From Clicks to Customers: Building a Digital Marketing Strategy That Works Coursework

A company may have a beautiful website, active social media accounts and a great product, but it still may not see the consistent sales that it needs to be successful. The issue often lies in the marketing strategy; companies must begin to think of ways that each marketing source or technique can contribute to their overall strategic business goals.

 

Digital marketing is ideally focused on reaching out to the right people, giving them the information they need to choose your service, and ultimately convincing them to take some type of action

 

For most companies, getting assistance from outside sources to do their digital marketing makes sense; therefore, a digital marketing agency can provide the guidance, expertise and execution needed for the company to benefit from online marketing.

 

 First, businesses should begin the development of their digital marketing plan by researching the customer’s journey.

 

Someone who is just finding out about your company’s services is going to have different needs when compared to someone who is narrowing their options between your business and your competitors. For example,A company’s digital marketing campaign can be separated or planned with the three following goals in mind:

 

1. Awareness: Getting your company in front of people who may need your service or products.

 

2. Consideration: Giving the customer the information they need to make your business their choice.

 

3. Conversion: Encouraging the customer to respond to your marketing in some way, whether it is calling for a free estimate or actually purchasing your product.

 

As such, rather than having marketing efforts that simply waste the customer’s time, the company can have marketing that engages the customer and has a purpose.

 

 Secondly, the company must use the website wisely.

 

A website is a powerful marketing tool in that it can often be used to accomplish multiple goals.For instance, navigation systems on a website and mobile responsive websites can assist the customer in getting the information they need. For companies with a service oriented business, landing pages are important resources that allow customers to see exactly what the company offers, whether it is construction services or computer programming assistance. Websites that have very lengthy landing pages and include information that does not apply to the services the customer is considering will waste the customer’s time and, therefore, the company’s opportunity to connect with them.As a result, a digital marketing agency can work with the company to evaluate their website and give them insight on how to make changes that could improve conversion rates.

 

 Thirdly, businesses can use paid advertising to make their initial marketing attempts a success

 

Online advertising is a method by which companies pay to get their services seen by their target market. In order to do this well, companies must decide what it is that they want their marketing goals to be.

 

They must plan the advertisements so that the correct segment of their target market is viewing these ads. Various ad types should be compared to each other to see which ones encourage customers to come to the website landing page and lead into the conversion process. For example, a company with seasonal specials may need to use several different types of marketing. One type of paid marketing may be for search engine marketing to reach out to customers who already have the intent to buy, whereas for social marketing, the company can get their special in front of a much wider audience. Additionally, businesses should track these goals and see what marketing efforts are driving positive results for their business

 

It is important to look at these results from a business standpoint, rather than a marketing standpoint; although impressions, reach, clicks, time spent on the site, etc, are great engagement metrics, they will not demonstrate how well a particular marketing endeavor drives customers to the company in such a way that benefits the business.When businesses look at the wrong marketing metrics, they could be wasting money by spending a lot of time and money on things that do not improve revenue or conversion. Key marketing metrics include:

 

1. Qualified leads

 

2. Conversion rates

 

3. Acquisition costs

 

4. Return on ad spend

 

5. Customer retention

 

Fourthly, businesses should be able to adapt their approaches to accommodate for the ever changing wants and needs of their customers.

 

Search trends will change over time and it is up to businesses to adapt. By regularly evaluating the effectiveness of various strategies and techniques and comparing it to how customers are responding, companies can see what works well and what does not; rather than making drastic changes every time a technique fails, some changes can be made over time. This will allow the company to work wisely rather than making rash decisions that could affect how well the business is able to market itself. Lastly, businesses should realize that there are professional resources available to help make sure their online marketing efforts meet their strategic marketing goals, rather than simply trying to guess and check what might or might not work.

 

It is important to hire professionals to do this work on behalf of the company

 

A digital marketing agency is made up of strategists, writers , advertisers, analysts, and experts in other areas in digital marketing. When a company hires a digital marketing agency that has the breadth of knowledge and expertise that it is looking for, the agency can help the company ensure its marketing efforts are integrated to reflect their strategic goals and the agency can help the company get the data it needs to demonstrate how well those initiatives are working.

 

 Summary

 

Digital marketing will support a company only if it is implemented in a responsible way with the strategic marketing goals of the business in mind. Therefore, companies should keep in mind the importance of a great website, adapting to the changing wants and needs of their target market, and using a digital marketing agency to get their website and online marketing to its full potential.