The Right Way To Reach ConsumersJames Cox
What works in marketing? You don’t care what the answer is at this point, you are just tired of running campaigns and not seeing sales come in. You are told why that happens and it actually makes sense, but at the end of the day it’s costing you money and you need to see a better return on your investment. You don’t care if you have to stand outside your store and spin a sign, wear a gorilla suit and run television ads in the middle of the night, if something works, you will do it.
So, What Works?
There are two forms of marketing, passive and aggressive. Passive marketing is where you wait to be found by people who are need your service or products. They go to Google or other sites to buy something and you are hopefully positioned in the right place at the right time. This allows you to get the consumer when they are actively searching for your service. Naturally, this method has a higher conversion rate, but it takes a lot of work and money to be on the top spots for sites like Google and Amazon.
Aggressive marketing focuses on actively showing your content to the consumer. You can do this through email, social media, banner ads and even post cards. You aren’t waiting for them to have a need for what you offer, you are trying to motivate them to buy from you by offering a deal. In order to improve your chances of getting a conversion with this, you need to target the audience based on who your ideal customer is including age, geo, gender, interests and hundreds of other factors.
The one constant for every business when it comes to digital marketing success is frequency. You cannot expect someone to land on your page once and buy something or see a single ad and buy from you. People need to be constantly reminded of what you are offering them and that you are out there, running promotions. If they visit your site via Google, then adding retargeting is the best way to stay in their mind. If you are doing the aggressive route, you need to keep hitting them, regardless of the results of the first few campaigns.
The more times people see ads, the higher your chances are of getting conversions. Remember, people do not buy from a company until they see an ad at least 8-50 times. That’s an industry standard and if you think you are going to see results quicker, chances are you are going to be very disappointment.
The next step is to make sure that you have a solid foundation online. What does that mean? Imagine you send out an email campaign targeting people for a sale you are having. They are the type of people who would be interested in the service or products you offer, and the promotion will be ideal for motivating them to visit your site. However, before they buy from you, they decide to go check your company out on Facebook or even Google. If they do not see activity, if they do not see history, if they do not see that you have been doing this for a long time and if they especially do not see other customers, then you have little chance of getting them to buy from you, regardless of how great your offer is.
If you want to be successful with digital marketing start by building a strong foundation online, know your audience and reach them with new content as often as possible.