Why Is Digital Marketing Important? How Can It Contribute To Business Growth?

The importance of digital marketing has been proven time and time again, especially during recent times where many business models went remote overnight. In addition to the convenience of promoting your business at the tips of your fingers, it also: 

  • Is less expensive and delivers a larger ROI than traditional media.
  • Increases a business’ reach and connects with more potential customers.
  • Caters to the mobile customers of today. 
  • Offers an endless amount of ways to consume information: social media, email, content, banners, video, images and more. 
  • Allows for interactive engagement with a business’ community. 
  • Provides the ability to track and analyze cost of marketing efforts and which content pieces perform the best. 

How can business owners capitalize on digital marketing tactics in order to encourage business growth? 

  • Have a professional website built that is functional on a mobile device, optimized for SEO, and heavily focused on conversions. 
  • Develop SEO optimized content that is educational, informative, and easy to read. 
  • Create social media platforms, fill in graphics and company information, and keep these platforms up to date with products, updates, and relevant industry news.
  • Develop email marketing content and segment email lists accordingly. 
  • Determine a budget for a Pay Per Click Campaign and promote relevant products through Google’s Ad platform. 

Use These Quick Tips To Build Brand Awareness

Some companies have built such a powerful brand that you could see the unbranded product and know they made it. That is excellent branding and it takes time to build not just that level of cohesiveness, but also that level of awareness.

Many smaller businesses feat that they will never have the type of brand awareness Fortune 500s have, but they can within their niche. To make it happen, you’ll need to understand brand awareness and the strategies that make it possible.

Understanding Brand Awareness

Building brand awareness makes you recognizable, so customers who love what you have to offer can show brand loyalty. When customers see elements of your brand, they should know not just what it is but what your brand stands for.

If you own a cafe in town, it’s great that they know that. But they should also know you sell the best vegan coffee on the block and celebrate “Muffin Mondays” to beat the Monday blues.

Building Brand Awareness

The good news is that you don’t need to focus specifically on building brand awareness to make it happen. You need only incorporate it into new or existing marketing strategies and campaigns.

  1. Build a Brand: The most important aspect of brand awareness is having that cohesive brand that customers can recognize in the first place. What is the element that ties your brand together? Is it the color, the imagery, the retro vibe of your billboard signs and decor?Note that building a brand first requires some experimentation and then consistency. Experimentation helps you test the features you think best resonate with your target market. Consistency provides the elements they can now begin to associate with your brand time after time. 
  1. Advertising: You already invest in advertising to attract more customers. Advertising also improves brand awareness. The more often people see your brand on billboard signs, fliers, brochures, shelves and ads, the more familiar of a choice your brand becomes. Soon, you become the choice that targeted customers makes when they need a product or service you provide.When choosing ad placements, be sure to consider your channels carefully and how well they align with your target audience. For instance, if you mostly serve a senior audience, poring the bulk of your money into advertising on Instagram is probably not a wise choice. Meanwhile, Instagram ads might do wonders for clothing lines bent on not just following but creating the newest trends.
  1. Get on Social Media: Believe it or not, people of all ages are online. Seniors might not be hanging out on Instagram as much as millennials and generation Z, but they are online. You can find them for leisure on Facebook and for business on LinkedIn. Many also hold Twitter accounts.Find out where your tribe hangs out online and then pour money into reaching them. There are also some social media platforms that are almost a rite of passage for businesses. These include Facebook and Twitter, but choose wisely before opening an account on either one.
  1. Partner With Others: When it comes to partnerships, there are many appropriate choices to consider. One choice gaining popularity is partnering with influencers and affiliate marketers. These people share your product or service with their audience and help you to leverage that audience to increase trust and boost sales.You can also partner with other brands. Most experts recommend partnering with a bigger brand. Far more important is partnering with a suitable brand. For instance, if your company makes spaghetti and pasta, partner with a company that makes sauces or team up with a restaurant to create a signature dish.
  1. Invest in the Community: Over the past few years, millennials have emerged as the most powerful buyers in the market for most industries. This demographic has earned the title of the most generous. Not surprisingly, this generation plays close attention to the politics and philanthropic work of the companies they support and many other people have adopted this principle since.This makes investing in your community a great way to reach them, their parents, grandparents and children. You could organize the cleanup of a beach or park, sponsor the local sports team or send workers to volunteer in causes that matter most to the community. Your customers will notice.
  1. Remarket and Retarget: So, you used all the tips above and it worked: people now recognize your brand and ask for your products and service by name. What now? To compound the effects of all your efforts, focus on retargeting and remarketing to turn people into repeat customers and keep them.To do this, you can invest in loyalty programs or offer coupons to first-time buyers. You could also try to get contact information so you can send texts or emails to let them know when there are new promotions or sales.

