Digital Marketing : HOW YOU CAN STILL WIN THE RACE ?
Digital marketing has seen a significant surge in the recent years. Unlike the old days, it is no longer wise to avoid the scope of internet marketing. Various famous brands who had ruled out internet marketing are today spending a fortune to secure a position in the online platform.
In this increasingly competitive backdrop, how do you effectively market your product to the right audience?
Apart from the costly SEOs, what other alternatives do you have to boost your business on the internet? To answer that, we might have to take a better look at marketing as a whole.
The primary aim of all marketing techniques is to garner attention.
This is because attention of your customers is a wonderful thing to have – it doesn’t usually matter how you gain it as long as you know to manipulate it to create a good impression in their minds. As much as attention is important, it equally matters whose attention you are seeking.
When it comes to effective marketing, target audiences do matter.
Factors like affordability of the customers play an important role in determining whether it is beneficial for you to spend your resources to reach out to pools of specific pools of customers who are unlikely to convert. Choosing where to market is as important as choosing the right means to market. This is exactly where the magic of SEO lies, as it markets you right in front of the needy customers.
Your chances of converting visitors to customers are high when you get introduced to people who have been looking up for the services you offer. But as every rose has it thorns, SEO happens to be time consuming and quite expensive for a majority of us to afford and employ.
So, are there any alternatives that are equally effective but less expensive?
Fortunately, we do have other options that enable us to spot the needy customers and attract their traffic. This can be done through search based ads, content sensitive ads, facebook ads, etc, and can be of equal help as SEO, if you know how to use them. To begin with, going creative on Facebook and winning hearts with likes is one way to impress your potential customers and to win them on your side. This has far reaching advantages, as once you have their approval, your customers will start reaching out to you on your fb pages, email ids, phones, chat windows, etc to make enquiries.
This digital communication is practically akin to that happens in the real space, and often results in purchases. Facebook can be a major catalyst to your success story this way. But again, no path to success comes free of hurdles. Digital advertising alone cannot get you to the top. Imagine that you open up a flower shop, which is inaugurated by Angelina Jolie. The hype and publicity following this might drive in innumerable customers whose attention you have captured. But suppose that you take it for granted and do not focus on anything else. As what people ultimately want is quality, would the initial publicity really be of help later? The same applies to the digital world.
Your advertising might have won their attention, but that does not mean success is for granted.
Factors like an ill-managed website would disappoint the customers who follow the leads, and you might be losing customers whom you could have actually had if due care was taken.The point is, when you spend a lot on advertising, try to make it worth it. Also, there is an important question which many might forget to ask themselves at this stage – how do I measure the effective is the marketing strategy chosen?
How do you budget for internet advertisements ?
This can be done by estimating the amount of money you spend on each enquiry. The lower it is, the better the marketing. But how do you estimate the sum spent per enquiry? To begin with, not all sources of marketing cost you the same. When you attract customers from various sources, both online and offline, it costs you different sums depending upon where you chose to advertise. Imagine that a realtor wants to sell a flat worth 1 crore, and spends 1 lakh on advertising the same. Suppose that he gets 100 enquiries, and that the sale is set. Now, how do we calculate the money spent by this realtor per each enquiry? As the number of enquiries here is 100, his advertising expense for the sale is 100 times the amount of money spent on generating each enquiry. So, in this case, he spent Rs. 1000 per enquiry. Now imagine the same company employing a different method and achieving a sale on every Rs 20000. This is lesser than the first case, and much more profitable. Therefore, it is important for businesses to try all available means of advertising to see which works best for them.
Once you answer these questions, you can calculate how much organic traffic can you channel in a fixed time and then start framing your own marketing strategy instead of SEOs. A well planned marketing strategy almost always pays you back. So seize your moment now and reach out to your customers on Facebook and Google, because if you won’t, your competitors will.
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