Put the highlight on the digital advertising and marketing practices enterprise
Before the advent of the internet, small business owners could rely on some fairly simple principles when looking to grow their customer base: run a television commercial or billboard in a popular neighborhood, maybe offer a special discount, and make sure you do a great job so that new customers refer you to their family and friends. Today, however, everything has changed – now, almost everywhere, consumers rely on the Internet to efficiently research their options and learn about companies with great online reputations.
Therefore, modern businesses must employ a comprehensive digital marketing strategy to achieve their goals.
The modern consumer research process
Today, when a consumer needs to get a job done or solve a problem, they start in one place: Google. Whether they’re looking for their child’s first orthodontist, a plumber who can help asap, the most popular gym in their area, or almost any other type of local business, 80% of consumers use search engines to look for local businesses. When you consider that 92% also check online reviews when making a buying or hiring decision, you’ll see why having a strong online presence and reputation is essential when business owners put their names in front of new clients, clients, and patients want to place.
Another thing to consider is that Americans are spending more time online than ever before – most of it on social media and streaming videos. Creating content that will grab their attention isn’t easy, but making sure your business is visible and that you are building loyalty within your community is imperative. In essence, your online presence is the new word of mouth. If you’re the first on Google, have a 5-star reputation, people are connected to your social media content, and your website gives visitors all the information they need, there is a good chance you can see sustainable growth achieve.
Put everything into action
Where should entrepreneurs start their journey to navigate this new digital landscape? Similar to the research process discussed above, it all starts at Google. Maintaining strong search rankings is an ongoing process. A strong search engine optimization (SEO) strategy, a detailed profile on Google My Business, and frequent interactions with social media users are all factors that will help you get to the top of the results page. Once you are there, it is important to focus on your reputation. Do your profiles on directory sites like Yelp contain accurate and consistent information? Do you have a plan to get more reviews? Do you respond to your reviews (even negative ones)? Hoping that happy customers will stand up for your business is not enough – you need to encourage them to do so.
Even with great search rankings and a great reputation, the competition today is so great that it is often necessary to put a portion of your marketing budget behind paid ads.
Pay-per-click ads and new innovations like Google’s Local Services Ads give you a good chance to impress prospects. You shouldn’t rely on these alone, however – tactics like these are often the final piece of the puzzle that convinces consumers who are already familiar with your brand to take action.
The growth of your business shouldn’t be a guess
As you can see, a successful digital marketing strategy is a delicate balancing act between numerous channels. But how do you know if your plan is working? More specifically, which parts should you focus on the most? How can you tell if all of this work is paying off and if you are getting closer to your future business and sales goals?
Today entrepreneurs need to balance their marketing goals, their market knowledge and the complexities of growth. All of this requires a solution that combines marketing automation, artificial intelligence and guidance and enables them to make the smartest decisions to grow. The guesswork out of these decisions gives business owners the confidence they need to cover each of the fundamentals we discussed with ease.
The digital revolution is here to stay, and the most successful companies in the next decade will be those who remove doubts and maximize efficiency through emerging smart marketing tools like these. If you have any questions about how Scorpion can help bring your business to the next level in 2021 and beyond, we’d love to speak to you.
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ABOUT THE AUTHOR
Corey Quinn, director of marketing at Scorpion
Corey Quinn is the Chief Marketing Officer at Scorpion. He works to ensure that the company interacts effectively with our customers. Prior to joining Scorpion, he held various marketing leadership and business development roles at emerging companies. Corey holds an MBA from the University of Southern California’s Marshall School of Business, where he graduated on the Dean’s List for Academic Achievement. When he’s not working, he enjoys spending time traveling, reading, and being with family and friends.