First of all, Digital Marketing is accessible to ALL businesses, regardless of their size or industry. Indeed, it is much easier to control the costs generated by a digital marketing campaign. Unlike offline marketing. Calculating ROI or “Return on Investment” is very easy using the statistics tools on a website or with the help of metrics on social media.
Also, if you have started a business or if you want to test a new product offer, digital marketing allows you to quickly test your idea. Your product doesn’t even have to exist physically, you can gage public sentiment on your idea. All you need is a landing page and an advertising strategy. Online marketing allows you to be very specific as far as who you’re showing your content to.
The web allows you to broaden your geographic scope: the entire country (the entire world even) can discover your solutions at any time of the day!
Your customers have never been so close to you on social media. Internet users allow you to build a community concerned with your products and services.
Through interactions on your posts or through the use of private messaging, your customers can talk to you. You can ask their opinion on your offer or the creation of a product.
The elements of an effective digital marketing strategy
Digital marketing includes: inbound marketing, content marketing, and marketing automation. In BtoB, if you want to achieve your goals, you must work on this as a priority.
Work on your Personas
There is a rule to be successful in a digital marketing plan: You must know your customers inside out.
Then, you have to model them thanks to the creation of buyer personas and the use of the jobs to be done method. This is essential to better understand the motivations of your targets and their needs. If this work is careless your digital marketing will rest on very poor foundations.
Inbound Marketing
The Inbound Marketing process is based on the idea that today’s customers are no longer sensitive to intrusive approaches. Your targets need you to solve a problem. You have to help them solve it and choose the right moment to sell them your services.
Content Marketing
Content Marketing is the creation and distribution of content to attract and retain an audience. It is closely linked to inbound marketing but can also be used to fuel your outbound strategy (prospecting, advertising, etc.).
Indeed, you will create a lot of content (articles, videos, images…) to catch your prospect at each stage in his decision-making. These contents answer a problem or a question of your audience.
Marketing automation
Marketing automation is the automation of marketing campaigns to generate leads. You will send communication messages automatically, at the right time and to the right person.
It can be done by using a marketing automation tool and pairing it with an effective inbound marketing strategy. Inbound marketing will allow you to identify specific customer segments and assess the ripeness of visitors within those segments. You will thus be able to build scenarios adapted to the prospect’s progress in their journey and help them progress towards your solution. All of this without the intervention of your sales team (until your lead is ready).
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