Marketing strategy is a dynamic process. It has changed dramatically over the years. From traditional print media, radio, and television broadcasts to social media influencers– the world has witnessed a paradigm shift when it comes to promoting a business. Evidently, it is only wise to keep up with the changing patterns if you want your business to stay ahead of the crowd. And this is no different for service delivery companies, those who work hands-on in the field and render essential services in our day-to-day lives. You might think that sticking to the traditional approaches might suffice. But in truth, they never will. The Field service management industry has become more competitive and cutthroat than ever before. And with each passing day, more and more competitors are coming up to throw steeper challenges at you. So, if you don’t want to lose your competitive advantage, you must be well aware of the most effective ways to market your business. And in this digital age, the most effective marketing tricks involve digital marketing strategies.
For most small and medium-sized service delivery businesses, the usual way to go about marketing is direct and outbound techniques, where they limit themselves to sending direct messages to potential customers. The sole purpose of this strategy is to persuade their target audience into responding to your message and in turn, engage them with the services you offer. As long as traditional markets exist, these marketing strategies adopted by most service delivery firms will be relevant. However, the way people look for services has radically changed in the past couple of years. First with the introduction of the internet and then with the skyrocketing smartphone usage, traditional marketing has taken rather a backseat. Customers are more likely to find things online. The story does not end here. They will likely check online reviews and compare with similar products or services before they zero in on one. In light of the hyper-connective nature of today’s world, it is, therefore, crucial that businesses focus more on techniques to promote their brand online; in short– digital marketing.
There is no doubt that digital marketing is indispensable in today’s steep competitive market environment. The more important question, however, is what should be your digital marketing strategies. In this article, we have outlined four strategies that ensure the highest chance of success. Have a look at them before you overhaul your processes and strive to upgrade your business.
With the advent of social media, communication as we know has been transformed forever. They have indeed been the defining feature of our time and age. The whole world has come together through your smartphone screen. So, it is only fitting that businesses take advantage of these platforms.
Truth be told, market experts have dubbed social media marketing as one of the most effective marketing strategies in today’s time. The strategy primarily focuses on building strong brand awareness on popular social media platforms and customer increasing engagement. This can take place over various platforms, depending on your target audience. Following this strategy, you are required to create brand awareness, as well as build and maintain your organization’s reputation. Hence, you must invest in creating promotional and informational content, all the while encouraging your audience to interact with your content more.
At the same time, make sure to focus on the right platforms. Many brands make the mistake of promoting themselves on every platform there is, ultimately letting things go out of control. It can have a detrimental effect on their content as well. Just focus on the platforms that are relevant to your business.
Perhaps the most popular and effective digital marketing strategy today is search engine optimization (SEO). It is the process of improving your website’s ranking on search engines. Boosted by relevant keywords and phrases relevant to your niche, this marketing strategy help push your website to the top of the Google search engine result page (SERP), so that more people will come across your website and more likely, will engage with your brand.
Simply put, the goal of SEO is to direct more organic traffic to your website from your target audience. The more you are able to reach them, the more business opportunities you can secure. It intercepts every individual in your target audience, regardless of their position in the buying funnel. Moreover, most customers these days start their buying journey with a Google search. So you can well imagine the importance of SEO marketing to boost your business.
To achieve this goal, however, you need to have your own website. You should also make sure that your website is optimized for mobile devices and has an intuitive navigation system. Not to mention, your SEO techniques (e.g., keyword research, link building, etc.) have to be top-notch, as do your content and designs. To get these things right, you can always rely on a professional SEO service provider.
Content marketing is another great way to promote your business online. It could be an integral tool to attract the right audience to your website as well. To explain, content marketing is the process of creating relevant content. This could include blogs, articles, infographics, videos, podcasts, live streams, and so on. The goal is to make your content informative and thus, add value to your brand.
An excellent way to come up with quality content topics is to answer questions frequently asked by your customers. If you build your content around these topics, not only your target audience will return to your site but they will also feel addressed and understood, thus contributing to your brand reputation.
You can also carry out a question keyword research and compile a list of words and phrases your target audience is using to get answers online. Answering these questions will give you a boost in the SERP, and in turn, will increase traffic to your website.
As evident from this, you must have your own website before you execute this marketing strategy. But remember, content marketing is a long-term process and requires time to deliver the desired ROI. However, once you successfully implement this, it is more likely to generate 54% more leads compared to any other digital marketing strategy. What’s more, it costs 62% less than traditional marketing efforts.
Marketing strategies are not only meant for acquiring new customers but also to ensure customer retention. Once you have gathered a loyal base of customers, you must have some strategy in place to make them stick to your products or services. And the most effective digital marketing strategy for this purpose is email marketing, for it helps you in both customer retention and acquisition.
Email marketing is the process of organizing a database of both your existing and potential customers and sending them emails on a regular interval promoting your brand. The idea is that your customers may not need your services right at this moment. But when they do, they will think of your brand and choose it over your competitors. It is an excellent way to build brand awareness, ensure customer loyalty, and gain competitive advantage.
A core element of email marketing is developing your marketing campaign and refining them from time to time. As your customer base grows, you might want to revisit your marketing strategy and redesign your campaign to fit the changing needs of your customers. However, this strategy demands consistency and quality information. This is to make sure that your customers keep coming back to your business.
The significance of digital marketing is its capability to connect a business with its potential customers. In this digital era, the easiest way to engage with your potential customers is via online platforms. Whenever they come online, which is a lot of time, you get a chance to remind them of your business. In this blog, we have therefore provided you with an all-around guide to catch them whenever they are in the digital space. Through social media, you can engage with them while they spend time on social networking sites. Through SEO and content marketing, they come across your brand while browsing the internet. And even when they are not active online, you can drop a little reminder of your products or services in their inboxes so that they are kept in the loop. What’s more, these strategies are comparatively affordable and cost-effective compared to traditional marketing efforts. But if you are still unsure about how to execute them effectively, you can always hire a digital marketing expert.