Are you planning to put up a business? Have you been running your own local enterprise but wants to see better results? Would you like to boost your brand or business further?
Whether you’ve been a small business entrepreneur for ages or are just starting your own entrepreneurial venture, digital marketing can be a valuable tool in helping you achieve your branding and business targets.
Digital Does It
The global digital marketing spend is projected to grow to around US$306 billion by 2020. This is not really surprising, as behemoth businesses around the globe have already acknowledged the reach and returns of this marketing medium. It is not merely a trend that will fizzle out after a while; rather, digital marketing is seen to contribute to a growing and evolving marketing landscape.
Taking cues from huge corporations and mammoth brands around the world, small businesses can also take advantage of the benefits that digital marketing can bring. Using multiple mediums to reach target audiences, small to medium enterprises can actually compete with – and win over – corporate giants. Digital marketing can also be an efficient way to learn about and understand target markets and create conversations that will lead to conversions.
The key is to know which digital marketing channels are best for your business. If you are unfamiliar with the territory, you would do well to secure the services of a branding consultancy firm. Go for a branding agency that has years of experience handling various projects using strategy-led marketing plans. This way, you can lean on factual information as well as insightful tactics on how to best leverage your brand and business to the fullest.
Here are some of the digital marketing secrets that you ought to know to secure success for your small business:
1. Create and Strengthen Your Brand
A strong brand will help secure the trust of your intended audience. As you build your brand and make use of digital marketing tools, you should first set off on the right foot.
Whether you are just starting to build a brand or want to rebrand, make sure that you have a clear goal in mind. Identify your mission and vision and from there, design a marketing strategy that will best highlight your strengths.
Seek the counsel of brand specialists if you must, as they will have the expertise to guide you through the branding journey. They can also help you discern your point of differentiation that will set you apart from your competitors. Gaining your customer’s trust will equate to brand retention and loyalty.
2. Get to Know Your Audience
Be strategic with your customer segmentation. You cannot please everyone, but paying attention to those who matter will make a world of difference. You need to know who you are talking to and how you can best reach them. You need to be acquainted with their purchase points and understand the customer process so you can create relevant and compelling content.
When you know your audience, then you are better equipped to craft messages that will resonate well with them and propel them towards patronizing your offers.
3. Capitalize on Influencer Marketing
One digital marketing trend that you can consider is influencer marketing. This is utilizing the “noise” a certain individual or group is making to promote your brand, product, or service.
While it may be cost-prohibitive to use big-name endorsers or A-list celebrities, you don’t have to completely strike influencer marketing off your list. As a small business, you can look into “micro-influencers” who have already earned a sizable following. They may not have as much as the bigger influencers do, but these micro-influencers are said to often have a higher engagement rate with their followers.
You can already zoom in on people who are saying good things about you. Reach out, say thanks, and explore the opportunities you can work on together. Check your website or social media pages for these brand ambassadors and see how you can maximize their power and influence over their respective audiences.
4. Use a Multi-channel Digital Marketing Strategy
The beauty of using digital marketing is that you can use several tools at the same time. A well-planned multi-pronged approach to boosting your brand or a specific campaign can prove to be beneficial.
Armed with beefy content, you can launch your campaign through your website and social media sites. At the same time, you can supplement the promotions through email marketing, video marketing, and influencer marketing.
What’s important to note is that while you can make use of various digital media platforms, you should be mindful that it must be clear, cohesive, and consistent. The message must be relevant to your target market so it has a higher probability of attracting the right crowd and gaining productive interactions with them.
5. Set Privacy Parameters
With the freedom to use digital marketing mediums comes the responsibility to use these properly.
When you ask for information through your digital marketing channels, make sure that your market is assured of your privacy protocols. Assure them that their data will be kept confidential and will not be used with malicious intent.
You must put privacy parameters in place. Make sure that your employees are properly trained to use and safeguard client data that has been entrusted in your care. Not only will this be a testament to your reliability and trustworthiness, but it also speaks well for your brand.
Making Digital Marketing Work for You
The abovementioned tricks of the trade will surely help you in elevating your game. With the help of digital marketing, you can explore different ways to boost your brand and drive your business to the peaks of success.
Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress who awarded him the prestigious Brand Leadership award in Brand Excellence.