How do you get a Return on Investment on your marketing spend?
Take aim at target rich environments.
Even successful businesses struggle to work out what to do next. Just how to produce ‘new business’ conversations in a predictable way, can be less than clear in most cases.
Most people talk about audiences, but, defining an audience that you can profitably reach that will generate a stable and predictable level of new business is what we need. How can we get at those?
We help companies understand their Digital Strategy. What will have the biggest impact in the least amount of time?
How to use Digital Marketing
Although Digital can give us greater reach, and scale, the word ‘Digital’ represents a bunch of tools that can be used very differently. Results will depend on the type of business, products and services and on how you might define your target audiences, which for some businesses is harder than it sounds.
One size does not fit all, and many strategies are opposite to each other.
So in many ways, Digital Marketing doesn’t exist; it is a group of technologies. It merely describes the water that you might drown in.
Model to Review Digital Strategy
- The three stages of marketing, over time;
- Stage 1: Lead Generation – uncover new business opportunities
- Stage 2: Lead Nurturing – to prevent leaks in the bucket
- Stage 3: Customer Communications – to extend the lifetime value of the customer
Marketing changes over time, the strategy conversation needs to have context.
What you Measure Improves
What you do, and how you expend your resource is one thing, but how you plan for and then track success will determine profitability and growth.
But saying the right thing at the right time to the right audience to generate opportunity, for that, traditional Analytics is useless.
Which explains why ‘Digital Marketing Consultancy” can be so useful. Try to understand what will be most successful, before you do it, can save time, money and wasted opportunity.
Opposite Digital Marketing Strategies
Have you ever noticed that every piece of marketing advice has an equal and opposite piece of advice available? It’s because for different types of businesses, the reverse IS often true.
For the lead generation phase…Search or Social?
Choosing Audiences is Social
If you can, to define an audience and to build your offer around them is to improve your chances through your sector expertise and historical successes.
- Once you define an audience, you can find them, connect and start a conversation using Social Networks.
- This is an Outbound activity, you go find them.
- If you can’t find them, then who exactly are you talking to?
- Your audience expertise makes it easier for them to choose you, the cost of sale drops and gives you more return with higher conversion rates.
- You can charge more for expertise, it raises your margins
- Repetitive processes reduce your costs of doing business
A highly specific service, for specific industries, this ‘vertical marketing’ could be very productive.
But for some companies, this isn’t feasible. Where there is a diverse and difficult to reach audience who have infrequent needs (typically high-value goods and services), then Search Marketing may well be a more productive place to focus your funds, at least initially.
Search Marketing Is Different
If you can’t define your audience in a way that means you can identify them at the right time (you don’t know who they are), then perhaps the best way is to let them find you at the precise point they are ready.
Search is an Inbound Activity. Social is an Outbound Activity
Search Engine Marketing can connect you with people interested in your goods and services right now. But it can require a different, more horizontal approach to product marketing. A wide range of people might be looking for different types of the things that you offer. The task is to convert enough of them to cover the cost of reaching them through clicks.
We just don’t know who they are.
Can you see how different this approach might be? It’s not easy, and that’s why we consult.
Is this not Keyword Research?
But we can hone in on what people are looking for with Keyword Research – but that only tells you what people are looking for.
If you need to know what might be profitable, then you might need some keyword consultancy.
How you define the Keyword Audience is to think differently. We are in competition for clicks, whoever converts most, wins. Each group of keywords deserves consideration.
Do they need combining? At some stage, more than likely.
We will focus on whether we can 'add value', or not. We like to explore markets, locations, products and services to see if there is a 'fit' and whether we can help clients be successful.
Unless we make a significant difference, adding to your marketing efforts, lead generation and profitability, then we figure that we have no place being there.
We've done it before, we won't waste your time.