A Comprehensive Guide to Marketing Strategies 2020
Marketing Strategies | Digital Marketing Strategies | Social Media Marketing | SEO | PPC
Consumers and businesses, both, are mostly always online. With the global spread of digitization; marketing strategies, tactics, tools and techniques have explosively evolved in the last decade.
As ensured, marketing is a social and administrative process through which groups and individuals obtain what they need and want through generating, offering, and exchanging valuable products.
In effect, Digital Marketing is nothing more than a natural adaptive evolution of marketing to the new tools and supports that are emerging in the market.
Meaning of marketing and its purpose, to a large extent, is aligned with the question: where the customer is? Consumers and Customers are actively present on the Internet and, even if your company is there, they can choose one of your competitors if your digital presence management is not properly cared for and your digital marketing strategy is powerless.
Consequently, it is very important that you know how to connect with your audience as the objective is to understand your needs thoroughly, in order to develop the best digital marketing campaign.
The Marketing Evolution
The nature of the client has changed with time, he is an informed person who takes significant time when making purchase decisions. He compares, analyzes, reviews, consults on social networks, and then makes his final say.
The marketing sphere has always been revolving around 5Ps (Product, Price, Promotion, Place) where the two major differences that draw the line of separation between the traditional and the new ways are:
- Changes in Marketing Strategies and Methodologies
- Paving the path of Consumers, establishing the 5A’s (Aware, Appeal, Ask, Act, Advocate)
The Five P’s of Modern Marketing
The Four Ps paradigm is a proposed classification that has been used by marketing companies, and various branding and non-branding establishments as well. Let’s take a look at the marketing mix to get clear insights over the refined methods:
A product can be any tangible item or a non-tangible service that is forged to fulfill the intent of the end customers. Whatever product you sell or service you offer, it's imperative to get a grasp of what your product is and what makes it extraordinary before you can successfully market it.
After familiarizing with the product details and establishing its concrete understanding, now it’s time to make some pricing decisions and to set the cost accordingly. Price determination and fixation truly proportionate supply, demand, profit margins, and marketing strategy, of course.
After getting the product and price it's high time to promote it. Promotion involves your maximum efforts and pays you well if done with the right means, at the right time. Promotion includes advertising, public relations, SEO, email marketing, social media marketing, content marketing, video marketing, and much more.
[Remember, each touchpoint must be bolstered by a well-constructed strategy for maximizing gains.]
We all have heard a saying frequently announced by marketers, put the right Product, at the Right place at the right price at the right time. This actually works. It is crucial to determine and evaluate the ideal locations to target potential audiences into customers/clients, considering the favorable time.
People here indicate the customers, clients, and staff. We know why clients and customers are important, obviously, they drive our sales. But simultaneously, staff also holds a crucial place as they add fuel to your business to progress so they must be trained about the product/service, its features, functionality, cost, etc.
The 5 A’s of Consumer Satisfaction
In this phase consumers are passively exposed to brand advertising, they become aware through marketing according to their personal experience or recommendations by others.
By processing the messages of the brands they are exposed to, they develop attraction and curiosity towards certain brands or products by selecting the most memorable brands.
In the application stage, consumers research selected brands by making inquiries, by informing friends and family and even looking for opinions online, in search of greater security.
Customers are more informed and decisive to make a choice over a certain brand and interact with knowledge during this process. Since it is not just about the purchase, they are notably concerned about the product use and overall services to gain benefits from.
Customers develop brand loyalty and recommend it to other potential customers.
By the way of synthesis, we can say that traditional marketing mainly focussed on generating one-way communications to potential customers. Although communication can take several forms, the loophole was that once the sale was achieved, the customer lost its importance and was generally relegated. Consequently, this mode failed as it neglected the fundamental step in a good marketing strategy that should be that of customer loyalty.
In the previous, time the strategy was to show advertisements through traditional means of communication in order to attract buyers at all costs, regardless of whether or not the audience was interested in receiving such inputs and messages.
Over time, marketing has evolved and has taken digital grounds. Digital Marketing is the present form of marketing applied by all the businesses today which keeps the focus more and more on customer needs and continuously strives to create two-way communication channels, taking advantage of technological advances.
