How do you communicate with customers and prospects using digital marketing?

As a marketer, audience is at the centre of everything we do. But audience does not always mean customers, clients, users, can be potential investors, industry experts etc. and this really goes back to “why we need to start this campaign”. So perhaps before this step, the objectives and goals need to clearly defined.

Think of yourself as the Sherlock Holmes of digital marketing. You're on a mission to uncover every detail about your audience, just as Holmes scrutinized every clue at a crime scene. Use surveys and interviews to dig deep into their preferences, like Holmes examining fingerprints. Social media listening? That's your magnifying glass to spot hidden motivations. Example: If you're marketing luxury watches, and your audience loves adventure and exploration, your message might be: "Our watches are like your trusty compass on life's exciting journey. Stay on time, stay adventurous!"

Understanding the intricate psychological attributes of our target customers is undeniably the cornerstone of a successful marketing strategy. While crafting brilliant campaigns can pique interest, it's the alignment with their psychological triggers that truly ignites the buying action. Consider the allure of a "pay later" promotion, this strategy taps into the customer's desire for instant gratification while alleviating financial strain. By triggering emotions like anticipation and relief, it creates a profound connection that transcends a mere transaction. In this symbiotic dance between marketing and psychology, brands can not only captivate minds but also capture hearts, fostering lasting customer loyalty.

Decode the customer journey map, unravel the targeted customer persona, segment your customers by relevant cohorts, rationalise the channel mix, outline your objectives for each cohort, craft the messaging strategy across the journey with diverse content formats, revisit the messaging basis the engagement data and master the art, science and astronomy of contextual and impactful communication with robust marketing automation and customer data platforms!

Content creation The key to effective digital marketing is to create content that speaks directly to your audience's needs and interests. By consistently delivering high-quality, relevant, and engaging content across various channels, you can build a loyal following and drive meaningful interactions with your brand. Content comes in various forms, such as blog posts, videos, podcasts, social media posts, and more. Keep up with industry trends, news, and changes in consumer behavior. Adjust your content strategy to stay relevant and address emerging topics. Don't be afraid to try new content formats or innovative approaches. Experimentation can lead to discovering what resonates best with your audience.

Think of digital marketing channels as a buffet. You wouldn't fill your plate with every dish, would you? No, you'd be strategic! It's like attending a fancy banquet and picking the courses that tantalize your taste buds.

Trying to do everything can be a big mistake. You are more than likely going to do many things poorly rather than one or two things well. Getting the right platforms for the right audience, product or service and message is key. There will however always be a level of test and fail here to get it right.

I have used following proven 7 key touch points in my professional career for account based marketing campaigns: 1. Employ targeted email marketing campaigns. 2. Implement a robust SEO/SEM and content marketing strategy. 3. Leverage the power of social media marketing to connect and interact. 4. Execute precision-focused PPC campaigns for optimal visibility. 5. Host digital webinars strategically integrated into marketing or sales funnels. 6. Organize impactful events to foster meaningful connections. 7. Utilize cold calling as a proactive approach to initiate conversations and build relationships.

It’s important to create your marketing strategy for the right channel and measure the results. In case you need to change it or continue it.

One easy way to choose the right channel is to understand your target demographic/s and tailor accordingly. For example, if you want to target Gen Z, Tiktok would be a good social media platform to consider.

Retail marketing has always been about theatre and impact at the point of sale. Promotional content, added value content and product content needs to be delivered with an element of standout and creativity. It's also important to get the right blend of lifestyle messages and fun into your content so that it's not sales or product led. It's about enticement not a hard sell.

Be unexpected, relevant and memorable. Creating the right content, grabbing attention, educating on the right topics and providing the right solutions is everything. People want to feel seen, heard and understood and being able to portray that without having the opportunity for a face to face interaction can be tricky. If mastered it can help build trust and confidence quickly.

In the contemporary landscape of content selection, a question arises: Are we forging a path defined by genuine purpose or merely chasing viral mirages? The answer lies in aligning with our brand's ultimate objectives. Content becomes the conduit, either a bridge propelling us towards strategic goals or a detour diluting our essence.

Content in digital marketing is like food at a party. If it's bland or missing, people will leave. But if it's the good stuff? They'll not only stay, but they'll talk about it for days! So, serve up some gourmet bites, not just stale chips." ????????

Valuable content can come in many forms. One of the most popular forms seems to be educational; a lot of brands do a good job at educating their target audience (ie. Have a problem? Here's the solution! This is how it works). Funny/entertaining content may also be popular, but may not be memorable or impactful.

Constantly monitoring performance metrics should be a given these days. It has become so easy to track off of these metrics that there is no excuse not to be checking and optimising on them continuously.

Digital marketing is like gardening. Everyone can tell you how to plant a seed, but nurturing it to full bloom? That's where the real green thumbs (and sweat) come in!??????

In reality, some brands have limited opportunities to communicate with consumers. For example if you have multiple product lines or services there will be a hierarchy as to which you will promote and how many times / frequency of communication. In any scenario relevance is key and that is best obtained through past sales data. But communication also has to be focussed, the point of an email or a text should be to entice the user into store or to a specific web page, therefore no point putting. any more than two or three messages within a communication as you will swamp and confuse the recipient - it won't fell tailored or relevant.

Digital marketing is all about trial and error; the best way to see if it works for your brand is to try it out, especially if it's a new idea. Oftentimes it is ideal to go in with an open mind and treat it as a learning experience.

It's about building relationships to the point where you are no longer selling, you are simply a trusted friend or adviser. Brands who get this right do incredibly well, what they tend to have in common is authenticity, that they are approachable and that they live up to their brand promises in terms of of products, services and customer service.

After you grabbed their attention, built their trust and maybe even converted them to a sale or your product or service you need to continue to foster that relationship for long term success. From repeated purchase in the short or long term or to garner referral and recommendation.

It’s (almost) never selling the product in your communication, but selling yourself. Take the audience on a journey with you, and when they know your why, how, and who, the what has already sold itself, and you will build a lifelong customer base.

Keeping in touch with your target audience can sometimes be a challenge; some brands create a community, which has both pros and cons. Ultimately it is up to a brand how much they want to involve/consider their consumers in their decision-making etc.

Digital marketing is like high school. Some are the social butterflies, always networking and making friends. Others? They're the quiet geniuses in the back. Not mingling much, but when they speak, everyone listens. Find your style, and rock it! ??????

In my experience, having a clear and immediate view of competitor behavior is an essential part of creating a sustainable, performance based digital strategy. Validating your own analytics is a bit like marking your own homework, but when you understand your performance relative to your category and competitors… it will change your perspective instantly.

Things mentioned above will be clear as a digital marketing communication process (in terms of retail industry) with the proper message about powerfull promotion product strategies to convert the targeted audiences to be new customers or to make customers repeate the transactions. Its part of marketing journey createing demand of target market. The "boom" language with viral meme or other online acitivity on communicating the promotion and the big promotion of an item might be create an impact itself rather than regularly promotion that just be posted as an promotion material that mentioning product and price cut on the pict. Just ride the wave to send the digital marketing content goes viral and sent to the targeted market effectively.