How do you get a Return on Investment on your marketing spend?
Take aim at target rich environments.
How to use Digital Marketing
Although Digital can give us greater reach, and scale, the word ‘Digital’ represents a bunch of tools, not an activity, not a strategy.
- Tools never tell you the right thing to do next,
- You can’t actually ‘do’ Marketing, it’s not a verb.
So in many ways, Digital Marketing doesn’t exist; which shows exactly why ‘Digital Marketing Consultancy” can be so useful.
We want to know what will be successful, before we decide to do it.
Choose Your Audiences
To define an audience is to improve your chances
- Defining an audience reduces wasted resource in finding them (unless you can’t find them)
- Defining the audience most likely to business increases your hit rate (conversion) goes up
- Honing your offer to appeal to the audience, to create more value for them, increases your margins
- You reduce the competition through your focus
We call these type of audiences ‘vertical markets’, where the people have something in common, the industry, the job role, the location, the demographics: which gives you ways to apply and demonstrate your value and expertise. It is sometimes called Niche, it is Networking, its Channel Partner Sales, it is Outbound. You take action.
The most important aspect of new (social) Networking Platforms, LinkedIN, Twitter, and Google Plus is that you can identify people according to their industry, their location, their likes and interests. When you know what people are interested in, it’s easier to communicate your value.
Once you define an audience, you can find them, connect and start a conversation.
Search Marketing is Horizontal
What happens when you define your audience, you know exactly who is going to do business with you. It’s not automatically successful.
You have no idea if they’re interested (they may have already bought). You also have absolutely no idea when they might do business. You could market to an audience for years before you get enough deals to cover the cost.
The Audience isn’t the whole story. The factors in generating new business are
- The Audience,
- If they are interested,
- When they’re likely to do business (frequency)
Search Marketing solves these problems. The people using Search Engines are interested, and, you know they’re interested right now.
We just don’t know who they are.
But we can still define an audience. We can define them by the keywords they use. By focussing on everyone who looks for Digital Marketing Consultancy, right now, although we might be dealing with different industries, we still benefit from the reduced costs and increased chances of starting a conversation.
Free Digital Consultancy
If you want to subscribe to our ideas, we’ll send you a summary from time to time.
We don’t believe in spending client resources before we’ve even begun. That, would be to waste the stake money. At the same time, we haven’t got time to meet with every website visitor.
It seems obvious to extend our ideas to anyone who could benefit, but spend our time with those who have qualified themselves.
We’ll let you decide which category you fall into.
It’s your choice
a. fill in the form and schedule a conversation
b. Send us your question, and we’ll do our best to answer