Earth. What an interesting, beautiful place. Made up of millions of bajillions of trillions of atoms and thousands of different species and organisms. There is so much more science-y stuff that, if I went into detail here, Bill Nye would probably hang his head in shame as I sincerely, truly lack the knowledge for all things science-y.
When I was growing up, I heard frequently that all of this 'stuff' that surrounds us was due to being in the right place at the right time - all of these little puzzle pieces had to fit together so perfectly to create the final picture. I believe that part of this statement is true - but on the other hand, a lot of what makes anything work is a lot of hard work, trial and error, and strategy. In the Four Corners area, a lot of small business owners have put in 10, 15, 20 years of work and have gotten where they are thanks to traditional marketing techniques like print and word-of-mouth. But in this day and age, with the extremely accessible internet (whether on smart phones, tablets, or desktops), one has to have a digital marketing strategy.
One way to really hone in your digital marketing strategy is to take into consideration the importance of having a strategic customer journey map. Take for instance the diagram below:
We take what is your traditional customer journey (awareness, consideration, purchase, retention and then advocacy) and we wrap a detailed marketing strategy around it. Start with a pinch of traditional marketing (print, TV, radio, etc), infuse with digital marketing (online ads, PPC, blogs, email, etc) and - voilà! - we have a recipe for an holistic, successful customer journey. If applied correctly, all of these elements combine together to make for a successful marketing campaign.
Creating a marketing strategy that effectively wraps around your customer journey brings your business into your audiences' focus immediately - and persistently. The more frequently your customers see your business, the easier it is for them to trust you. You are the expert in your field and marketing effectively can help showcase this to the world.
Creating a strong marketing strategy takes a lot of time, development, dedication and hard work. Part of the puzzle is knowing how each of these marketing elements work around the customer journey. The missing puzzle piece is interpreting your customers' engagement throughout their journey map. Part of digital marketing brings this into focus with traceable, real-time data - it shows us what content is working, when it is working and where it is working. What I like to figure out is WHY your content is working and HOW.
When all of these beautiful little puzzle pieces fit together, hard work pays off and results happen - not unlike our little ball of blue floating in the big dark yonder.
Once everything works together and you build a strong marketing foundation, you can start seeing the longterm results and all of that hard work pay off. The message isn't changing, just the medium in which it is delivered. Let's evolve together in this new digital era.
Meg is the owner of Oh Hello Digital and, when she's not writing for her clients, she'll take time to share her digital marketing insights and advice here. Want to connect with her? 👇