Are you looking for new customers (private or B2B) for your company? Use digital marketing: here is a 4-point digital strategy to improve your business
If you are constantly looking for new customers, private or B2B, for your business, your company, your business, then you need to make the best use of the Internet, digital communication and digital marketing. Here is a 4-point digital strategy to improve your business.
- Spread your brand
- Intercept your target
- Convert into contacts
- Propose the service
I am a digital communication consultant. I often meet a business owner or a managing director of a small or medium company, in Monza or in other places, and face the topic of how to improve the Internet business.
Often, however, I find that a certain confusion thrives in the heads of my interlocutors. A confusion not on the technological or organizational level, but precisely on the strategic level, on the meaning of the use of the Internet and the various connected tools.
“Why do we have to change the site we renewed last year? Why open and manage a social media channel? What is the use of being first on Google? “
A Digital Strategy for your online promotion
In most cases, these are questions and elementary questions. These are questions that can be easily addressed with a basic marketing culture (not necessarily digital). And yet, it is this basic marketing culture that is not very widespread, especially in small and medium-sized companies.
In situations like these I explain to my interlocutor that a basic Digital Marketing strategy not only simplifies the search for new customers but, in general, improves its business.
Consequently, I advise (and apply) a digital communication model suitable for companies looking for new clients, which I illustrate below. It is a 4-point model, focused mainly on obtaining new customers, and is suitable for companies of any size, in any sector.
It is so simple that it can be learned by heart; or you can write it on a piece of paper and hang it in the office.
4 steps to a digital strategy for your company
1. DEFOND YOUR BRAND
Put your brand to work (by the way, you have a brand, right? In small companies, this question has no obvious answer …). Above all, if your company has just started, if you are a start-up, if your brand is new or redesigned, if it is not yet known, then spread your new brand correctly. And it oversees the main Internet channels.
Those looking for you on the Internet must find you easily. The Yellow Pages are no longer used. Today we search on Google, on Facebook, etc. Those looking for you on Facebook, on Google, on Instagram, on Twitter, on a portal in your industry, should find your reference. If it doesn’t find you, it will find references to your competition.
Find yourself in the right places
Whoever will become your customer surely sooner or later will look for you on the Internet channels that he uses daily. And you have to set up at least one of your basic presence, to guide your customers and give them certainty. You may not publish every day on your Facebook page, but at least it indicates who you are, what you do, and the site or social media where you best communicate. It is essential that you are there, and let you find, right where your customers will be looking for you.
Put a correct value proposition next to your brand
The digital channels that you decide to manage must in any case be on the subject with your value offer. Next to your brand there must be valuable content and services, in terms of your business and your offer level. On your site, of course, your content must be of quality. If you are a law firm, it makes no sense to appear as a sponsor on a skateboard or tattoo site. Conversely, if you are an e-commerce of tricks and beauty, do not appear in the context of an insurance site.
Ultimately, to spread your brand, make sure that your brand is easy to find on all channels, and that the context in which you place yourself clearly confirms your values.
Improve the quality of your brand
In promotion and marketing, one of the fundamental mechanisms is that your brand works for you, in your place, when you are not there. For this to happen, your brand must be there, express and communicate a few things, but fine. It must testify to your quality, attention, ability; must express that you are there, that you are present, etc. For this to happen, of course, it is not enough to open a Facebook page with your logo, but you must qualify your brand. Do it, developing these 5 points:
customers your customers already attend some digital places (Google, Facebook, depending on the type of people), where they do research; or, through the functions of these channels, your customers learn about news, updates, etc. Then in the digital places that your customers attend, your brand must be there, it must be noticed permanently, until it becomes a reassurance.
Customers who read your content, the articles you write, the notes you spread, the opinions you express, must note your quality, competence, authority, reliability, professionalism, innovation. Or they should notice your attention to tradition, care and quality, or even your liking, the ability to entertain, etc. It depends on what you want to convey with your business. Make sure that your authority emerges in all the elements of your communication.
The topics and vocabulary you use in your expressions must match the themes in your client’s mind; through your interventions, the words and expressions you use, you have to “make it clear” to your customers that you “understand” and know their problems. Generate empathy. Describe your customers’ problems. Take the thought in your customer’s mind “these are the ones that know my problems”. Suggest solutions and references of level appropriate to your target.
