Understand Your Customers
The first step in developing any marketing strategy is determining who your target audience is. When it comes to digital marketing, the approach remains the same. Why is it important? Consider this example: Your ecommerce business has had great success selling its products in the local Reno, Nevada market, but is now looking to scale nationally. Because you are now targeting a larger audience that spans across the country, you will now need to alter your marketing efforts to effectively reach your new potential customers.
Remember, your target audience in another geographical area may have a different set of customs and subcultures and may even perceive your brand differently than your Nevada customers. Practicing your due diligence in understanding these values will help you communicate effectively with all of your buyer personas.
Determine Which Social Platforms Work Best
Along with a thorough website, a strong social media presence for your small business is imperative. However, your business isn’t likely to find success on all social platforms, since your target audience probably doesn’t have a strong active presence on every network. Engaging with all platforms would be a waste of your effort and your business’s time and resources. Instead, narrow down the top one or two platforms where your audience seems to be spending most of their time.
If you haven’t already done so, start by creating a buyer persona for each type of customer you wish to target. You can begin by asking yourself:
Discovering the answers to questions like these will be a telltale sign as to on which social media platforms your target audience is most active. If your target audience falls between the ages of 25 to 34, chances are Facebook or Instagram are the platforms where your potential customers are spending most of their time. Or maybe it’s a male in his 30s or 40s. Then Twitter may be a good option to showcase your brand (Source: Sprout Social).
Be Willing to Spend Some Money
Although organic content has its place in digital marketing, its reach is limited. As a small business, you are constantly competing for screen space with other competitors, so you need something that will help you stand out among the rest. That’s where ad spending comes in. By spending on digital advertising, you’ll ensure that your content is being displayed in front of the right users, at the right time. Advertising on popular social media platforms such as Facebook allows you to fully dictate where your ad dollars are being spent. You’ll have the ability to set specific goals, demographics, and geographical parameters as well as retarget potential customers who perhaps recently showed interest in your brand.
It’s important to note that digital advertising (whether it be through search engines like Google or on social media) is a process of trial and error and is all about finding the formula that works best. When trying to determine which practices yield the best results, try conducting an A/B test. A/B testing is a great method to discover what content your audience responds best to.
Customer Service is Key
We live in a world where we constantly want information and we want it now. So you can expect the same when someone is inquiring about your product or service. Customer service is often left out of the conversation when discussing effective digital marketing efforts. It’s crucial that you respond to potential and existing customers in a timely manner because failing to do so can spread negatively and fast. You may be thinking you don’t possibly have enough time in a day to respond to each customer promptly. Here are a few simple fixes that can help alleviate some of that traffic:
The number one takeaway when it comes to customer service is to ensure you are providing your customers with accurate information in a timely manner. A quick response can be the difference between converting a lead and he or she buying from your competitor. For more on how to build a connection with your customers online, check out our blog.
Hire a Digital Marketing Agency
With all of the day-to-day operations that go into running a small business, who has the time to implement a digital marketing strategy? Luckily, you don’t have to do it alone! From content creation and social media marketing to search engine optimization and pay-per-click advertising, Rise Creative Consulting is here to optimize your digital marketing strategy and help your Nevada business get noticed! Please explore all of the digital marketing services we have available and don’t hesitate to drop us a line with any questions you may have.
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