In the current context, in which a large part of our lives (both personal and professional) has been moved remotely, the digital presence of a business has become an indispensable aspect for its operation. Changes in online are continuous, trends evolve at an increasingly fast pace, communication channels come with new approaches, to which all of us, Marcom people or business owners, must adapt.
Therefore, in order to maintain a clear direction of communication in this changing environment, a unitary digital marketing strategy based on the development objectives that the company has is necessary. This strategy, although it undergoes some changes over the course of a year, remains viable having a long-term effect, applying it at the business level will generate increased visibility, obtaining new leads and, subsequently, sales through online presence.
We look at some aspects that we consider important for any type of business and that we, the Klain agency, apply in the projects in which we are involved.
1. Presentation/Sale Website
A presentation website is your “virtual showroom” when it comes to a service or product for the B2B segment. Similarly, the online shop is your “virtual store” through which you must offer the same experience to your customer, as the one obtained by him in the physical store.
Even if new platforms and new communication channels frequently appear in the online environment, the website is often the first place where the customer interacts with your business. Thus, it remains the place where you can control the process by which a visitor becomes the end customer. For these reasons, make sure you have quality content, an efficient flow through which the customer can easily reach the information they are looking for, putting the mobile version of the site first.
2. Smart PPC Campaigns
PPC (Pay-per-Click) campaigns have become a normality for any business that is present online. Whether we are talking about ads made on Google or on social networks such as Facebook, LinkedIn, Instagram and more recently, Tik-Tok, they have a major advantage in terms of the payment method, which is made only on the click given by the user.
However, although these types of campaigns are accessible and seem easy to carry out by any marketer, the reality is different, especially when we have a significant budget at our disposal. Thus, the effective optimization of a substantial budget can determine the profitability of such campaigns.
Regardless of the niche or field of activity, one aspect remains essential in these types of ads, namely the measurement of results in relation to clearly defined objectives, which are directly correlated with business directions. For complex campaigns, we recommend that you turn to a PPC specialist, who has the necessary experience to obtain the maximum value from the allocated budgets.
3. Relevant, quality and interactive content
Relevant content can be the purchase decision maker for a consumer. Thus, if you write an article, it is not advisable to always limit yourself to 400-500 words. Moreover, it is advisable to address a topic as clear and detailed as possible in your client’s area of interest. Make sure that the published article is structured correctly, so that it can be read “diagonally”, if the consumer wants it.
It’s equally important to diversify the content you publish online. Thus, you can use photo and video content on a regular basis, which is often easier for the user to digest. Be creative and interact with your customers, both indirectly (through polls, open-ended questions, etc.) and directly (through webinars, comments, Q&A sessions). Quality and relevant content is difficult to make, so an experienced content writer can make this effort easier.
4. Video Content
According to statistics made by Alexa (Amazon company) the second most accessed site in Romania is Youtube. According to Statista, the platform also occupies the second position nationally and in the top of the most accessed Social Media platforms (72% of Romanians using Youtube). It is thus an effective tool for promoting your business.
I suggest considering a personal aspect: how convenient is it for you to watch a 2-3 minute video to learn more about a product or service? In many cases, the information you get from it is similar to what you would accumulate by reading an article in 10 minutes. This behavior also applies to your customers. That is why it is necessary to provide them with all the tools to better understand your product or service. Video content can help you achieve this goal.
5. Omnichannel – communication on multiple online platforms
In the online environment, it is necessary to consider and apply the concept of omnichannel communication. It targets many aspects: your website, PPC campaigns, social media presence, content marketing campaigns, email marketing campaigns, remarketing campaigns and many others. Your brand’s presence in the environments most frequented by your target audience is a marketing objective that you should always take into account. For omnichannel communication, it is recommended to use an experienced marketing person, who can build a unitary and coherent strategy for your business, based on clear marketing and business objectives.
6. Marketing Automation
Overall, automating a company’s activities offers numerous benefits, both for the company and its customers. In particular, automating marketing processes gives you the opportunity to save time while maintaining an identical customer experience. Automation at the level of communication and interaction with the customer is a process that helps to scale activities and be present on multiple channels, using optimal resources of time and money.
7. Influencer Marketing
Whether we call them influencers, influencer centers or brand recommendation centers, using them to generate visibility at the brand level is an increasingly popular marketing direction. Depending on the strategy developed, this visibility of the business obtained through influencer marketing campaigns can be channeled into a lead generation or sales funnel for the products or services offered.
8. Communities
A rule valid in marketing, but also in business, shows that it is more advisable to have 1000 people who constantly buy from you than 100,000 people who only visit your site. Communities are currently and will remain in the future those that, as long as they are kept close to a brand, will help the business successfully overcome the difficult times and fluctuations that always occur in the market.
Are you about to make a change in your business by increasing your online activity? We, the Klain agency, are ready to answer your questions and come up with solutions to the challenges you face in the digital space.
