How B2C Digital Marketing ACTUALLY Helps Your Business
Looking at the Bigger Picture: How Every B2C Digital Marketing Channel Helps Your Company Reach its Goals
Remember when referrals and magazine prints were enough to bring in new business? Oh, how the tables have turned. Thanks, technology and progress!
Buyers are more informed today than ever before. They’re able to research, compare, and shop several vendors and products within a couple of clicks. If you’re unable to win them over during the first few minutes of research, you’ve already lost their business to a competitor. *Womp womp*
With many marketing options available to your company, it’s easy to get lost trying to make sense of it all. Google search, pay-per-click advertising, social media, content marketing, email marketing, influencer marketing — how do all of these channels work together to help your business?
Understand the Buyer Journey
To create a truly effective marketing plan, you must first understand how your customers will find you.
Did you know that over 81% of shoppers conduct online research before making big purchases? Think of the channels they’re using. Most searches begin through a search engine like Google or Bing. In fact, the first 10 results of searches receive 89.71% of all click-through traffic, with the second page of results receiving a dismal 4.37%. And the click-through rates only plummet from there.
So how important is it for your company to rank on the first page of that search? Very.
Whether a customer clicks on an ad or finds you organically on the first page of search rankings, they know who you are now! But the research doesn’t stop there. They’ll open up another tab, type your website directly into their browser, start perusing your social media, and read online reviews — all before making a final purchase decision.
Clearly Map Out Your Goals
Before you can gauge the effectiveness of your digital marketing, you’ve got to have a clear idea of what you’re looking for from it. Are you trying to build your social media audiences? Increase website traffic? Generate leads? Increase your social media engagement? Drive sales?
You probably said ‘yes’ to all of them — but now it’s time to dive deeper. Set specific objectives for each goal so you can measure your marketing success. Here’s an example for if you want to increase your website traffic:
We will increase our website traffic from 500 average monthly visitors to 1,000 within 6 months.
This goal is specific, measurable, relevant, and timely. Next, you’re able to define exactly how your digital channels will help you achieve this goal.
Understand the Role Your Digital Marketing Tactics Plays in Your Customer’s Buying Journey
There’s not a single channel that can be effective on its own. You’ve got to be everywhere your customers are conducting their research. All of your digital mediums, like paid advertisements, email marketing, social media, influencer marketing, blogs, etc., are working together toward the bigger picture. It’s important to view each channel as crucial to your marketing success and invest wisely in each one.
Let’s think about an example where a new customer is looking for your product: Your customer just got paid and is searching for the exact style of shoes you sell. They conduct some research, find your company through Google, look at your Instagram, and see their favorite beauty guru bought the exact heels. They’re sold. Every single channel was important to their buying decision.
Check out how each channel helps you achieve your ultimate goal of increasing online sales:
Don’t Panic if Your Paid Ads Aren’t Showing As Many Conversions as Your Organic & Direct Channels — It’s Actually a Good Thing
All of your paid advertisements are at the top of the funnel. This is where your customers are conducting their online research. It’s unlikely you’ll convert your website visitors into buyers right off the bat. They want to make sure they can trust your company. They want to validate their purchase. They’ll look through your blog content, check out your social media, read reviews, see who is using or wearing your products, before committing their hard-earned dollars to your company.
This being said, next time you look at your Google Analytics and see that your paid advertisements aren’t directly contributing to your sales, you’ll know that it’s because those customers most likely converted after heavy research. Once they’ve completed their research, they’ll most likely type your URL directly into their browser and complete the purchase. Or, perhaps they’ll type your company name into their search engine, and then complete their purchase. For this reason, you’ll see the sale attributed to ‘Organic’ or ‘Direct’ when viewing your Google Analytics. If you notice a spike in either channel, you’ll know your digital marketing efforts are working together beautifully!