Whether you are a new or a mature company you need a defined marketing strategy to reach your growth objectives. Digital marketing must integrate with your marketing and sales plan. The three main elements to consider are your website, email and social media. This post will focus on tips to support these digital channels.
The growth portal or otherwise known as your website:
Many companies do not have a strategy for why they have a website. Many times, the site is more about them, the executive team and filled with bad links and non-existent pages. Your website is a tool to help you grow your business. Tactics should focus on assisting prospects to learn about your products and services and why they should contact you.
Your website should be customer-centric and written so viewers can understand what you do and what problems you solve.
- Does your website content and imagery inspire a potential customer to want to learn more?
- Is your current website a lead generation tool?
- Do you have a way to capture who comes to your website?
This could include a form, download, pop up or a chatbot.
It should be easy for current customers to contact you and buy your product or service.
- Is there a click-to-call phone number?
- Is your address correct and work with Google and Apple Maps?
- Does the email on your website work?
Lastly, check to determine if your website is mobile friendly. Having a multi-platform optimized site is essential. You can run a check of your website at this link: https://search.google.com/test/mobile-friendly
Communication is the key to all success:
The second element to consider is utilizing email to drive awareness and leads for your business.
In 1971, Ray Tomlinson sent the first email to himself. Since then, email has grown to be a fantastic tool to communicate. Many companies struggle to utilize email as a marketing and lead generation tool. There is no strategy, content calendar or consistency. This inconsistency usually sees emails getting sent out around the holidays and potentially when a new intern is brought in to help with marketing. Email should be in your toolbox and be consistent, allowing you to communicate with current customers and new prospects.
Here are a few basics to consider:
- The List:
Do you have a list? If not, use your customer list as a starter. Work with your team to pull together everyone’s contacts. Consider using a simple CRM to start. Zoho CRM or HubSpot Sales are free and a nice place to start pulling everything together.
- The Email Platform:
There are too many to list. Many companies may already have a tool but haven’t used it. If you are new to email marketing programs, consider MailChimp, which is a cost-effective solution to manage your email marketing program.
- The CTA Dilemma:
Remember when we discussed that your website is the portal to grow your business? Email is the highway to bring people to your website. Developing the messaging, CTA (Call to Action), with well-designed graphics will help drive traffic to your site to be inspired to take action.
Put your email marketing efforts to the test with our free email audit:
Social media and the future:
The final digital tip is enhancing your social media presence and strategy. Social networks are the most significant source of inspiration for purchases with 37% of buyers finding purchase inspiration through a social channel. It is clear that social media has become a channel we need to consider as part of our marketing strategy.
Your current customers may not be spending as much time on social media today and the big question to ask yourself; will your future customers be on social media and is your competition on social media? Many times, we have talked to customers, and they do not want to expend the energy and financial investment to be on social media. We review their competition and buyers and learn this is an opportunity that is being ignored.
Social Media is a tool to help you grow your business, but it is not the ultimate solution.
Here are a few quick tips to consider:
- Have a Strategy:
Start with a social media plan and objectives, including business goals vs. attaining more likes.
- Content is King:
Develop a content strategy that includes copy, imagery and goals.
Stay active and have a presence. Multiple posts a week should be scheduled not once a month.
The goal should be to drive visitors to your website to be inspired and take action.
- Be Cohesive:
When using multiple platforms for your business, be sure they resemble each other. You want potential customers to be able to identify your Facebook, LinkedIn and Twitter as ONE brand and ONE resource.
Consider using social media audits to clarify your cross-platform branding and messaging.
See where your social stands with our free, downloadable social media audit and workbook: https://www.growlagency.com/blog/socialaudit
This post discussed three digital marketing tools to consider when building out your digital marketing strategy. These all should align to growing your business. As you build out your strategy, think about how you want to test, measure, learn and implement to keep improving your results.