There’s no way around it, the world is moving away from the analog and embracing the digital in more ways than you’d imagine. The majority of people are consuming digital content on a regular basis, using their desktop computers, laptops, and especially mobile phones. People use the internet to research everything ranging from the best price for specific merchandise, locating the nearest Starbucks or finding out more about a specific brand and the products and services may be offering.
And once they do, they’re greeted by the search engine results page, which displays the results of their queries based on certain ranking conditions. Being ranked at the top of the search engine results page has become an imperative and it signifies to the consumer that your business is trustworthy, or else it wouldn’t be offered to them as a first result. Here are several points which will go into detail explaining why businesses and digital marketing have become virtually inseparable in today’s digital advertising world.
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Building a solid business profile
A key part of a good digital marketing campaign is having a strong business profile. Not having a business profile for your company can only end up looking shady in the eyes of the average consumer who is trying to make a decision whether to purchase a product or not. On the other hand, having a business profile which isn’t interconnected with various social networks or simply isn’t ranked high enough can also have a negative influence on your business.
Furthermore, Google has started to deliver local businesses right at the top of its search engine results page. If the information you’re offering is also connected with social media profiles, then you have a better chance of not only being ranked at the top but also repeatedly being offered to customers as a result based on what they’re searching for. To put it short, you have a better chance of attracting new customers if you have an authentic and interconnected business profile.
Choosing just the right content
Marketers tend to think that their brand identity can be summed up simply by the content they produce and publish. This may be true, but what they don’t realize is that they are probably the only ones who actually see all the content. Customers only see a tiny fragment of that content and use that small subset of information to make up their mind regarding a brand. For a customer to be able to recognize your brand based on a small piece of available information, all the content needs to be consistent and easily recognizable across multiple platforms.
This includes the topic of content, fonts and color schemes, appropriate medium and even something you might consider to be banal, such as a specific sense of humor you use when communicating with customers. Text and articles, in particular, have seen a decrease in use over the last couple of years, with the majority of content creators switching to graphic and video content instead. No matter what medium you use, every customer needs to have the same idea of what your company is and what it is offering.
Interpreting social signals
“Social signals” is a term which describes all the activities users perform in relations to the content such as commenting, liking and sharing. Social signals are directly proportionate to how well your brand is received by the public and having a high number of them means that people are attracted to a specific piece of content offered by your brand and are willing to share it with people in their social bubble. Furthermore, social signals are an excellent indicator of whether a particular marketing campaign is efficient or not, and as such, need to be considered as a crucial part of a good digital marketing strategy.
Interacting with customers directly
Digital marketing strategies provide an unparalleled opportunity to talk with your customers directly. This not only applies to existing customers but also for potential ones, as these “real” conversations with customers are looked at as criteria used to judge the quality of your brand. Every like, every share, every retweet or comment reply creates brand movement. And talking directly to your customers allow for an easy way to answer and clarify any question they might have, which essentially lowers the amount of work done by the customer support team.
Real-time efficiency results
Digital technologies are becoming the go-to choice when it comes to marketing, as they provide you with the opportunity to monitor and manage the efficiency of your marketing campaign in real time. This means that companies have started to focus more on metrics regarding customer activities than those which describe regional and product activities. And they analyze customer activities to figure out which part of the campaign needs to be changed and implement these findings into future marketing offers.
Digital marketing has stopped being an option one chooses and become a practical necessity. Without a viable content and marketing strategies, as well as distribution process for the growing marketing channels, businesses are at risk from not only falling behind the competition but ultimately lose their place in today’s digitally oriented playing field. Moving towards digitals technologies and using them to represent and market your brand is a crucial step to properly develop any business, no matter how big or how small it is.