Are you looking for new customers (private or B2B) for your company? Use digital marketing: here is a 4-point digital strategy to improve your business.
If you are constantly looking for new customers, private or B2B, for your business, your company, your business, then you need to make the best use of the Internet, digital communication and digital marketing. Here is a 4-point digital strategy to improve your business .
- Spread your brand
- Intercept your target
- Convert to contacts
- Propose the service
Why do I have to change the site? Why open a social media?
I am a digital communication consultant. I often meet a business owner or a CEO of a small or medium-sized company, in NYC or other places, and to deal with the topic of how to improve business with the Internet .
Often, however, I find that a certain confusion thrives in the heads of my interlocutors. A confusion not on the technological or organizational level, but precisely on the strategic level, on the meaning of the use of the Internet and the various connected tools.
“Why do we have to change the site we renewed last year? Why open and manage a social media channel? What is the use of being first on Google? “
A digital strategy for your online promotion
In most cases, these are elementary doubts and questions. These are questions that can be easily addressed with a basic (not necessarily digital) marketing culture. Yet, it is precisely this basic marketing culture that is not widespread, especially in Italy, especially in small and medium-sized companies.
In situations like these I explain to my interlocutor that a basic Digital Marketing strategy not only simplifies the search for new customers but, in general, improves your business .
Consequently, I recommend (and apply) a digital communication model suitable for companies looking for new customers, which I illustrate below. It is a 4-point model, focused above all on obtaining new customers, and is suitable for companies of any size, in any sector.
It is so simple that you can learn it by heart; or you can write it on a sheet and hang it in the office.
4 steps to a digital strategy for your business
1.DIFFING YOUR BRAND
Put your brand to work (by the way, you have a brand, right? In small companies this question has no obvious answer …). Above all, if your company has just started, if you are a start-up, if your brand is new or redesigned, if it is not yet known, then correctly spread your new brand. And it oversees the main Internet channels.
Those who search you on the Internet must find you easily. The Yellow Pages are no longer used. Today we search on Google, Facebook, etc. Those looking for you on Facebook, Google, Instagram, Twitter, a portal in your sector, should find your reference. If it doesn’t find you, it will find references to your competition.
Be found in the right places
Those who will become your customers will sooner or later look for you on the Internet channels they use daily. And you must set up at least one of your basic presence to guide your customers and give them certainties. Maybe on your Facebook page you will not publish every day, but at least indicate who you are, what you do, and the site or social media where you better carry out your communication. It is essential that you are there, and let you find yourself , right where your customers will look for you.
Put a correct value proposition next to your brand
The digital channels that you decide to control must still be in theme with your value offer. Next to your brand there must be valuable content and services , in theme with your business and your level of offer. On your site, of course, your content must be quality. If you’re a law firm, it doesn’t make sense to appear as a sponsor on a skateboard or tattoo site. Conversely, if you are a makeup and beauty e-commerce, don’t appear in the context of an insurance site.
Ultimately, to spread your brand, make sure that your brand is easy to find on all channels, and that the context in which you place yourself clearly confirms your values .
Improve the quality of your brand
In promotion and marketing, one of the fundamental mechanisms is that your brand works for you, in your place, when you are not there. For this to happen, your brand must be there, express and communicate a few things, but well. It must testify to your quality, attention, ability; must express that you are there, that you are present, etc. For this to happen, of course, it’s not enough to open a Facebook page with your logo, but you need to qualify your brand . Do it, developing these 5 points:
Your customers already frequent some digital places (Google, Facebook, it depends on the type of people), where they carry out searches; or, through the functions of these channels, your customers become aware of news, updates, etc. So in the digital places that your customers frequent, your brand must be there, it must be noticed permanently, until it becomes a reassurance.
Customers who read your content, the articles you write, the notes you spread, the opinions you express, must note your quality, competence, authority, reliability, professionalism, innovation. Or they must notice your attention to tradition, care and quality, or even your sympathy, the ability to have fun, etc. It depends on what you want to convey with your business. Let your authority emerge in all elements of your communication.
