With the world under lockdown, going online is the only way out
A lot has changed when it comes to digital consumption in the last two months, and people are now spending more time online than ever. Whether it is for information, entertainment, shopping or more, a Forbes report shows that the time spent online has surged from an average of 1.5 hours daily to 4 hours, post this pandemic.
In some regions like Europe, it has even gone beyond 70%! And we must not be surprised. After all, these are unprecedented times, and are bound to cause seismic shifts in our way of life.
Businesses are not immune either, and this virus has caused a jarring blow across markets and balance sheets and this pandemic has caused businesses and economies to suffer losses in epidemic proportions.
The only businesses that have managed to soften the blow are those that have invested in making their online presence felt, as more people are turning to the internet to find and get the everyday things they want.
These are the businesses that have managed to maintain some semblance of business continuity as they no longer have the opportunity to operate from their retail locations. There have been massive shifts in consumer behaviour, and an increased preference to buy everything online due to social distancing and safety concerns. It is believed that most of these shifts will become the new normal even after the pandemic ends.
And in the rise of such times, it would not be an exaggeration to say that 2020 brings new unique challenges for digital marketers and businesses. The right digital tactics during this can make the difference between staying afloat or going under once things settle down, and here are some insights and guidelines for marketers who aren’t quite sure of the best way ahead.
Do not pause your digital marketing efforts
While it is a fact that many businesses have decided to pause their marketing campaigns, doing so will likely undo all the momentum that has been built so far. The current situation is uncertain, and could last longer than what we would like. In such a case, it makes sense to refocus our marketing resources and efforts towards digital strategies from a long term point of view, because that is where your customers will meet you, lockdown or no lockdown.
Be sensitive and responsible
There is no doubt that this pandemic has impacted everyone in more ways than we can imagine, and I am not only referring to the health front. There is definitely an economic impact, a social and emotional impact as well.
As businesses marketing in these difficult times, it will really be worthwhile to find a more sensitive way to communicate, so as to offer value and support to your customers and the community at large. You can employ content as a means to offer meaningful and relevant engagement, whether it is tips to stay protected, or how to make the most of this situation.
Keep a close eye on your customer behaviour
Customer behaviour and preferences are evolving a pace faster than ever before, and if you don’t have a pulse on what is important for them at this point in time, you run the risk of becoming irrelevant. I am not talking only about shopping behaviour here, but also their expectations from businesses.
You can continue to adapt your campaigns and media choices to best meet these changes. You might even need to redefine your strategy every week, so you must be prepared! You can rest assured that this is a necessary investment that will pay off well once this is over.
Accent Group’s move to shut down a significant number of its leased stores in favour of online retailing is probably an indicator of things to come. And as more businesses move their focus online, we must remember that being timely, relevant and effective is even more important for brands today. Keeping our efforts on during this time will ensure that you develop an edge over those who are not doing anything, and will allow your business to stay ahead of the curve.
Digital Marketing Tips for Start-Ups
Digital marketing is a complicated process, but it doesn’t have to be. As a start-up, you can set up a successful digital marketing strategy if you are aware of what matters and what doesn’t. While it may be tempting to focus solely on the quality of your product, you’ll need to cast the net wider and get to grips with search engine optimization (SEO) as well as understanding your customers and what they need. If you are new to the world of digital marketing, the tips below can help.
Leverage Social Media
With much of the world on social media these days, as a start-up, you must leverage these platforms, too. Your online presence matters a great deal, especially if you want to be seen and heard amongst the rest of the virtual noise. Social media provides direct access to your customer base and allows you to gain a regular following. If you need guidance about setting up or managing your social media profiles, enlisting the help of a professional like ALT Agency can go a long way towards helping your brand stand out.
Pay Attention to the Customer Experience
When it comes to business, the customer is king. This means that your start-up and its operations must be designed around the customer experience, whether it’s through your website design, your communication channels, or your products and services. Get to know your customers by engaging with them and find out their wants and needs, as well as what works for them. By giving them attention and showing that you care, you stand a good chance of maintaining a loyal customer base and boosting your sales.
Create High-Quality Content
The value of high-quality content cannot be underestimated. With so much content on the web today, you’ll want yours to stand out and provide value for your customer. However, having excellent content isn’t just about the quality of writing, either. Good content will target the right audience for your business and provide information or services that are highly valuable to them. Ensure as much as possible that your content is fresh, innovative, and useful for your target market.
Engage Your Users via Email Marketing
One of the most powerful marketing tools at your disposal is the almighty email. If you want to reach your audience and provide targeted messages, then this is the best way to do it. Sending out regular newsletters, promotions, and offers are excellent ways to not only attract new customers but also to maintain them. Therefore, it’s important to create a lead generation strategy that includes sending specific emails to target groups.
Add a Blog
Blogs are highly beneficial to business websites because they communicate key messages about their products and services. Blogging is also a way for customers to get to know you better and to understand your perspectives. It also helps with SEO as you can rank higher for more keywords on search engines. If you have the means to set up a blog on your site, make sure that the content is valuable, regular, and consistent.
Digital Marketing Made Easy: The Simplest Guide to Digital Marketing
Digital Marketing has become an indispensable tool in the hands of marketers all across the business spectrum. Be it a traditional brick and mortar business or a tech startup dealing in an AI product, any marketing strategy nowadays involves a balanced combination of traditional and digital marketing techniques.
But there is a lot of mist around the definition and application of digital marketing, making it a ‘mysterious thing’ for those who are not tech-savvy. In this post, we will understand digital marketing in a simple manner so that the reader does not get overwhelmed by the jargons thrown by digital marketing gurus and they themselves can decide which digital marketing is best applicable for their business scenario. If you have recently started a business, you can also go through this valuable digital marketing resource for small businesses.
