Why a Digital Marketing Plan Should Be Your Next Strategic Investment

You’re an expert at running your business. You know your products, your market, and the message you want to put out into the world.

But despite your best efforts, your current marketing strategy is falling flat. The tactics you’ve used in the past just aren’t cutting it anymore and your growth has slowed.

You know that it’s time to try something different but aren’t sure of the next step. You don’t want to waste time and budget on more tactics that won’t work.

That’s where digital marketing comes in.

What is Digital Marketing?

At its core, digital marketing is simply the act of expanding the footprint of your business to the internet – and making it easy for potential customers to find you there. It start with having an online presence, typically a website, and grows from there. The term digital marketing encompasses many different activities, including:  

  • Blogging 
  • Social media 
  • Digital video 
  • Online advertising (e.g., Google AdWords) 
  • Email marketing 
  • Ecommerce 
  • Search engine optimization (SEO) 

 These elements, when put together strategically, can be an efficient and cost-effective way to grow your business well beyond what you ever thought possible.  

Your Customers are Online

If you have a robust offline business, it might seem like spending your marketing efforts (not to mention budget) online is misguided. But the truth is that even if your customers are physically walking into your store, they are spending their lives outside of your store online. Studies point to the fact that 81 percent of shoppers do research online before making a purchase, with the majority of those starting off at a search engine like Google. You want them to find you when they’re doing those searches. 

Further, 82 percent of people with smartphones will conduct product research on their phones while they are standing in a store, ready to make a purchase. If your company isn’t there to meet them with useful information, you’re going to lose out on business. 

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Digital Marketing Works

More important than statistics about online research, though, are statistics that show online marketing just plain works. According to one study, 41 percent of companies save money (e.g., see better results while spending less on marketing) when they invest in digital marketing over traditional methods. 

 40 percent of companies indicate that proving the ROI of their marketing activities is a top challenge, but digital marketing makes quick work of that task. Because digital marketing activities generate metrics that are easy to collect, like website visits, email sign-ups, and online sales, it’s simple to create reports that show exactly how well your efforts are working and where you need to reassess.  

Finally, digital marketing allows you to shorten the timeframe it takes to make a sale. By providing your potential customers with ample information about your company, products and services that they can access online, they will come to your sales team – whether online or in person – ready to buy.  

Digital marketing is no longer the wave of the future. Every brand that expect to continue to compete in virtually every industry must have a digital footprint and without investing in marketing to build the reach of that footprint, you are leaving money on the table. 

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