Digital Marketing often hosts a placebo effect with mysterious origins and untraceable returns. These are further shrouded in confusing linkages between investment and sales. Without a measurable way to directly link marketing investment to your bottom line, why even attempt to set up any form of online marketing in the first place?
The answer is simple: because if you don’t, you don’t exist to your customer. And if you don’t exist to the customer, you will not make sales.
Too many small businesses have been burnt by terrible digital marketing companies, that churn out lacklustre results. Results that are thought to be inherently immeasurable and inconsistent. These add to an already awful industry reputation for slander and shadiness, with ‘marketer’s disregard’ proving to be the bane of every business’ strategy.
What kind of business would treat their clients in such a way? Marketing agencies that are willing to lose a client’s trust and investment, by adopting opaque strategies that promise results. These agencies hide behind marketing’s – by popular belief – complex nature.
You need an agency that offers transparent results. One that continuously educates you about the cause and effect of each decision made with your investment.
Sydney Digital Marketing operate in exactly this way.
Digital marketing agencies are constantly hammered for providing a heavily veiled, and often indirect link between your investment and the customer, maybe, buying your product.
This is because few agency campaigns actually have strategies that measure each increment of your customer’s journey, and track your investment from awareness to purchase and beyond.
Sydney Digital Marketing look at customer processes, from your investment, right through to:
How customers find out about your brand
Where your customer’s intent to buy is triggered
Where they execute their purchase
How to gain their brand loyalty through after-sales experience and customer relationship management.
According to the sage wisdom provided by Malcolm Gladwell, best selling Author of “Outliers – The Story of Success”, if you practice a skill for 10,000 hours you will have mastered that skill. This would be the case if you were learning how to play chess, or pursuing your ambition for skydiving, but this same adage does not extend to digital marketing.
Instead, the two variables that should be measured are;
Your monetary investment = Hours spent,
Your customer’s purchase = The skill/game to be mastered.
If you spend $10,000 trying to find out what your customer will buy (want), you will burn your marketing dollars very rapidly. To avoid wasting your money trying to find out precisely what your customer wants, instead investigate ‘why’ they would want to purchase from you, how value is provided through their purchase, and the relationship you can build with them after their purchase.
Identifying ‘How’ and ’Why’ the customer purchased your product is the core purpose of an effective digital marketing strategy. To eliminate wasted investment, therefore requires an effective marketing agency that observes, measures and adapts. Learning instead of guessing.
Learning is conducted through analysis of the ‘Sales Pipeline’ – i.e the customer’s current position along their purchasing journey.
Each position within the process is a stage within the marketing ‘Sales Pipeline’.
Therefore, without this Sales Pipeline, your sales are actually susceptible to the same placebo effect and untraceable returns that many attribute to using online marketing agencies.
Over the next 4 weeks we will rebuke the opening statement and answer:
Why do you need a digital agency to cultivate your sales pipeline & produce an effective marketing strategy?
We will prove why Sydney Digital Marketing (SDM) are at the forefront of generating measurable, transparent results – from our expertise within each step.
To do this, each week’s topic will address the sections of the Sales Pipeline in descending order, from Awareness to Loyalty. Each section of the Sales Pipeline will show you exactly how to use the marketing tools (such as Facebook and Email) purposed for that stage of the pipeline – to create an extensive guide to digital marketing.
The overarching theme will prove that, by using the right tools provided by the right digital agency, you will be able to maximise a measurable cause and effect derived directly from each section. These sections do not produce sales on their own, instead each form parts, that when combined, shape the sales process the user experiences throughout their purchase.
The Sales Funnel and it’s supplementing tools appear below.
Disruption & Awareness
Each campaign must hit the right customer at the right time, to maximise your returns and achieve your target level of brand awareness. We will use the social platforms outlined above to tell your brand’s story and express your product value immediately. Not doing so in an engaging, emotive way will ruin your image while wasting both you and your customer’s time and money. Our creative team will hook your audience from your campaign’s outset with eye-catching visuals and concise copy.
This is the first week’s topic and the first section of the Sales Pipeline – Disruption & Awareness.
Intent & Demand
At SDM we are able to take advantage of user’s intent to purchase, by being visible when they require solutions. And being present to answer their questions. This intent is spurred by the users’ own desire to buy, research, or investigate topics, products or services online. Therefore, your website should be visible on Google & Bing when the customer types words or phrases into the search bar that pertain to your brand. These words entered are keywords, and ranking for them – i.e positioning your brand at the top of the results – will make up the bulk of your search engine goals.
Where do customers look when they want their problems solved or their questions answered? Search engines. Specifically, Google and Bing.
These tools will feed into the topic that will address the second section of the Sales Pipeline – Intent & Demand.
Nurture & Interest
Once your potential customers visit your site, they will most likely not convert on their first visit. This is because the modern online customer wishes to make informed decisions by researching multiple sites within the same industry. ‘Tagging’ users who have visited your site previously, will let you target this market specifically. This will allow you to take advantage of previous interest in your product.
Using Google’s Display Network and Facebook re-marketing tools to keep your brand relevant and visible online will increase customer association between your brand and industry products.
Users who have also signed up for your newsletters or recurring information need to be carefully promoted to through email or notifications. These offer value in exchange for user’s personal details – I.e. first name and email address. Offering exclusive content is also a great way to build loyalty in the final, recurring stage of the sales funnel.
It is a crucial stage to remind the customer of their intent and to build trust through recognition, up until the time of purchase, and after – this is nurturing & building interest with your customer.
The final, and recurring stage of the Sales Pipeline is vital to retaining customers that have already bought your products or used your services. We understand that instilling loyalty into these ‘returning’ customers requires a separate stream of marketing material and content. To ‘re-engage’ the customer’s intent, this exchange-based content must be aimed at providing value. This value is based on information gathered about their previous purchases – through loyalty schemes or club memberships.
Our marketing extends further this, as we seek to deliver relevant content through emails and notifications. This information may be price related or used to educate the viewer. However, it must offer something highly relevant to increase audience participation. This will lead customer intent to buy.
This automated content is based on analysing customer interests and actions. We then track this content to offer continuous value and a positive user experience.
Subscriptions, registrations and participation schemes are great ways to engage your customer over time and keep your brand at front-of-mind.
Adding value throughout each of these stages is difficult for any small business to do alone. The time and financial investment for in house marketing campaigns are too large for smaller businesses. Especially when SDM’s whole team are available for a lower price than that of an in-house marketer.
Over the next 4 weeks we will present you with our guide to digital marketing. The Marketing tools within each stage, that appear in the image above, will supplement these topics. This guide will also show how Sydney Digital Marketing are extremely experienced in each of these tools. And that our ability to use them will streamline your digital marketing strategy.
So yes, digital marketing can be fruitless if you don’t have the right strategy, constructed by the right agency. Content can be misinformed, and feedback can be sabotaged by the digital agency you’ve chosen to hire. This creates poor brand image and confusion about investment. Our transparent services will make sure you’re kept informed about when and why we do what we do.
So get in touch with us below, and subscribe to updates on this blog series. Stay informed about the Sales Pipeline and its targeted stages of customer interaction. Or contact us directly to see why Sydney Digital Marketing is the right digital marketing agency for you.