Digital marketing is an effective way to utilize targeting to find your ideal customer. Just imagine–your advertising engaging those potential customers interested in the products or services your company features. Instead of blasting your offerings to an unknown group of people and hoping that someone might have some interest, you will engage with your ideal customer at the right time, be found when they search Google or Bing and meet the demand when your product or service is top-of-mind in and around Kirkland.
Digital marketing includes a variety of tactics to find prospects online. Here are the most important online tactics that should be foundational to your marketing strategy.
Your digital presence in King County, and beyond, includes content that can be found organically on Google and Bing, paid ads located on the same search engines, display ads placed on other websites, social media promotion (for both organic and paid tactics), and email marketing - also known as marketing automation or drip email campaigns. Let’s not forget your online reputation and how to take a proactive stance driving the online conversation.
Web page content that organically ranks on search engines.
Paid advertising on search engines.
Ads placed on other websites.
Social media promotion—organic and paid.
Email marketing—AKA, marketing automation.
Each tactic serves a different purpose.
Each tactic takes a customer through the different decision-making phases by positioning the product or service. This is their buyer’s journey.
The buyer starts the journey unaware of their need. After exposure to something valuable comes awareness and intrigue, where your service touches the “why” of the prospect. This intrigue leads to education, where connection, credibility, and evaluation are fostered. The sale happens when a decision is made for adoption. This sale is followed by retention. The virtuous cycle.
Although this seems to be a clean journey, it is a bit more complicated than this in the real world, so an omnichannel marketing approach is our recommendation.
Our Washington based digital marketing firm, looks at your advertising and website as an extension of each other.
Imagine your website is the centerpiece where all customers end up—approaching your marketing plan with all varieties of media in mind clarifies how to engage with what works during each phase of the buyer's journey.