In India, I think it’s unfortunate that even today, a lot of companies (especially the ones that have been around for decades) still consider the word “digital” a taboo. Obviously, I understand if you’re a small kiraane ki dukaan which does not gain much from a website or digital marketing, but even if you’re looking at expanding your consumer base locally, you’re missing out on a lot by not being active digitally.
Keep aside your regular excuses of “I’m already doing good business without digital marketing” and “I don’t even know where to begin”. It doesn’t matter how niche your products are or if your target audience “isn’t on Facebook”. There’s a reason national and international companies are pumping in lakhs and crores of money into digital marketing – because it works.
Sure, traditional marketing is one way of going about things, but don’t forget the fact that digital marketing is cheaper and it allows you to track the efficacy of your strategies in real time.
Where there’s a will, there’s a way and this article will show on you the 7 strategies one which you should focus to digital marketing
- Your Website is your virtual identity – Don’t ever ignore it
And that’s why you should spend good money on primping it and ensuring that user navigation through your website is very smooth. Most businesses don’t even bother with a website, and it’s kinda sad because today, not having a website is a huge disadvantage.
How are people supposed to look you up? Through the telephone directory? Seriously? A lot of Indians use Google today to search for products they would have traditionally asked their friends or parents about. For example, if I’m searching for “industrial glue in Delhi” it will show all places in Delhi that have updated their websites to meet my requirement of “industrial glue in Delhi”.
Do you think it matters to if you have the best industrial glue in India? Because f I can’t find it online, you’ve already lost who could have been a high paying and loyal long-term customer.
See how having a website works to your advantage? It also helps you share your success stories, help clients connect directly with you, share reviews and testimonials and what not. Your website is a 100% free 24×7 digital marketing & branding platform, and don’t let anybody tell you otherwise.
- Invest In Good Content
There’s content, and then there’s content. Confused? Yeah, I don’t blame you. A lot of businesses believe that simply posting text about themselves is good enough for their clients, and boy, they’re so wrong.
Because content (and content marketing) is an art. It’s gotta be targeted to the correct people, through the correct channels and at the correct times. And please don’t be boring with your content. Case in point?
“I am sitting next to a yellow chair.”
“Oh, look at that gorgeous canary color chair I’m sitting beside – isn’t it lovely?”
Now which of those statements was more interesting to read? The second one, no doubt. So make sure your content is catchy, engaging and most important of all, relevant to your intended audience. That’s because clients respond best to content which is most relevant to their needs (and isn’t lengthy and boring to go through). Your products and services come later. Pimp your content by making generous use of dynamic content (blogs, videos, polls, infographics) to keep your clients engaged.
- Push With Mobile Marketing
A report by Internet and Mobile Association of India (IAMAI) and consultancy firm KPMG states that the number of mobile Internet users in India will increase from the existing 159 million to 300 million+ by 2017. And it’s not just school and college students who are stuck to their mobiles; if you’re working in a business, you know how important it is that your mobile or tablet is right by your side whenever you’re on the move.
Seeing that an increasing number people are using mobile to consume content, communicate and even buy stuff while on the move, why don’t you move in quickly and take the lion’s share of mobile marketing? And it’s not gonna be something expensive – you can easily get your company’s desktop website made responsive (ie it can easily be viewed through phones, tablets etc) at just a little extra cost.
It’s like hitting two birds with one stone.
- Figure out where your audience is online.
I cannot begin to emphasize how important this is. Imagine if you’re emptying your marketing budget on Facebook, when your clients are most active on Instagram or Pinterest. All that money gone down the drain. Damn, huh?
So, what can you do?
Keep a tab on your clients as well as your competitors. This will enable you to have a clearer picture of what’s going on in your industry and how people are responding to it. Pay attention to the tactics employed by industry leaders, and replicate those that give good results. Case in point? Their blogs and social media profiles.
You have to be smart enough to figure out who your audience is and what they respond best to. As already stated in point #2 – content has “gotta be targeted to the correct people, through the correct channels and at the correct times where they’re active”
- Connect your ideas with the world through Social media
I’ve already told you that “national and international companies are pumping lakhs and crores of money” into digital marketing, and more specifically, social media marketing. Gone are the days when Facebook, Twitter and YouTube were for “velle log”. Today, these three platforms are amongst the top B2B and B2C revenue earners, with Facebook itself expected to reach $14.27 billion by December this year.
Yes, that’s billion with a capital B.
Having profiles and being active on social media is an excellent way to boost your company’s visibility online (and create a positive buzz around your brand for free). Remember – share content that’s relevant, engaging and targeted to the people you want to connect with.
- Paid media: Hit the right spots.
Content and social media marketing are long term strategies which take time to take off. If you’re impatient (or aren’t looking for long term benefits and results) then opt for paid marketing instead. Pay for promoted tweets and Facebook updates so that you can cast an even wider audience net. And that too for as low as INR 100 per day!
For content marketing, there’s paid guest blogging or even featured posts (backlinking to your website) to reach more people, but with the same interests as your target audience. So for example, if you’re selling keychains, you can have your post featured on blogs of companies that sell gifts, keys or even locks!
Then of course, there’s Google AdWords which allows you to place a bid on the keywords that your audience are looking for. When people search for those keywords, your website immediately pops up on one of the top 3 paid results on the Google search page, and you will pay only when someone actually clicks on your link to visit your website. Cool, huh?
Yes, I completely understand how you might feel overwhelmed at being exposed to so many new things simultaneously, and honestly, it’s pretty natural to feel that way. Do understand that the only way these tips can work for your B2B marketing is for you to find the correct combination (by trial and error) of marketing strategies, and then stick to it. Maybe your audience responds well to photo updates, or maybe your audience loves reading your blogs more.
Analyzing and implementing those statistics is the key.
Seriously, though. The world’s moving forward and it’s not gonna look back. Get ahead of your competitors and make hay while the sun shines. Invest in digital marketing NOW!
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