What digital marketing should we do in 2021?



In this post we'll be answering the question to help focus your effort and resources. By the way, the result will be unique to you and your organisation, and only you can answer it fully. But we can help you get to it.


For instance, if you jump straight in and launch your own podcast just because everyone has started their own during 2020 then you might be wasting your time and money. As first you need to establish what your customers or clients need and then you can decide what is the best way of reaching them.


So, we'll get started and go through the following points;


What is digital marketing?

Why bother with digital marketing?

What are the channels?

Do you have the right digital tools?

Do you have access to the right digital skills?

DIY, DIFY OR DIT?

Great examples of some digital marketing assets

Don’t forget...

How much should you spend?

What should you do?


What is digital marketing?

A good place to start. Differing from traditional marketing it demands new ways of approaching clients or customers and new ways of understanding how they behave compared to traditional marketing.


It uses the internet, mobile devices, social media, video games or smart phone apps, as well as search engines and other channels to reach, engage and interact with people.


Although digital marketing communications are two way, the power balance is in favour of the receiver, client or customer. Not you or your company, the sender.




Why bother with digital marketing?

For companies that sell to other companies rather than consumers, search engines have levelled the playing field when it comes to sourcing new products and services. Anybody can create a website and this provides so much choice. Plus the professional procurement process means it is more difficult to rely on the strength of personal relationships, alone.


We all live in a multimedia world and we use our computers, tablets or smart phones to engage with companies and brands. Goliaths like Amazon, Microsoft and Apple dominate, so how can the rest of us running businesses, survive and thrive?


Let’s take a look at what Jeff Bezos of Amazon says.


“We see our customers as invited guests to a party, and we are the hosts. It’s our job to make every important aspect of the customer experience a little bit better” - Jeff Bezos

This is interesting and explains why the overall experience of buying from Amazon is so smooth. He goes on to add...


“If you do build a great experience, customers tell each about that. Word of mouth is very powerful” - Jeff Bezos.

Agreed. Then I noticed this quotation from Bezos.


“There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second” - Jeff Bezos.

I was relieved when I first read this. As everyone knows that only one company can be the cheapest in any given market. That leaves room for the rest of us to make a living! But I don’t actually believe it. Because Amazon is going all out to reduce delivery times as people want everything yesterday. As any corner store owner manager knows you can charge a premium for convenience and people are prepared to pay extra for easy ordering and fast delivery.



Make your clients feel special

So the only hope is to make each and every one of your clients feel special, treat them as individuals and to personalise everything for them. Otherwise they’ll search out a cheaper more convenient solution.


One solution is to provide a superior service, because even having world-class products are not enough. Sales of Porsche vehicles in North America were suffering until they improved the customer service experience. Quality means being able to justify a price premium. Being small means being flexible with an intimate knowledge of clients and changing expectations.



What channels are best?

With so many to chose from, which ones are the best? The ones where your ideal clients spend their time. So do your research and ask them. Here is a list in alphabetical order;


Content Marketing

Email Marketing

Influencer Marketing

Pay Per Click Advertising

Podcasts

SMS Messaging

Social Media Marketing

Video Marketing

Webchat

Websites




Do you have the right digital assets & tools?

Every company and brand needs to have a suite of digital assets or tools that can be used to communicate in a more engaging way and reflects thee unique personality of their organisation. These include the following in alphabetical order;


Animated icons & logos

Audible branding

Animated videos

Digital, ebooks & audiobooks

Documentaries, short films & stings

Infographics

Kinetic typography

Podcasts

Soundtracks & Sound Effects

Voiceover artist

Webinars



DO YOU have access to the right digital skills?

The dynamic way you tell your story digitally will add so much more power, interest and engagement than if it were static and monotone. However, you need to work with creative directors, digital marketing managers and motion designers who understand the art and craft of storytelling and clear communication. As motion design can makes good content magnificent.



DIY, DIFY or DIT?

