4 Types of Digital Marketing Strategies to Attract Customers
Digital marketing is an absolute MUST for any business today.
It involves a complex labyrinth of online assets, tools and channels – all of which can be coordinated effectively into distinct types of strategies that achieve a particular goal.
The primary goal of a business is to maximise profit. But in order to do this, it must first generate sales by attracting customers (increase traffic) and converting them into leads. This isn’t an easy job for any entrepreneurial venture or start-up business, and many business owners often struggle to cultivate strategies which will bring great results.
In order to reap the countless benefits that come along with implementing digital marketing strategies, you’ll have to firstly understand the essence behind what makes the strategies so successful in the first place, and the various kinds of successful digital marketing strategies that exist (categorised according to their main purpose).
Luckily for you, this article delves into the most successful types of digital marketing strategies that will attract customers and maximise your conversion rates!
- Value-generating Content Strategy
What lies in the heart of attracting customers is GENERATING VALUE.
In the past, businesses were the ones who demanded value from customers (money) and offered a product/service in exchange.
Things have changed.
In a highly competitive market, consumer sovereignty now dictates the rules of what is being produced. But the problem therein lies within the question: How exactly do businesses generate VALUE to meet their needs and wants?
First of all, what is creating value? Well, it’s simple. Creating value means offering additional content that’s ultimately relevant and useful for the customer. This could include blog posts, articles, infographics, videos, podcasts and webinars.
All of these are specially designed to RESOLVE AN ISSUE faced by the customer by offering information and various opportunities, by helping them to improve in a particular area, or by simply providing entertainment. And above all, the one universal essence behind creating a successful value-generating content strategy is to ensure that the benefits always outweigh the costs for the customer.
The Value-generating Content Strategy is intrinsically connected to the Online Advertising Strategy and Customer Interaction Strategy (detailed below!), because to find out how to deliver value to your customers, you have to use digital marketing channels to UNDERSTAND YOUR IDEAL CUSTOMER (buyer persona) first. This would involve doing background research into your customers to derive qualitative information (behaviours and trends) and quantitative information (demographics).
After you’ve established what your customer wants, you can finally generate value through your digital marketing avenues. This will involve disproportionately allocating your sales force, marketing budget and Research and Development (R&D) investments towards that particular target segment of prospective customers that you can best serve, and with whom will provide the greatest ROI.
Moreover, the Value-generating Content Strategy requires an understanding of the buyer process, which contains 3 main stages:
- Awareness à personal prospects and circumstances lead the customer to identify their problem, wants and needs
- Consideration à customer considers all viable solutions to the problem
- Decision à customer assesses the different providers to see which one can resolve their problem
The main takeaway is that you should create valuable content for each of the stages of the buyer process. However, it’s recommended that you only insert your brand until the Decision stage, when the customer begins searching for the provider. If you mention your brand beforehand, there’s a large probability that customers will feel overwhelmed and won’t discern the value you’re giving.
So, you’re probably wondering how the Value-generating Content Strategy can maximise sales? Well, the secret is to consistently integrate and connect all the content across your digital marketing media and channels in such a way as to guide the customer through the buyer process stages…until finally they choose your product!
- Automated Back-Up Strategy
The Automated Back-Up Strategy is exactly how it sounds – they act as a Plan B if the customer doesn’t follow up from your previous Value-generating Content Strategy, or if the visitor is JUST on the brink of becoming a lead.
More specifically, these strategies give you the opportunity to automate a series of actions that are related to a particular process, which also revolve around a specific goal. The wonderful thing about the Automated Back-Up Strategy is that it saves time by minimising human intervention, all while being extremely effective in attracting customers and increasing online sales. How? Because they enable an accurate and precise follow-up with the customer.
To give you an example, imagine if a prospective customer downloads a piece of content, let’s say – an eBook, from your website (Decision Stage) and adds one of your products to their shopping cart. Despite showing that they’re interested, they could abandon your website by not purchasing anything. At this point, you’re probably groaning and chastising yourself for the lost revenue!
But luckily, if you have implemented an Automated Back-Up Strategy, then the automation system would send an email to that prospect instantaneously, with the aim of incentivising him/her to buy the product and highlighting its benefits.
