How Digital Marketing Can Help Grow Your Business







James Fratzke

Partner & Executive Strategist,

Head of Client Success



Digital disruption has changed how customers and brands interact. With so many things happening at once, it’s easy to feel like you’re falling behind.                                                                  
If you’re feeling overwhelmed, you aren’t alone - 49% of businesses today do not have a meaningful digital strategy. Now is a great time to start learning about how digital marketing can help grow your business - replacing fear with data-driven insights you can leverage to grow your business.

Use the internet to meet your customers where they are today:

Online shopping is as old as the internet. By 2000, US consumers were spending more than $27 billion online. Fast forward to 2018 and we’re spending upwards of $517.36 billion online (15% more than 2017).

From smart homes to virtual assistants, your customers depend on the internet to keep their lives in-sync. It makes sense that 34.6% of consumers turn to Google when they need a product or service. 

Some established brands were slow to adapt to the digital revolution. The success of Amazon has proven that legacy brands like Sears and Circuit City won’t survive if they fail to evolve.

Consumers want to feel like they’re in the driver’s seat. When you invest in a strong digital presence, you are giving your customers access to high-value information at the tap or push of a button. This leads to improved customer trust trust.                                                               

Digital marketing empowers customers to connect with your brand on their terms. Did you know that 54% of consumers prefer to use social messaging to get in touch with companies? Are your customers finding the right contact information when they search for your company online?

Building a digital foundation can provide more ROI than a physical presence.

Think about the overhead required to operate a physical store or service center: the build-out, lease payments, insurance, utilities, maintenance, inventory - the list is endless. Your ability to serve customers is limited by floorspace and the size of your team.

Compare this to an investment in digital marketing. Your digital presence can engage with thousands of customers from around the world 24/7. Customers can quickly access the information they need. If they need to reach a customer service rep, one is just a click or call away.

Your brand’s digital presence can enhance your physical presence. Local searches can drive foot traffic to your door. By giving consumers access to reliable information online, you will enhance customer trust and improve your chances of converting a searcher into a customer - both online and offline.

Digital marketing is more agile and allows you to better understand what is working…and what isn’t.

The most effective digital marketing is guided by data-driven insights. Every online customer interaction leaves behind bread crumbs. Your company can analyze this treasure-trove of data to understand what is and isn’t working.

We’ve identified 8 Channels of Digital Marketing. Each one can be optimized based on actual performance. The data we look at includes:

  • Traffic Sources: Where are people coming from when they land on your site?
  • Click Through Rate: What percentage of searchers click on your site when they see it in Google?
  • New vs. Returning: The percentage of people visiting your site for the first time.
  • Landing Pages: Which pages on your website are generating traffic?
  • Session Duration: How long are people spending on your site before leaving?
  • Bounce Rate: The percentage of visitors that view a single page and then leave.
  • Conversions: How many people make a purchase after interacting with your brand?

Digital marketing doesn’t have to feel like you’re throwing money into a black hole. Modern reporting and insights empower you to allocate resources to the things that are growing your business.

Digital marketing reinforces offline branding.   

88% of consumers research a product or service online before they complete a purchase online or in-store.  The information they find online plays a significant role in whether or not they choose to do business with you. 

Increasingly, offline advertising (billboards, radio ads, etc.) is becoming an invitation to perform a search on Google. What will your customers find online? Now is the time to support your physical presence by filling in the blanks and taking control of your brand’s online reputation.

Mobile devices are becoming the hub of our world. Is your business ready for mobile?

91% of adults keep their smartphone within reach at all times. 70% of online traffic is happening on mobile phones. Your customers are turning to their phones when they have questions about the products and services you provide.

This means that your website needs to be mobile-friendly. Your brand needs to have a presence on the apps and platforms that your customers use to research and complete purchases. Modern digital marketers are building for a mobile-first consumer experience.

IoT is enhancing our smartphone-centric world. Where does your brand fit in?

You’ve probably heard the term: Internet of Things (IoT). From Alexa voice assistants to smart thermostats and LTE-enhanced navigation in our cars, we have more devices connected to the internet than ever before. When these devices look for information to answer our questions and make life easier, where are they getting their information?

In most cases, these devices are pulling publicly available information from the internet. If you fail to take your digital marketing seriously, you are missing the opportunity for your brand to play a part in the IoT revolution. 

Done correctly, your digital marketing will help improve the chances that a smart device will connect customers with your company. This means different things for different industries, but it all starts with a solid online presence.

If any of this sounds confusing, we have answers…

We just covered six different reasons your company should take digital marketing seriously. Investing in your online presence will grow your business, as long as you pay attention to the data and follow the right insights.

You wouldn’t go into the jungle without a map, right? If you’re wondering how to grow your business with digital marketing, we can help. Our Consulting Partnership will give you the strategy and insights you need to stay on the best path as you move through the digital jungle to your next customer.

We encourage you to get in touch. And don’t forget to subscribe below to get our next Insight delivered right to your inbox.



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