Search Engine Marketing (SEM) is one of the most effective ways to find interested clients. This form of advertising puts your brand in front of potential customers just as they are researching companies like yours.
Whether you’re a new company or you have been in business for decades, you always need to bring in new customers. That’s where digital marketing comes in.
Find New Customers
With pay-per-click ads, your company appears at the top of Google results for targeted keywords. Consumers rely on search engines to help them make purchase decisions, and that is part of what makes SEM so effective.
If you’re an eCommerce company, digital marketing encourages direct purchases on your website. Those ads that follow you around the internet after you shop for tools, ties, or tires? All of them happen because companies invest in digital marketing.
While you’re reaching new customers with pay-per-click ads, you also should connect with existing contacts through email marketing.
Emails may seem outdated by digital marketing standards, with bots and blockchain on the horizon. But emails are still one of the best tools to help you build one-on-one relationships with consumers.
For instance, maybe you sell cupcakes online. You could send out an email with photos and links to videos about your baking. You could find out your customer’s birthday and send a personalized coupon for free delivery on that date. As your customers get to know you, they will look forward to your messages. With careful segmentation and strategy, your emails will set your brand apart from competing cupcake shops.
Sticking to a regular email schedule gives customers the opportunity to get to know you, like you, and trust you. Ultimately, once they trust you, they will buy from you again and again.
Get to Know Your Audience
As customers get to know you through emails, you can also get to know them through your digital marketing programs.
Pixels, cookies, and analytics tools help you learn more about your customers. You can find out answers to questions you didn’t know you could ask. Who opened your emails? Who clicked on your Facebook ads? Who filled out your contact form? You can learn — down to the person — who is interested in your business.
Then, your sales team can contact the most engaged prospects. That person who opened your email 25 times? It’s probably worth it to give them a call. That former client who liked your Instagram page? It may be time to send them an email.
Your digital marketing channels should all work together to help your company grow. It’s all about reminding interested customers why your brand benefits them. If you invest in different digital strategies at the same time, your integrated campaigns will make an impact. You’ll see more leads, clients, customers and revenue.