The Ultimate Guide to Using Digital Marketing for Building Your Audience
Philip Kotler, the father of modern marketing once said, successful sellers are concerned with the client first and the products later. This single sentence can truly explain the importance of having customers/clients for you to build your brand, sell your product, gain success, and finally revenue. I think we all agree that customers are what makes and breaks a brand.
So, isn’t it important that we use everything in our power to build or gain customers?
Simply building a customer base is not that useful. You need to target customers who are truly interested in the type of product you sell and customers who connect with it on an emotional level.
Customers always come back to a brand that can give them a meaningful and substantial experience. This experience can substantially increase their brand affinity.
Now comes the question, how do we do it?
Through digital marketing, of course. As they say, digital marketing is all about connecting with the right people at the right time.
According to a study conducted by Statista, the digital marketing budget has seen a rise of 13% (February 2020) compared to August 2019 (11.8%). This shows the importance of promoting your brand through digital marketing.
Let us now see some ways we can use digital marketing to build audiences:
The World Becomes Your Oyster
Connecting to people in different geographical locations within seconds and interacting with them anytime you want to is the biggest advantage of digital marketing. When you make your transition to the online world you reach the global market and customers, no matter where your business is located. You get to connect with a potential customer, nurture them, and turn them into life-long customers.
Besides, the customers also get to look and fulfill their needs without having to settle/compromise for a particular product or service. So, when you offer good quality and unique products you can capture their interest.
For instance, the fast-food chain, Dunkin Donuts, embraced change and adopted digital marketing to reach audiences across the globe. Their signature dish, donut remained the same but the topping of the donut changed according to the country.
In China, their donut toppings included seaweed sprinkles, while in Lebanon, their donuts had mango-chocolate toppings. Now Dunkin Donuts has over 3000 stores across the globe that are continuing to satisfy the taste buds of thousands.
Know Your Target Audience
Every customer has their own need, understanding this, and tapping it can draw a good potential for sales. Digital marketing will help you know who the customers are and what they are interested in. This makes it easy and cost-effective for you to invest in.
For instance, in a clothing store, you can push on western or ethnic wear for teens and youth but when your customer is 60 years old, it is less likely for her to buy western or ethnic wear. Thus, knowing the interest of a customer is quite important.
If we look at the ways to gather information about the customer’s choice, look at the following.
- Look for the highest sold product and analyze why is it so?
- For a first-timer, show multiple options, look at what he/she chooses and keep a note of it.
- Take feedback from the customers and do research on respective choices
- As you look for the highest selling product, look for the least sold one too and know why is it so?
The above questions will help you have a clear understanding of your target customers’ preferences and choices so that you can give them a customized and satisfying experience. Also, your customers will keep coming back to you as they will trust your brand to ‘get them’ and deliver it to their heart’s content.
Delve Deeper into the Needs of Your Audience
Gaining a deep understanding of what your customer wants, and needs can help you race ahead of your contemporaries all while helping you gain brand loyalty from your customers. And trust us when we say that there is nothing better than having and retaining customer loyalty. In fact, over 70% of consumers recommend a brand if it has a good loyalty program.
Digital marketing will help you engage with your target audience and generate leads. Then it helps you get to know them and their needs/wants. Furthermore, in order to know them better, you can run surveys, start-up a conversation through blogs and emails, and finally provide them with a customized solution.
This way digital marketing will help you build stable relationships with the customers. Also, it is a proven fact that customers come back to the same brand again and again if you respond to them quickly and aptly.
Social Media to Reach Every Nook and Cranny
It is quite hard to assume the world without social media. If we look at the usage, as for April of 2020, 29% of adults between 18 and 29 are using Instagram. The average person spends about 20 minutes on Facebook or one in every six minutes a person will spend online.
As social media makes people present on electronic devices, there are many ways to boost the audiences based on the requirement they are looking for.
For instance, take Airbnb, one of the best in the hospitality industry. It started as a new way to rent hospitality, targeting people who cannot afford rent as they travel. The business is between the people who own houses acting as hosts and travelers, not only in tourist destinations but also in general cities.
Their digital marketing is based on images, videos generated by the hosts which are posted on social websites like Facebook, Instagram, and Twitter. People who like to travel to these destinations get these recommendations by the site’s algorithm or else a simple search can get the results suitable to their needs.
The thing to understand from the above example is business-like Airbnb has understood and created a need for the people. The demand for the product gets boosted by the wide coverage through social media and the way the content attracts the users.
Lastly, businesses, startups, and the established ones need to know is digital marketing is here to stay and there is no way you can escape it. The tactics we use may change but digital marketing will be the main ingredient in the recipe called success.
Vinod Kumar is a digital marketer and a business wiz who writes for The Go-To Guy!, a creative agency.