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Audience First Digital Marketing Marketing Strategy

Digital Marketing Enables Better Customer Journeys

Is the customer journey part of your marketing strategy? 🤔

The “customer journey” is, to put simply, the process that a customer goes through before deciding to purchase a product.

In marketing, this is commonly illustrated as a funnel to show that the number of potential customers gets smaller the further down the funnel.

Awareness

At the awareness stage, you are trying to reach the greatest number of relevant customers available.

Not all customers will buy your product for many different reasons. But some will.

Consideration

At the consideration stage, the customers who are likely going to buy your product will continue to become interested.

However, even those who want to buy your product may face barriers in actually making a purchase.

So some will drop off from consideration to conversion, leaving you with a smaller group (but highly engaged) people who will eventually buy your product.

Conversion

Your goal is to attract the highest number of potential customers and eliminate the barriers to consideration and conversion, so a sizable group of people will eventually buy you product.

You can do this through a variety of marketing tactics, but the best is through digital marketing.

Why?

Digital marketing allows you to increase your chances of success.

How?

It allows you to define and reach your ideal target audience, test different types of messaging, optimize towards the ones performing well, and track actual purchases made as a result of your digital marketing efforts. Target, test, optimize and track. Those are the biggest benefits of digital marketing.

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Audience First Digital Marketing Ecommerce Ecommerce Marketing Marketing Strategy

5 Social Marketing Ideas for Your E-commerce Business

Everyone talks about social media and how incredibly important it is to reach your audience. In many ways, social media provides an opportunity to find the right kind of audience you want for your business. It also gives you a chance to directly engage with them, in the form of posts, stories, and even direct messages.

Best of all, organic social media is free, trackable and there’s already millions of people engaging in these platforms. It’s one of the best media channels for e-commerce businesses.

Here are 5 Social Marketing Ideas for Your E-commerce Business:

  1. Engage with audiences where they are. The first step to an effective social media strategy is to pick the right platform.

    Do you sell directly to the consumer? Is your target audience a millennial? Do you have a lot of visual assets like photography, video, etc? Instagram is a good platform for you.

    If you are a B2B company, or if what you’re selling is a high-ticket item, other avenues like Linkedin or Facebook might be a better route for you.
  1. Focus on shareable posts. This is crucial for any brand. Whether you develop content for social media, your website or email marketing, you want to provide valuable content to your target audience so that they will take an interest in you.

    Not only that, but if you provide them with valuable content, they might even share it with their friends, instantly expanding your reach and potentially growing your followers and audience list. 
  1. Build out your site with content. High-quality content does not only make your brand look interesting, it also establishes credibility and conveys trustworthiness.

    Especially for brands that are up and coming, customers want to feel safe when they purchase from you.

    Developing good content, especially text-based content, also helps your SEO ranking, which helps people find you organically.

    The more organic traffic you can attract to your website, the lower your marketing costs will be! 
  1. Source content from your existing customers. Digital marketing is all about content and distribution channels.

    Developing content takes a lot of effort and time, so an idea for you to expand your content library is to obtain user-generated content!

    Perhaps one of your customers posted a review of your product. Repost it. Maybe they tagged you in one of their Instagram stories. Feature that in your business brand’s IG story as well.

    This will help augment your content, or give you ideas on what to post next (we know it’s not always easy to come up with content ideas!).

    Additionally, this action will engage with your customers, which in turn helps to strengthen the community aspect of your audience base.
  1. Set up different marketing campaigns focused on each stage of the funnel. Depending on your business needs, you may want to focus on one aspect of the funnel– and many e-commerce brands focus too much on converting right away.

    Yes, that is the ultimate goal, but focusing on the lower end of the funnel might be a misstep especially if what your business really needs is awareness.

    By setting up marketing campaigns in each area of the funnel– which generally speaking involve: awareness, engagement, conversion– you can create a feedback loop of audiences because you will continuously increase awareness and engage more deeply with them.

    If you do things right, eventually, these customers will convert.

These ideas will help you improve your marketing gradually, and develop your brand further.

