NextStep in Reaching Consumers
When we first started this cohort I figured I had a general working knowledge and was fairly savvy in digital marketing but I quickly learned the knowledge I had was not even a fraction of what digital marketing really is. I had an understanding that businesses needed to have a digital marketing strategy which include the basics such as accessible websites, activity on social media channels such as Facebook, Instagram, Twitter, etc. I did not realize how much of an effect digital marketing played in the role of driving sales and profit. My three biggest take -a-ways from this class that I will directly use in my integrated marketing plan for our client are, the use of Facebook paid advertisements, direct email marketing and the use of YouTube in an effort to gain brand awareness and show the inner workings of the business.
I think utilizing Facebook as means of marketing to potential consumers is very vital because many people in today’s society use Facebook. Facebook provides a means to reach a huge consumer market. For our client, my target market is generally mothers/ parents of high school students and also the student themselves, which a majority are connected on Facebook. Facebook proves to be an affordable tactic to reach these consumers and there are metrics to measure the success of your digital marketing campaign. Facebook allows you to see how well the business activities are doing and you can monitor your effectiveness and make changes as necessary.
Just think, how many times a week or day even do you get emails from businesses offering promotions or directing you to their website? I can honestly say I receive around 10 a day. Do I actually look at them all? No, I typically will delete them. And that is the challenge that email marketers have is trying to find good content and a good subject to put into an email blast so that consumers will open the email in hopes of driving traffic to their business. Email marketing I always thought was “old school” until I learned that it is one of the best ROI’s in the digital marketing world. I will incorporate direct email blasts for our client weekly offering promotions of services and workshops in hopes of increasing consumer traffic and a higher conversion rate.
YouTube is my go to when I have a little down time as it is for many people. Actually, almost one billion people per month visit YouTube and watch nearly 6 billion hours of videos. As a business owner I would want my business on YouTube in hopes of raising my brand awareness. YouTube now offers an analytics portion to their advertising so as a marketer can see how well your ad is performing. Also you can control your daily budget, only spending when someone actually interacts with your ad. Another very useful feature is that YouTube allows you to target specific ages, gender, location, and interests so for my client I will make a targeted campaign to the mothers and high school graduates.
The wonders of digital marketing – Why I’m a believer
If you’re doubting the relevancy and value of having a digital marketing plan hold your thought and think again. Now-a-days in order for businesses to be successful companies must have a digital marketing strategy included in their marketing plan. Without it out, your missing out on the possibility of impactful revenue generating opportunities and a greater chance of reaching and converting qualified leads. The world is quickly becoming digital and when this train takes off you don’t want to be left behind. There is still a place for good ol’ fashioned traditional marketing methods but digital marketing offers a cheaper, faster, versatile and more practical form of marketing than traditional. This is a form of interacting that should be taken advantage of. Don’t believe me? Check out this article http://singlegrain.com/10-companies-doing-online-marketing-right/ highlighting 10 companies that have successful digital marketing strategies.
What I’ve learned.
Content truly is king. Robert Rose said, “Marketing is telling the world you’re a rock star. Content marketing is showing the world that you are one.” Content is the backbone of communication and is anything that adds value to the consumer during the buying process. It’s about giving consumers an idea of why your product or service will benefit them – and encourages the consumer to buy. Terry Foster said “Content marketing is a way to break through the enormous clutter of messaging that we’re all faced with as consumers every day.” It’s about engaging your audience, building authority, and relaying valuable information that consumers can benefit from. Effective content marketing can lead to increased web traffic, good SEO ranking and increased sales.
I’ve completely underrated the value of blogging.
Interesting content is one of the top reasons why consumers follow companies on social media and subscribe to email communications. One of the best vehicles to deliver that interesting content is through blogging. There are over 500,000 new blog entries posted everyday. Consistently publishing relevant, valuable and interesting content is what positions a company as a thought leader and a trusted resource. Research shows companies that generate 15 blog posts per month average 1,200 new leads per month. And, company blogs increase visitors to their website by 55 percent. Companies that blog have 97% more inbound traffic which means more search engine traffic. Blogging is a great way for companies to sustain an online presence and share the best they have to offer.
Applying the knowledge
I’ve learned that in this digital time – having an effective digital marketing plan is important. Just having a Facebook, Twitter or Instagram page isn’t enough. You have to know how to use social media and the other various elements of digital marketing to engage, interact, convince and convert leads into loyal customers. I will definitely use a lot of the information I learned in this class in my presentation for NextStepU. Their target audience is heavily engrossed in this digital era so it’s important for them to meet them where they are.
Reflections Week 1 MKT 570 – Steve Overslaugh
The new digital age brings new media and technology into the marketing mix to maximize the level of engagement from a target market with the continued goal of acquiring new and retaining your existing core customer or increasing their spend on your products.
Classic Marketing or Digital Marketing
Week one provided examples of how the classic attributes of marketing may be different than the newer digital tactics however they still share the same core values and strategy required to have effective executions. Some contrasts below include, type of marketing, direction of communication, availability, scope, experience, and language to state a few.
Old Sales Model vs. New Sales Model
The topic of the old sales model and new sales model was also discussed. The generalization I would apply to this model is the new model requires a much deeper relationship and specific and relevant value added detail to earn someone’s business. One can no longer use traditional cold calling and assume a gross percentage of calls or mailers will convert to X percent of a close ratio. A new marketing manager will need to become an expert in their area and adjust their business cases and ROI based on a longer sales cycle, but hopefully customers for life type revenue status associated will result.
3 Stages to Earn a Customer, does it cost more?
Finally, in week one we reviewed the 3 stages of a sale per the below chart. The new digital marketing strategy is more about a deeper and more meaningful relationship with a target audience, while also being able to get them to interact with your brand and not just make a purchase. I understand how this deeper level of engagement may take more time, extend the sales cycle, and use more resources to fully manage, however the goal is to increase future retention and more frequent purchases through deeper engagement.