When you’re running your own business, you are engaged in a constant struggle to keep things moving forward. If 2020 has been a battle to stay afloat and stay in business, the year ahead will be all about making sure that you have what it takes to thrive in an increasingly unpredictable environment.
Because let’s face it, businesses are like sharks. If they don’t keep moving, they die.
We all need to find that combination of resilience and creativity to ensure that we keep finding new ways to raise awareness, increase satisfaction and keep learning.
However, given how exceptionally difficult the past year has been, it’s understandable that a lot of businesses are looking for ways to cut corners, looking for any bit of fat they can trim off the budget to make sure that they can keep operating.
Of course, they have, we have all been forced to make a lot of tough choices this year.
But some things are worth paying for. There are some things where we all need a bit of expertise to help us get to where we want to be, and digital marketing is one of them.
Now, you may be wondering why you should hand over some of your hard-won earnings to put together an advertising strategy when you’ve been managing perfectly well in the past.
Here are a few reasons why you should give serious thought to bringing in the experts.
Things Are Only Going To Get More Competitive
Through the vast majority of 2020, it would be fair to say that a lot of businesses were operating on a one-day-at-a-time approach.
As we faced new challenges every day, both professional and personal, due to the Coronavirus pandemic, we were all just trying to roll with the punches and make sure that our businesses were getting through the day.
Now that things seem to be turning a corner thanks to the vaccine rollouts, we can afford to lift our heads and take a broader look at what’s going on out there.
We don’t want to alarm anyone, but things are going to be tough for a while longer yet.
A recent poll showed that 45% of small businesses in the United States were worried about keeping themselves afloat through the rest of the pandemic, and it’s safe to assume that none of them are going to go down without a fight.
You are going to need to fight tooth and nail if you want to make sure that your business is still around at this time in 2022, and finding new customers and clients is obviously a huge part of that.
Digital Marketing Can Be Laser Focused
No matter how prepared or confident you are, putting together a marketing campaign can often feel like a bit of a gamble, especially when you’re paying good money for it.
At the end of the day, you are trusting that your marketing is going to find the right people and that they are going to be sufficiently swayed by it to get involved and become customers or clients.
This kind of anxiety can result in a somewhat scattershot approach.
You see, that lack of confidence sometimes leads businesses to go after as many different people as possible over a huge range of different platforms, hoping that casting a big wide net will mean that at least some of the people it finds will be the right ones.
You don’t need to be an expert to see how this can lead to a huge waste of time and resources (not to mention, ad dollars, especially if you go with a pay-per-click option).
No, what you need is a more focused, targeted approach.
The right kind of digital marketing can make sure that you get in front of the right audience.
You know, the people who are actually interested in what it is that you have to offer them, the ones who are going to click through and go the distance to becoming customers.
Programmatic advertising is changing the game.
It combines sophisticated ad tech and the expertise of digital marketers to serve granularly-targeted ads across different channels. The ad strategy would differ amongst brands, industries, and business goals, but it’s the future of digital marketing.
If you think that your business could benefit from this approach, then it’s time to contact an expert advertising agency.
War Room offers an incredible range of digital advertising options, such as video, in-app, audio, social and Digital-Out-Of-Home.
Digital Marketing Shows You What’s Working
It would be a mistake to think that an advertising campaign ends when it launches.
There’s no sitting back and waiting for the clicks to roll in once you hit go, no, this is just the beginning.
Once a campaign has launched, you can really start to see what’s working and what isn’t. Is that social media platform you went after not yielding the results you wanted?
Well, with proper analytics, you’ll be to identify the metrics such as click-through rate, impressions, best and worst-performing ads (or keywords, campaigns, etc), how long people are interacting with your landing page, etc, and act on making adjustments to ensure your campaign is running optimally.
If you’re running email marketing campaigns, you can see how the open rate varies based on time of day, based on the specific content it’s paired with, and you can see whether your message is too focused or too broad.
This is a marathon, not a sprint, and with each passing day, you will be able to make changes that can have a huge impact.
What’s more, it will also teach you a great deal about your target audience and what they are interested in.
For example, if you are getting a great click-through rate on your Display Ads but people are exiting your page immediately, it could be a sign that you need to work on your landing page design and content to make sure that visitors stick around.
Good Digital Marketing Helps You Build Relationships
As we mentioned, a more focused targeted approach to digital marketing will make sure that your business finds the right people, and what that means is that you can then build on that with an increasingly personalized strategy.
If you are looking to build a client base or if you’re looking to entice potential business partners, then you need to show that you have a keen awareness of their needs, and how you can meet them.
Good digital marketing cuts through the noise and it cuts out so much wasted time, allowing you to focus on what’s important.
This brings us back to the point that we opened with.
We are all going to have to work ten times harder in the months to come to make sure that we continue to find those new leads, to build those new relationships, to discern what is working and what is holding us back.
A good digital marketing campaign will get your brand out there (and represent it accurately), it will find those potential future partners and customers, and it will highlight room for improvement across different areas of your online presence.
So while we do all need to be taking a long hard look at our budgets, a good marketing agency is an investment that you can’t afford to not make.
Photos: Shutterstock
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