Digital Marketing: Making the Case for Massive Marketing Potential

So you might be wondering how digital media could impact on your business. How can Facebook, Twitter, Instagram, Pinterest really impact allow your business to grow? Yesterday, I ran a Digital Strategy Workshop for a PR Agency and some of the participants said they couldn’t always explain the value of digital marketing.

Tell me: Can you quantify the potential of digital marketing for your business?

No? Well, let me show you some statistics, and how you can leverage your business and brand through this digital world.

Did you know that  57% of TV viewers use the Internet simultaneously (Nielson, 2009). And a new study says the average smart phone user tends to spend two hours (119 minutes) a day using their gadget.

The Digital Marketing Case

Three factors are tightly intertwined when it comes to successful online marketing:

  • Blogging
  • Email Marketing
  • Marketing Automation

The objective of digital marketing is to build an audience of interested individuals who want what you have to offer. The above methods will keep your target market engaged and place your products and services in front of prospective buyers.

Why Should Your Brand Build Online Presence?

  • There are 131 billion searches per month on the web, worldwide (Comscore, January 2010).
  • 94% of users search online before making a purchase, even when they decide to buy from a local business.And around 75% of users never scroll past the first page of search results (MarketShareHitsLink.com, October 2010).

So You Might be thinking “What will Get Me to the First Page?”

digital marketing
Yes, that will do it.

But how do we do that?

Digital Marketing Tool #1: Blogging

Blogging gets you lots of traffic, because it allows you to easily generate more unique pages. According to HubSpot, businesses with 401-1000 pages get 6x more leads than those with 51-100 pages.

Blogs get 55% more web traffic and 70% more leads than websites without blogs. Businesses that blog at least 20 times per month generate 5X more traffic and 4X more leads than those that blog only a few times per month.  Additionally:

  • B2B companies that blog generate 67% more leads per month than those B2B companies that don’t.
  • Blog posts that were shared on Twitter and Facebook got 149% more inbound links than those not shared on social media at all.
  • Companies that blog have 97% more inbound links than those that don’t. (HubSpot Report, 2010)

Why not just pay for pay-per-click advertising on the first page of search results? You could do that, but statistically the average click-through rate for paid search in 2010 (worldwide) was 2%. (Convario, January 2011)

Conversely, 70% of the links search users clicks on are organic (Marketing Sherpa, February 2007). The companies who are leveraging this great free platform not onlyto generate traffic, leads and sales, but also to build thought leadership, trust, and which means more $$$.

This method is not just for tech companies. No, doctors, wine shops, carpenters, photographers and just about any trade you can imagine uses this effective, free method to generate massive business online from qualified leads. Believe me, or google it.

Digital Marketing Tool #2: Email Marketing

Email Marketing is huge and highly effective. I even wrote about the psychology behind it.

Facebook is now the most preferred way of sharing content – second only to email. But only 20% of Facebook feed gets shared with your fans. Only 12% of people use separate work and personal inboxes (HubSpot). So email marketing gives you direct access to your client, of which over 50% of respondents say they read most of their emails (HubSpot).

  • 89% of marketers said email was their primary channel for lead generation (Forrester Research) and email is about to generate80% of traffic to your website.
  • Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)

Digital Marketing Tool #3: Lead Generation + Marketing Automation

The B2B marketing automation industry reached $325 million in revenues by the end of 2011, which doubled in revenue from the year before (Raab Associates) By 2015, the adoption of marketing automation technology is expected to increase by 50% (Sirius Decisions).

Why is the trend growing so rapidly?

Businesses that use digital marketing automation to nurture prospects experience a 451% increase in qualified leads (The Annuitas Group). Also, companies have noticed that 50% of qualified leads are not ready to purchase immediately (Gleanster).

Digital marketing automation has proven that nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads (DemandGen Report).

Therefore, by investing in automated lead management, companies see a 10%+ increase in revenues in 6-9 months. (Gartner Research). Some have managed togenerate 50% more sales at 33% lower cost (Forrester Research).

Nurtured leads also make 47% larger purchases than non-nurtured leads. (The Annuitas Group).

If these statistics don’t convince you that digital marketing is the best way to generate and nurture modern consumers, you may want to read this post again.

Think about all the companies that engage you in digital marketing campaigns… When you see those teasers and brochures in your inbox or on social media, don’t you just want to buy it all? I know I do. How would you like potential prospects to think that about your marketing efforts?

If you’d like to learn more about digital marketing drop us an email for a 30 min consultantation today.

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