Mauricio Romero
After serving many companies in different industries, we discover that some have the necessary ingredients to succeed in digital marketing and others don't. Discover what are the essential components for success:
Digital marketing might not be for every service, product or company. However, depending on several factors, brands can benefit more from Digital Marketing Strategies than others; these factors have to do with your goals, philosophy, and vision. In this article, we try to help you understand how your company can take advantage of a Digital Marketing Strategy.
Digital marketing vs. traditional marketing in digital media
There is a misconception about digital marketing. Many people think that advertising on media channels is digital marketing, but this is not how I see it—advertising relies on the repetition of a short message in every media channel your wallet can afford.
The goal of advertising is to make brand awareness and position a brand at the top of mind. So when a person has to solve a problem your company has sent so many messages during many times and channels, he will think of you first.
The Internet changed everything making information the most valuable currency of the web. However, the real magic happens when your company is found online. People are searching for a solution to a problem. Your company solves these problems. Therefore, you need to make Content so they can learn. I think this is the fundamental principle.
Any other way of digital marketing is just traditional advertising on digital channels; it's not entirely digital marketing.
You can evaluate your marketing efforts by making these questions; Do you address in your website every question your leads and clients ask? Do you educate your clients on how your solution can help them solve their problems? Do you make Content for your clients every week?
Essential components of digital marketing
The companies that take more advantage of Digital Marketing attract customers and educate them with Content.
These are the main components of the winner mix:
High Ticket Average
Suppose you have a high ticket average solution. In that case, the decision-making process of the customers is not easy and quick. Although customers want to spend their big bucks on a solution that will satisfy them completely, they can't afford two different products and decide which one is better.
The decision will be an intelligent one based on research and information that answers all their questions.
Content will make a massive difference between the companies that address all the questions through digital Content on websites. These contents are blogs, videos, webinars, podcasts, e-books, reviews, and testimonials.
Your leads want to make sure they will have a great outcome and that you can provide it.
Complex Sale
Some services and products are difficult to buy. Many customers don't understand the solution, process, and result. They are going to have many questions. If this is your case, Content will make the difference in educating your customers.
Long Sales Cycle
Long Sales Cycles are long because the information to decide is incomplete or not entirely understandable. However, suppose your customers have a problem, need a solution, and have the resources. In that case, with content, the decision-making process will be much shorter.
Again Content in a digital strategy provides them with the information of why they need the solution, what will be the outcome and why you are the best option to deliver the results.
B2B Sales
Almost all Business to Business sales has the previous components. However, when providing a service, the process could be more complex than buying a product already packed and ready to use. This is why content is necessary.
Of course, Content and digital marketing can help in B2C products; as an example, you have the car industry. Cars are costly; therefore, we research the features and benefits between 2 or more competitors of the same category before buying. Information can help us make better decisions.
These components make some companies take more advantage of digital marketing and the Content they produce to help their leads in the decision process.
Learn more on how to be successful:
