In times of unstable economies like the ones we live in, it is natural for managers to hesitate to invest in areas that are still unknown or seem secondary. Digital marketing ends up falling into this category.
As it is a field still little known by some entrepreneurs, the investment in the company’s digital presence is postponed or reduced to the detriment of other more traditional media and channels.
But is investing in digital marketing that risky? Can you be sure that there will be an adequate return on investment? What strategies can be used?
If in your company this is still a subject viewed with suspicion, here are some compelling arguments to convince once and for all managers to invest in this area!
Why Invest In Digital Marketing?
Because You Need To Become A Reference For Your Customer
Often, people are not looking for information about a specific product or service but about a particular subject. That’s because she may not know exactly what she needs: she has a question or problem and is looking for a solution.
That’s when we ask Google the famous questions — and that’s when a world of possibilities opens up for your company. By answering the question or solving your potential customer’s problem, you become a reference for him, getting closer to making him a real customer.
To achieve this, digital marketing uses inbound and content marketing strategies, for example, delivering relevant content to potential customers to attract them to your solutions and effectively convert them into customers. These are complex strategies to be carried out in offline media but are highly relevant to digital media.
Because You Can More Easily Control The Results
This is perhaps one of the significant advantages of digital marketing: everything is measurable! You can know how many people were reached by your strategy and how many responded to it at each stage of the sales funnel.
The ease of measurement also helps to correct the strategy of an action that is not going so well or increase investment in something that is working quickly — and with the campaign still in the air.
Can You Invest In Digital Marketing With The Security Of Return On Investment?
Yes, it is possible! Attention to some aspects your company can only gain by investing in digital marketing.
A Plan That Matches Your Goals
What does the company expect when investing in digital marketing? Everyone wants to increase sales, but what do you expect from this endeavor?
It may be that the company wants to increase its digital presence to strengthen its brand, become a reference in the market, reach new audiences or even intend to expand its market; for each objective, a specific combination of strategies must be used.
You can’t create a Facebook page, invest only in boosting posts, and expect it to work miracles. Therefore, planning actions and investment in each media is fundamental.
A Realistic Budget
When it comes to digital marketing, it is possible to have results with a lower initial investment than what would be required in offline media. This is because your principal investment will be more significant in time and knowledge, producing quality content, and understanding the desires of your target audience.
There’s no point in spending a dollar on online advertising if potential customers don’t find the solution they’re looking for in your content. Therefore, bet the chips on knowing your audience and producing excellent content, investing in what is necessary for it to appear, according to the available budget.
A Plan To Track Metrics And Results
This is an essential item that must be foreseen even in the planning. After all, the advantage of adjusting a campaign in a short time, with it still on the air, is only confirmed if the results are regularly monitored.
Metrics such as website visits, dwell time, conversion rate, and open email rate, among others, need to be constantly monitored to measure the effectiveness of a plan or action. Without measuring results, all the arguments you can use to favor a digital marketing strategy go down the drain.