Any firm can benefit from digital marketing. We’ve utilized digital marketing to help businesses of all sizes expand, from mom-and-pop shops to internationally recognized colleges and beyond, at Disruptive. That is the allure of online advertising. You can use digital marketing to target anyone, anywhere if you know who you want to reach.
However, some organizations will gain more from particular sorts of digital advertising than others. Let’s take a brief look at which techniques work best for businesses that sell to consumers (B2C) versus businesses that sell to businesses (B2B):
Where digital marketing is used?
Generally speaking, B2C companies have much lower price points than their B2B counterparts. After all, it can be a little hard to sell a $150,000 drill bit (believe me, they exist) to a harried mom. But $10 for a pair of children’s pants? That’s a relatively simple sell.
The good news is that B2C businesses don’t require large sales teams or intricate marketing funnels because they aren’t trying to offer extremely expensive goods or services. They only need to get their products or services in front of the right audience with the right messaging, and the rest will take care of itself.
As a result, most B2C companies’ primary goal is to get people into and through their marketing funnel. If you can get that harried mom onto your children’s clothing website and offer her a great deal, there’s a good chance she’ll buy today. Before you can close a sale, you don’t need a lot of brand awareness or trust.
With this in mind, higher-funnel marketing channels such as social media marketing and paid social advertising can produce excellent results for B2C businesses. These platforms perform an excellent job of putting your company in front of potential customers who would otherwise be unaware of its existence.
Supplementing with other digital marketing methods such as sponsored search or SEO is always a smart idea, but if you only have time to focus on one channel, paid social advertising or social media marketing are excellent choices for B2C.
Paid search, on the other hand, is a fantastic option for B2B businesses. Most B2B businesses cater to very specific niche audiences, which can be difficult to reach via social media. If you sell $150,000 drill bits, you want to be the first result when someone searches for “diamond-tipped oil drilling bit manufacturer.” Yes, you’ll pay more for your click than with sponsored social advertising, but with a price tag of $150,000, it’s money well spent.
Furthermore, unlike B2C businesses, most B2B businesses have a considerably longer and more complicated sales cycle. Most people don’t come to your website, contact you, and say, “I want one.” If you’re selling a $150,000 drill bit, most people aren’t going to call you and say, “I want one.” As a result, longer-term techniques like content marketing or email marketing are frequently required to complete a transaction.
Of course, the correct mix of digital marketing approaches will vary by industry and business, but simply comparing B2C and B2B should give you an idea of how different strategies can be beneficial for different organisations. Not every method is perfect for every firm, but with a little trial and error, you should be able to figure out which approach is the most profitable for you.
How Do I Get Started?
The good news is that launching a digital marketing campaign is rather simple. The majority of internet ad networks make it simple to sign up and launch your first campaign (it is how they make money, after all). Here are some links to basic guides for a variety of digital marketing techniques:
- Paid search advertising
- Search engine optimization (SEO)
- Paid social media advertising
- Social media marketing
- Conversion rate optimization
- Content marketing
- Email marketing
A guide, on the other hand, isn’t at the heart of every successful digital marketing strategy. Regardless of which digital marketing tactics you utilise, there are four questions you must address before you begin:
1. HOW MUCH DO YOU NEED TO MAKE?
To determine how much you should spend on digital marketing, you must first define your objectives. Depending on whether your final aim is to drive clicks, conversions, or leads, sales, income, or a specific return-on-investment, how you approach digital marketing might vary quite a little (ROI).
ALSO READ: How technology supports digital marketing?
When it comes down to it, the ultimate goal of every marketing campaign should be return on investment. After all, why are you promoting online if your digital marketing spend isn’t generating profitable cash for your company?
Clicks and even conversions are nice, but your organisation does not profit from them (in fact, you spend money on them). Sales are how it makes money.
With that in mind, the first thing you need to figure out before deciding on a digital marketing budget is how much income you intend to generate. Once you know that, you may use it to calculate how much advertising you’ll need to reach your income target.