If they still don’t buy it, then the system would send them another email a few days later, containing positive customer testimonials and reviews about the product.
As you can see, the Automated Back-Up Strategy ensures that any potential customer doesn’t forget about your brand and products by accentuating the VALUE you can provide. Essentially, you’re drilling into the customer’s heads that your product/service is highly desirable and has many associated advantages to resolve their problem.
- Online Advertising Strategy
If you don’t have the money and resources to implement the previous strategies, then the Online Advertising Strategy is your saviour! It’s relatively simple, cost-efficient and most of all – it’s incredibly powerful and effective.
The Online Advertising Strategy has been widely used by many businesses, whether they’re an SME or multinational corporation. It is one of the most successful ways to attract customers because it enhances your business’s visibility through Internet platforms and social media. Examples would include: Google, Facebook, Twitter, LinkedIn and Instagram. Millions upon millions of potential customers regularly use these online platforms, making your digital marketing efforts much easier!
If you decide to use Paid-per-click advertising on Google search engines to increase traffic to your websites, then users who click on your ad for a specific product/service are much better segmented. This means that they’ve likely reached the Decision stage and have a higher chance of turning into a customer.
Another huge advantage to this strategy is that you only pay for results, including impressions, clicks, leads or conversions. For example, if your main goal is to increase sales then conversion-based campaigns would be the optimal choice to achieve this goal.
The Online Advertising Strategy (which is essentially the crux of most digital marketing strategies in general) contains many kinds of digital marketing assets and tools that can be tailored to meeting your customer’s demands such as:
- Search Engine Optimisation (SEO)
- Paid-per-click advertising (PPC advertising)
- Email marketing
- Mobile marketing
- Social media marketing
- Data analytics
Expanding upon the last point of Data Analytics, the Online Advertising Strategy includes various measuring tools to efficiently track and monitor how many visitors, leads or customers your digital marketing assets have accumulated over a specific time period. Additionally, you can use these data analytics tools such as (Google Analytics, Facebook Insights, etc.) to gain a valuable insight into your customer’s desires, thereby supplementing the Value-generating Content Strategy. In this way, you can calculate your ROI and assess the effectiveness of your individual and holistic digital marketing efforts!
- Customer Interaction Strategy
It’s not enough just to simply know your customer and create enriching products/services to satisfy their demands.
To truly stand out as a business and attract customers, you’re going to have to build a reputable image of a business who genuinely cares about its customers. This means delivering what is promised…what is needed, and constantly responding to their concerns.
This extends into the realm of effective customer service, which is strongly intertwined with the dimension of digital marketing. In fact, due to the growth of digital marketing in the 21st century, businesses and entrepreneurs are discovering innovative ways to build great relationships with their customer base through online channels – which is the foundation behind the Customer Interaction Strategy.
The Customer Interaction Strategy EMPHASISES the value provided by a business, and transcends the process behind simply knowing the customer’s desires. It involves actively interacting and engaging with your visitors, leads or customers through social media and online platforms.
More specifically, this strategy can be used to fulfil your audience’s expectations by answering their Frequently Asked Questions (FAQs) through an established business fan/follower page on Facebook. Addressing the concerns of your audience helps you attract potential customers and maintain your existing clients by enhancing the recommendation of your brand by word-of-mouth.
This business follower page needs to be very informative, containing links to articles, videos, online surveys and suggested proposals for your product/service. This indicates to the customer that you appreciate their input regarding the best trajectory for your enterprise. Furthermore, as part of your Customer Interaction Strategy, you can integrate a mechanism to respond to these public enquiries through a messenger chat (Facebook Messenger Chatbot), telephone line or online video call.
The Customer Interaction Strategy also involves using promotions, sweepstakes and discounts – which are the powerful ways to build your business’s social media presence. Three effective techniques to do this include:
- Inviting your audience to participate in a contest to win a selected prize on your follower web page
- Inventing unique and entertaining challenges associated to your product
- Offer discount coupons and bargain deals
These are guaranteed to attract customers and establish online virality within your brand.