There’s no secret that Digital Marketing can make or break your business. With everyone spending more and more time online, and whether you’re a company is a business to business (B2B) type or a business to consumers type, it is clear that you have to go where the people are.
If the impact of Digital Marketing on the number of clients you have is still a mystery, or if you believe that Digital Marketing is just a black hole that sucks money and brings little to no benefits, perhaps it’s high time to take a look at how it works.
First thing’s first, if you want to have more clients, and subsequently increase sales revenues and profit, people or business have to hear about you. Statistically speaking, roughly 60% of all consumers prefer to buy products or services from brands they deem familiar, rather than from new, unknown brands.
This period, in which Marketing efforts are concentrating towards making your brand known to more people is called the Awareness stage. From establishing an online presence through a website and social media channels to creating valuable content, and campaigns, these are all steps that you have to take in order to let people and business know about you.
However, It is highly important that the content you’re creating is valuable for your desired audience, and it isn’t just some pieces of content (articles, e-mails, online ads, SM posts) that aggressively promote your products and services. People have to become aware of your products out of their own interest, and not because you’re forcing articles, Newsletters or Facebook posts on their screens.
If your content manages to intrigue people or business, they’ll start digging into your brand. From visiting your website to scrolling through your Social Media Channels. This is where the quality of your online presence will be tested.
When you look at the numbers, on average, people leave your website after just 15 seconds If you think of mobile websites, well…, things are even more complicated. According to Google, if your mobile webpage won’t load in 3 seconds, 53% of people will abandon their visit. You can see now why the quality of your website is so important.
In case the quality of your online presence ( Website, Social Media Channels, Newsletters, and Apps if the business specifics requires them) is good enough, people will go from exploring your brand to testing it. This means that they will ask for a trial, or buy your product for the first time.
Now comes the moment of truth: If your product or services satisfy and meet the new client’s expectations and overall experience - product/services plus the journey from awareness stage to the buying stage and post buying stage is positive, they will come back for more.
Their loyalty isn’t the only benefit you’ll receive. When people are satisfied with a product they’ll recommend it to around 4 other people. This is not just free marketing for you. These are 4 new potential customers that have jumped over the whole awareness stage and are actively thinking about trying your product or service.
This is just a basic digital buyer’s journey. In other words, how Digital Marketing can bring you more clients, and enhance your brand’s market position. However, the process is much more complex than this. One wrong move and your company can suffer for a very long time.
This is the reason why it’s important to work with professional communication agencies that have the experience and know-how to make sure your brand’s online communication is successful.