Digital Marketing: How it Differs from Traditional Marketing?
The concept of Digital Marketing encompasses the set of marketing efforts that we carry out online, i.e. through the internet of digital media. Its main purpose is to connect you with potential clients, in order to achieve business objectives.
Well, one can create his own definition of Digital Marketing as the concept can be as personalized as your goals are.
Traditional Marketing evolved into Digital Marketing steadily at a good pace. So now let’s see the multiple level differences between them which pulled back Marketing 2.0 and led to the emergence of Industry 4.0:
#1 Digital Marketing is very fast
In the present type of advertising, you get fast results, there are marketing techniques that deliver results in 24 hours. Launching a positioning campaign in Google Ads can take very little time and can get customers moments after it is launched. That is how effective they can be if they are designed properly.
Also, a Search Engine Marketing strategy can be carried out in less than 24hours with very short term results.
#2 its is more relevant and Targeted Advertising
If done well, advertising in digital marketing is much more relevant than traditional strategies since it allows advertising to be displayed depending on the tastes and preferences of the surfers, thus improving the results of the campaign.
Next, customization, the ability to segment and interact with customers, allows people, who really care about our products and services, to be reached with advertising.
#3 Digital Marketing is Extraordinary Massive
They are all on the Internet Today!
If you are looking for a massive channel to find and communicate with clients/customers, the Digital Market, the Web is the best option.
We get up in the morning and the first thing we see is our phone and when we go to bed, guess what is the last thing we see? The majority of the populace possesses a smartphone and I would not be wrong if I say that we all keep our smartphones at an arm's distance or even less than that.
#4 Bilateral Communication
The bilateral communication, geared by the technological advancements, established between the consumer and the brand helps build relationships and interaction in both directions, that is, Audience-Brand and Brand-Audience. This favors the communication process, thereby, enticing the exchange relationship between the customer and the company.
Listen and connect with your audience. Don’t try to guess what your customers want, contact them directly. If you know how to listen and understand them, you can design a better product for them.
Creating Marketing Strategies on Digital Grounds
1 Set Goals
You must have clear and well-defined objectives.
Usually, a digital marketing objective is to generate leads or prospects that could be potential clients, expand business reach globally or locale-wise, increase the count of impressions, sell more products and services, acquire expected revenues and ROI, among many others.
These were a few basic objectives every enterprise sets, nevertheless, many others may vary as per the business type, business expansion, and audience to target.
2 Identify Buyer Personas
Before creating any Digital Marketing Strategy the inevitable aspect is to be very clear about who is the client you need and is willing to pay for the services.
The client of your dreams actually turns out to be your buyer persona where you simply form a semi-fictional image of your ideal customer or client based on market research and gathering real data about the existing ones.
Buyer personas can be well defined through research, surveys, and interviews with your company’s target audience/existing clients. It’s considerable to mark that whenever possible, this information should be formed on true data as speculating your audience/client can make your marketing strategy fruitless and feeble
Effective marketing strategies are built from specific profiles of people, so creating these profiles is transcendental.
3 Optimize for Search Engines (SEO)
SEO’s (Search Engine Optimization) importance lies in the immense amount of searches that are carried out in the main content search platforms on the Internet.
Google this year, 2020, has been visited 62.19 billion times and is the most visited website. So once your digital asset/property (i.e. your website) is up and running, your only mission is to participate in the much-desired space on the first page of Google and other search engines in general.
To get an excellent ranking in Google, the first thing you should do is a good analysis of keywords. These are the most used words with which people do their searches, in relation to what you offer.
How can I choose the correct keywords?
The first thing is to think like your clients when they look for what you offer. It is an easy exercise. You just have to ask yourself how you do when, for example, you are looking for hotel options in Oregon. A typical exercise would be to take your smartphone, open Google, and search:
These are the keywords that you type in Google to generate a query. If you have a hotel in Oregon, you would have to have all these terms to increase the chances of appearing in the first searches of your potential clients. The better keywords you identify, the better chances you will be found.
Fortunately, we have tools to help us find and evaluate keywords. Here are the best:
- Google Ads keyword planner
- Google Trends
- Keyword tool
[Prefer Reading: “Top Reasons Why you Business Absolutely Needs SEO.”]
