Tag Archives: digital marketing strategy

Digital Marketing Strategy to Drive Growth

Blog, Digital Marketing

 

Small to medium-sized businesses are in a constant battle to reinvent in order to contend with their competition. In a modern world where digital assets make way for relentless change, the ability to continually grow is a challenge. Smaller organizations that lack the funds of a big corporation must use an innovative digital marketing strategy to capitalize on opportunities to grow. When the coronavirus pandemic hit, many businesses were left scrambling for answers. What we have found is that most of those answers lie in digital marketing.

No one could have prepared for COVID-19 and the ensuing fallout. With unemployment skyrocketing and far too many companies forced to close their doors, the ones who were able to survive had to look to alternative methods of bringing in business. Reframing the way in which everyone does business means reframing the way in which companies seek new business. That is where digital marketing comes into play.

While industries like hospitality and service were hit hard, others like retail were largely able to remain afloat. Cash constraints have forced the hand of small to medium-sized businesses so lean on digital solutions to combat COVID-19 challenges in a cost-effective, savvy way. For instance, creating digital ordering tools has allowed for new ways of customer interfacing. This is critical to keeping sales steady today.

So, why is digital marketing the saving grace of the pandemic? How can companies take advantage of digital resources to grow their organizations? Below, we will tackle some of the most significant reasons for leaning on digital marketing opportunities to thrive in today’s climate and beyond.

Using Data to Grow

It goes without saying that the tracking capabilities inherent in digital marketing strategy make it an extremely attractive tool. This feature plays into the hands of small and medium-sized businesses beautifully. First, with the ability to track every dollar spent, a digital strategy can be curbed and altered nearly instantaneously to ensure the biggest bang for your buck at every turn. In addition, companies can pinpoint a target audience and then ensure that marketing materials reach only those people. This type of precision marketing is critically valuable, especially when budgets are tight.

Keeping Digital marketing Strategy Costs Low

It is simple math that small and medium-sized businesses need to keep marketing expenditures down while making sure that returns are up. Digital ads enable an organization to save big time on developing artwork, paying for eyeballs, and shelling out a lot of cash on a cost per lead basis. Utilizing digital ads properly places smaller companies in the position to attain and keep customers at a much lower cost per acquisition than any traditional marketing options.

Solidifying Long-Term ROI

With a focus on SEO, brands have the opportunity to not only grow in recognition but to increase conversions and revenue too. Optimizing your website, crafting thought-leadership content pieces, and creating click-worthy videos has the potential to convert customers long-term. This means that a few great pieces of content have the capacity to bring in new customers months, even years, down the road. What’s more? The long-term costs only shrink while the long-term ROI only grows. A true win-win for small and medium-sized businesses.

No matter what section you find yourself in, depending on digital marketing to grow your business has proven valuable time and time again. From Google to Facebook and everything in between, there is a real opportunity to take advantage of low-cost, high-return digital tools to grow your business today and set the tone for growth well into the future.

At Big Customer Network, we have mastered the art of constructing digital marketing strategy. Utilizing a wide range of digital tools, our customers benefit from our expertise, experience, and commitment to remaining on the cutting-edge of all things digital. Contact us today to get started.

Digital Marketing During COVID-19 and Beyond

Digital Marketing, Email Marketing, SEO,

Online Marketing

 

COVID-19 has impacted nearly every aspect of the lives of individuals and businesses across the globe. From contract workers to small businesses to large corporations, a multitude of adjustments have been and will continue to be made. The reality that we now find ourselves is strange and new. Whether we like it or not, we need to rethink everything when it comes to the way in which we conduct business including digital marketing.

The changes have been drastic and far-reaching, but they all have a common thread: nearly everything must be digital. Conference rooms have been replaced with Zoom meetings, classrooms have moved online, groceries are being delivered via an app, and the list goes on and on. So, where does digital marketing come into play? How can companies adapt and stay afloat during these unprecedented times?

The answers aren’t always crystal clear and they seem to be evolving with each passing day. However, there are a few things that we know will be true today and tomorrow. Digital marketing was important yesterday and it’s even more important tomorrow. With this in mind, we are breaking down just how important it is to establish, maintain, and grow your online presence in the world of COVID-19 and beyond.

