Digital marketing, when successfully executed, is a tool that can move you past your competition to new heights. By focusing your energy where most of your competition doesn’t have the willpower to pursue, such as long-term marketing initiatives, you gain a leg up on your competitors.
Opportunities for competitive advantages are all around us. But how do you find a way to capitalize on the right competitive advantage? Unique opportunities can be found in digital marketing initiatives--perhaps reaching customers in ways you have never thought of before.
1. Build a devoted customer base
Every company has a public image, or a brand. In today’s world, your reputation is built and sustained online. By connecting with your customers via social media, your website, email, or a blog, you’re building an online brand and creating a loyal relationship between you and paying customers. What if your digital marketing initiatives propelled you into an arena where customers seek you, instead of the other way around. Build a digital presence where customers go out of their way to do business with you.
2. It’s all about the user experience
Is your website mobile-friendly? If not, you’re losing customers. How easy is it to navigate through your website? Can customers find all the information that they’re looking for? Building an effective user experience, whether it’s on your website or the content that you push out on social media, helps shape your company image.
3. Speaking of social media…
Social media is arguably the most effective (and cost-effective) way of reaching customers today. It’s a crowded space, but if you deliver the right message and do it consistently, your audience will respond. A strong social media presence drives traffic to your website or blog, builds buzz around company events or news, and directs customers to your online store, but at the very least, it puts you at the forefront of your competition and keeps you on the minds of your customer base.
It’s not as daunting as it seems
Building an impactful digital marketing presence may seem like a daunting task at first. How can I possibly become a thought leader in my industry when there’s already so many other big players in the game? Understand that creating a long-term competitive edge in digital marketing isn’t something that happens overnight. Start with one initiative, like ensuring that your website is mobile-friendly and has the right design for your brand. Once that’s established, focus on your social media presence, email marketing, content creation, and so on. Investing in digital marketing for the long haul can put you in a position to reach new customers and be a dominant, memorable figure in your industry.