DotCom Global Media Website Design Blog

  • Home
  • Contact
  • Blog
Digital Marketing, Digital Strategy

Focus on Your Audience: Digital Marketing Strategy

Sam Natello - October 11, 2016

digital marketing strategy

A successful digital marketing strategy in Somers Point doesn’t just write itself. And it’s definitely not based on guesswork. Effective campaigns all share one thing in common: They are laser focused on their audience.

Now’s the time to ask: is your marketing campaign audience-focused, or is it all about you and your offer?

We’ve developed a simple but effective strategy to create successful, audience-focused marketing campaigns. Here’s the rundown to help put you in the right state of mind.

Research Your Market for the Why

Motivators

Research your market to find out what drives them to make a purchase or pay for a service. In other words, identify your buyer’s primary motivators.

Typically, these motivators fall into three broad categories:

  1. Benefit – A buyer will purchase for growth, for market expansion, for acquisition, or for personal growth. When motivated by benefit, a buyer is in a “feel good” state and is moved to buy in order to feel even better.
  2. Fear – This can range from fear of missing out (limited time only!) to fear of a catastrophe (car insurance). Real or imagined, fear may be the most powerful motivation category.
  3. Logic – Arguably the weakest of the three, the motivation of logic simply uses the “better buy” as the deciding factor. Greater deal, higher value- these buzz words trigger a logic-driven consumer.

Pain Points

Pain points are the problems that drive your buyer to purchase your product or service. The goal here is to find out what your customers need, and then position your product or service to fulfill that need.

To get your market’s pain points, you can:

  • Talk to your sales team or your customer service team.
  • Use online forms to gather information.
  • Read industry media and publications.
  • Read social media and forums for insights.
  • Always listen to your buyers.

Emotional Desires

Emotional desires are deep-seated longings that all humans share. Because these desires are often subconscious, they are very powerful and effective motivators. If you can tie your market’s emotion to your product or service, you have a powerful marketing message.

Identify these 7 common emotional triggers in your audience:

  1. Fear
  2. Value
  3. Guilt
  4. Trust
  5. Competition
  6. Belonging
  7. Time

 Demographics

Demographics help segment your market for better targeting.

The most important demographics you want to know about your market are:

  • Age
  • Gender
  • Income Level
  • Race
  • Ethnicity

Gather this data with a quick Google search, and bookmark the tab once you’re done. Demographics can give you key information in your research to segment your market for ultra-specific targeting.

digital marketing strategy

Develop a Convincing Buyer Persona

Now that you have your data, it’s time to sketch out your ideal buyer. Create a Buyer Persona, which is a specific picture of your average ideal buyer. Be sure to make a story-based persona by giving him or her an identity: a photo, a name, and even a “day-in-the-life” story. You want to create a convincingly authentic buyer who could sit down and have a conversation with you.

And don’t just limit yourself to one. You might have two very different buyer personas that are both on track with who you want to be marketing to.

“Business-Owner Bob, 30-45, minority male, 250k, suburbs, married, young children.”

“Coffee Shop Claire, 18-30, white female, 30-45k, college age, urban, single, hourly wage worker.”

This is how you familiarize yourself with a buyer who is living a story — a story that you want to be part of. And your product or service must have a specific place in that story in order to make them buy.

digital marketing strategy in somers point

Research Your Keywords

Refer very closely to your Buyer Persona(s) during the process of keyword research. You want to identify keywords and phrases that your buyer will use when searching online (or by mobile) for your product or service. Within your persona’s story, you will find clues to keywords that you may not find in your typical research of the industry.

Moz.com has a great article on keyword research where they explain how the right keywords actually qualify your leads. While you want to draw increased traffic to your website, you really want increased qualified traffic. Identifying the keywords that are most important to your buyers will qualify your traffic and improve your leads.

Create a Compelling Offer

Now that you’ve increased your qualified website traffic, let me introduce you to the Buyer’s Journey. Every buyer travels the same basic road to the sale, although the road can differ in each industry. Crafting compelling offers that align with the stops on their route enhances your chances of making a sale.

The Buyer’s Journey consists of three stages.

  1. Awareness – The buyer may or may not be aware that they need your product or service. Develop their interest at this stage by increasing their awareness through valuable, targeted content. Move them to consider your offer.
  2. Consideration – At this point, the buyer is aware of the need and is researching your product along with competitors’ products. Buyer motivations are extremely important here to move the buyer into the final stage.
  3. Decision – The buyer now makes the decision based on the research done in the Consideration Stage. The decision-making step must be effortless and logical for the customer. Evaluation immediately ensues once the purchase is made.

Using your story-based Buyer Persona, map out your buyer’s specific journey. Focus on the motivations and keywords from your research to craft an offer specifically tailored for your persona. You now have a targeted campaign developed solely from information you learned about your audience.

digital marketing strategy

Focus on Your Audience and to drastically improve your digital marketing strategy in Somers Point!

Take the time to do the research, and if you need help, give us a call. We’ll lay out every step you need to create successful digital marketing strategy and launch a campaign that will grow your business and boost your bottom line.

 

Hey – Don’t forget to follow all six steps to a successful digital marketing strategy!

 0
Share Now

Sam Natello

Sam Natello is the founder and top dog at DotCom Global Media. Sam is expert digital strategist who has worked with some of the top brands in the world. In addition to running one of the premier website design and digital marketing agencies in the U.S., Sam also serves on the board of directors for multiple high-performing companies, is an author, and has spoken at business conferences across the United States. Read his inspirational story "From Homeless to CEO." Feel free to send a message to Sam with any questions or comments.

Previous Post The Ultimate Secret to Financing the best Digital Marketing Strategy
Next Post LinkedIn: Social Media for Serious Business

Subscribe for the best digital info!

Categories

  • Case Studies
  • Digital Marketing
  • Digital Strategy
  • Events & Celebrities
  • New Website Launches
  • NJ Website Design
  • SEO
  • Social Media Marketing
  • Web Design By Industry
  • Website Content / Blogging
  • Website Design

Recent Posts

  • Improving Your REFERRAL SYSTEM : Expert Tip #1
  • Best Examples of Website Photo Galleries
  • Is Your Website Ready for 2020?
  • Best Solar Energy Websites: 20 Inspirational Examples
  • The Best Social Proof Examples: Reviews, Ratings, Endorsements, and Press

Archives

  • January 2021
  • January 2020
  • June 2019
  • April 2019
  • August 2018
  • July 2018
  • June 2018
  • April 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016

  • Improving your referral system

    Improving Your REFERRAL SYSTEM : Expert Tip #1

  • Best Examples of Website Photo Galleries

  • Is your website ready for 2020?

    Is Your Website Ready for 2020?

  • Top 20 Solar Energy Websites

    Best Solar Energy Websites: 20 Inspirational Examples

  • the best social proof examples

    The Best Social Proof Examples: Reviews, Ratings, Endorsements, and Press

Social

Tags

atlantic city backlinks Branding CEO Space Design google Lead Generation Logo Margate Marketing Mobile NJ NJ Webdesign optimization Projects responsive reviews sem seo social media somers point visibility web design webdesign Web Designer Web Design for Clients web marketing website Website Design Wildwood NJ yelp

About Us

We are a South Jersey website design company. We provide a wide array of services to help small to mid-size businesses grow. By providing a complete digital solution, we simplify the process for our clients, while significantly improving their outcomes.

More About Us

DotCom Global Media 2018