Why You Should Invest In Digital Marketing
Category: Digital Marketing
Now I feel settled into my role at Big Red Digital, what I’m loving is getting to work with a vast array of clients in very different industries. Whilst each of our clients have problems and opportunities specific to their industry, I always find it fascinating when I’m able to see similarities in the commercial challenges our clients face.
I’ve been in sales for nearly 15 years, and put simply, businesses need to do two main sales activities to continue to grow and expand;
1) Ensure existing clients are happy and spend more (encouraging them to buy more, and/or cross selling different products)
2) Attract new clients, that can be retained and grown over time
So does this responsibility fall solely with your sales department? In short, no! Digital Marketing is an excellent way to engage your audience, introduce them to new products/services you offer and to encourage people to spend with you. So how can you make digital marketing work for you? And why is it a good investment?
It's Where The Audience Is
When people are looking to make a purchase, 89% begin their buying journey with a search engine (according to Fleishman-Hillard). If you aren’t visible, either through a paid advert and/or organic search rankings, then you won’t be found. As consumer behaviour changes, and more purchases are made through mobile, people are less likely to scroll to the bottom of the search results. It has therefore become business-critical to invest in your Google rankings. This is the same for existing customers as well as attracting new customers – people won’t always visit your website to keep up to date with your new products/services, and therefore may go to a competitor simply because they weren’t aware of your full offering.
Traditionally a criticism of marketing was that it was difficult to see a direct correlation between an investment in e.g. a newspaper display ad, a radio advert or a billboard poster, and a rise in sales. With tools such as Google Analytics, you can see a direct and traceable connection between your investment and revenue.
You can see where traffic for your website is coming from, what people are doing on your site, and how much is converting into a sale/enquiry. Analysis of this data will help you channel your spend on the most profitable areas of your business.
It's very rare for any person to regularly check a specific website. Therefore by writing articles, blogs and generating content, you are able to keep in touch with customers through newsletters they can opt into, or through a social media following. This is on a customer's own terms. And regular updates means you're consistently front of mind, ready for them when they are able to make that buying decision.
With PPC and social media campaigns, you can be very specific about the audience you are looking to target. It’s possible to specify geographic areas, demographics and interests to ensure you are not taking a broad-brush approach to marketing. This will allow you to maximise your budget and deliver you a higher return on your investment.
Ultimately, when managed properly and consistently, it works. Read here about some of the incredible figures our clients have seen through digital marketing campaigns we’ve run on their behalf.
Over the next few weeks, I’ll outline each of the digital marketing services we offer, and why they can benefit your business. I’ll also talk you through an overview of them, and answer any questions you have, on LinkedIn – I would love to connect with you.