In our previous installment of the Let’s Get Back to Business series, we discussed the first key step in building your brand and increasing e-commerce sales: identifying your customer. By establishing the audience you want to target, you can more easily devise a plan to approach step two: customer acquisition.
Marketing is a multi-layered tool that involves several channels in order to fully reach your targeted audience. In Part 1, we outlined these as some of the main forms of marketing:
- Social Media Channels
- Paid Social Media Ads
Each of these channels of marketing can be divided into one of two groups: organic or paid.
Organic marketing and owned media are synonymous terms that describe marketing initiatives that do not directly involve spending money to advertise. Instead, they revolve around utilizing properties you own to communicate with your customers. These include your website, social media channels, and any content that you produce. The types of organic marketing involved with these properties include:
- SEO: The foundation of any successful marketing campaign begins with taking care of your website. SEO, or search engine optimization, is a practice which helps search engines recognize what you do and sell, and in turn, helps customers find you on the internet. An optimized website will help you rank well on the search engines, edging out the competition and giving you more real estate in front of your customers.
- Social Media Channels: Regularly updating your social media channels is an excellent way to provide valuable information to clients whether it be the rollout of a new product or announcing a sale. Sharing content on social media helps your customers to see you as an authority in your industry and also makes a case for your reliability. Brands with a consistent presence are more likely to gain a following and find long-term success.
- Content: Producing regular, engaging content is another key way to build brand awareness and educate your customers. From website content to blogs and newsletters, crafting quality content is one of the best ways to build a relationship with your audience and provide important information.
- Email: Email marketing rounds out an organic marketing campaign by allowing you to communicate with both prospects and customers regularly. Whether it be a newsletter with helpful tips on how to use your products, coupon codes for loyal customers, or links to your most recent blog, email is a powerful tool to reach your audience and add value to your customers’ lives.
Another main form of marketing is through paid advertising. Paid advertising, or paid media, is marketing that you must pay for. From digital to print, paid advertising extends to every spectrum of marketing. There are several types of paid advertising including:
- PPC: PPC, or pay-per-click, advertising is most commonly done through Google Ads. This type of advertising allows you to target customers who are searching for the type of products you offer online. Google Ads appear in many different forms and can include search, display, video, shopping, and app ads.
- Paid Social Media Ads: As social media has evolved, it has become a central component of any strategic marketing plan. Social media platforms have capitalized on this by offering their own forms of paid advertising. Depending on your ideal customer, you can run ads on all your main platforms including Facebook, Instagram, Twitter, LinkedIn, Pinterest, and more.
- Print: Even in this digital age, there is still a valuable place for print marketing including mailers, newspapers, and magazines. Well-designed, attractive ads are an excellent way to reach customers on both a local and national level.
- TV/Radio: In addition to digital and print, many businesses can also harness the power of TV and radio advertising to reach their audience. Even streaming networks like Hulu now offer advertising, broadening the options for paid advertising even further.
There also exists a third type of media known as earned media which we will discuss in Let’s Get Back to Business Part 3. Earned media includes press releases, customer reviews and testimonials, social media mentions/shares, word of mouth, and more.
Throughout this series our goal has been to provide you with insights on developing a strong brand that will resonate with your customers. By identifying your customers and knowing which channels to use to reach them, you are well on your way to the next step of the process. Stay tuned for the final part of the series which will dive into the keys of customer retention.
To learn more about how Mar Dat can help you in this marketing journey, contact our team today to schedule a consultation.