Digital marketing encompasses many areas including:
- Search Engine Marketing (SEM)
- A digital marketing strategy that is used to increase the visibility of a website in Search Engine Results Pages (SERPs)
- Search Engine Optimisation (SEO)
- The process of improving your website to increase visitors from Google, and other search engines, whenever people search for things relevant to your business
- Social Media
- Posting on social platforms such as Facebook, Instagram, LinkedIn and Twitter. Increasing brand awareness and trust organically through helpful and engaging content
- Content Writing
- Writing that is included on web pages, blogs, in the press and more is all classed as content and needs to be of value to the end user
- Affiliate / Influencer Partnerships
- Becoming more popular, influencers recommend products to the public each day on platforms such as TikTok, blogs and more
- Email Newsletters
- Pay Per Click Advertising (PPC)
- Any advertising that is not in print (websites, online trade magazines, TV/radio etc.)
- Consumer Reviews
Benefits include:
- Cost-effective
- Reach a wide and broader audience
- Measurable ROI (Return On Investment)
- Can work together and be interconnected with other platforms
- Streamlining your efforts
- Consider the customer’s buying journey from start to finish
- Extremely targeted ads to your specific audience
- Flexibility
- Diverse – lots of options available and always improving
The Importance of Digital Marketing
In today’s increasingly digital world, having a solid digital marketing strategy is essential. For any business, understanding the customer’s buying journey is key. Let’s explore how digital marketing plays a significant role in this process with the example of a customer purchasing a new air conditioning unit.
Step 1: The Search
The customer starts with a Google search. With effective Search Engine Marketing (SEM) and Search Engine Optimisation (SEO), your brand appears at the top of the results, whether through an ad or organically. They’ve seen your social media posts or blogs before, so they already have a sense of trust in your brand.
Step 2: Making an Impression
Once they click on your site, they’re met with a clear display of your 5-star Trustpilot reviews. They can easily access detailed information about your air conditioner units, including features and benefits. Your money-back guarantee helps reassure them about their purchase.
Step 3: Completing the Purchase
After deciding to buy, they place their order and receive automated emails that keep them informed about tracking and any other updates. They are also prompted to join your loyalty rewards club, which offers discounts on future purchases.
Step 4: Building Loyalty
Before long and promoted by a rewards club email, they return to buy other small appliances, becoming a loyal customer. They may share their positive experiences with friends and family, leading to new referrals and continued growth for your brand.
Expanding the Journey
Additional strategies like affiliate marketing, case studies, and referral programs can further enhance your reach and influence potential customers. Each campaign should be tailored to your product/service and audience.
Developing Your Digital Marketing Strategy
The main aim is to build brand awareness, trust, and loyalty, creating a network of repeat customers who advocate for your brand.
The Stats:
- Content Marketing ROI: Content marketing generates three times as many leads per pound spent compared to traditional marketing methods.
- 42% of people in the UK use search engines when looking for a product or service.
- 81% of customers need to trust a brand before buying from them, while 86% of consumers believe that authenticity is important to support a brand.
- A survey by Sprout Social revealed that 89% of consumers will buy from a brand they follow on social media, and 84% will choose that brand over a competitor.
- Hubspot found that 90% of shoppers read online reviews before visiting a business or making a purchase and that 46% of UK consumers rely more on online reviews than they did in the last two years.
- E-commerce Growth: E-commerce sales in the UK surged by 46% in 2020, reflecting a rapid shift towards online shopping habits among consumers.
- Social Media Reach: More than 66% of the UK population uses social media regularly, making platforms like Facebook, Instagram, and Twitter crucial for targeted advertising.
- Email Marketing Effectiveness: Email marketing yields an average ROI of £42 for every £1 spent, showcasing its enduring effectiveness.
- Content marketing: Another important digital marketing strategy, with 78% of UK businesses investing in it.
- The UK digital marketing industry is expected to grow at a compound annual growth rate (CAGR) of 6.3% between 2022 and 2027.
If you would like to discuss any of the above or would like any advice regarding your digital marketing, please get in touch today. We can help you develop a tailored strategy and set up the right tools to navigate the digital landscape effectively and to help grow your business!
- Tel: 0113 898 0800
- Email: studio@twilo.net
