You already know that the best way to reach your target customer is to find them online. But did you know there are over four billion internet users globally? You need a thoughtful digital marketing strategy to reach your ideal customers online. With so many new digital marketing trends, it’s hard to know what to focus on without getting overwhelmed.
FSC Interactive has developed a roadmap of 11 strategies to help you build awareness, generate leads, and make sales for your business. Kickstart your marketing plan with these useful tips to help your company scale.
Promote Your Organic Social Content
Did you know that Internet users spend an average of 2 hours a day on social media sending and receiving content and chatter. Your brand should be a part of the conversation. The easiest way to do that is to create regular content on Facebook, Instagram, and Twitter. Due to an ever-changing algorithm, to reach the highest number of potential customers, you also need to promote that content. Boosted posts on Facebook and Instagram help your social posts reach new audiences and keeps you top of mind with your current customers.
Pro Tip: Long gone are the days where you need to post every day on Facebook and Instagram. Instead you can post a few times a week and set your promotion budget and boost duration to fill the gaps between your posts.
Listen and respond to your customers using Community Management
In our digital landscape, people online are talking about your brand. Actively engage with your audience and create brand loyalty by becoming a part of the conversation. Answer their questions, but go a step beyond and seek out new connections on your social platforms. Happy customers become brand advocates. At its heart, social media is about building relationships. Use community management to make your business more human.
Pro Tip: One thoughtful way to build goodwill with your best customers on social media is to surprise them with a physical gift. Connecting your online marketing with a real-life experience goes the extra mile in turning followers into raving fans.
Create Facebook ads to boost brand awareness for your products and services
One of the keys to increasing sales is exposing your brand to new people. Building brand awareness supports your brand over the long term pulling potential customers into your sales funnel. Facebook advertising is a useful tool for reaching targeted audiences that want to buy your products. Build trust and brand equity and set your business up for repeat sales by investing in brand awareness ads.
Pro Tip: Create a high quality social media video that shares your message for the brand awareness ad. You can then retarget these potential customers with future ads to drive them further down the marketing funnel.
Use Google Display ads to create touchpoints for your customers at every stage of the funnel
The Google Display Network reaches hundreds of thousands of websites across the web. Use visual ads to drive more customers to your site. The most important asset of digital marketing is that you get measurable performance on the number of people that clicks to your website. Even better, Google uses a Contextual Engine to place your ads near the most relevant content. That means you are more likely to connect with the most interested customers.
Pro Tip: The Google Display Network allows you to dynamically remarket to people that have been to your website or used your mobile app. For example, a clothing company might dynamically show products you browsed on the site to get you back to make the purchase.
Run lead generation ads
Attract the right customers to your business. After you’ve create awareness for your brand, the next step is to build a list of people that have indicated interest in your company’s product or service. This list can feed into your email marketing system or connect with your Customer Relationship management system like Salesforce or Hubspot. You can build leads organically by adding email signup forms to your website or developing landing pages for your services. You can drive traffic to these pages using Google ads. You can also build leads directly on the Facebook platform using lead generation ads.
Pro Tip: The best way to build leads for your business is to have a compelling reason for people to join your mailing list. Develop a lead magnet, a PDF download with one meaningful piece of information that your customers need to solve a specific problem. For example, if your company sells real estate create a checklist of the 7 most important steps to prepare for when buying your first home.
Drive conversions using Google Search Ads
41% of clicks go to the top 3 paid ads in search results on Google (Wordstream). Their pay-per click system proves successful for many businesses. The biggest reason why is that once you’ve found profitable keywords to bid on, the system is massively scalable—meaning you can add more budget and increase your leads. Customers are already searching for keywords that are relevant to your products and services. Leverage Google Search Ads to reach a targeted and quality audience that is ready to purchase.
Pro Tip: Use Google Ad Extensions to boost your click through rate. This underutilized feature allows your ad to take up more space on Google and gives the potential customers more information like location, phone number, prices, and even specific site links to choose from.
Start an email newsletter
For every $1 spent on email marketing $44 is made in return, according to a study by Campaign Monitor. The greatest benefit of an email list is the opportunity to continually gain revenue from your customer base. Your list is your most valuable asset. Using a service like MailChimp, Constant Contact, or Campaign Monitor, you have an inexpensive way to convert prospects into purchasers. Even better, you can convince customers to become repeat buyers.
Here are a few thought starters for your email newsletter:
- Share new products and upcoming events
- Promote a sale with your most engaged subscribers
- Send a weekly digest that points customers back to content on your site
Pro Tip: Most email marketing services allow you to send automated email sequences. You can use email automation to welcome new subscribers to your list, provide birthday discounts, or onboard new customers. You set up the email once, and the email system sends it out based on the triggers you’ve defined.
Optimize your website for search engines
Search Engine Optimization is a vital to reach potential customers on sites like Google and Bing. The heart of SEO is to produce content that matches the search intent of you target audience and make it easy for search engines to find and read. There are technical things you can do to help like adding title tags and meta descriptions or optimizing your website for site speed but there are also non-technical ways to increase your SEO. One opportunity is getting more links to your site or writing content that answers questions your audience is searching for.
Pro Tip: If your site is built on WordPress, you can increase your site speed by decreasing the size of your images. Download an image smushing plugin to make the image file sizes even smaller.
Create website content to connect with customers
Developing content for your website helps you to attract and engage your audience. When customers visit your website frequently, your chance for conversion increases six times. The objective here is to make your site the go-to resource for questions related to your product or service. Using blog posts, web pages, videos, and infographics you can inform and entertain your customers. According to Content Marketing Institute, 61% of online purchases are the direct result of a customer reading a blog.
Pro Tip: Before you dive into making your first new piece of website content, you need to develop a content strategy. Think about your customer and their steps along the buying journey. Develop content that speaks to them at every stage of the funnel.
Shoot custom photos for your brand
One meaningful way to tell your brand’s story is through high-quality custom photography. 67% of consumers ranked images as the most important reason for making purchasing decisions. The photos that you use on your website and in social media communicate your brand values. What are your current images saying about your brand?
Pro Tip: Start with your goals of the photo shoot. Develop a mood board, purchase props, and hire talent. With proper planning, you can craft the visual content that you need for 3 months in half a day.
Develop custom videos to promote your brand
Bring your brand’s story to life with a memorable video. Whether its live action or animated, video is a quick way to build big impact with your target customer. For online users, video is the preferred format to receive information. It helps you grow brand awareness, build trust, and increase conversions. The best part is that video can be used on your website, social media, and in paid advertising.
Here are a few of the types of videos that you could create:
- Use an explainer video to tell the story of how to use your mobile app
- Create short-form social media video
- Develop an animated video to show off the new products you’re offering
- Shoot a high quality live-action video with talent to tell a story
- Film recipe videos to show how to use your product
Pro Tip: Start with longer format 1-2 minute videos for use on your website, but also plan for 15 second cut downs for use in your social advertising and YouTube pre-roll.
Digital marketing is a powerful tool to build awareness, generate leads, and make sales for your business. Using a combination of these 11 strategies will transform your company into a lasting brand.
FSC Interactive creates innovative digital marketing strategies that prioritize your sales goals while cultivating an ideal, engaged audience for your brand. And we continually optimize to ensure that your business sees return on investment.
Want to learn more about how FSC Interactive can help your business reach its digital marketing goals? Contact us today.