The digital marketing agency plays a critical role in helping to introduce consumers to your business, drive traffic to your business website, and convert prospects into loyal paying customers. Let’s take a deeper look at the top 5 ways that digital marketing agencies like Dexterous Media Group help to generate the quality leads that help your small business grow.
One of the key ways that a digital marketing agency will help your business to generate quality leads is by the careful identification, and molding of a solid brand identity. To illustrate the importance of identifying, and developing a brand identity for your business let’s take a look at motion pictures, or movies.
When you think about buying a box office ticket, going out to the theater, and perhaps even waiting in a long line to see a movie, are you going to go through all of those steps for a movie with actors that you have never heard of, produced by an unknown movie studio. The answer is most likely to be, “No”. However, most people are more than willing to shell out cash for movie tickets, trek out to the theater, and stand in line on opening night for the chance to be the first to see the next big release from the Marvel franchise, or the latest film with your favorite actor, or Hollywood icon. Movie studios have been cashing in on brand identity for decades. A digital marketing agency will help your business do the same.
A digital marketing agency will work hand in hand with your business, to identify and develop your brand identity by conducting research to discover the underlying personality of your brand, what it means to customers and prospects, how it can impact potential customer’s lives, and where it fits into the broader industry as a whole. The digital marketing agency will then take all these components and craft them into a solid brand identity that remains constant throughout all of your company’s interactions with customers and potential customers.
By developing, and maintaining a rock solid and consistent brand identity your business is able to build trust with consumers. As prospects begin to recognize your brand, they come to know what it stands for and what to expect. When they are ready to purchase the particular product or service that your business provides they will be most likely to choose a brand that they know and trust.
So, how does a digital marketing agency develop a brand identity for your business? To answer that question we will look at the next tool in the digital marketing agency lead generation arsenal, the use of content and media to craft business personas.
A digital marketing agency will curate, create, and distribute high quality, useful, and informative content in the form of blog posts, published articles, social media posts, videos, infographics, web sites, and much more. The digital marketing agency will then distribute that content throughout the various websites, and platforms where the prospective consumers for your particular business are most likely to be found.
Each piece of content or media will be tailored to speak directly to the needs, desires, and personal preferences of the particular niche audience to which it is being directed. Here at Dexterous Media Group, we refer to this process as the crafting of personas.
By carefully targeting the specific audience which is most likely to use , or benefit from the product or service provided by your business, a digital marketing agency is able to create multiple layers of both static, and interactive content and media that speaks directly to them in a way that resonates, and builds trust.
The shift from brick and mortar stores to an increasingly web based marketplace has altered the way that consumers interact with businesses in a significant way. Consumers expect to interact with the companies that they do business with on not only the company website, but across the various social media platforms that they frequent.
As much as the internet has expanded our world, consumers still covet the feeling of doing business with people that they know and trust. A digital marketing agency can help craft the business personas that allow your company to build relationships with prospective customers by providing useful advice in the form of articles, blog posts, infographics, and videos, and building personal relationships in the form of social media posts, and interactions.
Of course, content and media alone will not create the kind of rock solid personal relationships that truly drive prospects to become loyal paying customers of your business. As we discussed in the previous section, modern consumers want to feel as if they are doing business with a neighbor or trusted acquaintance. Building this level of interpersonal trust requires frequent and consistent direct communication.
Think about it, communication and relationship building is a two way street. If one person bombards another with information, but does not listen to or respond to the other person’s reaction to that information, the relationship between the two parties is unlikely to go anywhere at all. Informative and useful content is great, and clever social media posts and comments will certainly draw attention, but building trust, and converting prospects into loyal paying customers requires active communication.
As important as it is to listen to, and interact with both existing and potential customers, this is one area where a lot of digital marketing agencies really drop the ball. At Dexterous Media Group, we believe that frequent, and consistent direct communication with your business’s existing and potential customers is a critical part of any small business marketing plan.
At Dexterous Media Group, our digital marketing plan involves regular direct communication with your company’s existing and potential customers via email, live chat, interaction on social media, phone calls, and texts.
The benefits of incorporating multiple lines of frequent, and consistent direct communication with consumers into your digital marketing plan are twofold. First and foremost, regular and responsive communication builds and strengthens the image in the consumer’s mind that your company is a trusted ally that cares about the customer, and the issues that matter most to them. Secondary to this, but still equally important, regular direct communication allows the digital marketing agency to gauge consumer sentiment, and response to the current digital marketing plan.
Regular direct communication with the consumer allows the digital marketing agency to quickly identify shifts in consumer sentiment, to identify what is working well as well as what is not resonating with the consumer, and to make adjustments on the spot to better tailor the digital marketing efforts to garner the desired response.
This leads us directly into one of the most important services that a digital marketing agency supplies, research, research, and more research. In order to craft and execute a successful digital marketing campaign there are several key areas of research that must be conducted both at the outset, and throughout the lifespan of the digital marketing campaign.
A digital marketing agency will begin their research with the company itself. This segment of research is crucial for building the brand identity, and contributes significantly to the crafting of the company personas. The digital marketing agency will need to gain an in-depth understanding of the products and services that your company provides, as well as the basic operating principles of your country, its mission statement, and the broader values and issues that are important to your company.
All of these important factors play a role in determining what your company stands for, what it has to offer, and how it operates. When your digital marketing agency takes the time to understand each of these aspects of your company they are better prepared to paint your company in the best light in front of the most receptive audience.
