Five marketing activities that will turn your target market into customers

Ruth McKay
Ruth McKay - 15/07/2017 Marketing

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There is an incredible number of options today for small and medium enterprises to attract new customers and increase sales with digital marketing. The digital marketing landscape is always evolving, but there are some tactics that have remained a critical feature of any successful digital marketing plan.

1. Google Ads Display advertising

This is when your adverts appear on another company’s website. The purpose is to raise awareness of your brand and drive traffic to your website. What we love about banner advertising is that your potential customers are already on websites that relate to the product so it’s a natural fit for your marketing plan.

The targeting options for Google Ads Display are immensely powerful. Want to target a set demographic? Easy. Need to reach your website visitors and turn them into leads? Done. Our personal favourite to nerd out over is in-market audiences, which allow you to target people actively researching products or services.

Ridiculously cost effective with the ability to drive some serious traffic to your website. It’s a no brainer.

2. Facebook advertising

Knowing who your customer is can be your greatest asset. If you know the demographics and interests of your target market, you can leverage the power of facebook ad targeting to reach a highly specific group of people. You can target customers based on their gender, age, location, income, family make-up, likes and dislikes and so much more.

Not sure who your ideal customer is? Cast a wider net to a broader demographic and analyse your results using facebook audience insights. Or take advantage of the Facebook Pixel tracking code to retarget people that visit your website with some irresistible content to convert them into contacts.

Cost effective with huge audience potential – just be careful you don’t confuse boosted posts with advertising.

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3. Twitter

Do you know who your audience is? If you don't, Twitter is a good place to start. Different to facebook not just in it's 240 character message limit, but in the way that people connect with each-other.

Twitter is the ideal platform to join in on the conversations that are important to your business and attract a following of likeminded people. Once you know who your audience is, the platform offers a great paid advertising service as well!

4. Content marketing

A huge growth area of marketing that gives your business the edge it simply means all the great information, advice and stories you share with your customers. Reach your audience on their home turf, sharing content straight to their preferred channels whether it’s on Facebook, LinkedIn, Twitter, Email marketing – or any other platform you care to mention, it’s your opportunity to educate your customers and demonstrate your expertise and skills.

The key to content marketing is knowing what content your prospects will find most valuable, the content that will keep them coming back for more.

5. Email marketing

An old one but still one of the most effective and often forgotten forms of marketing. It can feel time consuming and even with the best of intentions you realise it’s been months since you last sent out an email. Yet we often find that companies put a lot of effort in to collecting email addresses but just don’t get round to doing anything with them.

  • 44% of email recipients made at least one purchase last year based on a promotional email.
  • Roughly half of your email list will be active – either opening or clicking on emails.
  • 64% of people say they open an email because of the subject line. 

What is digital marketing?

It's easy enough to talk about tactics and what you should and shouldn't be doing. But what is it?

Topics: Marketing

What is digital marketing? A jargon-free guide to the most powerful advertising platforms and what they offer. Get your guide.