Why Digital Marketing is So Important for Your Brand | Chris Marcell

Why Digital Marketing is So Important for Your Brand

When your favorite brand tweets out a funny post on Twitter than ends up trending or sends you an email announcing an upcoming sale, they’re using forms of digital marketing to get your attention in hopes that you will also buy what they have to offer. According to a ‘Managing Digital Marketing Study’ by Smart Insights, 46% of brands don’t have a solid digital marketing strategy, while 16% do have a digital marketing strategy yet haven’t used it as apart of their more traditional marketing strategies.

These numbers are quite surprising since people spend twice as much time online as they used to 12 years ago making online marketing strategies a primary way to gain the attention of your target audience. With a plethora of free social media platforms such as Twitter, Instagram, Facebook, LinkedIn, and Pinterest, implementing a digital marketing strategy puts you in control of your brand’s content and also allows you to connect more easily with your consumers while they’re on the go. Below are a few things you can do to start harnessing the power of digital marketing.

Create a Social Media Marketing Plan

Depending on your company’s niche, you should have a social media marketing plan in place. For example, a fashion brand should consider using platforms that focus on visually stimulating content such as Instagram, Tumblr, Pinterest, and Twitter. However, a tech startup or finance company, would not gain much benefit from using Pinterest as they would from using platforms such as Twitter, Facebook, and LinkedIn. Consider what social media platforms your audience are using on a daily basis and post to those platforms. It is suggested that you post daily to keep your audience’s attention. Not only should you post content daily but you should also engage with your audience by liking relevant posts, using trending hashtags, posting polls/questionnaires, mentioning loyal consumers, etc. Hootsuite and Buffer are two of the most popular social media scheduling platforms. They allow you to schedule posts ahead of time and also allows you to view your analytics so that you can consider what areas you need to improve in.

Consider Starting a Blog

The great thing about blogging is that you can choose from a variety of free and low-cost platforms to host it. Your blog becomes your “unique voice imprint” in the loud world of the Internet. Blogging does not require you to have professional writing skills. As long as you can create a catchy title and offer something of value to consumers in your specific industry, you can write a blog post.  According to Hubspot, 92% of companies who blog multiple times per day have acquired a customer from their blog, and compared to those who use e-mail marketing, companies that blog get twice as much traffic from their email than those who don’t.

Create an Email Marketing Plan

Printing and sending out postal mailing advertisements are not only time consuming but also pricey in the long run. The great thing about email marketing is that you can capture the attention of your consumers while they’re on the go by simply having an attention-getting email title and using a system to send out your emails such as Mail Chimp.  Email marketing also allows you to be extremely specific in how you craft your message based on consumer database information and buying habits. For instance, if you have a segment of customers that tend to purchase high heel shoes, you can create a personalized message based on that customer’s preference for high heel shoes.To assure that your email isn’t getting deleted or sent to the spam box, be sure to personalize your emails. Communicator Corp says personalization reduces email unsubscribes, increases the number of clicks and results in a higher open rate. Automated emails that include personalization have a 75% higher open rate than those that don’t.

By using some of these strategies, you can begin to create an effective digital marketing strategy and increase your brand’s success in the long run. Your digital marketing plan should be as prominent as your more traditional marketing plan since most of your consumers are usually surfing the web and using social media on their mobile devices at any given time. Lastly, the great thing about digital marketing is that you can adjust your strategies based on the results of your analytics and focus on the areas that are more effective for increasing your brand’s revenue.

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