4 Do Content Marketing
Content marketing is a strategy based on creating, publishing, and sharing the content of interest to your buyer persona.
It is a practical, effective, and useful way of reaching users in a natural way and creating a fluid relationship from the exchange of information and learning. The first step is to prepare a good content plan by scheduling what you will share each day. It will help you plan for the long term, have a greater perspective, and increase your visibility.
You must offer adequate content at the ideal time. This is that the information is according to the purchase process that your potential client needs. It is also important to do it in a suitable format; in addition to the quality of the information, so is its presentation.
These are some types of content that you can use in your content marketing strategy:
[Prefer Reading: “15 Ways to Improve your Online Sales During COVID-19.”]
5 Establish your Own Social Media Strategy
The results of an organic campaign on social networks will be based on the quality of work in relation to the audience. Organic posts represent 6%-10% of users who follow your brand, so the frequency of posts is of utmost importance.
There are several benefits to obtain from a good strategy in Social Networks.
-It helps to get to know the target audience better
Every business needs to know its customers. It is here where the Social Networks become important because they facilitate the knowledge of the interests of the users to generate communication strategies in which they feel identified.
-Expandable Customer Service
Through Social Networks companies can offer a support service, provide information, or answer questions in instant response times of their potential or already loyal customers.
-Increased traffic to your Website
By sharing content on Social Networks, you are opening a door for your users to visit your website. For example, quality content in the blog section of your website, which is published on your Social Networks, will help you generate more traffic and therefore increase the chances of conversion.
Forging quality content based on the real needs of the target audience will reinforce the brand identity, and will give your company the position of the specialist in the field.
[Prefer Reading: “Retargeting & Facebook Retargeting: The Must-Know Essentials.”]
6 Email Marketing
This technique also called emailing, is based on the massive sending of emails to a contact list. Email marketing is a mix of communication and direct marketing.
Today you can easily and effectively reach potential customers right in the palm of your hand, thanks to the mobile devices.
Many users have their emails configured on their smartphones, tablets, and other e-devices. The figures indicate that about half of emails are opened from phones due to which mobile app development and app designing have gained a boost within the IT-sphere.
7 Create a Database of Leads
When you start receiving visits to your website from your SEO optimization, it's time to create a database of potential customers.
A database of potential customers is basically a list with email addresses of people who are interested in your products or services.
In order for you to see the importance of having a customer database, imagine that you have a clothing store. A person entered your store, saw the products, but did not buy anything, did not ask, and left your store.
From this, we can deduce that he had an interest in your products, although you do not know what interests him. What if you could ask him? Perhaps it was a garment that you had not yet published that day because it arrived yesterday and you had not yet exhibited it.
The good news is that digital channels allow you to get in touch with your visitors before they leave. The most used strategies for this are:
- Offer a discount percentage for the first purchase
- Give something ‘Free’ in exchange for their email
- Invite them to sign up to your newsletter list
One of the ways in which visitors can leave their emails is with intriguing and engaging POP-UPs which are code activations that display a message, embedded onto a webpage with the intent to achieve registration.
The vital part of the substance here is not to let the visitor leave the website without sharing their email, to later impact campaigns, discounts, offers, news, content, or as smart client lists in budget campaigns.
8 Do Monetized Ad Campaigns
Years back, the most popular ways in which you can bring your products or services to your potential customers were through radio, flyers, television, etc.; however, the digital environment in which we are involved has completely changed things, replacing traditional media.
The coolest thing is that advertising on the Internet gives us access to compete with all the big and renowned brands by learning their ways of effective marketing. Advertising on social networks and digital marketing ads are affordable and on top of it allows us to segment the indicated users.
[Prefer Reading: “Digital Marketing Strategies to survive Amidst COVID-19.”]
Digital media today is a fundamental part of people's lives!
Users not only use the internet to work or entertain themselves, but also to solve doubts regarding products or services, and even to buy without leaving home.
Therefore, having a good online presence based on the development of an effective Digital Marketing strategy correctly aimed at the buyer personas can facilitate the increase in conversion of potential customers.
Hope the information shared proves helpful.