In this article we will take a look at two basic and proven, yet often overlooked, marketing methods that seamlessly cross over to the digital environment.
There is little debate to be had over whether or not we are living in a digital age. Over 70% of Americans use a computer almost every day and 65 % of them use their computers to make purchases over the internet.Due to this incredible install base, digital marketing strategies have quickly grown over the last several years from an optional tool to a crucial component of any comprehensive marketing strategy.However, despite the evolution of marketing, there are some basic tactics that all businesses should be versed in, as they not only address the marketing needs of the physical world, but serve to round out your approach on the whole. Building Relationships: The standard procedure for building relationships with customers includes sending out sales and newsletters, remembering your customers important dates and sending them related and targeted messages and promotions, rewarding repeat business, and catering to their specific needs among other things. Fortunately, each of these tactics has a digital counterpart that can easily be integrated into a marketing strategy. If it is not already, collecting email addresses should certainly be part of your day to day operations. Emails can be gathered by holding contests that hinge on email notifications, solicitations at the point of purchase, or simply a drop box where customers can volunteer their information (it should always remain transparent that these emails will be used for marketing purposes).These emails can be used for sending newsletters, surveys, promotions and sales information to your customers. They can also be used simply as a way to gather information and improve the way you operate. You can ask them what they like about your business, what they dont like and how you can improve your processes. Loyal customers should be rewarded with unique emails thanking them for their business and offering them further incentive to remain loyal.The digital marketplace also allows for automated deliveries of goods, so customers dont need to bother placing the same order week after week. When their input is sought and taken on board, customers naturally feel an involvement with the company.These open lines of two-way communication can only serve to strengthen customer relationships, inspire repeat business, and generate evangelists. Form Partnerships: All businesses, no matter the size, should constantly be on the lookout for potential partnerships.This axiom holds true for even the smallest business with the most basic website.There is no reason to go toe to toe with a competitor when you could both benefit from collaboration.The digital setting makes these kinds of partnerships even easier.Lets say you run a dog grooming business and there is a veterinarian in the neighborhood who does not offer this service to their customers.You could easily form a mutually beneficial relationship where you each recommend your clients to the others business.A few small tweaks to each of your websites to illustrate the partnership, some promotional materials on-site and an informative email to your customer base can announce the partnership and show the mutual trust the companies have for one another.This kind of reciprocal promotion is simple to complete, but can yield significant results for both parties.
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