Why aren't all companies successful? They all claim to be using the right initiatives and tools in the ever-changing digital world, so why aren't they all making big chunks of money? The answer is easier than you might think. They don't think about their customers and most importantly they don't know them.
Google announced last year that mobile traffic overtook desktop traffic in 10 countries including US and Japan, yet in 2016 the percentage of companies with no responsive websites is terrifyingly high. If I can't navigate in your website through my mobile screen, you will lose me as a customer because you don't know my needs and you don't know how to make my life easier. Fortunately, with the rise of fully integrated web design agencies which are willing to help small and middle business owners, we are finally heading somewhere.
"Going digital" is inevitable but don't rely on a standalone digital strategy. Pay per click advertising, SEO techniques and social media paid campaigns are all fairly proven ways to boost your business but it's not what will stand you out of the crowd. What you need is a personalized message for your audience. According to an Adobe study, 1 out of 3 marketers believe the future of marketing is personalization. Have you heard of Customer Match by Google? Launched in September of 2015, Customer Match allows you to upload a list of contacts you already have and target them through search. Essentially it is making search and social become more like email marketing by showing ads to people who are within a certain stage of your purchase spectrum. Since this feature is available both in Facebook and Twitter, if you've recently snatched a list of e-mail contacts from an event or a webinar, you can use it to target those users in their favourite social networks.
You want to talk about conversion? Let's talk about turning customers into ambassadors of YOUR brand. What do mega brands like Coca-Cola, Nike and Buzzfeed have in common? They use crowdsourced content to establish their name. Creativity can be combined with analysed data you extract from your online monitoring. By expanding the role of the good old "Creative Director", companies are now looking for "Content Directors". Branded the top marketing job by Forbes, content directors in 2016 will be tasked with engaging with audiences without directly selling but doing so with targeted media. Content should be informational and entertaining and should not come across as a telemarketing ad.
Now, don't get me wrong. Digital marketing is still strong as ever. As a fan of technology, I always appreciate when a company's online presence is simple, bold and let's face it bug-free. How your company looks and therefore how you look should not be overlooked. Just because you think you have the best product on the market right now, it doesn't mean that customers are going start knocking on your door by thousands. There is so much content on the internet that you really have to bring the "X-factor" to be noticed. Be a show-stopper by enriching your website with light-hearted blogs, entertaining stories, contests, infographics and useful Q&As.
In the age of ad-blocking and video advertising, you need to take a second to sit down, breathe and craft a beautiful story that will make us, your future audience, want to come to you. Finding your business mission and developing a brand message are daunting tasks but once you figure them out, no digital assistants and no podcasts will stand in your way. Also remember: Your competition is no longer just local. If you own a local book store, Amazon is your competitor. E-commerce online stores, owned by corporations in Melbourne are selling to your customers in Los Angeles and New York. Don't think small. Reinvent the way you reach your audience and deconstruct your own myth about digital.