In a digital world, it’s vital for your business (no matter what kind and size) to adopt new technologies and capitalise on trends as they arise. If you’re a business owner, keeping your finger on the pulse when it comes to digital business strategies can help to streamline your operations, keep you relevant and help reinforce your point of difference.
To retain customers and reputation in this competitive landscape, it’s crucial to create and implement an impactful digital strategy; one that enables you to stand out from the crowd by leveraging digital marketing tools that make sense for your business and your audience.
As a result of the coronavirus pandemic, many businesses have had to go digital in a short period of time, often with little time to plan; just jumping in head first and doing all they can to stay afloat. If you’ve found yourself in this situation, props to you for being agile and tackling such a mammoth task on the fly. Keeping a business running during a lockdown isn’t an easy feat. As time goes on though, and we continue living in a post-pandemic/increasingly digital world, ensuring you’ve implemented all the key elements of your digital strategy is important for continued success.
Navigating the digital marketing landscape can be daunting, however. This article gives you the lowdown on some of the key terms related to digital strategy and the roles they can play in producing long-term demand generation for your business.
In a nutshell, turning manual processes into digital processes is the basis of digital transformation. Whether the process relates to a product, service, culture or customer experience, digital transformation is all about using technology to increase efficiencies and amplify your messaging.
When your business undergoes a digital transformation, the question you should ask yourself when making decisions is, ‘how will this help me better connect with my customers?’. There’s no point increasing the digital capabilities of your business if it’s not going to increase customer engagement. You don’t want to make moves that are counteractive or that waste precious time, money and resources, so always have customers at the forefront of your digital transitions.
Need some further inspo? Check out these incredible digital transformation success stories.
Unlike traditional marketing and its ‘create, set, and hope for the best’ formula, growth marketing adds the critical element of data insights. Strategies such as search engine optimisation (SEO), audience creation, A/B testing, and analysing campaign performance can help you to really understand your audience and figure out what works best and has the most impact.
Results from data analysis allow you to attract, engage and retain customers, as well as gain customer referrals, which in turn can lead to sustainable revenue and growth.
As the name suggests, content marketing is all about providing your audience with engaging written and visual content. But not just any content - the key with content marketing is to deliver valuable content that makes an impact; for example, introducing a content marketing approach might see you shift from exclusively promoting products or services to producing content through a more educational lense with less of a hard sales push. Providing useful information that people can use to make better informed decisions establishes your brand’s credibility and gives you a reason to talk to your customers regularly.
Nailing your target audience is the key here - who you’re talking to impacts the type of content you can create and where you distribute it - ensuring you attract the right attention and generate profitable customer actions.
Inbound marketing is the concept of drawing your customers in rather than chasing them down. Instead of interrupting potential customers by pushing products and services onto them, this type of marketing focuses on forming connections that are based on genuine need fulfilment and problem solving. This in turn creates more of a community dynamic, rather than a seller and buyer liaison.
Inbound marketing requires you to foster your target audience’s needs and buying journey. This results in driving quality traffic, engagement, and conversions.
Read through these clever ways companies have used inbound marketing to inspire how you can connect with your own customers.
Automated marketing involves using software to set up and send automated messages to customers—whether through email, social media, websites, or even text messages.
These automated messages follow a set of instructions called workflows, which can be created with set templates, from scratch, or modified mid-campaign to reap greater results. This customisability allows you to create messages that suit your businesses’ distinctive style and tone.
Marketing automation is a streamlined way of managing multifunctional campaigns. It’s a valuable marketing method because it enables you to connect with your customers consistently, while leaving you plenty of time to focus on other parts of your business.
Check out Hubspot’s slick workflow automation tool, which allows you to quickly and easily visualise, customise and personalise your workflows, so you can put your key digital marketing tasks on autopilot.
Lead generation involves determining where someone stands in the buying process, then communicating with them via specific, targeted messaging depending on which part of the buying cycle (the ‘sales funnel’) they’re in.
Guiding a lead through the sales funnel towards making a purchase is the end goal of lead marketing. Often, multiple online marketing channels are used to stimulate the interest of your potential customers and convert them into buyers.
Digital brand authority building
Link building is the process of obtaining links from external websites to your own. Users navigate the internet by clicking from link to link, so link building can be an important component in your digital marketing strategy, helping your content to stand out among the sea of competitors.
As part of a structured SEO strategy, links are a signal that search engines use to determine rankings, so the goal of most link building campaigns is to increase future search traffic from Google. Increasing the number of high-quality links directed to your website can increase your chances of ranking highly and building your domain authority, which gives your business the best chance of being seen by potential customers.
In an age where your business needs to have exposure across multiple digital platforms to survive, it’s no surprise that digital agencies exist. A digital agency consists of experts (from creative types to data whizzes) that help you grow your business through online space optimisation. A full service digital agency can help clients with specialist marketing activities such as search engine optimisation, online advertising, website design, social media management, content creation, e-commerce, and more.
Consulting with a digital agency is a great way to give your business the best chance at success, without you having to become a digital expert and do everything on your own. This also gives you the opportunity to focus on what you do best, delivering your products or services to your customers and making their experience great.
Social media content management