Three Ingredients To Digital Success – Your Marketing (Part 3 of 3)
Your Marketing Is Most Important
Your marketing is the most important aspect of any of the Three Ingredients to Digital Success. If people can’t find you, people can’t buy from you. Let’s put this into context.
Imagine you’ve just created the world most amazing “everything gadget”. You’ve created a little pocket sized gadget that solves hunger, creates world peace and harmony, ensures everyone has money in the bank and always feels fulfilled without any negative or harmful consequence to the planet or anyone else. And, this little gadget retails for $1. With that sort of price-point / benefit ratio, you could become the richest person on the planet in no time. But what if nobody knew this gadget existed and therefore didn’t bother to look up such a thing? This is kind of a silly example but accurate, nonetheless. If people don’t know about you and your business offerings, you don’t exist. If only some people know of you and your business offerings, then you only somewhat exist. If everybody knows about you and your business offerings… (I’m sure you get the picture).
To be successful online, there are three elements to digital success. They are:
- Your Website
- Your Content
- Your Marketing Plan
For this article, we’re going to concentrate on your marketing plan. We’ve included links to visit articles on Your Website and Your Content at the end of this article.
Elements of Success
For your marketing to be successful in advertising our business, it must make you:
- Top of Mind
- Targeted; and,
Let’s go over these six aspects and talk about how these concepts fit into your digital marketing success.
Top of Mind
If you believe in what you do, if you insist on being the best at what you do, and you insist on providing the best value to your customers, then you can’t afford to not be top of mind. Top of mind means displaying yourself in front of customers who want your services now, and in front of customers who will want your services in the future. By displaying yourself repeatedly to both groups of people in an engaging way, you’ll ensure you’ll be “Top of Mind” when those clients want your products or services. The trick here is to spend as little as possible to be “Top of Mind” while reaching the correct audience repeatedly over time.
If you’ve managed to become “Top of Mind”, what happens when customers and clients want your services and they search for you? Are you easy to find, or do they end up finding your competitors instead? Being searchable and findable mean when customers look for you in search engines, you appear in the results.
Engagement in the marketing context refers to the quick “Elevator Pitch”, or describing your benefits to a customer in one or two sentences. To be engaging, you must ensure that the search result matches your future customers wishes and satisfies their needs. Being engaging leads customers to choose you over your competition.
Is your marketing relatable to your customers in a way that inspires them to choose you over your competition? The main factor here is do you know your audience and what makes them “tick?”. You may be a divorce lawyer and like most divorce lawyers, advertise yourself as a divorce lawyer. But, if you fail to market yourself in a relatable way to your clients, you’ll miss huge opportunities. Some people search for divorce lawyers. Most people who are considering or in the middle of a divorce search for:
“Obtaining full custody in divorce”, “child and spousal support”, “quick divorce”, “Best divorce lawyers in (name your city)”, “Divorce lawyer ratings” etc etc. By relating yourself to how your customers feel and in the language they use, you make yourself relatable.
Have you properly targeted your audience? Targeting is a critical factor when it comes to the “ad-spend” you’re going to budget for in your targeted advertising campaigns. If you target too broadly, as in targeting too many people outside the scope of your desired customer, you’ll waste money reaching people who’ll never buy from you. If you target too narrowly, you’ll miss customers who would be interested in buying from you. A good example is denture sales and dentistry. In the days of television before internet, television was a powerful (and expensive) marketing tool. Would it be wise to advertise a sale on dentures during Saturday morning cartoons? Unlikely. You’d be competing against toy sales to an audience that has no interest in dentures. In the digital world, your ability to target your audience is unprecedented. But at the same time, is a craft that can be complicated and is best reserved for professionals. Seriously, I cannot stress this one enough. If you’re not careful, you could end up taking a massive loss for fruitless advertising campaigns. They theory is easy. The implementation by a novice is a perilous undertaking.
Is your advertising specific? Specifics in advertising require multiple streams of advertising for the same products or services with multiple variations to ensure success. Advertising yourself broadly as “A plumber” might get you some results. But advertising solutions to immediate problems such as “Clogged Toilet” or “leaking pipes” or “sewer backflow” will ensure you come up for specific requests for which you can then hold yourself out to be the plumbing solution to that problem. Specificity in advertising is a lot more economical in the long run since you are appealing to people as the solution to a real problem as oppose to a generic service provider that might be able to help. In the service world, specialists are much more sought after than generalists. The same applies to your advertising.
In this article you’ve learned about the six most important considerations affecting your marketing and its impact in favourable indexing and getting discovered online.
Thanks for reading this “Three Ingredients To Digital Success – Your Marketing” article on considerations regarding the content on your digital marketing. If you want more information on strengthening your digital presence, feel free to visit:
- Three Ingredients To Digital Success – Your Website (Part 1 of 3); and,
- Three Ingredients To Digital Success – Your Content (Part 2 of 3)
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Thank you and have a great day!