With today’s the Internet-of-Things, digital marketing has become a tough battle confronting business owners and startup companies. Yet not everyone appears to have the right mindset and strategy to win the fight in the extremely competitive online world.
In a marketing survey conducted by Adobe, only 9% of the respondents are confident that their digital marketing is working. This staggering figure points to the missed opportunity of effectively tapping the more than three billion people who use the Internet today. Amidst the seemingly endless images and voices online, engaging your audience is vital to succeed in digital marketing. You must be able reach the right person at the right time and with the right message to inspire action.
We understand that the online world can be an immensely challenging and confusing terrain for you. So we’ve prepared a smart guide to ease your worry. Learn the 10 best practices on how to effectively reach your audience through digital marketing.
- Set campaign objectives before everything else
Setting clear digital campaign goals may sound like the obvious thing to do. But you’d be surprised at how many marketers fail to do this, judging by the countless websites that are confusing rather than clarifying. Much of this have to do with poorly thought-out digital goals and campaigns. Know where you want to go with your campaign and set realistic targets. If you can clearly mark your destination, it will be way easier to plan how to reach it.
- Use available data to know what’s important to your audience
Digital marketing in countries as diverse as the US or the Philippines has grown by leaps and bounds. The playing field has become more even, thanks to the seemingly limitless data available—data you should be maximizing. Now more than ever, marketers can determine their customers using services that are mostly cost-free. Google Analytics and Search Console can help you know how people learn about your store and what they do upon visiting your website. There’s also Facebook Insights and Ad Manager, which can tell you things like the age, interests and location of your customers.
- Create a broad customer profile, then the specifics
Targeting your audience through digital marketing is significantly about knowing them. Having a broad customer profile or persona is useful to this end. It’s like having a comprehensive guide to reach your ideal customers. Create broad descriptions first before going into the specifics. By broad, we mean determining an outline of what’s important for your customers. For example, one persona can be concerned about pricing, scale and providing personalized support, while the other helps guide better management and team productivity. Doing this allows you to have a clear picture of who is the exact fit for your service or product.
- Prioritize the digital marketing channel that’s best for your business
Simply having an online presence is not enough. You must know which digital marketing channels to utilize and have a strong presence in. The best social media management agency will give you this golden tip: have a social presence audit to know the relevant channels used by your target audience. The best channel depends on the nature of your business. For example, social media marketing is fantastic for businesses where person-to-person engagement is more suitable.
- Use the language of your audience
You’ll never get to connect with Kardashian fanatics if you’re too formal with your language. And you’ll likely put off a sports car enthusiast if you employ a cutesy prose. Speak the language of your audience to grab their attention and to connect with them. Use the actual words and phrases that they use so your digital marketing is relatable to them.
- Understand your search terms
Search terms or organic keywords are the terms that bring people to your store or website. It’s not enough to know these keywords; you must understand why your potential customers use them. By identifying the relevant search terms and the user intent, you can effectively develop content to better satisfy the needs of your audience. Use tools such as BuzzSumo and Ahrefs to know which of your competitors occupy the leading spot for a particular keyword or search term.
- Maximize blogging that caters to your customers’ interests
According to Propelrr, a digital marketing agency in the Philippines, half of consumers are influenced by the information they get from digital content. To position your company as a thought leader and industry expert, maximize content marketing through blogging. Attract visitors by building on topic ideas and keyword lists aligned to your customers’ interests. With blogging, you can compellingly present yourself as a provider of information for the core needs of your customers.
- Growing your digital marketing garden takes time
Audience targeting and engagement is not an overnight thing. It takes time to better understand your audience and convert them to become loyal customers. Treat your digital marketing like you would a garden; you need to constantly nurture both. Over time, you’ll get a firmer sense of the campaigns and their life cycle to meet goals and consumer needs.
- Widen your network by partnering with other brands
More heads are better than one, as the old saying goes. This is very much true in digital marketing. Reach out to similar companies to access a wider audience that can be interested in your business. Think of collaborations as being part of a team effort that can help everyone reach a goal. Share each other’s social media posts, or link to their blog in certain campaigns. You can also guest post in each other’s website or co-host a webinar. Doing this can bring more value to your target market.
- Expect new challenges and the need to evolve
Digital marketing is a constantly changing landscape. A common practice two years ago is not necessarily the case today. Tech companies are always coming up with newer tools and solutions that you need to have a firm hold of. Otherwise, you risk falling and failing. Keep an eye on targeting fundamentals while expecting and embracing change. Your openness to change will significantly influence your success in the rapidly evolving online realm.
You can have the best looking website and the highest quality products, but none of this will matter if you’re not reaching and engaging your right target market. Follow these 10 tried and tested practices to effectively define the audience for your brand. This way, you can drive the right kind of traffic to your business, increase sales, and eventually become the best industry leader that you can possibly be.