DIGITAL MARKETING 101
Digital strategies for an increasingly digital world.
As more and more consumers turn to Google and the internet to meet their needs, businesses are shifting their marketing focus to a more digital approach. Internet marketing and intuitive, customer friendly website design is the best way to draw in your prospective clientele.
Market Your Business - Marketing & Advertising Basics
THE KNOWN MARKET and THE UNKNOWN MARKET
In the world of Digital Marketing, there are TWO categories of customers
Those that KNOW you
- Have done business with you before
- Referred by a friend
- Heard about your business
- Have seen your advertising
- Know your business name
- Aware of your brand
You've got to remind them of who you are, keep them interested, and continue to earn their loyalty!
Those that DON'T know you
- Looking for ANY business
- No particular name in mind
- No particular brand awareness
- No knowledge of your business
- No referrals or recommendations
You've got to build your brand & identity, show your uniqueness and value, and highlight your reputation!
You can reach these 2 types of customers through Marketing or Advertising
Two Types of Advertising
PROMOTIONAL / CREATIVE and DIRECTIONAL / SEARCH
Promotional Advertising - to create BUYING INTEREST - and Directional Advertising - to help BUYERS connect with SELLERS.
Promotional / Creative
Sellers Seeking Buyers
- TV & Radio Ads
- Magazines, Newspapers
- Billboards, Direct Mail, Coupons
- Online Display Ads
- Video Marketing
- Email Marketing
Promotional Advertising CREATES interest and AWARENESS of your brand, products, and services. It creates a desire to buy or find out more.
Businesses Searching for CUSTOMERS
Directional / Search
Buyers Seeking Sellers
- Online Search Engine
- Online Business Directories
- Online Review Websites
- Online Pay-Per-Click
- Informational Websites
- Business Website or Landing Page
Directional Advertising is for consumers who already have a brand, product, or service in mind and are looking for information or to buy.
CUSTOMERS Searching for Businesses