If you have the skills and the time, then you can certainly undertake ‘Do It Yourself’ digital marketing. This is especially important if budget is tight and you want to learn new skills. Alternatively, outsourcing to specialists who claim to ‘Do It For You’ rarely produces the best outcome, as they'll never be able to understand your clients and organisation to the same depth as you. So we we’d always recommend ‘Doing it Together’ which blends our digital marketing skills with yours, for the best of both worlds.

GREAT EXAMPLES of some digital marketing assets


SIMPLE ANIMATED LOGO

This is a simple example of an animated logo for one of our clients, Rapport Guest Services for use as an outro at the end of corporate presentations, videos and films.


Fubiz ANIMATED LOGO + MUSIC

This is a great example of an animated logo that communicates the core sections tat this website covers - photography, design, pop-culture, video, technology and graphics.


An Explainer video for SLACK

For those that know slack, you will know why this explainer video is so good on so many levels. The script, the voiceover artist, the animated motion graphics in perfect slack style.



kinetic typography

It is amazing what can be achieved with a good script, a great motion designer and soundtrack.

communicating key stats

The Strava Fitness App uses motion design to communicate a user’s key stats!




NO STORY IS TOO COMPLEX

If you think you have a story that is too complex to get across, don't worry nothing is impossible. This is a personal favourite of mine as I led the creative team that created this film of the story being told by a chef for Restaurant Associates. Lovely location, compelling script, convincing actor, with soundtrack and sound effects. A long hard day though!




Don’t forgeT...

Building relationships, socialising and entertaining clients (when it is safe to do so), as well as internal communications and using traditional hard copy printed items are all still vital components of a strong strategy. Not everything is better off digital!

How much should you spend?

5-10% of turnover if you are providing B2B Consulting Services. However, the exact amount depends on which industry you are in, whether you are a start-up or a market leader.

What should you do?

Ask yourself these questions


1 What do your ideal clients want to achieve?

2 How can you anticipate what they need?

3 What would make them feel special?

Everyone should think like an Experience Manager

Stop for a moment doing your day job and pretend you’re an Experience Manager. Think about your ideal client. Who they are what they do, what their challenges are and what they want to achieve. Then work backwards from there to see how your product or service will help them to achieve their objectives. For the moment, think hard about what they want to know or buy not what you want to sell.


Then think about your ideal clients’ experience. What are the intangible and emotional benefits that your product or service gives them? Also list down and consider all the key touch points that bring them closer to you. You can now anticipate what their needs are at every stage of their relationship with your organisation. How do you want them to feel and what do you want them to do?


If you need a little bit of lateral help here. Think of the hospitality industry and the sheer variety of places there are to eat, drink and to stay. There is something to suit every occasion and at every price point.


Note down what ideal clients call things when they’re searching for organisations like yours, not the jargon you use in your company. Then use their words as keywords for your Search Engine Optimisation.

Why are B2B decision maker groups so complex?

We all know that selling products and services to companies takes time and can involve many people in the decision making group. Especially where more than one department or the whole company will be impacted by the purchase. This group has developed for a number of reasons. The first is that senior decision makers do not answer or return cold calls, which means that companies are often 50% through the buying process before you know they're looking. The procurement process is far more rigorous than ever before.The people in the buying group could some or all of the following;

Information Gathering stage

Researchers

Champion or Sponsor


Shortlisting Vendor stage

Gatekeepers like Technicians or Executive Assistants

Financial Influencer

External Consultant


Buying stage

Procurement

Legal

IT

Engineering


Deployment stage

Users

Human Resources

Operations

Installation

Maximise the results of your digital marketing

Before deciding what digital marketing activities you should undertake, clarify your value proposition for your ideal clients (or target market) by using the worksheet (A: Developing your value proposition).


Map out the current stages that clients go through in their business relationship with you by using the second worksheet (B: Anticipating the content your clients need). Make it specific to your company as every one is different. Use this worksheet to note down what questions they ask themselves at each stage and then decide which channels or forms of digital communications are best at helping you to answer them.


Discovery

Long list

Short list

Purchase

Re-purchase

Advocate


what now?

If you have a question, would like further information or support then contact Craig now and he'll be happy to help you get going, without obligation.

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