The Bottom Line

Building brand awareness can be a costly investment. However, once business owners see the effects of their efforts, most say it’s worth every penny.

Change Starts with Us and with You

To All of Our Grads and Future Attendees,

This year has taken some unpredictable turns.

The unforeseen impact of COVID-19 has changed the way we do business and interact with loved ones, and we continue to protect those we can as we recover. To add to this crisis, we all saw yet another unarmed African American, George Floyd, killed in an act of police violence. But those eight minutes of video are a blink in the eye of an ongoing history and pattern of racial violence and oppression of minorities in the United States.

It’s time for a change, and that happens now.

We have every reason to be angry, but our African American grads, business partners, friends, and family have more reason. We will not tolerate hate, racism, and abuse. This past week opened all our eyes to the fact that there is still much work to be done in order to carry out and honor the foundation laid by the leaders of the Civil Rights movement decades ago.

Black lives matter. To say anything else would be to ignore a fire in our own house.

At Commercial Capital Training Group, we have always prided ourselves in offering opportunities, and we are grateful to our African American and minority grads who not only become amazing entrepreneurs but who also help to uplift other businesses and communities in the process.

I believe we must all continue to invest in our greatest qualities – our ability to improve ourselves, to better our behavior, to demonstrate empathy, and to raise our voices. Because it is only when we invest in those very human qualities that we can appreciate the rewards of positive change and a better tomorrow.

Thank You,
Kris Roglieri

Resources for You to Help and Provide Support

To provide help and support to African American communities across the country as well as those fighting for Civil Rights, consider donating to the following organizations:

Southern Poverty Law Center
Black Lives Matter
Alliance for Justice
National Urban League
ACLU
Lawyers’ Committee for Civil Rights Under Law
List of Bail Funds for Protesters

Increasing Landing Page Conversion Rate

When running a lead generation campaign, the landing page is your first impression of your company and products that a potential client will see. Placing a large emphasis on the presentation and functionality of your landing pages is the first step in maximizing conversions. You’ll also want to consider the following: 

Make Sure To Establish Credibility

Prominently display your company name and logo on the landing page. This will convey the concept of transparency, and will deem you to be trustworthy. 

Collect Email Addresses Of All Visitors

Even if someone clicks on your page and doesn’t buy, you want to make sure you’re continuing to connect with them and offer as much free information as possible. It is imperative that there is a form to fill out which asks for an email address, so that you’re able to drop all visitors into your email drip campaign and build out your pipeline.

Make Use Of Testimonials

Social proof holds a ton of weight when it comes to persuading a consumer to buy. Working a testimonial into the landing page will help customers gain your trust early on in their research.

Be Clear With Bullet Points

Large blocks of text become boring and difficult to read. Spelling out your points in easy to read, bullet format will help get your points across in a simple to understand way. 

Solve The Problem

Without the ability to eliminate a pain point for customers, it is difficult to sell to them. Be clear, concise, and honest about what problem you’ll solve, and how you’ll solve it.

Here’s What You Can Do To Stay Connected To Your Audience At A Time Like This

As the COVID-19 pandemic continues to force businesses to change their model for the time being, business strategies overall are becoming more reliant on digital marketing. These changes have increased the barrier and ability to reach customers they way they used to. A component to avoiding further loss is to develop a plan to stay in touch. 

