Did you know that most people spend over ten times as much
time shopping online as they do in person at a store or business?
They use such digital marketing standards as Google search, Bing, Amazon, EBay, social media, and email to find what they want and who they want to buy from. In the old days, ads in newspapers, on TV, on billboards, in flyers, or on the radio did the work. Business owners brought customers to their store or business using these approaches to advertising; but today’s customers go looking for what they want on the internet. They can find almost everything they want and need on the internet.
What is digital marketing?
It’s the tactic used to find your customers in today’s world. Digital marketing refers to all online efforts at marketing, including website and email marketing. It includes blogs, Infographics, internet active tools, social media—Facebook, Twitter, Instagram, LinkedIn—, and such tactics as optimizing your website to rank higher in search engine results.
There are two approaches to finding customers online. One is to put an advertising message in front of as many people as possible whether they are looking for your product/service or not—often called outbound marketing. This tactic includes banner ads at the top or side of your screen.
The other tactic—called inbound marketing—is used to attract your target customers to your website with the message that you have what they are looking for. Blogs are one of the major tactics used to attract customers online.
Outbound and inbound marketing varies according to the strategy you use, but there are people out there who use no strategy in their marketing. Usually a big mistake! Companies that do not use an online strategy usually are far less effective in getting results from their social media, website, or email marketing.
Why do you need a digital marketing strategy?
If you don’t know who you are marketing to and how to market to them, you are missing the boat by not putting your resources where they will do the most good. Your goal should be to gain new customers, keep the old customers happy, and get your customers to recommend you to more potential new customers.
We at Pinpoint Marketing do a market survey for you to help you decide who your repeating and potential new customers are, so you can market to them consistently. Without such a survey, you will find yourself without direction and spending money on the wrong resources for attracting your target clients/customers.
We focus on finding, not only who your target customers are, but on understanding their needs and behaviors, so we can define the best marketing strategy for attracting them. This strategy also consists in making specific goals for allocating resources and the choices of internet marketing possibilities. Our survey provides benchmarks that will improve digital marketing by comparing where you are today and where you want to be in the future.
Digital marketing has the advantage of letting us see accurate results in real time. Old-fashioned advertising in newspapers, on TV, or radio doesn’t let you actually see how many people really pay attention to your ad. By using a digital analytics software, we can see the exact number of potential customers who have come to your website in real time.
We use digital analytics to find out who is coming to your website through which particular channel. This allows us to identify patterns of behavior and to determine where to put your emphasis and money in attracting people to your website. With digital analytics we can also identify where people are in the process of making a decision, and thus help to funnel them to you.
Contact us at Pinpoint Marketing for a consultation and further information.
Here is a brief dictionary of digital marketing terms.
Content Marketing—Process of using content to increase traffic, generate brand awareness, or develop leads.
Native Advertising—Mainly content-led advertisements that are featured on a platform alongside other, non-paid content. This includes BuzzFeed sponsored posts, but many people consider social media like Facebook and Instagram advertising to also be native advertising.
Blog Posts—Short articles used to increase your traffic by pairing with an effective keyword strategy.
Ebooks—More comprehensive than blog posts. Customers are more likely to share contact information in order to receive the Ebook.
Infographics—Graphics that increase your chances of being shared on social media along with your content.
Pay-Per-Click (PPC)—You pay a publisher each time someone clicks on your ad.
Research reports—Attracts customers/clients looking for information on specific products/services. Research reports may even be picked by the media and provide further awareness of your product.
Short videos—You can put them on platforms like YouTube. They are very shareable and are used to attract new leads.
Webinars—Offer more comprehensive content than blog posts or short videos.
Case Studies—Can push the customer/client to choose you.
Testimonials—Short testimonials on your website often help customers/clients to make a decision in your direction.
Affiliate Marketing—Performance-based advertising whereby you receive a commission for promoting some other business’s products/services on your website.
Email Marketing—Often used to direct people to your business’ website and to promote discounts, specials, and events directly to potential customers.