Let’s dive right in.

Start Internally

It would be unfair to jump right into digital marketing tactics without addressing the elephant in the room: a lot of businesses are suffering right now and are simply clueless when it comes to basic functions. Before we discuss how you are communicating with your customers, it’s important to figure out how you are communicating with your team. The best place to start is to establish protocols and best practices.

With everyone working remotely, it can be extremely hard to keep track of roles and responsibilities. Take advantage of platforms like Hatchbuck, Basecamp, or Zoom to begin to streamline your operations. Don’t be afraid to try a platform and then change your mind. Everyone is learning as they go and it is important to find a good fit for your particular industry and company.

Beyond nailing down a communication and workload strategy, it is important to find a way to keep employees motivated and engaged. Encourage workout breaks and happy hours, recognize great work and contributions and be as transparent as possible in conveying the status of your company’s overall health.

Take Advantage of Digital Marketing’s Power

Coronavirus may have shined a light on all things digital, but the truth is that digital marketing has enjoyed its time in the spotlight for many years. With mounting pressure to “flatten the curve”, people are stuck inside and forced to conduct their day-to-day routines inside. And that means relying on the internet for, well, everything.

There are a few critical digital marketing elements to focus your efforts on right now:

Email Marketing

Unless you are living under a rock, you have probably received countless emails informing you of how any company you have ever interacted with is handling COVID-19. In some cases, this was necessary and important. However, the real value in email marketing lies in the months ahead. First, focus on customers. Reward their loyalty with a great deal and remind them that you are open for business. Next, promote your best-selling product/service to your entire list. Highlight the selling points succinctly and send a follow-up to anyone who clicked on a link in the email.

Review and Optimize Your Website

Now is a great time to make sure that your website is up-to-date. Make sure your products/services pages are current and that all links are working correctly. Test contacts forms, add links to your social platforms, and regularly add blog/article content. Finally, put some real time into your search engine optimization (SEO). While there have been dips in sales and traffic across websites in every industry, these numbers are expected to rise and you want to be prepared.

Get Social

People have a lot more time on their hands these days, and that means that they are spending way more time on platforms like Facebook, Instagram, and LinkedIn. Take advantage of this by posting relevant, valuable content and then engaging with prospects and customers. In addition, invest in ads. Facebook ads are currently seeing a very low cost-per-click (CPC), so build a well-thought target audience and launch some ads.

Go for the Google Ads

There has been a recent surge in cost per conversion across nearly every industry running Google ads. Organic traffic has been down, so now is the perfect time to capitalize on paid ads. It’s easy to view now as a time to curb ad spending, but it is just the opposite. With less competition, now is the perfect time to run a set of highly-targeted Google ads.

The Timelessness of Digital Marketing

COVID-19 has unearthed a new necessity when it comes to digital marketing, but its value is truly ageless. In fact, the coronavirus outbreak is likely to highlight the fact that people don’t really need to go into stores, whether we like it or not. Now is the time to dedicate your time and your budget to digital marketing.

Looking to stay afloat in this uncharted territory? Big Customer Network is here to help. Contact us today to learn more.

The Marathon of a Digital Marketing Strategy

Digital Marketing,

Surviving in today’s ultra-competitive market means targeting prospects and consumers strategically, no matter what industry your company may fall into. As a business owner, the pressure to perform is high. Employees, and you, are depending on the survival of your company. In 2020, that means focusing on digital marketing strategy. While there are a lot of pieces that lead to a thriving business, digital marketing has become a piece impossible to ignore.

With that in mind, companies today are no longer asking if they should implement a digital marketing strategy, but rather how best to do so. With so many options at your fingertips and the internet offering a sense of transparency to your competitors’ actions, it’s easy to want to do it all. Launch the Google ads, establish a content marketing plan, optimize everything for search, hire social media experts, redesign your website, start an email marketing campaign, and the list goes on and on. Sure, these are all important aspects to consider, but there is a critical thing to remember here: digital marketing is a marathon, not a sprint.

