Most potential customers start by doing online research when they want to make a purchase.
That’s why digital marketing is a powerful tool for businesses to connect with customers. Businesses must be sure to put thought into their online presence to avoid missing out on prospective customers. Luckily, it doesn’t take much time or expertise to reap the benefits of digital marketing.
1. Connect with customers while they’re most engaged
One of the main reasons a strategic online presence is essential to marketing is that it allows businesses to connect with customers right when they are seeking answers about a product or service. A company’s website is the central element of a strong digital marketing strategy. This is where other digital marketing initiatives will drive web traffic.
A polished website that answers questions and clearly showcases a company’s quality can make a lasting impression with prospective clients. In contrast, a sloppy website can make a bad first impression and cost a company future consideration from customers.
website is the backbone of a digital marketing strategy and the final destination for many other solar marketing efforts. It allows solar contractors to connect with residential and business prospects at all stages of the buying process by answering questions and highlighting the advantages of doing business with their particular company. But only if it’s done right.
Your website must have specific marketing goals, targeted for clearly articulated buyer personas (representations of the company’s target customers), and tells visitors what they need to do and learn.
Establishing a high level of trust from the start is a must. This means that your site must be as seamless as possible, involving everything from fast load time, mobile responsiveness, and modern design to valuable, relevant information and enticing calls-to-action (CTAs).
Once a company’s website is optimized, Search Engine Optimization (SEO)—including the strategic use of keywords that customers may be searching for—can help make the website rank higher in Google search results. Paid options like Google Adwords, which allow companies to rank higher for certain relevant search terms, can also increase the visibility of a website. These digital marketing options can help many more interested customers find your company— with little effort on the company’s part.
2. Educate potential customers and answer their questions
Customers are always asking questions online; they want to be answered before they make a decision. Companies that take the time to post high-quality educational material about their products or services, with accessible answers to common questions, can establish themselves as trusted resources. This content marketing, which can include blog posts, e-books, infographics, and other informative resources, will help customers become more comfortable with the decision to buy from you—and more inclined to choose your company.
3. Keep leads warm and turns visitors into customers
Once prospective customers encounter a company online, digital marketing also offers a variety of ways to keep in touch and re-engage with them as they consider a product or service. Remarketing can deliver targeted ads to individuals who have previously visited a specific website, helping to keep that company at the top of their minds. Additionally, there are a variety of ways to encourage visitors to enter their email addresses on a company’s website so companies can use email marketing to keep their interest and showcase what makes that company a great choice.
4. Reach new audiences by being social
Social media is also an excellent venue for connecting with customers. Studies show that people are more likely to trust a product or company when they see social proof—in other words if they see that others like and raving about it.
Social media platforms like Facebook, Instagram LinkedIn, and Twitter provide venues for prospective customers to see the positive experiences others have had with a company. Additionally, if a company can cultivate engagement from current and past customers on social media, their likes and comments can catch the attention of their friends and family— who might turn into that company’s next customers.
5. Track success with data and refine strategies
Traditionally, one of the biggest challenges of marketing has been that it is hard to measure the results of different initiatives, like mailing flyers or putting up billboards. The beauty of digital marketing, in contrast, is that there are many ways to gather data and track the impact of certain initiatives.
Google Analytics provides a significant amount of information about visits to websites— from the number of visitors and how they arrived at a site to their general geographic location. Likewise, digital ads can track impressions (views) and clicks and many email services will allow companies to track open rates and click-through rates (CTR) as well.
This data means companies don’t need to have all the answers to get started with digital marketing. Companies can try new things and refine their digital marketing strategies based on what works and drives traffic and what doesn’t. Companies should make sure to document the different marketing efforts to help evaluate the data effectively.
In future articles, we’ll delve into each of the digital marketing strategies discussed in today’s post, sharing actionable insights on how to make them work for your company. We’ll also highlight some of the options for analyzing the success of these efforts and offer tips on developing a digital marketing strategy.