This year, we had the pleasure of speaking at the Digital Summit Series to present to fellow marketers looking for strategic ways to generate leads, increase sales, and decrease the length of the sales cycle. We were excited to have the opportunity to share our very own digital marketing philosophy with other marketers, as well as hear from them about what they’re doing in their businesses.
Our digital philosophy is based on four key areas that we feel are essential to success: Let Data Drive Decisions, Be Adaptable, Leverage Best Practices, and Always Be Testing. The reality of the business world today is that we need to execute faster and smarter than our competitors. We can’t predict the future, but if we use data to drive decisions and test our ideas and marketing against a benchmark, then we will increase our chances for success (and enjoyment of our jobs).
Let’s dive into a couple of key strategies we explored…
Full-Funnel Marketing Approach & Digital Ecosystem
To effectively compete in the digital space, companies need a full digital marketing ecosystem, a comprehensive approach incorporating multiple digital marketing channels and tactics to create a cohesive and effective strategy. This allows businesses to reach their target audience through various touchpoints, increasing the likelihood of conversions and overall success. Marketers must identify where the target audience is consuming content, prioritize where the brand or client should have a presence, and then create a key message and supporting creative assets/content. Examples of channels and tactics that may be right for your business include:
– Search engine optimization (SEO)
– Social media marketing
– Email marketing
– Pay-per-click (PPC) advertising
– Content marketing
By utilizing a full digital marketing ecosystem, businesses can increase their chances of success by having multiple touchpoints with potential customers.
The Buyer’s Journey
The COVID-19 pandemic has brought significant changes to the digital marketing landscape, making it even more challenging to reach potential customers, with buyers becoming more hesitant to spend and sales cycles growing longer. Therefore, digital marketers need to understand the buyer’s journey and its evolution, which consists of three stages:awareness, consideration, and decision.
To effectively guide buyers through this journey, we suggest taking a full-funnel marketing approach, identifying the target audience’s media mix, developing key messages, supporting content, setting up campaigns, tracking, and testing. Retargeting, email marketing and lead nurturing, and qualifying events are all critical elements of the buyer’s journey that digital marketers must pay attention to.
Remember: you can succeed in today’s digital marketing landscape, as long as you follow our digital philosophy: Let data drive decisions. Be adaptable. Leverage best practices. Always be testing.