When inundated with information online, it is tempting to fall into the trap of “we have to be first”. It feels like the movers and shakers are the ones who got there before anyone else. The reality, however, is that those who got there with a plan typically outlast those who got there first. At its core, successful digital marketing is for those who play the “long game”. The businesses who not only understand that but act accordingly will win in the end.

Today, we spend some time taking a look at the ins and outs of the marathon that is digital marketing.

Digital Marketing That Works Long-Term

Search engine optimization (SEO) is a great place to start to fully understand digital marketing as a marathon. “SEO experts” who promise 1st-page rankings in a week are not getting you there in an above-board manner. Black hat methods refer to efforts like keyword stuffing and buying links. Sure, these efforts will boost your Google rankings temporarily, but then it will all come crashing down. Unethical marketing practices will not serve your business in the long-run and will likely lead to a penalty from Google.

Successful SEO is all about consistency and commitment. No one just wakes up and decides to run a marathon. You train steadily, commit to a plan, and eventually work your way up to 26.22 miles. Much like a runner, a digital marketing plan must lay the groundwork for success and then progressively grind towards the ultimate goal.

Now that we understand the “long game” of digital marketing strategy. It’s important to remember the following tips to avoid falling into the “do it all now” trap that inevitably leads to failure:

  • Be patient – most new digital marketing efforts take time to become successful. Stopping an initiative too early often means making a decision based on too little data.
  • Accuracy is more important than speed – take your time and do it right, it will pay dividends in the long-run.
  • Set long-term objectives 1-5 years out and then backtrack from there to smaller, more attainable goals.
  • Don’t be a copycat – just because something worked for someone else doesn’t mean it will work for you. Digital trends come and go extremely fast, so don’t invest if it isn’t a great match for your industry and company.
  • Think about timeliness – the best digital campaigns are those relevant today and Try to avoid building a campaign around a super timely topic.
  • Don’t settle on past successes – it’s easy to declare yourself the master of digital marketing when a campaign goes right. But don’t fall into the trap of ceasing your efforts after a big win.

From paid ads to content creation and from social media to email campaigns, digital marketing can be overwhelming. If it seems like your competitors are running by, let them go. The real winners in the digital marketing race are those running the marathon, not the sprint.

Is your company looking to get ahead of your competition with digital marketing efforts? Big Customer Network is here to help. Our digital marketing experts are awaiting your call. Let’s make something happen today!

Growing Your Local Business With Digital Marketing

Blog, Digital Marketing, Email Marketing, Social Media Marketing,

Grow-Your Business-With-Digital Marketing

 

Could a large global corporation’s marketing strategy work for a small local business? While some tactics may have to be adjusted, the answer is generally yes. Digital marketing efforts do not discriminate. This often surprises small business owners, as they view massive digital marketing campaigns as something unattainable and out of their league.

On the contrary, local businesses have a big opportunity to take advantage of digital marketing options that would promote and grow their organizations. Unfortunately, there are a few common roadblocks standing in the way:

  1. Budget Constraints
  2. Lack of Expertise

One of the biggest misconceptions about digital marketing in 2020 is that it is expensive and out of reach for a mom and pop shop. Business owners are used to the costs associated with traditional marketing tactics like television ads or print advertising. Digital marketing options, on the other hand, are much less expensive. As a result, local businesses are able to run campaigns that match their budgets and meet their targeting needs. More on this later.

In addition to cost, many local businesses lack the expertise necessary to run a successful digital campaign. With no budget to hire a full-time marketing person, they are left with questions and concerns about how they could possibly compete with their rivals.

These concerns are common and reasonable. However, digital marketing offers a solution to all of these worries. Today, we will break down just what it takes for a small local business to compete digitally and expand their reach.

Digital Marketing Tactics for Local Businesses

As a business owner, it’s easy to get intimidated by big chains and corporations in your industry. In the past, competing with organizations of that size would mean dishing out enormous budgets to get a 30-second local spot during a big game. Today, competing with them could be as simple as running a highly targeted Facebook ad or a strategic email marketing campaign. The point is that there is a wide range of options for small businesses to take advantage of in the marketing space.

