The positive aspects of digital marketing are numerous – the ease of transmission, increased visibility and an immersive experience are just a few of the ways digital marketing improves on conventional offline marketing. But there’s one benefit of digital marketing that is far more lucrative than the other perks, and that is the ability to track all aspects of your marketing.
Digital marketing allows you to track how many people have seen your ads; more importantly, you can see how many consumers have clicked on your ads and how many of those people have eventually made a purchase. This showcases the power of digital marketing. Whereas marketers have traditionally had trouble identifying exactly what triggers someone to make a purchase, digital marketing shows you the exact pivot point that convinced a customer to buy.
However, simply knowing that a given ad prompted a given purchase only gets you so far. The real value of tracking in digital marketing is its effectiveness in generating and nurturing leads. When used correctly, the data provided by digital marketing can provide a blueprint for how to approach different types of consumers. This gives you quality leads, and not just leads that go nowhere. What’s more, it can help you give those individuals exactly what they need as they move through the path to purchase. Here’s how to get started.
Create Buyer Personas
If you don’t know who you’re marketing to, you can’t expect those people to buy from you. Understanding your audience is the first step to generating leads with digital marketing. By knowing what makes your customer base tick, you’re that much more well-equipped to give them exactly what they want.
It’s important to note that you may have multiple segments of customers, each with unique needs. A store that sells musical instruments, for example, must market to both highly skilled players and those that have never played before. Navigating these multiple channels can be tricky, but that’s why digital marketing is so helpful. Instead of producing one circular that has to meet the needs of all of your customers, you’re now able to send out customized materials that speak directly to the needs of each unique audience segment – or, in this case, each unique persona.
Creating the best possible buyer persona requires a detailed look at the data you’ve compiled. Take note of differences in key demographics, such as age and gender. But more than that, consider the lifestyles of these groups – for instance, older people aren’t necessarily turned off by digital marketing. It’s up to you to make decisions based not upon assumptions, but through your findings – which include not only data, but also conversations with customers. Your digital marketing will only be as good as the personas you create, so take some extra time to make sure you do them right.
Create Paths to Purchase
Knowledge is power in digital marketing. And it’s only through fully understanding your customers that you can piece together the twists and turns that develop throughout the buying process. That journey is the path to purchase, and it’s what governs your lead generation and lead nurturing strategies.
Nobody goes from complete unawareness to an avid customer right away. It’s a process, and it’s different for almost everyone. However, you should notice some trends as you look through your data. In many cases, it takes several steps for a lead to be ready to buy. That individual may end up on your website in response to something they saw on social media, and they may sign up for your email list – the ultimate lead generation tool – based on what they found on your website. Then, they may click on a few of your emails, and they may even look in a store to check out your products in-person.
Now that you know there’s interest, you may send out another email with a promo code or exclusive offer, knowing that a purchase is imminent. And because you sent out that promotional offering, you’ll know when the purchase is finally made, even if it’s done in a store.
This is just one example of a path to purchase. There will undoubtedly be variances as you look at different segments of your customer base. But it’s your ability to tie all of these pieces together that will determine how effective your lead generation and nurturing will be.
Calls to Action
No digital marketing promotion is complete without a call to action (CTA). Typically found at the close of the marketing material, the call to action is a clear summary of what an individual should do in order to go to the next step. This can be anything from filling out a form on your website, to clicking through on an email, to applying a promo code on their next order. In essence, a call to action lists exactly what you want the reader to do.
But a call to action isn’t just a one-way street. The call to action should also detail how the viewer will benefit from taking this action. For instance, if you want someone to sign up for your email list, you may offer them a white paper or access to a hidden YouTube video. You’ll want to clearly state in the call to action that this is what’s in store for them if they follow through.
There’s more to a call to action than merely begging someone to do what you want them to do. It’s a true way for your business to show that they’re willing to provide something of value to an on-the-fence customer. It’s marketing, goodwill and the sharing of valuable information in one tidy little paragraph. Most importantly, though, the call to action shows the viewer that they can take you at your word. It’s an indication of your reliability and integrity, something that goes a long way towards carrying a lead through the path to purchase.
Anybody can generate tons of iffy leads by collecting email addresses and spamming them with irrelevant content. However, the generation of quality leads takes time, preparation, effort and a vigilant eye on buyer trends and preferences. By tailoring your digital marketing around what works for your various buyer personas, you’ll be able to market to them in a way that makes them feel truly valued – and that will translate to further purchases and referrals.
To learn more about how you can enhance your lead generation strategies with digital marketing, contact us today.