We’ve seen the continual cancellations of conferences, trade shows, and other boots on the ground gatherings, and because of that businesses have scrambled to build an online presence and find a way to connect with their customers virtually. 

First, you’ll want to set up social media accounts and engage as much as you can. The amount of folks who are spending time online currently has skyrocketed, and sharing posts from accounts that you trust, responding to comments of your audience, and liking posts will not only drive traffic to your page, but will also let your audience know you are here for them. 

Next, take some time to write some longer form copy for the blog section of your website about what your business looks like due to the coronavirus, and what you’re doing to ensure quality. You can also talk about different tips or tricks you’d suggest on getting through these times as it relates to your industry. For example, if you’re a gym owner, maybe you’re continually offering advice on how to stay on track while at home. 

Finally, compile an email marketing list of contacts you’ve accumulated over time, and, similarly to the blog section of your website, keep your audience up to date and informed on changes with your business, what you’re doing to keep things running smoothly, and what they can be doing as well. 

Ultimately, you’ll be communicating the same or a similar message across all platforms, but the increased amount of “touch points” will keep the trust of your audience, and keep you at the forefront of their mind as a credible resource at a time where it’s needed most. 

Preparing Yourself (Hopefully) For The End Of Quarantine

After a month or more of social distancing due to COVID-19, it can feel at this point like a life of isolation is almost normal. With the uneasiness and uncertainty that comes with being disconnected from your normal routine and for some, complete disappearance of your day to day responsibilities, it’s easy to have similar fears regarding what life will look like when things do begin to open up again.

 

While life, business, and social activities may not be the same for quite some time, here are some things you can do to prepare for the end of quarantine.

 

Utilize Your Digital Resources To Stay Connected

 

LinkedIn is an excellent way to converse and network. Consider starting a conversation with a few of your connections you haven’t talked to in awhile, just to see how they’re doing or what they’re doing to keep things going during the quarantine. You may also research online groups in your industry in an effort to learn from peers on how they’ve been going about handling a time like this. 

 

In addition to LinkedIn, video conferencing apps like FaceTime or Zoom are great to sit and chat with co workers, employees, or clients face to face. While email, text message, and phone call are always an option, a face to face conversation can serve as a much more personal method of communication and can go a long way during a time where many are alone for a majority of the time.

 

Create A Routine

 

Between Tiger King and the idea that you definitely are allowed to stay in your pajamas if you want to, it can become tempting to completely fall out of your regular routine by sleeping later, going to bed later, working from the couch, etc, making it that much harder to jump back into your routine when the time comes. Beginning to add small pieces of your old routine back into your day such as a consistent wake time, the same check in call with a colleague, and a clear workspace will make the transition much easier. You may even consider using a mediation or sleep app.

 

Move Your Body

 

I’ve heard the term “quarantined potato” more than once in the last week, so I think it’s time to address it! Whether you’ve got a full basement gym, or live in a 400 sq ft studio apartment, moving your body every day will keep you both mentally and physically healthy. You can always head to YouTube to find free videos that can take you through something like an at home yoga flow or something of higher intensity, with no equipment of course. 

I Want To Build An Email List, But How?

Email marketing will forever serve as a “must have” in the digital marketing space for a multitude of reasons. 

Email is an excellent way to generate a better experience for both customers as well as potential customers by offering consistent value and continuing to establish credibility. Email is also one of the easiest ways to track and measure what types of content your audience responds to and engages with the most. 

The most difficult thing business owners encounter when it comes to email marketing is actually building their list and getting email addresses compiled. When it comes to generating a strong email list, it’s actually much easier than one would think. 

Strategies for growing your list can include: 

Incentives

Different types of giveaways or opportunities to win prizes by sharing one’s email is an excellent way to encourage someone to opt into your email list. Incentives can be offered in person, over social media, or on your website. 

