We make an introduction to Digital Marketing and the basics that need to be considered for an effective online marketing strategy
The way consumers make purchasing decisions has experienced a fundamental shift over the years. With the proliferation of digital platforms and devices, consumers now have access to more content and brands. When consumers require a service or product, they turn to various social media platforms and search engines to help them find the information they need. This means that the channels and methods through which marketers approach potential customers have become more flexible. The stages inherent in brand marketing in the digital age are thus outlined below:
- Attraction: turning strangers into visitors
The main priority in digital marketing is to be at the stage where potential customers use social media and search engines to find solutions to basic issues. The brand that a consumer first stumbles upon and which is able to provide the convenience needed is already on the path to a good and long-lasting relationship with the consumer. The basic elements which are required to successfully capture and convert strangers to visitors include: social media advertising and marketing, Pay Per Click advertising, and thought leadership through optimized content provision.
- Convert: visitors to leads
By providing additional value which visitors can only access by providing their email address, a company is able to add a potential new customer to their customer base. This lead generation digital marketing has to offer the user something that they will value. They can successfully convert visitors to leads through engaging with certain elements as calls to action, value-added content, retargeting, and lead generation pages.
- Close: turning leads to customers
The company builds trust and exemplifies its expertise to the attracted visitor by keeping regular contact and providing information on new and innovative ideas and products which are relevant to the individual. Through continually providing value, the company is able to obtain additional information on the potential customer. They patiently wait until the moment when the consumer is ready to take the step towards becoming a customer. The basic elements needed to convert leads to customers include: close-loop reporting, email nurturing, customer relationship management, and workflows.
- Customers to advocates
After going through the stages of attraction, trust building, and eventually doing business together, customer satisfaction is ensured by requesting feedback so as to better improve products and services. Customers are given the opportunity to voice their opinion. As this goes on, customers become trustworthy advocates for the brand as they are encouraged to share thought leadership with their peers, post reviews, and promote the company. The elements here include continued nurturing, surveys, and social monitoring.