In the current context, where a large part of our lives (both personal and professional) has become remotely operated, the digital presence of a business has become a requisite for its existence. In the online environment, change is a constant, trends evolving now at an even faster pace. Similarly, the communication channel are continuously employing new approaches, to which all of us, marcom experts or business owners, need to adapt.
Therefore, in order to maintain a clear direction of communication in this ever-changing environment, it’s necessary that we develop a integrated digital marketing strategy based on the business objectives. This strategy (although susceptible to changes during the course of a year) remains viable in the long-term. Its application can generate increased visibility, new leads and, in the end, can contribute to new sales through the online presence.
Let’s take a look at some bullet points that we view as crucial for any type of business and which we apply in almost every project.
A presentation website represents your ”virtual showroom” in relation to a product or service for the B2B industry. Similarly, an eCommerce website is a ”virtual store”, that should offer a comparable experience to that of a physical store for every customer.
Even though new platforms and new communication channels appear regularly in the online environment, a website is most often than not the first place of interaction between a customer and your business. Therefore, it remains the place where you can control the process of a potential customer becoming a client. For these reasons, you need to ensure that it contains quality content, as well as an efficient funnel through which a customer can easily reach the desired information based on a mobile-friendly approach.
Smart PPC Campaigns
The PPC (Pay-Per-Click) Campaigns have become a standard for every company that has an online presence. Whether we are talking about ads delivered on Google, or on social networks such as Facebook, LinkedIn, Instagram, and more recently Tiktok, these kind of online advertisements have a major advantage related to their payment method: that is, you only pay when the user clicks on them.
However, although these campaigns are accessible and seem easy to manage, the reality is entirely different, especially when we are dealing with a significant budget. The efficient optimization of this budget can determine the profitability of such campaigns.
Regardless of the field of activity, one aspect remains crucial when operating these types of ads and that is the constant measurement of the desired results in relation to a set of clearly defined objectives. More than that, these should be directly linked with the goals of your business. That’s why, especially in the case of more complex campaigns, we recommend that you turn to a PPC specialist, who has the required knowledge and expertise to get the most out of your budget.
Relevant and engaging content
A relevant content can influence the purchasing decision of your potential client. Thus, in the case of writing an article for example, it’s not always advisable to limit yourself to 400-500 words. Moreover, it is recommended to approach a topic that is your client’s area of interest, as clear and detailed as possible. Make sure that the article is structure correctly, so that it can be read diagonally, in case the customer wishes to do so.
More than that, it’s just as important to diversify the type of content that you publish. For that reason you can use visual content (photo/video) on a regular basis, which is easier assimilated by the user. Be creative and interact with your customers, both indirectly (through polls, open-ended questions, etc.) and directly (through webinars, comments, Q&A sessions). It’s not easy to produce relevant and engaging content, that’s why an experienced content writer can aid you in this regard.
According to the statistics provided by Alexa (Amazon), the second most accessed website in Romania is YouTube. Moreover, according to Statista the platform also ranks second for the most accessed Social Media platform in the country. Thus, YouTube represents an effective tool for promoting your company.
Just take your personal experience: how much more convenient is to watch a 2-3 minute video in order to learn more about a product or a service? In many cases, the information you get from doing that is similar to what you would gain by reading a 10-minute article. This tendency also applies to the customers. Therefore, it is necessary to provide them with all the tools to better understand your product or your service. Video content can help you achieve this objective.
In the online environment, it is imperative to consider and apply the concept of omnichannel communication. This notion targets many aspects: your website, PPC campaigns, social media activity, content marketing campaigns, email marketing, remarketing campaigns and many more. Being present in the mediums most frequented by your target audience is a marketing goal that you should always strive to achieve. In order to successfully implement an omnichannel communication it is advisable to employ the services of a marketing expert, who can build an integrated and consistent strategy for your company, derived from clear marketing and business objectives.
In general, the automation of activities offers many benefits, both for the company and for its customers. Therefore, the automation of marketing processes offers you the advantage of saving time, while still offering a complete customer experience. The automation of communication and customer interaction can be employed to easily scale your activities and affirm your active presence on multiple channels, while using optimal resources of time and money.
The employment of influencers for brand visibility is an increasingly popular marketing tactic. In accordance to the strategy, the brand awareness generated by the influencer marketing campaigns can be channeled to develop a leads or sales funnel for your products or services.
A rule that applies not only in marketing, but in business to, shows that it is more useful to have 1000 loyal customers than 100,000 website visitors. Both now and in the future, communities will help a business successfully overcome trying times and fluctuations in the market, as long at they are kept close the brand.
Are you on the verge of making a change in your business by increasing your online presence? We, at the KLAIN agency, are always prepared to answer your questions and come up with the best solutions to the challenges you face in the digital environment.