Follow along to gain more knowledge around digital marketing so you can make informed decisions, and leave the bulk of the work and execution to us! 

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Hiring a Marketing Expert Marketing Strategy

Action Steps for Hiring a Marketing Expert

In our last post, we discussed how marketing can help solve common business problems. If you’re a business owner, you might be looking for a marketing expert and may be wondering what is the best way to evaluate them.

Below are some things to look for when evaluating whether a marketing expert is right for your business. You need someone who will:

1. Identify your business problem.

You want a strategic partner, not just someone who will come up with marketing campaigns. Real marketing experts focus on a business problem and organically determine if and how marketing can be a solution.

Find a marketing advisor who could help guide you toward a positive outcome, not just sell you services.

The best marketing partners are those that will brainstorm with you and provide ideas on how to solve your business problem, not just pitch services.

2. Develop a strategy to address the problem directly.

A good strategy is a well-thought-out plan, that will take you from where you are and propel you to where you want to be.

3. Create an action plan through a combination of related tactics.

Marketing experts that are worth their salt will not only come up with a strategy, but will also develop work streams for execution. These tactics that stem from a good strategy will be more cohesive, and would lead to a better outcome than one-off projects.

4. Measure the outcome of your efforts.

The only way to improve is to understand the outcome of your efforts, which involves collecting data, analyzing it and using it to plan better in the future. Marketers who care about your business will offer this as as a non-negotiable solution when you partner together.

The next time you hire a marketing expert, make sure that you are bringing a business problem to them, and from there, evaluate their plan against your business goals. 

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Marketing Strategy

Marketing as a Solution to Your Business Problem

One of the things that small business owners need to identify is what business problem they’re solving. Sometimes they might want to hire a marketer because everyone else is hiring a marketer and they think that it’s something that they need for their business only because everyone’s doing it.

What kind of marketer should you hire?

When hiring a marketer, you want someone to be your guide– a  collaborative partner that will help you grow your business, not just someone who will run ads for you. In order to collaborate effectively with a marketer, you need to determine what do you need marketing services for.

You should hire a marketer who thinks of marketing as a solution to your business problem.

Don’t hire a marketer who will pitch services before they understand your business problem.

A business problem typically stems from two main issues: growing revenue, or lowering costs. If  growing revenue is your problem,  because you don’t have enough customers, then you need a marketer to help bring more customers to your website.

If your problem is to lower costs, you might need a marketer to help you identify the right kind of customer who will be more likely to make a purchase, so that you don’t waste time and effort catering to  prospects who won’t buy.

For many business owners, typical business problems revolve around the following: 

  • Not enough leads
  • Not enough sales
  • Lack of awareness about my brand
  • Visitors showing a lot of interest but not converting into a sale
  • Customers who have purchased are unsatisfied, leaving bad reviews

When these problems are unresolved, it hurts the business. It costs the business resources– time, money, effort.

Common causes of revenue loss due to business problems unaddressed by marketing:

  • Unsold inventory has a cost attached to it (warehousing, expiration,  storage, inventory management, etc).
  • Not getting enough sales from visitors might mean money down the drain from ineffective lead generation programs. 
  • Customers who did not like your product, has a negative effect on potential prospects which can lead into a loss of future sales.

The good news is, marketing help solve all of these problems!

With the right marketing strategy,  you can turn your business problem into a marketing solution. 

Business problemMarketing solution
Not enough leads Not enough salesFind an audience digitallyFocus on the right kind of visitor who is likely to buy
Lack of awareness about my brandReach people who would be interested in your brand
Visitors showing a lot of interest but not converting into a saleOptimizing your product-related content and message
Customers who have purchased are unsatisfied, leaving bad reviewsCommunicate the value of the product in a more effective way and evaluate customer expectations
Not knowing what I should do/ no informationSet up tracking mechanisms on your website and social media to get data that  will help you understand what’s going on

By identifying your business problem and translating that into how marketing can be a solution, you will ultimately connect your marketing efforts to the business– which is what all business owners should focus on.