If you are feeling left behind in the digital marketing world, you are not alone.
It seems like marketing technology is moving at the speed of sound so it is easy to fall behind.
“Overwhelmed” is the word I frequently hear when talking with clients that need a “marketing make-over”. They need a website, a Facebook page, and should post on Twitter. They worry they are losing ground because they are not on Pinterest or Instagram. They feel clobbered by the amount of information they have to absorb and cannot see a clear path forward for taking action.
My first piece of advise is slow down and take a breath! Then I tell them that they don’t need to jump on everything all at once. As a matter of fact, that is a recipe for disaster. Being everywhere all at once leads to being nowhere online.
My first piece of advice for someone catching up in digital marketing is take baby steps. My second piece of advice is to invest time. Rome was not built in a day and neither is a strong online digital presence.
The baby steps will differ for each business, but here are a few universal steps that everyone can take to get started.
Know Your Target Market
Most business owner can describe their target market in general terms such as families, business women, small business owners, and the like. Digital marketing allows very precise targeting so business owners should take advantage of this by refining their target segments.
Instead of just targeting the broad segment of families, a more precise segment of families with children under the age of ten years old with a household income of a specific level per year or more would yield better results. Business women can be refined to college educated professional women with an annual income of a specific level that are interested in travel. The very broad segment of small business owners can be refined to presidents or CEOs of small manufacturing businesses with at least 10 employees and annual sales of a certain level.
Modify these demographic selections as they apply to your business but the point is that refining the segments as much as possible will put your ads in front of people that are more likely to respond.
Discover Where They Hang Out
With some many digital channels available for advertising, it is tempting to post everywhere and try to serve everyone. This strategy will fatigue you and your marketing efforts.
If you have a visually appealing product consider using Pinterest, Instagram, SnapChat and Facebook. If your product must be described to reveal its true value, consider Facebook or Twitter. LinkedIn will be a good choice if you target business professionals and it does work for both consumer and business products. For example, the standing desk has been heavily promoted on LinkedIn but it appeals to the personal health of its audience.
Watch and listen first. Follow competitors and subscribe to their newsletters, channels and other offers. This will allow you to see how they approach the market and if it will work for you.
It’s Not About You, It’s About Them
All marketing is H2H marketing which is Human to Human. People buy products and services based on the wants and needs. Businesses buy based products and services to reach a goal or solve a problem.
People will respond better to your advertisements if they address their needs and solve their problems. Position your messaging around helping them and not how great you are and you are more likely to build a following.
Make taking baby steps part of their weekly routine and sooner rather than later, they will master digital marketing.