What exactly is digital marketing
Basics for your digital marketing
Companies or individuals often start digital marketing without first defining their goals. Your goals should be specific, achievable and tailored to your company and your industry.
For example, if you have a landscaping company, you surely want to be found in your area. For example, if you are looking for a landscaping service provider in your area, your goal should be to appear in the top search results. With this goal as a basis, you can drive your strategy forward and make it concrete by putting it into tangible numbers. For example, you can decide whether you want to appear on the SERP or search results page under the first five for your desired key terms.
Additionally, think about your general goals. Digital marketing is a means to an end, but not an end in itself. Goals - such as a certain number of visitors, followers on Facebook or daily website visits - lead you to your primary goals: sell more products, retain more customers or generate higher profits. These goals should also be clearly defined. Perhaps you want to generate 500,000 euros in sales this year or you want to expand your customer base by another 1,000 customers. Your digital marketing strategy can help you achieve all of these goals.
What does your ideal target group or your ideal customer base look like?
Before you can establish an effective online marketing strategy, you need to have a clear idea of your target audience. To get a realistic picture of who is using your products or paying for your services, you should take a closer look at your existing customer base. Here it is important to collect as much data as possible so that you can create some typical buyer personas.
Buyer Personas as an effective tool for digital marketing
A buyer persona is a fictional example of your ideal customers that goes beyond statistical analyzes such as age or gender. Against this background, consider aspects such as the area of activity, family size, income or other relevant factors for your industry or your product. For example, a baby clothing company might create a specific buyer persona named Martha. Martha can be 37 years old and have two young children. She has a full-time job, earns 40,000 euros a year and seems always busy and with little time. The clothing company can create specific marketing campaigns online that will skillfully pick up potential customers like Martha.
How can your company meet target group needs?
Once you've defined your company's goals and outlined a clear picture of your buyer personas, it's time to figure out how to meet the needs of your target audience. Here it is easiest to ask existing customers where they see the greatest problems. Or compile all (inquiries) questions that you have recently received from customers and website visitors.
If a large percentage of customers seek advice on a specific problem, then you've already identified the main problem facing your customers. Now you can work to get these issues out of the way with effective digital marketing. At this point we will go further to the example of the baby clothing store. Your customers might consistently say they want to buy more clothes, but they often struggle to find the right sizes. So you run into a problem of what is general within your target group.
Now you should actively address this problem - for example with the help of a campaign that revolves around the fact that too many parents have difficulty finding a uniform size for their child's clothing. In this context, you can write blog posts that contain size charts and advertise that your company now offers standardized sizes for babies and toddlers.
Is your strategy working?
One of the advantages that differentiate digital marketing from traditional marketing is easy access to the analytics. With just a few clicks, you can find out how many people saw your advertisement online and how many clicked your blog post on a given day. Now it is important to use all of these numbers to your advantage.
First of all, you can find out what geographic area your target audience comes from. If your company is nationwide, you may find that most of your customers come from a certain region of the country. Try to find out why the group is concentrating on a certain region (example: salary differences between the federal states or regional preferences) and then use the knowledge gained to realign your digital marketing.
Identify your target group and address them specifically!
You can also see which ads are performing well and which blog posts are being shared the most. If you work with multiple authors to create your content, you may find that readers prefer one author over the other. On this basis, you can in turn ask the preferred author to write more blogs and thus give your campaigns a uniform style or the same tonality.
Digital marketing strategies are often in a state of upheaval. This is not a bad sign, and it by no means means that your business has failed. Rather, it reflects the daily flood of data that one is exposed to through digital marketing. With new data readily available, companies can adjust their strategies to get the best possible results. With a Content managerHaving access to these analytics means your company can continuously improve Increase traffic, increase customer satisfaction and achieve many other important goals step by step.
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