What is Digital Marketing?
Simply put, Digital Marketing is a marketing strategy that involves the use of digital platforms including social media platforms, blogs, and websites to promote a brand.
Many experts believe that marketing using any electronic medium can be termed as digital marketing. However, others believe that marketing using a traditional electronic medium such as a Television or a radio should be regarded as a traditional marketing strategy. For simplicity, we will stick to the former definition.
Different types of Digital Marketing
- Search engine optimization (SEO)
- Pay-per-click advertising (PPC)
- Social Media Marketing (SMM)
- Email marketing
- Content marketing
- Affiliate marketing
These are some of the online digital marketing techniques in use today. Let’s go through each one of them to understand them in detail.
Search engine optimization (SEO)
With the rapid increase in the usage of smartphones, finding an answer to your query has become super easy. Whether you are looking for a cake supplier nearby or you want to know the best hotel in your vicinity, chances are that you will invariably lookout for this information on the internet.
PPC or pay-per-click marketing is a type of digital marketing in which advertisers pay an amount every time one of their ads is clicked i.e. they pay for every click on their promoted links. You must have seen that when you search any product on Google, on top of the search result, there are links with the ‘Ad’ prefix. When you click on these links, the advertisers have to pay for those clicks.
The cost per click depends on the nature of the keyword, how hard it is to rank for that keyword etc. Essentially, it’s a way of paying search engines to send prospective clients to your site. Many experts don’t consider PPC marketing as a sustainable way of bringing clients on board. For them, organic traffic to your site is a better and sustainable marketing strategy.
However, some of the major established brands are known to have used this strategy given the massive competition in the online sphere. PPC marketing can be broadly put in the category of Search engine marketing (SEM) which is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
Social Media Marketing (SMM)
Before we understand what is social media marketing, check out this post –What is Social Media to understand what exactly social media mean and what different forms it has taken over the years.
Now that you clearly understand what social media is, let us try to understand what social media marketing is. SMM is the use of social media platforms and websites like Facebook, Twitter, Instagram, etc. to promote a good or service. According to datareportal, there are around 4.14 billion social media users. Even if this number is contentious, this gives an indication that if you are not spending on social media marketing, you are losing a lot of eyeballs.
Email marketing involves sending emails to a group of people in order to promote a product or service. Over the years, email marketing has evolved dramatically. Email marketers have also adapted to the way how users view emails and the privacy associated thereof. Nowadays, when you visit a website, you see access to a lot of free offerings, including free ebooks, newsletters etc. In order to make use of these free materials, you just have to provide your email address.
Marketers typically send free stuff initially building a funnel and present their products or services at a later stage of email transactions.
Broadly speaking, every email sent to a potential or current customer could be considered email marketing.
Content Marketing is a type of marketing that involves the creation and sharing of digital content such as blog posts, videos, podcasts, etc. that does not explicitly promote a brand but is intended to arouse interest in its products or services.
In simple words, Affiliate marketing allows you to earn a commission while promoting products or services. If you have a website, you can promote a service or product using affiliate links. When a user clicks on that affiliate link and makes a purchase, you earn a commission.
With several blogs and websites doing well, advertisers are using this marketing technique more and more.
Digital marketing is here to stay. Companies all over the world are spending millions of dollars on digital marketing campaigns. Also, with the increasing penetration of the internet and widespread usage of smartphones, digital marketing is bound to be a major marketing tool for marketers world over and it would not be wrong to say that one who has won the digital marketing war has won the marketing war.
4 Top Digital Marketing Strategies and How to Use Them
People have seen massive growth in digital marketing as compared to how it was many years ago. It has helpedmany businesses reach the target audience that will most likely buy the products.Therefore it is not only a budget-friendly advertisement, but it is also beneficial for your new or ongoing business.
Fortunately for you, we have gathered up a few types of digital marketing strategies to help you better understand where to invest if you want to enhance your product marketing.
Search Engine Optimization (SEO) Marketing:
SEO marketing is the most important one because it can help your business rise by appearing at one of the top results when someone is searching for your brand, your products, or other words and phraseson Google
When your brand shows up in the search results, it appears as your brand is an authentic one and creates a good customer objective.
How to Use It:
You need good valuable content to start with for SEO marketing. If you are just starting up, the plugins are a good option, but if you are a company with a large budget, you can hire an expert to do the job for you in a more efficient way.
Pay per Click is a paid advertisement that stays up in the search engine as long as you pay them to do the job. It is quite similar to SEO, like the way to increase search engine traffic for your business. PPC is the ads you see at the top side of the page when browsing the internet, like the ads before YouTube videos or other ads in mobile games and apps.
How to Use It:
For example, You can work with a London based digital marketing agency to have them create a couple of great keyword searches to target the right audience towards what your business is selling. Also, if someone clicks on your ad, you pay for the click as per the name.
Social Media Marketing Strategy:
Compared to other marketing tactics, social media advertising has become one of the biggest and more reliable sources for connecting to your customers on different platforms like Facebook, Twitter, Instagram, and YouTube. You can say that every business needs to be on one of these social media networks.
How to Use It:
All you have to do is post about your products in a comprehensive way so the people will see it and buy from you, and if they are satisfied with your marketing, they will further share it with their family and friends, thus creating more customers.
One of the oldest techniques to sell your brand is by email, but it is still one of the most effective ways to help you in digital marketing. Create eye-catchy subject headings, so no one misses out on your email in their inboxes.
How to Use It:
Your company can create email newsletters on your website, so the customers are the first ones to know about your new product.
These were the top 4 types of digital marketing that you can ponder on for your business. Think about which strategy suits you and what you are looking to achieve, then pick a few of the marketing media to get you started.
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