The world of sales has gone digital. 75% of consumers shop online at least once a month. If that’s where they’re shopping, that’s where they’re learning about brands. Few companies can be successful without an internet presence, but not all entrepreneurs know how to make the most of that presence. Here are six tips for growing your digital outreach.
1. Optimize Your Web Presence
Optimizing websites means building them in a way that maximizes the quality of consumer experience (CX). Your landing page and social media channels are the first impressions that customers get of your brand. Build that impression using science-back techniques like text design and color psychology. Text styles like the classic “F-pattern” are easier for people to read. Certain colors like black and purple convey a subconscious sense of power and stability. Leverage these tools to build awesome pages that leave customers wanting to know more about what you bring to the table.
2. Learn About Your Customers
The first step in advertising yourself to customers is learning who they are and what they want. You should use both qualitative and quantitative methods in market research. The former is a personal approach and means sending out informal surveys and asking for focus-group feedback. The latter approach uses solid demographic statistics and data about customer behavior to gauge demand. Both modalities help to build a multidimensional picture of the people you’re intending to serve with your offerings.
3. Market Across Multiple Channels
The power of social media is driven by diversity. Different consumer niches tend to use varying channels. Many channels craft their tone with a distinct subculture in mind. For example, Ello looks like a channel made for artists and Instagram showcases beautiful lifestyles. Find several channels that match your target audience then market yourself and your products on all of them. This casts a wide net while giving customers what they expect.
Consider branching out into omnichannel marketing as well. This differs from the multichannel approach by putting the focus on generating a positive and consistent CX for people who already know your brand’s distinctions. Both are effective tools for cross-promotion and building a reputation.
4. Partner With Influencers
It’s a good idea to make sure that some of your channels include partnerships with influencers in your industry. Influencer marketing is becoming a trend because it’s an efficient way of building trust with a target audience. Brands sponsor influencer content on channels like YouTube or TikTok in return for an endorsement. Influencers have a built-in following, so when they promote a product or service, their words carry extra weight. Learn who the most popular (and most legitimate) voices in your market are and consider a partnership.
5. Deliver Incredible Customer Services
Although research shows that customers trust influencers over brands themselves, this doesn’t compare to the effects of customer service. A survey commissioned by Zendesk found that 42% of customers purchased more following a good customer service experience with a brand. 52% never shopped there again after a poor one.
Since repeat buyers are statistically more likely to spend money with a given company, earning that loyalty is everything. Make customer service a convenience by offering multiple options. Have chatbots available for simple queries, but keep live operators on staff for tougher questions. In a world of rampant automation, customer service is the one business process where it pays to keep the human touch.
6. Treat Sales as a Journey
Customer service is only one facet of a larger truth: Prospects and repeat buyers alike need to be nurtured throughout their entire journey with your brand. Automated systems like customer relationship management (CRM) tools can only accomplish so much. As in the case of customer service, human outreach is always a good idea. Catch up with them about their purchase. Ask for their advice on what could be better. Get in regular contact with deals and offers that reward their loyalty. Treat customers like people, not conversions.
Conclusion
With so many people living and working online, now is the best time to start improving your digital marketing game. Keep these tips in mind when planning your quarterly campaigns.