The internet and mobile have turned the way we do business on its head. While digital transformation opens up exciting opportunities, it also strikes fear into the hearts of many business leaders, who worry that more digitally savvy competitors might come along and wipe them out.
Hewlett Packard Enterprise dubbed it “Uberization” anxiety syndrome, named after Uber’s gutting of the taxi industry. By developing a more efficient, customer-friendly model that relies on smartphones and cloud computing power, Uber has revolutionized the way we get around. Business and IT leaders across every vertical worry their industry could be next.
From a marketing perspective, digital transformation offers unprecedented insight into our customers and prospects. We can see how they interact with our emails, nurture leads with the click of a button, and track how many times they mention our brand (or a competitor’s) on Twitter. With the proliferation of marketing channels and products, though, it takes a tremendous amount of effort to find and execute the right mix.
That’s why many small and mid-size businesses are still struggling to adopt a digital strategy. According to a recent report by LeadPages and Infusionsoft, nearly one in five businesses don’t use any form of digital marketing, and nearly half don’t know if they’re marketing effectively – while another 14 percent know they aren’t.
Do you worry that your competitors are swaying prospects with sophisticated email campaigns while you’re still sending faxes? Here are a few steps for developing a solid digital marketing strategy.
- Start with processes, not tools. All the technology in the world won’t help you without a solid process in place. What types of customers are you targeting? How will sales handle the leads once they come in? Develop your funnel, then use digital tools to accelerate it.
- Don’t get sucked into what others are doing. So many factors go into choosing the right software, including your average sales cycle, customer demographics and the size of your sales team. If it takes a year for a lead to turn into a prospect, you probably don’t need a marketing automation platform to keep in touch with them twice a week.
- Think like a customer. Many businesses get overwhelmed by maintaining an online presence on Facebook, Twitter, LinkedIn, Instagram and countless other platforms. To prospects, it’s all part of a single wrapper: their smartphone. They don’t need a different message on every channel; repurpose content to get more mileage out of your efforts.
- Measure and adapt. The beauty of digital marketing is the built-in data and insight. Are people constantly bouncing off of one of your landing pages? Try reworking the call to action or page layout.
Which digital marketing tactics does your company use? Let us know in the comments below.