SEO, PPC, content, social media, web design, video advertising. There are a lot of different ways to tackle digital marketing. Many brands will need a balance between them and some like social media and a good website are essential no matter what. But you have a limited budget and limited time, so you can’t afford to keep pumping money into too broad a marketing plan. So, to make sure you’re being both effective and cost effective, you have to narrow your focus down. Here, we’re going to look at the three questions you need to ask to really focus your marketing and get the best results.
Who you’re marketing to
Nothing matters more than figuring out who exactly your target audience is. First of all, it should define your brand identity and the language and imagery you use in your marketing content. You would write differently to an audience of teenagers than you would to an audience of 30-year old adults. But the biggest difference is between marketing to businesses and consumers. With businesses, people mostly want to know professional capabilities and how your business is more convenient and qualified. In consumer marketing, there’s a much greater focus not just on the practicalities of the product but the broader impact it makes on the consumer’s life, including emotionally.
What your goals are
This is the most important point that several people miss. All marketing strategies have to start with a goal. For instance, if you want to improve a site’s reach, then search engine optimization and PPC advertising will help you gain visibility. If you’re hoping to retain more existing customers, investing in email marketing can help you stay connected. Great content marketing, on the other hand, can help you reduce the bounce rating on your site. Then you have even more specialist fields like app marketing, which requires an approach that’s focused specifically on mobile users and improving the visibility of your app in online app stores. Without focusing on what the goals of your marketing are, then you might be using methods that are entirely wrong for your brand.
The competition you’re facing
Your customers inform your brand, but your competitors should, too. The reason is that you need to take competitive positioning into account. People on the internet are brought face-to-face with marketing messages every day. Even when looking for a product or service they want, they can face the paradox of choice because all their options look the same. Find what separates you from your competitors, whether it’s a niche audience, a specialization on a specific part of the service, or another option that they don’t have. Make that one of the cores of your brand message and give it a prominent place amongst your other values.
As the business grows, you might be able to tap into broader methods of marketing. But remember to always pay attention to the digital analytics as well as the real figures of revenue and customer growth so you know which work best.