If it seems like everything is digital today, it’s not your imagination. Traditional media, like newspapers, TV, and print magazines are gasping to survive. Meanwhile, digital marketing media has grown continuously since 2011. Time spent (in minutes) viewing traditional marketing media has dropped dramatically.
According to eMarketer, digital marketing now makes up 54% of marketing budgets and has grown 36% since 2020. Culver’s, famous for its ButterBurgers and ice cream, is a good example of this trend. Culver’s Chief Marketing Officer Julie Fussner reports that up until 2021 Culver’s spent over half of its annual media dollars on traditional TV commercials. Now it spends that much on digital ads.
Fussner leads a 17-person marketing team that creates thousands of pieces of content for the company’s digital marketing channels, including mobile banner ads, paid and unpaid social media content on Facebook and Instagram, and Tik Tok ad spots for streaming platforms like Hulu.
In 2023 smartphone users will spend an estimated seven hours a day on their device. Smart brands will focus on mobile marketing strategies because more than half of annual online website traffic comes from mobile devices.
If you have switched to digital marketing (and it’s done right), you are feeling the benefits of the change. If you plan to make the switch, here are some things to do.
1. Get your messaging right first
Sometimes in the haste to jump on the digital bandwagon, core ideas that set your company apart and create real customer value get lost in the clatter. Before launching digital marketing methods make sure you have discovered and distilled your key messages to your target audience(s).
- Your website is the focal point. Your website is the hub of messaging. If the messages are fuzzy on your website, fix that first. Make sure your messages are consistent across all the marketing channels and aligned with those found on the website.
2. Gain some small wins
After messages are clarified, start switching some of your market dollars to digital techniques. But how much? Shuffle some money from traditional media then carefully measure what happens. If you know what results you are currently getting from traditional channels, test digital results against them.
Be sure to plan out the switch in the budget in manageable stages. Catch overlooked missing pieces. Make simple upgrades to your website and social media posts before tackling bigger tasks. Never neglect Google Business Profiles; they are integral to a business’ online presence. Make sure all the information in the GBP panel is correct and up to date. Add photos that engage and use key words in describing what you do. Ask current customers for a review from the GBP panel options. If managing all this eats up too much of your time, contact us. We’ll manage this inexpensively for you or show you how.
3. Create some meaningful content to share with customers
Creating meaningful content that your customers can use now is a key driver of digital marketing. Meaningful content is valuable, relevant, and consistent. It attracts and retains a clearly defined audience (your target customer). Examples include media such as newsletters, podcasts, social media posts and videos. Each can provide useful and relevant information that delights users and attracts them to your brand and so they become your customers.
GE is an inspiring B2B content example. We’re not talking about washers and vacuum cleaners (B2C) here, but about the company’s other business: health care, wind turbines, jet engines, locomotives, etc. (B2B). GE has long been known for taking what some might see as a dull business and bringing it to life. As they say, “We bring good things to life!”
GE has effectively used an Instagram content marketing campaign combined with influencer marketing. They got six Instagram influencers and several superfans to do the #GEInstaWalk. This involved touring GE’s manufacturing facilities and taking, uploading and hashtagging pictures. The results were spectacular:
- 8 million views of GE’s Instagram account
- 3,000 new followers.
They used a simple formula: deliver valuable content (not just promotion). Tell stories. Share content. And it was all done with no paid advertising.
4. Develop some short video content
As a primary means to set your company apart, try creating videos, a popular B2C format (think Instagram and YouTube). If done right, it’s an intriguing format for B2B as well. Videos will continue to be powerful tools in the hands of marketers. Try video in several ways—sharing product and quality information and creating brief “how-to” educational videos. Video is also great for distributing customer testimonials.
Blendtec is a perfect example of video that’s convincing, while being entertaining. Blenders might not sound interesting but are when you put weird stuff in them. Blendtec’s videos have gone viral, proving that there’s no such thing as a boring industry if you can tap into what hooks your audience.
5. Let email marketing support your new efforts
E-mail is still one of the most cost-effective drivers of ROI you can use (about $46 in ROI for every dollar spent). You can use e-mail to nurture your leads and convert them to customers. But it has to be done right. The trick is to balance content, stories and calls to action.
Use an e-mail marketing platform (such as MailChimp or Constant Contact) to distribute your content. Make sure your website includes an e-mail newsletter signup form. Add an opt-in form to your social platforms like Facebook to add opt-ins to your existing audience.
Here are some more tips from one of our recent blogs.
We know that jumping into digital marketing can be a daunting task for companies and their executives. We are experts at creating digital marketing strategies for our clients large and small. We can be a solid resource for you when you are making the switch to digital.
Contact us and start a discussion. We can help you make your marketing budgets work harder with some new techniques that will resonate with your customers and build your brand and grow your sales.
Try the methods we have mentioned. If you get stuck, we will help you get moving. And BTW, signup for our Mailchimp sends.