Digital strides in marketing have made targeting specific customers easy, trackable, and successful. The heart of any winning marketing campaign lies in the ability to reach the right people, at the right time, and in the right location. The following are some of the most notable platforms to consider for local business digital marketing:

  • Facebook Pages and Ads
  • Instagram Pages and Ads
  • YouTube Commercials
  • Twitter
  • Pinterest
  • LinkedIn Ads and Forums
  • Email Marketing
  • Local SEO
  • Website SEO
  • Search/Display Ads
  • Blogging
  • Lead Generation Efforts

From content and social media marketing to paid ads on Google and other social platforms, the opportunities to promote a local business digitally are vast. The struggle lies in determining where to spend the money and who to hire to run the campaigns. While something like running a Facebook page requires more time than money, the level of engagement with customers that it provides is invaluable.

In addition to being able to reach the exact type of customer that works best for your company, digital marketing also allows for in-depth tracking. Measuring results is critical to any successful campaign, large or small. So, it is imperative that local campaigns are tracked and then tweaked to account for the results of the analytics. Far too many local campaigns tank because of a failure to remain dynamic.

Leaning on digital marketing can transform a local business. The biggest challenge is getting started correctly. Whether that means hiring an in-house marketing expert or looking for an experienced consulting agency, local companies looking to succeed this year must expand their reach into the digital realm.

Do you have questions about taking your company digital? We are here to help! Contact Big Customer Network today to learn more about your options!

Is Your Digital Marketing Strategy Ready for 2020?

Digital Marketing, SEO,

Digital Marketing Strategy

 

The year, and the decade, is quickly coming to an end. For some entrepreneurs, 2020 is already looking bright. Digital marketing opportunities Digital marketing opportunities are abundant and prime for the taking. So, the most optimistic business owners are those who are channeling their focus on what is to come this year and onward. What marketing innovations will the new decade bring? Where are the most forward-thinking brands investing their ad dollars? Who will fare the best from the inevitable changes in digital marketing strategy trends?

The rapid pace of marketing today makes it tough to predict the future. As platforms and tools advance, marketing efforts must do their best to not only keep up, but to stay at the forefront of these progressions. From voice and visual search to AI and machine learning, savvy digital marketers are gearing up for 2020 in a big way.

Thinking through marketing initiatives for 2020 and beyond can seem daunting. With so many options at our fingertips, it’s easy to get overwhelmed and unengaged. While different tactics make sense for different organizations, there are some overarching trends that we anticipate will shape digital marketing in the year and years to come.

Digital Marketing Success in 2020

First and foremost, it is important to recognize that any successful digital marketing strategy in 2020 and onward must be adaptable. This means creating a plan that is dynamic – a living, breathing blueprint that freely welcomes changes and innovations.

Next, it is absolutely critical to invest substantially in digital marketing efforts. The reality is that your competition is putting their money there and will continue to do so. This year, those who neglect to earmark their dollars for this purpose will be left to watch from the sidelines as new business opportunities go elsewhere.

With that said, the possibilities for digital marketing success in 2020 are endless. Before sitting down to craft your own, think about incorporating the following digital marketing strategy tactics:

  1. Search: voice search has become more and more important over the last several years. While this is certainly something that you must still optimize for, visual search is quickly emerging as a new frontrunner. Make sure that your site is optimized for cameras and images to take a stronghold in search behavior.
  2. Machine Learning: AI is here to stay. Those companies who use it to their advantage will see their sales numbers increase dramatically. As of now, machine learning is most often applied to ad targeting based on user behavior like buyer preference and demographics.
  3. Personalization: customers will continue to have higher and higher expectations for the ads that they are shown. This means crafting marketing materials that speak directly to their wants and needs, all while leaning on technology to do the heavy lifting.
  4. Community: savvy brands have been and will continue efforts to build a brand community. This means activity in things like online forums, on social media groups, and in answering questions. In doing so, brands are transformed into relatable entities that people can form relationships with and like-minded people are united in their shared affinity for that brand.
  5. ADA Compliance: the Americans With Disabilities Association (ADA) has set standards that websites must take note of and follow. Ensuring that your site is accessible for all persons is imperative to not only offer an exceptional user experience, but also to avoid potential lawsuits and fines.

