Avoid digital marketing until you can answer these three questions

The time has come when even the greatest sceptics have started engaging in digital marketing. Although digital marketing offers many activities that have proven to be highly efficient, many decision-makers are still sceptical. While it’s true that not all online agencies are of great quality and this causes more anxiety while choosing an online agency over TV channels or billboard locations, but it doesn’t mean that the correct kind of effort and investment doesn’t pay off. On the contrary, well thought out campaigns and online strategies will have even better results!

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But first things first …

Before you decide to do online marketing and everything that comes with it, I encourage you to think about these three things!

  1. Decide what CONVERSION means to you and its worth

It may sound straight-forward, but too often, we see undefined goals of online marketing.

Let me tell you, not all conversions are created equally and it’s not just about getting leads or closing a deal. While doing digital marketing, we also build secondary conversions, which will get us to our end goal. This includes newsletter subscriptions, likes, growing your following, website views, online catalogue downloads, car configuration …

A clear picture of a certain conversion’s worth is an excellent starting point for decision making about your budget for online activity, planning your digital strategy and ROI.

If you’re only starting out and you’re not sure what you want your conversion to be, I suggest you do calculations on how much a good lead or a catalogue download is worth in euros.

What has been your budget and the number of people involved in acquiring a new costumer?

  1. Who is your target audience?

This is the key question when choosing your platforms, image, and manner of communication. If you’re targeting teens, your marketing texts will be completely different than those targeted at seniors or young mothers. Knowing your target audience is the essence of all your online activities. If you haven’t identified your target customers, do it now. Pick basic demographic categories such as age, gender, and geographical location. Then think about what issues these groups are facing and how you can help solve them. Dig deep and determine their desires, goals, and anxieties.

We’ve covered B2C marketing and it is now time to move onto B2B.

We have reached a very interesting point. Most B2B communication on online platforms is still run according to traditional principles. Companies focus mostly on sustainability, social responsibility, dimension of business, history of the company … I’m not saying this is bad, but I can assure you that we can go one step further with B2B communication on online platforms. Experience shows that the key factors in choosing a provider are open and honest dialogue and responsible behaviour throughout the supply chain. Another one being high level of expertise, which is mostly displayed through communication with an expert on the other side. And so we’ve come a full circle, back to B2C.

  1. Make calculations on how successful you are at converting potential customers into final consumers

This isn’t only important for online marketing and I believe you’re already analysing all of your off-line marketing activities.

If your online advertising is based on lead generation, think of realistic goals and consider this example:

With a 10€ investment into Facebook, you will reach 1000 users. Your lead generation form will be filled in by 10 users and 1 of them will make a purchase. In this case, the lead generation conversion rate is 1% and the buyer conversion rate is 0,1%. In other words, a new lead costs 1€; marketing cost for one product/service is 10€ (these numbers are an example for easier calculation).

What has been your budget and the number of people involved in acquiring a new costumer?

If you’re selling online, count the viewers of your website as your potential customers. Anyone who chose a product or even viewed the cart, should be treated with priority until they finalise their purchase.

If you know the number of the views and how many purchases have been made, you have a certain understanding of how successful the process is. If you are unsure of the data, you should do something about it!

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AboutRok Zajc
Vodja prodaje in vodja projektov s 5-letnimi izkušnjami na področju blagovnih znamk in tržnih strategij. Usposobljen za trženje na družabnih omrežjih in marketinško strategijo. Vodenje projektov od sestave, trženja, spremljanja do dokončanja in vodenje prodajne ekipe do uspešnih rezultatov.

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