The topics and vocabulary you use in your expressions must correspond to the themes that are in your client’s head; through your interventions, the words and expressions you use, you have to “make your customers understand” that you “understand” and know their problems. Generate empathy. Describe your customers’ problems . You trigger the thought “these people know my problems” into your client’s head. Suggest solutions and references of a level appropriate to your target.
Quickly answer those who ask you a question, a question, a doubt. Answer questions by email, on social media, or elsewhere. Constantly monitor possible questions or comments about you. And reply quickly. In fact, do more. Take the initiative yourself, without waiting for questions. Start talking about the topics dear to your customers.
Or, for example, thank you frequently. Thanking works a lot. Take the initiative to publicly praise those who quote you, those who praise you, those who help you, your partners, collaborators, customers. Your brand must be the first to mention who deserves it, using the appropriate digital means. In addition, anyone who mentions your brand or your products must be promptly reciprocated. Become an active actor in digital communication.
great care of the reviews on your work, on your products, on your activities that appear online. Make sure that reviews about your business are indisputable claims of value . Over time, an indisputable reputation has been created, in particular supported by authoritative subjects. If negative reviews happen , answer, explain, and make sure they are still inundated with countless other positive reviews.
- Intercept the Target
With your brand clearly present on the right channels, it aims to catch the attention of selected people , and aims to persuade them about the quality of your product or service.
Those who will be your customers will carry out searches on Google, Facebook, the channels you are monitoring. Those who do not explicitly formulate research will, however, be attentive and sensitive to the appearance of certain words, expressions, terms, perhaps even while they are doing something else.
For example, if you are thinking of going on vacation to the Caribbean, probably seeing the words “Low-cost holidays in Barbados” on Facebook immediately arouses your interest. If you have back pain, seeing the phrase “heal from back pain” pass without a doubt attracts your attention.
Learn to talk about your customers’ problems
So, talk often about your customers’ problems, because you will intercept the right subjects. This is because your customers are still keeping their focus on a series of terms that can solve a problem for them, even if they are not expressing it explicitly, or if they are not searching for it on Google. This is ” intercepting targeted people “.
That’s why it’s essential to know how to talk about your client’s problems: because you intercept targeted people.
Inspire your target
When you have intercepted the correct target, then you can do a lot. You can convince him of the goodness of your product or service. You can present your services, explore related topics, illustrate use cases. Provide ideas and case histories to your potential customers. Explain the various types of problems, tell your value, present your solution.
- Convert in Contacts
At this point you have the attention and interest of a subject who could soon become your customer: convert simple interest into a stable contact . Ask him to leave you his contact. Ask him to become a follower, to subscribe to the newsletter. Ask them to follow you permanently on your social media. Ask him for a phone number, an email. Make an appointment, have it booked.
Download an e-book, or make an automatic quote
Provide a small gadget or a discount coupon, or some kind of advantage for those who leave a contact. Address this point in a structural way, i.e. make available on the site automatic tools, tools, estimators, calculators, etc. o particularly valuable information (complete e-books, tutorials, guides, reports, etc.), or discount coupons available free of charge after a simple registration with name, telephone and e-mail.
Solutions of this type will attract the right people , who will use your tools or your information, and will be happy to leave a reference to stay in touch with your company.
In this way you will convert a simple interest into a stable and concrete contact. In addition, you will develop a network of valuable contacts, interested in having information from you, probably inclined to buy your product or service, or to talk about it positively.
- Propose The Service
Now you have contacts. Come on, offer your offer.
With the contacts you earned in the previous step, now offer your product or service . Both through digital means and by reporting your actions in the real world. Chat, chat, interested, help, call, invite, re-contact, report, thank, flatter, provide other information, explain, send e-mail, pack an irresistible offer. Propose your offer in the most appropriate way. Aims to convert the affected contact into an acquired customer.
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Don’t forget who is already a customer
And don’t forget who is already a customer. Convert a sporadic purchase or an occasional customer into a regular customer, convincing him to buy again. And don’t forget the regular loyal customers. Ask them to express a positive opinion to their contacts about your brand, product or service. Ask them to write a review, to talk about you, to promote you.