8 Reasons Why Digital Marketing Is Important for Every Business – Part 1

Dale Harris sets out in his article why every business should not ignore its digital marketing plan.  A business ignores having a digital marketing plan at its peril.  Over the next two days this article will set out 8 reasons why Digital Marketing is important for every business.  Read part 1 today to find out why.

8 Reasons Why Digital Marketing Is Important for Every Business – Part 1

So, you’ve heard about digital marketing, but you’re not convinced that it’s really worth all the work you’ll have to put into it.

You’re already doing well, so why should you invest in one more advertising strategy, right?

Wrong.

In this post, we’ll tell you the main reasons why a digital marketing plan that a brand of any size and influence is something that you can’t afford to ignore.

Then, we’ll tell you where you can go to take your marketing plan to the next level.

1. You’ll Increase Your Authority

Perhaps the most important role of digital marketing is how things like blog posts, social media updates, and quality web content can increase your industry authority.

In other words, the more content you create — and the more visitors and followers you have — the more likely your market will be to see you as an authority within your industry.

Bring in voices from influencers, other industry experts, your past customers, and the most experienced members of your team to deliver content that’s both engaging and genuinely helpful.

2. You’ll Connect on Multiple Platforms

Another huge benefit of deciding to embark on a new digital marketing campaign?

You’ll be able to connect with your target market — and expand it altogether — by reaching people on multiple platforms. You’ll also connect with a wider age, location, and gender demographic altogether.

Make sure that you pay just as much attention your web content as you do your social media updates and listings on reviews sites like Yelp and Google My Business. 

Traffic doesn’t just happen on your website, after all.

3. You’ll See a Boost in Conversion Rates

If you feel like your company just isn’t bringing in the kinds of sales numbers you expect, then you likely need to update your digital marketing strategy.

While yes, things like print marketing campaigns and TV ads are important, they shouldn’t be the end all and be all of your advertising plan.

One of the benefits of digital marketing is that it lets you connect with more people in less time. Through the use of keywords, image optimization, short digital videos, and other online branding strategies like blog posts and comments, you can quickly boost your conversion rate.

You’ll also slice down the length of your overall sales cycle.

4. You’ll Promote Transparency

Countless studies show that customers trust companies that promote a sense of transparency in their digital marketing plans.

So, if you really want to know how to create an online marketing campaign that works, focus on being as open and honest with your customer base as is possible.

This means things like creating videos that show the inside of your office, posting interviews with your SEOs, and even doing live Q&A sessions on social media.

You should even show the interior of your factories and warehouses.

Source:  DALE HARRIS - https://www.articlecity.com/blog/8-reasons-why-digital-marketing-is-important-for-every-business/

What's In A Name? The Six Essential Elements You Need To Know

Is your branding making you stand out? Are you getting the results you want from the branding of your business?  Here’s a great article on six essential elements you need to know about branding.

What's In A Name? The Six Essential Elements You Need To Know

By: Susan Friedmann

Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation -- if you do it right.

I didn't do it right. At least, not at first.

All entrepreneurs make mistakes, and I made one of my first ones right off the bat. Thrilled with the fledgling business I was starting, this precious enterprise so near and dear to my heart, I christened my company Diadem Communications. Diadem means crown-- a fitting name for what I felt was a
crowning achievement.

What does Diadem say to you? Does it evoke thoughts of me coming into your company, training your sales team to be the best booth staff ever, ensuring that every single trade show you attend turns out to be amazingly successful? Does it make me sound so good that you just can't wait to hire me?

No. It doesn't say that to me either. And even worse, it didn't say that to any of my potential customers. Going by name alone, no one would be able to determine the least bit of information about me, my company, or the services we offer. The name said nothing, and it did nothing for me.

The name had to go. More importantly, it had to be replaced by something effective. How do you come up with an effective name? Consider these six elements:

An Effective Name:

1. Tells Who You Are: Your name should reflect your identity. This is an essential aspect of branding. You'll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you?

For some, that means integrating your personal name into the name of your business. This is very common in some professions: legal, medical, and accounting leap to mind.

Others prefer a more descriptive name. One successful small baker runs her business under the name "The Cookie Lady" because that's how her first customers identified her. It's doubtful that most of the customers even know her first name (It's Pat) but everybody in her market knows "The Cookie Lady".

2. Tells What You Do: It's incredible how many company names give little, if any indication of what type of work the organization actually does. Take the following examples:

·         Smith and Sons

·         Hulbert Brothers

·         Only One

Can you tell me what any of these companies does? Of course you can't. They're relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in 'context', such as a yellow pages or on-line business directory.

3. Tells How You Do It: Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your company's image. Consider the names of three different massage and bodywork centers:

·         Champlain Valley Therapeutic Massage

·         Clouds Above Massage

·         Speedy Spa

All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service.

4. Differentiates You From Your Peers: Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can't be found anywhere else -- or that you do better than anyone else.

Consider the massage therapy example we looked at in number three. Each organization clearly has a different focus and approach to their customer base. They're attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words.

5. Peaks Customer Interest: Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest import to your customers? What kind of words are likely to appeal to them?

Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by "Bob's Instant Plumbing" while a reader in search of a good mystery will gravitate toward "Crime Pays Books".

Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves "All Hemp All the Time" will draw in a decidedly different crowd than the one named "Natural Beauty: Organic Yarns".

6. Invites Further Investigation: Customers are funny creatures. What one group finds to be funny and engaging turns another group off. You want your name to be inviting and approachable -- as those qualities are perceived by your target audience.
The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image -- but now that the consumer base is changing from 'old people with money' to 'everyone with a 401K', Charles Schwab has launched the "Talk to Chuck" campaign in an effort to be more approachable.

Make sure your name doesn't intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.

After following a series of simple step-by-step instructions to match my corporate identity with my service offering, I came up with the quintessential name: The Trade Show Coach. This name instantly tells customers what I do - assist companies with trade shows - and a little of the manner in which I do it - coach, rather than dictate, direct, guide, or organize.

See the difference? So did the buying public, some of who quickly became my best customers. The same thing can happen for you -- if you pick the right name.

Author Bio
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of "10 Common Mistakes Exhibitors Make", e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com

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