The Benefits of A Global Digital Marketing System
Global DMS (Digital Marketing System) is a system in which a brand communicates directly with a customer. It’s all about generating a response from the customers most likely to buy from you. This can be done through a variety of mediums such as email, postal mail, or messaging on LinkedIn. You may be familiar with the older forms of direct marketing such as catalogues, coupons, telephoning (frequently unsolicited), or door to door drop-ins. However, online direct marketing is an affordable, fast, and efficient way to speak directly with a potential customer.
Digital marketing is a great option for any size business, both B2B and B2C. Smaller businesses who don’t have the big budget for television commercials or print ads can see strong results from digital marketing.
With a digital marketing system, results are crystal clear and easily tracked. A popular metric for success is how many responses, shares, retweets and likes a brand gets from a campaign. If you send out an email, how many people click on a link with that email? How many people contact you to ask questions or get a quote? How many people directly go to purchase a product after opening your email? These are all clear numbers that can be tracked.
The Global Aspect
One of the huge benefits that online digital marketing offers is that your business can reach customers all over the world. When you provide products or services available for purchase online, that means your customer base can be widely expanded.
Your target audience can include individuals worldwide who are potentially interested in what your company has to offer.
By using content marketing to attract customers, it’s important to then be able to convert interested individuals into actual leads. Social media efforts will drive website traffic but there must be a way to capture interest and take advantage of it on the site.
How is this done? Through forms, calls to action, and list building. By having a form pop up if someone visits the services page of your site, you can get their contact details at a pivotal point in their journey to purchase.
Compiling leads from forms and other sources allows a brand to build lists. These can be used to send emails, whether regular newsletter or promotional deals. With these lists, also known as databases, you have all the contact info and details you need to close and convert a lead into a happy, repeat customer.
SEO is a byproduct of content marketing. However, SEO is important by itself as it determines how high your business is ranked when people search for relevant terms. SEO impacts the position of your business in unpaid rankings on search engines. Unpaid is often referred to as “organic.” An easy way to improve your organic rankings is by cross linking within your site. For example, link to your services or contact page from a blog you post.
Often by optimizing your website and blogs to be SEO-friendly means making it user-friendly. This includes using relevant keywords in which your targeted audience is interested. Keywords will be the most common terms and phrases which increase website traffic. On the backend of the website, optimizing it for SEO means including meta descriptions.
Many customers rely on search engines to help them find businesses. By optimizing your site, you will help your SEO. In real results, that means more people visiting your site and more potential leads.
Growing Your Database
Gathering a database of prospects is a significant part of the direct marketing process. A database is a virtual goldmine to grow your business. This is where content marketing comes in.
Content marketing is about creating engaging content for a target audience. Use this practice to keep your audience interested with blogs, emails, and social media posts.
To gather contacts in the first place, a contest or giveaway can give people incentive to provide their personal information. Holding this special event on social media means you can focus on gaining contacts from your target audience. Social media platforms allow the ability to specially target individuals based on age, gender, interests, and so on.
Another way to grow your database is by providing lead-generation-offers for email addresses. Recipients provide their email and in return, they receive a free whitepaper or ebook. Again, promoting this offer on social media helps to boost the number of potential contacts and to increase the quality of those contacts.
Sensing a pattern? A great way to get contacts is by giving something of value in return.
Set your business up for success by utilizing call to action buttons wherever possible, such as on your website, Youtube channel, Facebook page. Make it easy for potential customers to give you their information. These “sign up” buttons can prompt interested users to further take action. Don’t worry about seeming repetitive with these email signup buttons. You never know which page a customer will land on and you don’t want to miss an opportunity. Minimize any of their potential hurdles!
With multiple strategies for garnering emails, you can be sure that you’re replenishing your lists regularly with new contacts.
Be sure to regularly maintain your database. This includes deleting out of date information and duplicate emails. People change their email addresses all the time so it’s important to weed out the ones that aren’t potential leads.
It’s also important to honor best practices for email marketing. If someone unsubscribes, stop emailing them. People have a right to ask that their personal information not be used for direct marketing. Of course, if you’re gathering from people who have provided their emails (instead of buying mail lists) this should not be an issue.
Timing is key in direct marketing. You have your contacts from list-building. But researching when the best time to contact them is important as well. Sending your message at different times will impact the number of responses.
You’ve already got the right person to target, be sure to target them at the right time for a higher chance they’ll respond.
Contacting Your Database
Messaging should be crafted specifically for this database of leads. The ability to start a conversation and reach these potential customers is dependent on an up-to-date and complete database.
If you’re relying on email marketing, it’s essential that your emails are relevant and interesting to the specific audience so that they keep subscribing or are spurred to respond. The higher your response level with a direct marketing campaign, the more business you will generate.
It is important to differentiate your emails from the negative reputation of spam. People don’t want to be bothered by emails they didn’t ask for or which aren’t pertinent to them or their interests. By personalizing emails with content marketing and your database, you won’t come across as spam but rather as a helpful business starting a conversation with them.
Gathering data and analyzing it helps to continually improve your marketing efforts. Understanding the data behind marketing efforts lets you see what is working and what isn’t. It’s a process of fine-tuning your efforts into what gets the most results. Analytics help to answer specific questions about your marketing and business.
Set goals and continually measure all marketing campaigns. Study how many click-throughs, how many subscribers, and other responses that generated from a particular campaign. By doing so, you will make marketing efforts more effective as you move forward. It’s a learning process to continually improving.
Looking at analytics applies both to your direct marketing as well as to the content marketing which supports it. Check up on social media posts to see what kind of posts get the most attention. Do these posts fit into helping your business goals? Are they posts which drive website traffic?
Understanding data is also crucial to your own website and sales. For example, keep up with the statistics for online purchases. Where are the majority of customers coming from? Is it search engine results, social media accounts, or an online ad? What are the trends for when people are buying? This includes the time of day, what day of the week, and any spikes or declines in months.
Google analytics and other such analytics provided by social media platforms help to measure direct results and the success of social media marketing. Understanding the digital impact your brand has will be made up of looking at all the details. This is when in-depth reporting on marketing efforts is key. How many people were reached with this post promoting a blog? Where are the majority of your fans and followers geographically?
Looking into the backend of marketing can be intimidating but it’s necessary. Is the demographic you’re targeting really the best one? If it is, wonderful. If not, take a look at the data and reevaluate.
The data is important but you have to use it to your advantage and study it.