The way we listen to music, watch TV, and communicate with our friends has increased in speed, convenience, and variety. So, if the way we consume media has changed, why would anyone expect marketing to stay the same?
Outbound marketing is the traditional method of marketing, the kind that interrupts your day and buries you in advertisements for products you might not have any interest in. It’s the kind of marketing that works more like fishing: cast a large net. Sure, you’ll catch an old boot and a bunch of barnacles, but hopefully, you’ll catch a little of what you’re looking for.
Algorithms can predict what kinds of videos users might enjoy on YouTube based on past viewing history. Marketing can be done in the same way. There’s no reason to spend time on resources on marketing to consumers who have absolutely no interest in your product. A digital marketing agency helps attract people who already have an interest.
A digital marketing agency’s primary goal is to connect your business with the people who are already looking for you. By using evidence-based consumer personas and analytics to track buying trends, and by using social media and SEO to reach a larger audience, digital marketing agencies bring the customer to you through a technique known as inbound marketing.
Inbound marketing is the exact opposite of traditional marketing methods. Inbound marketing encourages interested parties along the path known as the buyer’s journey. Inbound marketing helps a consumer answer questions and solve problems, and builds a relationship between business and client, instead of interrupting their day with products or services they may or may not want or need. Inbound marketing puts power back in the consumer’s hands, allowing them to choose their path along the journey. The purpose of inbound marketing is to make that journey from brand stranger to brand promoter as easy and seamless as possible.
When done correctly a better relationship with a targeted customer who is interested in the product always results in better leads, as the consumer feels they are in a beneficial, not adversarial, relationship.
Digital literacy is the only way to get business done in the 21st century. Even if you don’t do much shopping online, think about the number of times you’ll research a product online before buying it in a store. Think about how easy it is to get reviews on a product before you even see it. There’s no room for smoke and mirrors in marketing anymore. A digital marketing agency gets you better leads by effectively pulling your company’s digital media to the top of the heap.
If you don’t help a consumer along their buyer’s journey, someone else will.
If you have trouble ranking on search engines, your products may never be seen, even by people who would be interested in buying them. This is where Search Engine Optimization (SEO) comes in. Most people have a vague awareness of SEO, but it pays to have a real expert on the subject writing your content. Search engine optimization refers to the process of increasing your website’s ranking on search engines like Google. Having your website rank near the top of a Google search is the online equivalent of a highway billboard (actually, it’s better, because a Google search can lead to every part of your website and promotional materials).
Search engine ranking isn’t something you want to leave to chance. Sometimes, ranking near the top of a Google search can be the difference between a successful business and an unsuccessful one. In the old days, it would be the equivalent of leaving your business out of the phone book. Luckily, you can find plenty of help from a digital marketing agency.