A digital marketing strategy is essential for any business. There are many aspects of digital marketing that you can leverage to grow your business. Social media, email marketing, sales funnels, display ads and content marketing are all useful ways to drive traffic. Maybe you do a few of these things, perhaps you do them all. Either way, it’s imperative to know EXACTLY who you are targeting.
One of the most important questions you need to ask yourself when running a business is who is your ideal customer? You may have multiple ideal customers or you may have a very specific target audience. In order to position yourself correctly to your target market, it’s important to be very clear on who your ideal customers are.
It might seem like a good idea to target as many people as possible. A large target audience surely means more potential customers… Not necessarily. If the answer to the question ‘who is your target audience’ is something broad and general such as ‘women’ or ‘business owners’, it’s going to be difficult to map out a clearly defined marketing strategy.
Be Specific With Who You Are Targeting
Don’t aim to target everybody, aim to target your ideal customer. The power is in the targeting. By identifying exactly who you are marketing to, it makes it easier to formulate a digital marketing strategy designed to reach the people who are most likely to be interested in your products or services. There is no point in wasting time and effort (and money!) by putting your business in front of those who have no interest in it.
You may have heard the term customer avatar. Most brands have one. This is simply a detailed overview of the target customer for a particular business.
Your avatar is your ideal customer or client. It’s essential to know WHO your target customer is. It’s not always possible to segment your target audience down into one single ideal, some companies will have multiple avatars (especially when offering multiple services) but the more specific you can be the better. It’s helpful to visualise your perfect customer in order to work out what content will appeal to them and how to reach them with your campaigns.
Know Which Marketing Channels To Utilise
Once you know exactly who you are targeting, it can be difficult to know where to focus your attention. There are so many different ways of marketing your business online. How do you establish what is best for your business?
Most businesses utilise social media. Social media is one of the most popular digital marketing channels. Even those with no knowledge of online marketing will likely have a social media strategy for their business. It’s not as easy as it once was though, particularly with platforms such as Facebook. With organic reach becoming harder to obtain, more businesses are turning to paid ads to get their posts seen. It’s not impossible though and you should still focus on creating useful and engaging content for your audience.
Email marketing, sales funnels, PPC, display advertising and SEO are all viable ways to drive targeted traffic to your website. Once you know exactly who you are targeting, you can use any of these methods to make sure they find your business.
You don’t have to use every single marketing channel and you don’t need to be everywhere. You only need to get your businesses in front of your ideal customer.
Make Sure Is It Clear What You Do
In order to target your ideal customer, it’s important to have a clear, concise and distinct marketing statement or pitch. Make sure it’s clear exactly what you do, who you help and how you help them. Explain exactly what issues you can solve and what you do to solve them. Once you know have this nailed, it’s simply just a case of getting your information in front of the right people.
Plan Your Content Strategy
Every successful marketing strategy requires good content. Whether you are creating content for your website, social media or email marketing, keep your target audience in mind and create content that is of value and of interest to them.
Every page on your website should resonate with your readers. Your web copy should sell your products or services and your blog articles should provide useful information, establish trust and position yourself as an expert within your industry. Your social media platforms and email marketing should also showcase your brand and portray exactly what you do.
It’s a good idea to plan your content in advance to avoid having to constantly think about what to post or what to write about. Devising a content strategy in advance will also help to keep you organised and accountable.
Make sure your content doesn’t consist solely of sales content. It’s fine to talk about what you do and of course it’s fine (and necessary) to sell but make sure you are also providing value to your readers.
Chances are you will probably be utilising multiple platforms to reach your ideal customers. Make sure your branding, your message, your services and your tone of voice is consistent across every platform. It can become confusing if you are offering different services across different platforms or if your branding isn’t the same across the board. In order to get well known for what you do and to be the ‘go to’ person, you have to be consistent with every piece of content you create. Whether it’s video, social media, blogging, ads or email marketing, always stay ‘on brand’.
A common misconception when running or building a business is that people will automatically find your website as soon as it’s live or people will automatically come to you via social media. This couldn’t be further from the truth. If you don’t promote your business and you don’t have a marketing strategy in place, people won’t find you.
In order to be visible, you need to put your content in front of those who will find it of interest. Identify your exact target market, know their pain points and how you solve them, have a clear positioning statement and create content that is directly aimed at your ideal customer.
There are many different ways to market your business and increase your visibility. Digital marketing is a vast topic and there are many different marketing channels you can utilise. Some businesses will have a marketing strategy that covers all channels and some will stick to a few.
Here are a few ways to be more visible:
- Post on social media (Facebook, Linkedin, Instagram, Twitter, Youtube, Tiktok… wherever your target audience can be found.)
- Regularly post blog articles on your website and optimise for search engines.
- Use video to provide useful info for your audience and showcase your services.
- Interact with your ideal clients / customers on Linkedin.
- Run Facebook ads.
- Run Google ads.
- Retarget your web visitors.
- Build an email marketing list.
- Messenger bot marketing.
- Create a sales funnel.
- Run a PR campaign.
- Guest post of other websites.
You don’t need to do all of the above, you just need to put yourself / your business in front of the people who will be interested in your products or services. Remember to create new content regularly and always stay true to yourself and your brand.
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