The world is digitalising itself, and although certain things get easier, others get exponentially more difficult. One of those getting more and more difficult by the second is being heard. Everyone is shouting, but nobody is listening!
Let me explain...
Each and every second, there are 3 new businesses launched globally. This adds up to over 100 million new businesses annually, not counting all the preexisting businesses. All of these businesses have to share the same space on the web, meaning there is a lot of marketing noise—so how does your business stand out in the crowd?
The strategy is the key to online marketing success, and often where many SMBs go wrong. Before you even think about creating an ad, you must first create your marketing plan of action. The 3 Step process below will help you do just that.
Step 1: Define Your Target Audience
Most SMBs cast too large of a net with their online marketing, gaining minimal conversions. Since digital marketing empowers you to hyper-target ads, start by identifying 1 to 3 ideal customer client profiles—for the individual product you plan to market first. This includes general demographics of Age, Gender, Civil Status, Annual Income, and Geographic Location, but must go deeper. For example, you may have one product that men ages 16 to 60 purchase, such as shaving products, but you will market to each to age bracket a bit differently. The questions below will help you determine these differences.
• Are you targeting an industry or career field?
• How many kids do they have?
• How many hours do they work each week?
• What online/social media channels do they prefer?
• Do they prefer to browse the web online or mobile?
• What kind of lingo do they use?
• What keeps them up at night?
• What problems does your product/service solve?
• Why do they want or need your product or service?
• Are your solutions related to convenience, productivity, entertainment, emotional engagement, communications, organization, ect.?
Step 2: Create Unique Selling Points
Quality is an expectation, not a selling point—so, instead of creating generic ads about the quality of your product or service, you must create digital material generated around unique selling points. Use the information above to create a few paragraphs about each client profile, and what a day in their life might look like. Give each profile a gender and name, and use this detailed information to solve specific client problems. This will vary, but a few examples include:
• Your as-needed personal assistant service lights the load for busy parents. Then give specific examples: picking up dry cleaning, taking the dog to the vet, waiting for the cable company, grocery shopping, etc.
• Your local delivery service eliminates the need for careless individuals to rent a truck to get your new furniture or TV delivered. Then market your upsells. Can you install the TV or assemble the furniture?
• Your home organization products can double the space in small city apartments. Provide specific examples, how many pairs of shoes can you store, how many more items can you hang, etc.
Also consider any bonuses you can offer, such as personalization. If you offer a warranty or guarantee, make sure you highlight that as well. Leverage limited time offers, such as a holiday-themed version.
Step 3: Where Will You Find Your Company Online?
There is a large and growing list of places you can market your company online, so next up you must identify the best place to engage each of your client profiles in the digital world. Social media and Facebook, in particular, is one of the first places that comes to mind, but it is one of many. You must determine where your audience hangs out online, and devise a budget and marketing mix for each profile.
Conclusion
The goal is not to craft cookie-cutter digital ads for each digital marketing channel, but to create ideal client profiles that will act as the foundation from which you build each new marketing funnel, campaign, email, and ad.
These 3 steps are just a start, with the key word being "START"!