Collect Business Cards

Be diligent about collecting business cards at networking events. Even if you don’t particularly believe someone is in an industry that you’re interested in doing business with, remember that building a relationship with that person and gaining their trust through email marketing may result in a referral partnership. 

Provide Opportunity On Your Website

Make sure that each page of your website gives the user an opportunity to opt into your email list to receive constant, free, and valuable information

5 Ways to Create An Effective Email Marketing Campaign

Email marketing is one of the most effective digital marketing strategies when it comes to nurturing your audience. In order to reap all the benefits of email, though, it is imperative to keep the following components in mind. 

Segment Your Audience

If you make list building a priority, you will end up with a full and robust email list and not all of your audience members will be similar. This will result in your need to create different messaging and send it to different audience segments in an effort to connect with each person.

Place An Emphasis On Aesthetics

While it isn’t necessary to be an award winning graphic designer, it is important to make sure your branding remains clean and professional. Making use of free services like canva or mailchimp will help you to keep your email blasts on brand and looking legitimate. 

Automation

Automation can help with both time efficiency and can keep things streamlined. When content is batch created and scheduled out, things can automate over time without the need to continually spend time going in and writing new content.

Plan Ahead

Planning out multiple email drips in a campaign can make content creation easy and efficient. Understanding offers, new products, launches, and announcements ahead of time allows your brand to stay ahead of the game and lets your audience know you’re committed to keeping them retained and informed. 

Tips For Maintaining Your Online Reputation

When looking to connect with consumers or potential consumers, it is imperative to make sure online reputation management is a cornerstone of your marketing strategy. We’ve listed out a few of our favorite tactics when it comes to reputation management in the digital space.

Happy Customers Are Key

Positive online reviews are one of the best ways to gain new business. But, without happy customers, online reviews are few and far between. Make it a priority to provide not only a quality product, but quality customer service – all while encouraging your customers to leave reviews either on Google or on your social media pages. 

At the end of the day, many make decisions based off of social proof, and ratings and reviews found on the internet play a big part in that. Next time you are interacting with a customer, ask yourself, “will this generate a positive review?”

Create A Relationship With Satisfied Customers

After a purchase is made, it is important to follow up with the customer to not only understand how they liked the product, but to also find out about their customer service experience. What did they like? What did they dislike? Would they work with you again? Why or why not? Establishing a relationship with a happy customer can and will result in future referrals in addition to online reviews. 

Don’t Turn A Blind Eye To Complaints

While it is human nature to want to ignore a complaint or a negative review, make sure to never ignore or delete them. Instead, be honest and kind in your response as it is pivotal that you are a trusted and transparent brand. Acknowledge the negative feedback, apologize, and offer a solution. The main rule of thumb is to respond to the person who reviewed as if they are your entire online audience, so that current and potential customers can see that you are positive minded and focused on providing exceptional customer service. 

Four Things You Can Do On Every Social Media Platform

A solid social media campaign will utilize many different platforms, not just one or two. While each platform does require a slightly different strategy, there are some general guidelines that can be and are applicable across every type of social media channel. 

Stay Consistent 

Posting on a consistent basis will not only help to build your audience, but maintain it as well. With that said, there are some social media platforms that will reward you for your consistent posts more than others. As an example, you’ll see better results on Instagram than you will on Facebook if you post multiple times per day. This means the more you post on Instagram, the better you’ll be treated by the algorithm, but Facebook will still hide the majority of your posts unless you boost them. 

Maintain Your Messaging

While it is imperative that you are active across all social media platforms, you’ve got to keep your messaging consistent. You may choose to change up how you deliver each message, whether that may be via video, text, or photo, but each message should be consistent with one another. 

Track Results

Social media’s ability to track post each and engagement makes it a valuable tool to understand what your audience wants and what they respond to well. The metrics available such as likes, comments, shares, and other aspects of engagement will allow you to adjust your strategy from month to month for maximum results. 

Communicate With Your Audience

The ability to like, comment, and share content with your audience makes it personal and interactive. Responding to comments and showing support to your customers will insert the human element making you look down to earth, approachable, and like someone who cares about their online community.