2. WHO ARE YOU MARKETING TO?
After you’ve determined how much money you want to make from digital marketing, you’ll need to figure out who you’re going to market to. This is crucial since different customer profiles necessitate various marketing strategies. Even more crucially, distinct customer personas morph into different buyer types.
So, what’s this? You can’t design a successful digital marketing plan if you don’t understand your buyer profiles!
If you have a sales team, chatting to them might be one of the quickest methods to put up a good buyer persona. After all, they’re the ones who have the most contact with your customers, right?
Even talking to your sales team and conducting some research isn’t enough to get to the degree of depth you’ll need to create an effective digital marketing strategy. To accomplish so, you’ll need to pick up the phone and dial your genuine customers’ numbers.
Inquire as to how they came across you, why they converted, and what persuaded them to pay you. This data will provide you with a wealth of information about your marketing and sales processes, which you can use to improve the effectiveness of your advertising and determine your marketing budget.
3. WHAT ARE YOUR CUSTOMERS WORTH?
Buyer personas are commonly thought of as a useful tool for developing an effective marketing plan. Buyer personas are useful for this, but they’re also a crucial component of developing a successful digital marketing strategy.
4. HOW MUCH DO YOU NEED TO SPEND TO REACH YOUR GOALS?
Things are relatively straightforward at this point. Simply enter your CAC, average purchase order amount, and average number of purchases (or, if you have a subscription model, the average lifespan of each customer persona) into this calculator!
How is Digital Marketing Different on Mobile?
As you might expect, mobile digital marketing differs significantly from desktop digital marketing. These distinctions are particularly essential these days, because smartphones are becoming the most common device used to engage with the internet.
The change from desktop to mobile has had a significant impact on digital marketing, with 60 percent of internet activity occurring on mobile devices.
To offer a consistent experience across mobile and desktop, Google Advertisements removed sidebar ads from their results pages last year. On desktop, Facebook Advertisements still shows sidebar ads, but on mobile, it only shows in-stream ads. On mobile, shorter blog posts outperform lengthier blog posts… The list of distinctions goes on and on.
To be honest, in today’s digital marketing landscape, it’s a smart idea to presume that your marketing will be seen on mobile first, and then adjust your plan for desktop as needed.
It’s crucial to consider your site and landing page experience in addition to optimising your ads for mobile. Sure, your website may look great on a desktop, but if it’s tough to access on a mobile device, you’ll be alienating a large portion of your audience.
At the very least, you should have a mobile-responsive website, but ideally, your mobile experience should be tailored to make it as simple as possible (not just an adapted version of your desktop experience).
Digital marketing is now predominantly a mobile experience, whether most advertisers understand it or not. The good news is that you don’t have to worry about recreating the wheel if you’re new to digital marketing. You can begin by creating interesting mobile ads and then adapt them as needed for desktop.
DIGITAL MARKETING ASSETS
A digital marketing asset can be almost anything. It simply needs to be an internet marketing tool. However, many consumers are unaware of the wealth of digital marketing resources available to them. Here are a couple such examples:
- Your website
- Branded assets (logos, icons, acronyms, etc)
- Content for video (video ads, product demos, etc)
- Various images (infographics, product shots, company photos, etc)
- Content that is written (blog posts, eBooks, product descriptions, testimonials, etc)
- Online products or tools (SaaS, calculators, interactive content, etc)
- Social media pages
As you may expect, this list only touches the surface. The majority of digital marketing assets will fit into one of these categories, but as intelligent marketers continue to come up with new ways to contact clients online, the list will continue to increase!
Marketing in the digital age is the way of the future. You can track the results of your digital marketing efforts with incredible accuracy, which means it’s easy to see which strategies are producing profitable results and which ones need some work, in addition to all of the other advantages we’ve discussed throughout this article.
In case this post has persuaded you that you need digital marketing (or that you need to step up your digital marketing game), but you’d like some assistance determining the best method, please let us know here or in the comments! We like assisting businesses in their digital marketing efforts.
Is there anything in this article that I’m missing? Do you have any more digital marketing questions? Let me know what you think in the comments!