Okay, we admit it: when it comes to digital marketing strategies we might be a little bit biased. After all, they are a very big part of what we do at Unusual Comms, but the fact is we wouldn’t have been able to build a brand on something that doesn’t work. A digital marketing strategy is your key to unlocking marketing success, raising brand awareness, and reaching those allusive goals. It may not physically get you into ‘the room’ but it does help remove any barriers between you and that space.
But first of all, what is digital marketing?
We’ve all seen and heard those TV and radio ads that scream products and sales at you or the billboards and signs that say “Call Now!” Most of us grew up with this sort of blatant advertising, and whilst that certainly still has a place within the marketing sphere, especially with business that have some marketing cash to splash about, digital marketing takes a different, more subtle approach.
Digital marketing isn’t about throwing things in your audience’s face and hoping that they’re shocked or entertained enough to buy; digital marketing is about wooing your customer. If traditional marketing is ACDC then digital marketing is Michael Bublé; both great acts but they have different effects. Digital marketing is for the brand that wants to build a loyal, engaged following, it’s about slowly but assertively inserting your brand into your audience’s psyche so that when they do decide to purchase, your business it the first they think of.
So why is a digital marketing strategy so important? Well, other than being your roadmap to success, a digital marketing strategy helps you to address the three big areas of communication, the things that will ultimately set you apart in your audience’s eyes: stories, people, and value-adding content.
According to the Harvard Business Review, our brains are actually hardwired to remember and connect with stories:
“When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.”
We don’t know exactly how your business started up, but we’re willing to bet that there were plenty of moments of struggle and eventual triumph, so you need to find ways to tell your clients about that!
Show your clients why they should support your business instead of the multinational down the street. Use your digital marketing strategy to outline what makes you and your brand unique so that you can weave that individuality into every digital marketing campaign and piece of content you create.
Of course ‘people’ fall into this vein too. Because part of the charm of choosing to hire, work with, or purchase from a locally owned, small to medium business is that you’re often dealing with the same small group of friendly people who you’ll get to know very well, very quickly.
We see so many small businesses try to strap on some stilts to make themselves look a whole lot bigger than they are, but the truth is your ‘small’ business status can really work to your advantage if you just know how to use it.
Use your digital marketing strategy to outline who the key players are in your business and figure out how you can share their stories with your audience in a way that is personable and unique. Trust us, once your followers connect with you, and what you’re all about (even if it’s through a computer screen) they’re going to want to support your business.
This last one is a big one because this is what makes digital marketing so different from any other vein of communication. Whilst traditional marketing usually focuses on advertising products and services, digital marketing is about creating and sharing pieces of content (blogs, podcasts, videos, social media posts) that will be interesting and valuable to your target market; even if it doesn’t always directly link to a product that you sell.
How does that work? Well if you sell mountain climbing gear, you might do a blog post about what you need to pack for your next climb, or you might do a podcast interview with somebody who’s climbed Everest, or maybe a series of social media posts on the best mountain views in the world. Of course you’ll filter some product advertising throughout, but once people see that you’re posting things that they actually want to read and watch, things that are valuable and informative to them, they’re much more likely to hit ‘follow’ and ‘subscribe’ and become a part of that loyal, engaged group you were looking for all along.
A digital marketing strategy is so important here because you can’t create value-adding content for your clients until you know what they value, what sort of information they’re looking for, and how they want to consume it. This is why the research aspect of your digital marketing strategy will be vital to you moving forward.
So yeah, we might be a little bit biased when it comes to digital marketing, but that’s because we’ve seen it work time and time again for so many businesses. And the businesses that got the most from their digital marketing always started with a clear strategy. If you’d like to get started on your digital marketing strategy today, schedule your free discovery call with the Unusual Team here.