the opportunity to compete. Instead of jumping straight into building a digital marketing strategy, make sure that your digital marketing experts have done a competition analysis and identified real opportunities for your business.
Analyzing digital marketing results
Being able to monitor and evaluate which online activities are working and which ones aren’t is core in order to optimize your digital marketing strategy. They are useful digital tools, such as Google Analytics, that help digital marketers to perform these evaluations to maximize your ROI. Your digital marketing experts should have in depth knowledge of the latest, most advanced, and accurate analytical tools.
If you want to get more information about the best digital marketing strategy for your business contact Prestige Marketing digital marketing consultants.