Most digital marketing tactics focus on the goal of direct response from potential customers. The only focus for outcomes are based on how many people see an ad, click it or buy a product. This is a simple strategy with easy to calculate results. It’s as easy as comparing how much money went into an advertising campaign and how much revenue went back into the business as a result of that advertising spend. This is known in the industry as Return On Advertising Spend, or ROAS.
Marketing departments can spend their entire budgets trying to tip that scale towards a higher return. In the short term it’s a great strategy, but it’s not everything digital marketing has to offer. Marketing can also help create your brand and build brand awareness.
What is your brand?
Your brand is the symbol of everything your business encompasses. It’s the collective opinion of customers, potential customers, the public and even your competitors. You can shape your brand, build your brand and promote your brand, but you don’t own your brand.
Brand awareness
Consumers like what they know and if you want them to love your business, they need to know you. Using marketing to build your brand comes down to a few simple questions you need to answer. What is your business’s emotional appeal? How do you describe your business? What is your function? What value can your business add?
First, you need to answer those questions for yourself and then for your customers.
Once you have a firm grasp on what to tell everyone about your brand, it’s time to start getting the word out. It’ s called brand awareness for a reason. You need to start making people aware that you exist. If they know your brand and what your brand stands for, they are more likely to call on you the next time they need your services.
Targeting local markets
If you are a small business, don’t fall into the misconception that digital marketing is too broad to be useful for your business’ advertising purposes. It is possible to effectively target local customers using digital marketing tactics. Google and other platforms are keenly aware of exactly where your customers are due to location services and the ubiquity of GPS. If a potential customer searches for a service, the first option your friendly neighborhood tech giant is likely to suggest will be local. Online reviews found on Yelp, Google My Business and Facebook are all targeted to local businesses. Ads for primary services like Facebook can be targeted down to a one-mile radius. Geo-Fencing can reach customers that are in or around individual buildings.
The internet is still the place to do anything anywhere, but it has also gotten granular. Today there are online directories dedicated to lifting local businesses. Your social media allows you to reach everyone in your vicinity. Your blog can be found and read by people in your hometown.
There are so many ways to market your business online, and they don’t have to cost an arm and a leg.