This of course leads us to the next stage of the research process, consumer research. Once a digital marketing agency has a firm grasp of who your company is, what it does, and how it operates, the next task is to identify who is most likely to benefit from the product or service that your company provides.
This is where consumer research enters the equation. High quality, effective consumer research has multiple layers. The digital marketing agency must use the information gained during the initial company research to determine the audience that is most likely to be interested in, and derive value from the product or service provided by the company.
With this information in mind, the digital marketing agency must then dig deep into the personal preferences, shopping, and spending habits of each unique segment of the target audience. Finally, the digital marketing agency will need to determine which social media platforms, and content types the target audience segments gravitate towards so that content creation, and communication can be tailored to the proper format and tone.
Let’s look at a real world example to illustrate the important role that consumer research plays in digital marketing lead generation. Imagine that your company produces a product or service that is most likely to appeal to adolescents, teenagers, and young adults. While your product may have value to all three of these groups, the groups themselves are very different when it comes to the type of content and media that they consume, the way in which they interact with one another, and with other parties online, and the social media and other platforms where they tend to congregate. When it comes to shopping for products and services, each group will differ in the keywords or phrases that it chooses to search for information about a product or service, and the type of information that they are expecting from their search results.
A digital marketing agency will need to conduct consumer research to discover the preferences and habits of each unique audience group, and then create a digital marketing plan that speaks to them in a language that they understand and respond positively to. The digital marketing agency will then need to determine which platforms and media outlets are the most popular with each audience group so that they can distribute the properly tailored persona to the proper platform or outlet for each audience.
As if there were not already enough moving parts and variables to consider in targeting the primary audience for a company’s products and services, there is still the secondary audience to consider as well. To be effective, consumer research must consider not only the audience who is most likely to be interested in the product or service but also the secondary audience which may play a critical role in the final decision to purchase a particular product or service from a specific company.
Keeping with our example of a company which provides a product or service geared towards adolescents, teens, and young adults, consumer research would need to take into account the secondary audience of parents, grandparents, caregivers, teachers, and others who would be likely to be involved in the final purchasing decision for the product or service.
In today’s uber competitive marketplace, it takes more than a solid brand identity, and targeted consumer research to stay ahead of the crowd. Every successful business owner knows that their competition is an ever present threat to the continued success of their business. Today’s consumers have an almost dizzying array of options to choose from, and this means that they are far more likely to comparison shop, and hop from brand to brand if they find that another company is offering a similar, or seemingly better product or service at a greater value.
In order to ensure that your business stays at the front of the proverbial pack, a digital marketing agency will conduct in depth, and ongoing research into the most likely business competitors offering similar products or services on the market.
The digital marketing agency will dig into the similarities and differences between the products or services offered by your company compared to those offered by your closest competitors, and then highlight those differences to show consumers why your company’s product or service is superior.
High quality competitor research should also take into account the overall consumer sentiment towards competing companies, so that they can gauge what the competing company is doing right and what they are doing wrong. This information can then be used to further refine your own company’s digital marketing plan to stay ahead of the competition in the minds and hearts of your targeted audience.
Industry research represents the final piece in the digital marketing agency research arsenal. Industry research differs from competitor research in that the digital marketing agency will be looking at the overall industry as a whole, rather than the individual companies providing products or services within that industry.
By taking the time to understand the purpose of the industry, as well as the industry’s needs and the specific issues that have the greatest effect on the industry, the digital marketing agency is able to tailor their digital marketing efforts to present your business as an industry expert, and a top resource of trusted information within the specific arena.
This top dog status cements your company as an industry leader which means that when consumers think of the industry as a whole, your company or brand will pop up in their mind as being synonymous with that particular industry. This builds rock solid trust and makes consumers far more likely to gravitate towards your business when seeking a particular product or service within the industry.
To illustrate this concept in real world terms, think about the PC or laptop industry. There are plenty of manufacturers around the world who produce and sell PCs and laptops to consumers, however when you, as a consumer, are in the market for a new PC or laptop you are most likely to begin your research with the recognized industry leaders like Asus, Dell, Lenovo, Hewlett Packard, Acer, Toshiba, or Samsung. These top brands are some of the most recognized brand names in the PC and laptop industry, and therefore these brand names have become more or less synonymous with the industry itself.
A digital marketing agency should conduct thorough industry research to help position your business as a trusted brand name within the industry as a whole, and to help build a strong association between your brand and the overall industry in the minds of consumers. Industry research performs a secondary role as well, by helping digital marketing teams stay ahead of the information curve when it comes to issues that may affect the industry as a whole, like supply chain bottlenecks, and material price increases.
Speaking of staying ahead of the curve, that brings us to the final digital marketing agency lead generation benefit that we would like to illustrate. Throughout this article we have presented examples of the many important factors, and crucial steps that go into crafting, and executing a successful digital marketing plan that generates high quality leads for your business.
Each of these individual steps requires a comprehensive understanding of the multi-faceted structure of the digital marketing world, the web based consumer platforms, and the unique marketing tools and techniques used to gain access to data-rich information, and put that information to the most beneficial use. All of this knowledge and skill takes years of experience and education to develop, and that is not something that the average small business owner has the time to do while in the midst of trying to grow and run their own company.
A digital marketing agency lives and breathes digital marketing and lead generation, and therefore has the built-in experience and knowledge needed to ensure that your business stays ahead of the curve in all aspects of digital marketing.
Visit Dexterous Media Group today to learn more about all of the ways that our team of experienced digital marketing professionals can help tailor the perfect digital marketing lead generation plan to help grow your small business. We can’t wait to meet you!