Quickly respond to those who ask you a question, a question, a doubt. Answer the questions by e-mail, on social media, or elsewhere. Constantly monitor possible questions or comments concerning you. And respond quickly. In fact, do more. Take the initiative yourself, without waiting for the questions. Start talking about the topics your customers love. Or, for example, thanks a lot. Thank it works a lot. Take the initiative to publicly praise those who quote you, those who praise you, those who help you, your partners, collaborators, customers. Your brand must be the first to mention who deserves it, using the appropriate digital media. Moreover, those who mention your brand or your products must be returned on time. Become an active actor in digital communication.
Carefully review the reviews about your work, your products, and your online activities. Make sure that the reviews about your business are indisputable proof of value. Created over time an indisputable reputation, in particular supported by authoritative subjects. If negative reviews happen, answer, explain, and make sure that they are still overwhelmed by countless other positive reviews.
2. INTERCEPT THE TARGET
With your brand well on the right channels, it aims to capture the attention of selected people, and aims to persuade them about the quality of your product or service.
Those who will be your customers will carry out research on Google, on Facebook, on the channels you are managing. Whoever does not explicitly formulate research, will still be careful and sensitive to the appearance of certain words, expressions, terms, perhaps even while they are doing something else.
Eg if you are thinking of going on vacation to the Caribbean, you will probably see the interest immediately when you see the words “Low-cost holidays in Barbados” on Facebook. If you have back pain, seeing the phrase “get well from back pain”, undoubtedly attracts your attention.
Learn to talk about your customers’ problems
So, talk often about your customers’ problems, because you will intercept the right subjects. This happens because your customers are still keeping the attention alive on a series of terms that can solve a problem for them, even if they are not expressing it explicitly, or if they are not looking for it on Google. This is “intercepting targeted people “.
This is why it is essential to know how to talk about your client’s problems: why intercept targeted people.
Inspire your target
When you have intercepted the correct target, then you can do a lot. You can convince him of the quality of your product or service. You can present your services, explore related themes, and illustrate use cases. Provide ideas and case histories to your potential customers. Explain the various types of problems, tell about your value, present your solution.
3. CONVERTING TO CONTACTS
At this point you have the attention and interest of a person who could soon become your client: convert the simple interest into a stable contact. Ask him to leave you his contact. Ask him to become a follower, to sign up for the newsletter. Ask him to follow you steadily on your social media. Ask him for a phone number, an e-mail. Make an appointment, get it booked.
Download an e-book, or do an automatic estimator
Provide a small gadget or a discount voucher, or some kind of advantage for those who leave a contact. Face this point in a structural way, that is, make available on the site automatic tools, tools, estimators, calculators, etc. or particularly valuable information (complete e-books, tutorials, guides, reports, etc.), or discount vouchers available free of charge after a simple registration with name, telephone and e-mail.
Solutions of this type will attract the right people, who will use your tools or your information, and will be happy to leave a reference to keep in touch with your company.
In this way you will convert a simple interest into a stable and concrete contact. Furthermore, you will develop a network of valuable contacts, interested in getting information from you, probably inclined to buy your product or service, or to talk about it positively.
4. PROPOSE THE SERVICE
You now have contacts. Come on, propose your offer.
With the contacts you’ve earned in the previous step, now offer your product or service. Whether through digital media or reporting your actions in the real world. Chat, chat, interested, help, call, invite, re-contact, report, thank, flatter, provide other information, explain, send e-mail, and make an irresistible offer. Offer your offer in the most appropriate way. It aims to convert the interested contact into an acquired customer.
Don’t forget who is already a customer
And don’t forget who is already a customer. Convert a sporadic purchase or an occasional customer to a regular customer, convincing them to buy again. And don’t forget the most loyal regular customers. Ask them to give their contacts an opinion (positive!) About your brand, product or service. Ask them to write a review, to talk about you, to promote you.
James is a scriptwriter and a blogger, he has a vast experience in this field currently he is working with a top UAE film production companies. He also love to read different niche articles and blogs.