Digital Strategy

Many small businesses focus on how to get customers using traditional analog methods – signs, coupons, foot-traffic, and the like. While this may yield a trickle of customers, there is a much better way. All small businesses, no matter how small or how new, should consider digital advertising/marketing. 

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Benefits of Digital

The benefits of digital advertising and marketing are numerous. First, the group of customers you can find and attract online is much larger than the audience you can reach using traditional analog methods. Leveraging digital marketing and advertising enables you to reach a broader audience, but cost-effective targeted marketing helps you reach them measurably and responsively.

The ability to interact with your prospects and learn exactly what they are looking for

The ability to reach a global marketplace

You can save money and reach more customers for less money than traditional marketing methods

The Three Main Digital Strategies

Your digital strategy will likely depend on your customers’ degree of purchase involvement. Purchase involvement in how much time and energy your customer puts into deciding to buy or not to buy your product or service. For example, you probably don’t put a lot of time and energy into determining which candy bar to buy. In contrast, you probably put a lot of time and energy into deciding to buy a car. Those are two examples of purchase involvement.

Low Purchase Involvement

For a low involvement purchase, your digital strategy will most likely focus on recency and trying to stay at the top of customers' minds when considering a purchase. These strategies most often rely heavily on social media, mobile marketing, and other tools that enable frequent and timely communication. These strategies place less emphasis on long-tailed search, content marketing, and other  long-term tools.

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Medium Purchase Involvement

For a medium involvement purchase, your digital strategy will most likely have a blend of both of the above. You’ll want some presence on multiple media platforms. The depth of which will be highly dependent on your business, target, and their media consumption patterns.

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High Purchase Involvement

For a high involvement purchase, your digital strategy will most likely focus on providing relevant content that helps your customer make the right decision, even if it's not you. These are big-ticket items, and as such, they require research and take time to decide. These strategies most often rely heavily on long-tailed search, content marketing, and other deeper more long-term tools. They tend to place much less emphasis on social media, mobile marketing, and the like.

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How Do We Pull This All Together?

We use a four-step process that has served me well for the past 25 years. We always start with the strategy. Defining the target is the most important decision you will make. Next, we have to figure out what we want to say to our target, which will motivate them to act. In step 3, the digital strategy focused on how best to get our message to our target. Then, finally, we pull it all together in the marketing plan.

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