is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing. In marketing is to make the right offer at the right time and in the right place. Today, your customers are online: hanging out on social media, staying updated on news sites and blogs, and searching online when they have a need. Digital marketing puts you in those same channels, so your best prospects can see you, learn more about you, and even ask questions to learn more about you and your products or services. In many ways, digital marketing is no different than traditional marketing. In both, smart organizations seek to develop mutually beneficial relationships with prospects, leads, and customers but digital marketing has replaced most traditional marketing tactics because it’s designed to reach today’s consumers. Think about the last important purchase you made. Regardless of what it was, you probably began by searching the Internet to learn more about available solutions, who provided them, and what your best options were. Your ultimate buying decision was then based on the reviews you read, the friends and family you consulted, and the solutions, features, and pricing you researched. Most purchasing decisions begin online. That being the case, an online presence is absolutely necessary—regardless of what you sell. The key is to develop a digital marketing strategy that puts you in all the places your followers are already hanging out, then using a variety of digital channels to connect with them in a multitude of ways.
Having a strong digital presence will help you in multiple ways:
- It will make it easier to create awareness and engagement both before and after the sale
- It will help you convert new buyers into rabid fans who buy more (and more often)
- It will kickstart word-of-mouth and social sharing—and all the benefits that come with them
- It will shorten the buyer’s journey by presenting the right offers at the right time
isn’t magic, and you don’t need to be a computer whiz to be good at it. Instead, you need to cover foundational disciplines such as content marketing, social media marketing, and email marketing, always in the context of the goals that businesses care about. These goals include acquiring new leads and customers, monetizing the leads and customers you already have, and creating communities of brand advocates and promoters.