These five digital marketing strategies only scratch the surface of what should be done in 2020 and onward. Generally speaking, companies must focus their digital efforts on creating killer content and sharing strategically on social media. The combination of these two tactics will serve to promote your brand, build your community, and facilitate new business.

At Big Customer Network, we know digital marketing strategy. We live it, we breathe it, and we spend our days perfecting it. In 2020, those who invest in digital marketing will find themselves leading their industry, outperforming their competition, and growing their profits.

Are you interested in a digital marketing strategy specifically geared towards your company goals? Contact our digital marketing team today to learn more!

The Ultimate Digital Marketing Strategy Checklist

Digital Marketing, SEO,

Digital Marketing Strategy Requirements

From startups to massive corporations, digital marketing has slowly but surely trickled its way into nearly every single successful business today. What was once considered a new, exciting element in the marketing mix has now become a central and integral component, critical to strategies both large and small. In fact, even today’s traditional marketing tactics are harnessed by their digital counterparts.

In 2020 and beyond, business owners must take their digital marketing efforts seriously. The reality is that time spent online continues to increase at rapid rates year over year. Those who have been slow to accept the shift into the digital world will find out the hard way that their customers (and their competitors) are living online.

Digital marketing strategy means getting all of your internet ducks in a row – from search engine optimization (SEO) to pay-per-click (PPC), from content marketing to social media marketing to email marketing, and so on. Why? Well, for starters, about 90 percent of all searchers have yet to make their minds up about a brand prior to starting their search. Your digital footprint is invaluable to attracting new customers, keeping old ones, and maintaining a stronghold in your respective industry.

Today, we highlight some of the most essential elements of a digital marketing strategy that will put your organization in a position to succeed online and, in turn, offline.

Digital Marketing Strategy for Big Wins

Hesitations around committing to a digital marketing strategy are typically founded in uncertainty. “Do my customers really search online?” “My company is B2B, we don’t need to put money into internet marketing.” “My marketing budget is small and I don’t see the value.” These are some of the most common issues brought to our attention by business owners. What these entrepreneurs fail to recognize is the massive shift that has occurred over the last decade.

Decision-makers are living online and doing research online and making choices online, no matter who your target audience may be. As such, building a digital marketing strategy that speaks directly to those people will set your company up to succeed. Much like any strategy, beginning with the end in mind is key.

Any digital marketing framework must rely upon specific objectives for the overall strategy. Are you looking to build brand awareness? Do you need to establish online sales? Are you introducing a new product to the market? Understanding where you want the company to end up as a result of your digital marketing efforts will create the blueprint for getting there.

As with anything, starting with the right components is imperative for the company to thrive. The following is a checklist for the most critical aspects to include in your digital marketing strategy:

  1. Brand: who are you as a company? Do all of your company assets (website, messaging, etc.) represent that brand image?
  2. Business Objectives: what specifically are you trying to achieve?
  3. Key Performance Indicators (KPIs): what metrics will you use to track successes and failures?
  4. Search Engine Optimization (SEO): what keywords are you targeting? What is your plan to improve search rankings?
  5. Content Marketing: do you regularly produce content that asserts your authority in your industry? What value are you offering website visitors?
  6. Social Media: how are you communicating with customers and prospective customers? Does your social footprint attract leads with intention?
  7. Paid Search: is your brand blanketing search engine results? Are your ads on the first page of Google?
  8. Email Marketing: are you making consistent efforts to touch base with your audience?

Marketing was once a guessing game. Buy a billboard and hope for the best. Send out flyers and pray that someone notices. Today, marketing is trackable and ever-evolving. This means that the guesswork has finally been removed from the equation, leaving only an opportunity to build awareness, drive traffic, and generate new business.

Digital Marketing with Big Customer Network

At Big Customer Network, we create custom digital marketing strategies for our clients. We analyze the industry, the company, and its competitors to craft a solution that makes a true impact. Our digital marketing team works tirelessly to build internet muscle that generates digital success, for clients both large and small.

Are you ready to take the next step with your digital marketing strategy? Contact us today to learn more!