Should your business invest in digital marketing?

What is digital marketing? 

Digital marketing is the use of the internet, mobile devices, social media, or search engines to reach consumers. This is referring to all forms of marketing involving the internet, Artificial intelligence and other digital means to reach the consumer as opposed to the traditional way of marketing (cold calling, printing flyers and brochures etc) 

Why digital marketing? 

What is the first place you go to when you need to find something, a product or service? I use the internet, and Google to be specific. This is not far from reality because over 80% of people search for products and services online. Other reasons may also include: 

  • The average person spends at least 5 hours per day online.
  • There are over 3.5 billion searches on Google every single day and traffic from Google is more likely to convert than any other form of advertising. 
  • Over 54% of consumers use social media to research a product. 
  • You have real-time responses and you can actually measure the effectiveness of your digital marketing strategy in real-time using various analytics tools (for example Google Analytics) 
  • Facebook Ads are three times cheaper and more targeted than television, print and radio adverts (Lyfe marketing) 
  • 91% of consumers check their emails on a daily basis and for every $1 spent on email marketing, email marketing generates an ROI of $38, that is about R722 for every R19 spent on email marketing. (Lyfe marketing) 
  • Companies that publish blogs see a 4 times increase in their traffic than websites that do not produce any blogs (Lyfe marketing). 

Understand your audience: 

Any successful digital marketing strategy starts with understanding your target audience (that is your ideal customer.) This is something that the likes of Facebook and Google do so well. They know you better than your parents and this is all just by analysing your behaviour online.  Have you ever noticed that these platforms push adverts to you that speak to your preferences? 

No digital marketing strategy will work if it is not tailored for your target audience. For example, I cannot be selling a Porch to middle-income earners. We spoke about the audience in our previous blog article when we pointed out the importance of understanding your audience in order to know which social media platform to use. However, here knowing your audience involves having thorough research of your audience (target customer) to understand: 

  • Their goals or values.
  • What drives them. 
  • Their pain points (fears and frustrations) or
  • What keeps them awake at night or 
  • any other demographic characteristics. 

What is your source for this information? 

Last week we spoke of such tools as Google search (People also ask), and Google trends. The following can also be your sources: 

  • Books relating to your specific industry. Professor Kambizi touched on this subject of reading and he said that it is not about quantity but about the quality of books you read. Look for books that add value to your business in this area of 
  • Magazines, like above quality versus quantity.  
  • Blogs/Websites 
  • Conferences 
  • Influencers (micro-influencers are more effective) 
  • News articles 
  • Analyze your current customers
  • Analyse feedback from your current customers 
  • Understand data that you collect from customers and analyse this to understand your customers  
    • How old are your customers? 
    • Where are they located? 
    • What do they buy and when?  
    • How do they find you? 
    • What trends can you see? 
  • What are your competitors doing? What can you do to position yourself better? 
    • What is your unique selling position? Where are you adding value? 
    • How is their website designed? 
    • What do your social media accounts look like? 
    • How is their search engine presence like? Are they paying for Google Ads? 
    • What are some of the industry best practices that you can emulate? You must be careful with this one because you do not want to end up looking exactly like your competitors (strategic convergence.) 
  • Google Analytics which analyses traffic to your website and tells you how your audience is behaving when they visit your website.
    • What is your bounce rate like? Can it be improved? A bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. A good rate is between 20 and 40, anything above 70% should be a concern to you. There are various reasons why this rate can be high. 
      • Your website takes too long to load. 
      • Your landing page is not good enough and does not invite people to see other pages. This may just be because of the background colours.
      • Not having the right content on the landing page. 
      • Too many adverts on your landing page. Yesterday, a friend of mine sent me a business website link that seemed to have an advert from a porn site. Do you think I went on reading what was on that website? I close it before finding out what it was about. 

  • Make use of Facebook Audience insights
    • This allows you to see trends associated with specific demographics 
    • You will see the interests of the top of your audience, their ages, lifestyles, behaviours etc. You can then use this information on Facebook target marketing because you now know what your target audience is. If you are not yet using Facebook marketing use this tool to take a good guess at who you think is and use the information you get to develop an understanding of your target audience (ideal customer.) 
  • Social media platforms etc

It is important to understand your target audience (customer) because this is what will make your Ads successful. You will get good impressions, clicks and conversations. Conversions are what you really want to aim for. A conversation is when a potential customer becomes a paying customer. 

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