Digital Marketing Essentials

“67 percent of the buyer’s journey is now done digitally. Let’s add to that: Our research shows that online searches are executives’ first course of action (just like everyone else).”

This quote from SiriusDecisions—a leading global B2B research and advisory firm—is telling. It supports the idea that the information required to make informed purchases has never been more ubiquitous than it is today. No longer is information silo’d with vendors where you have to meet with their sales team just to understand what problems they can solve for you.

Since the advent of the internet, and other digital channels, consumers can research information on how to satisfy their needs or solve their problems 24 hours a day, 7 days a week from home, or even in a coffee shop.

If nearly 70% of a consumer’s (B2C and B2B) research can be satisfied digitally (online), what does this mean to you and your business? It means that they could eliminate your company, before they ever call on you. How scary is that?

Have you found digital marketing overwhelming, wondering what all you should be doing? …wondering what matters and why? Here’s some help, a list of digital marketing concepts that make up the core elements of successful digital marketing. Buyer’s Journey, Ideal Customer, Considered Purchases, Lead Nurturing, Content Marketing Does your organization understand these? If not, continue on and educate yourself.
[nextpage title=”Ideal Customer”]

A critical exercise every business should perform is to identify their ideal customer(s). What is an ideal customer? Your ideal customers are the best customers for your product or service. That seems easy and pedestrian, but don’t miss this important distinction. Not everyone who has a need that your offering can address is your ideal customer.

A common rule of thumb in business is the Pareto Principle. It stats that, for many events, roughly 80% of the effects come from 20% of the causes. If this generalized principle is true, that means 80% of your revenue coming from 20% of your customers, or 80% of your efforts are under-performing.

Why then would you spend time marketing and selling to the 80% that doesn’t help your business? Many businesses aren’t identifying those customers whose needs and behaviors line up with theirs.

How many customers do you have where your margins are thin due to returns, rework or general customer hassle? Could you spend more time on the customers who more ideally suit your offerings and business profile and be more effective? Likely!
[nextpage title=”Considered Purchase”]

Some purchases decisions are easy and can be transacted with little thought or deliberation. Repeat purchases for example: A product or service solved your need last time and will likely solve it again. Another example is a transaction where the emotional or financial risk is so low that you can buy it with little consideration.

However, sometimes our need is sufficient that we need to educate ourselves before we make the purchase. These fit the definition of a considered purchase—requires meaningful investigation and comparison before we buy.

Honestly, were you looking for sales and marketing content to persuade you to make a purchase, or were you looking for information, to educate yourself to address a need?
[nextpage title=”Buyer’s Journey”]

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[nextpage title=”Content Marketing”]

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[nextpage title=”Landing Pages”]

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[nextpage title=”Lead Nurturing”]

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[nextpage title=”Permission Marketing”]Permission Marketing was introduced in 1999 in Seth Godin’s book my the same name. Permission Marketing is a novel (and considerate) marketing approach to promoting / selling goods and services.

Permission marketin is premised on the idea that people do not want to be interrupted by marketing calls, emails, texts, knocks, or other intrusive and aggressive tactics. It is promoting gaining  advance consent before sending materials to people, most specifically by two specific vehicles or channels (email and phone).

 

Get permission! The End!