Many business owners and entrepreneurs get overwhelmed by the concept of engaging in digital marketing. With all the buzzwords and increased attention on the importance of this practice, it can be difficult to make sense of what this promotional practice truly is. To make this complex process more straightforward, here are the five strategic steps that business owners, stakeholders, and marketing teams need to know about when it comes to digital marketing.
Each of these represents a different part of the customer journey that is greatly improved by online marketing initiatives. Marketing teams can begin with one or two of these steps depending on their organization’s needs, but it’s important that they don’t lose sight of the larger picture.
The most successful brands use social media to nurture strong relationships over time and determine which part of this strategy works for their business model. For example, scheduled Instagram posts can help increase customer awareness about a topic or issue relevant to the product or service being sold. Subsequent content can then be tailored towards features and benefits of the product or service, increasing the likelihood of conversion.
Applying the 5 Steps with Digital Marketing Tools
Businesses can use different formats to promote themselves online, including blogs, campaigns, ads, and social media. All digital promotion campaigns should be rooted in the customer and serve their needs with a consideration for what step of the buyer journey they are currently on.
The first step in developing a successful online marketing campaign is to map each stage of the customer buying process and visualize how it is affected by different promotion tools.
Blog content that speaks directly to customers and helps them achieve their goals is the perfect way for companies to build trust with potential buyers. Blog posts can also serve as an expanded, in-depth follow-up to content that is posted on social media or through banner ads.
Cross-channel marketing considers that customers do not interact with a brand the same way across all platforms and devices. Marketing campaigns should be tailored to fit each individual platform, and content should be reinforced across multiple channels.
For example, a customer who views your Facebook page is different from someone reading your blog or seeing your banner ad.