Is Your Digital Marketing Infrastructure Winning You New Business?
Updated: Jan 5
So, you’ve polished your retail space to show off your quality and style, you are there on-site to answer your customers’ questions, which results in more business. Now, what about your digital showroom? The showroom that has a much greater reach to your potential audiences and is working for you while you are dealing with in-person clientele. What about that one?
Marketing for small and mid-sized companies means more than just having a website, more than having some social media pages set up. And it's about knowing what happens after your potential customers find your site or interact with your Facebook or Instagram pages. Is your digital marketing infrastructure set up to allow you to succeed? Is there more you could be doing to strengthen it, and how much is enough?
Let’s start with the basics. What does marketing infrastructure even mean?
Digital Marketing Infrastructure Definition
Digital marketing infrastructure are the mechanisms you have in place to market your business to online shoppers, at the various stages in their buyers’ journeys. These marketing tactics need processes that allow you to implement and iterate on a continuous basis. They therefore need the right reporting tools for you to track their effectiveness and measure appropriate ROI (like Return on Ad Spend [ROAS]).
The mechanisms vary, which we’ll get into, but the goal is almost always the same – you want a constant flow of qualified leads and prospects, who are interested in buying or knowing more about your services, finding you online and taking the relevant next steps.
Think of it as you would think about road infrastructure. You have a dedicated space in your house (your garage) that keeps your car safe, you pull that car out onto the roads, that may lead to even larger roads and bypasses that allow you to drive faster, which allow you to reach a parking lot or space adjacent to the store or office where you wished to go. It’s seamless! Your online marketing infrastructure should be built in the same way and should enable you to get results.
What Does Digital Marketing Infrastructure Mean from your Clients’ Perspective?
Your clients don’t always know what specifically they are searching for and they don’t always know what their next steps will be as they type in their ideas, pains they want to overcome or brand names that are available near them. Therefore, you want to have multiple touch points on the internet where your clients can find you.
Secondly, you want to architect their future actions. From your Instagram page, can they easily click on your website’s homepage or, even better, a link to book a consultation? Once they click on your Paid Google Ads that link to your landing pages, are they ready to take the next steps and speak to a representative at your store or do they want to learn more about your cabinetry or brands you work with first? You should have pathways for both these kinds of leads to move down the funnel.
The Online Winner Isn’t Always the Most Qualified, but Often the One with the Best Digital Infrastructure…
Google tries its hardest and is improving all the time, to match searcher intent with relevant results. But the best book ever written will never be read if it doesn’t have the right marketing in place. So sometimes, your competitors’ online touchpoints (blogs, social media pages, review sites, etc.) are inching their way up the Google Search Engine Results Page (SERP) and your potential buyers are stumbling upon their content and bypassing yours. Maybe your leads will revert back to your search results pages if you offer a more suitable fit for their needs, but maybe they won’t because your competitors also have pathways to conversion that got them moving down their funnels faster.
The following list details platforms and tactics that fall within the realm of digital marketing, and the goal is how to improve your digital infrastructure, how it all ties together, to attract and convert potential buyers:
Lead Capture Pages and Forms
Does your website act as a brochure, for your prospects to browse and set aside? Or does it offer a dynamic user experience, guiding your potential clients to actions and enticing them to leave their details behind in order to access valuable information? The latter is where landing pages come in. There are numerous use cases for landing pages and forms, but basically these are the pages you land on after clicking an Ad or some kind of Learn More button (sometimes called a Call to Action, or CTA). These pages that host premium content appear behind gated walls or “pay walls”, though no credit cards are needed. The transaction is you giving up your email address or other contact info in order to get the free ebook, register for a webinar on home improvement or get a preliminary quote based on a bespoke calculator.
In short, add lead capture forms to your website and create pathways to get there! Create valuable content (lead magnates) that delights your customers and encourages them to leave behind their contact info so you can get back in touch at the right time. More on those action items next...
Blogs and Premium Content
The word “blogger” might conjure up images of writing experts engaging directly with an audience of captivated readers, a task that is somehow slightly out of reach. But today, 61% of B2C marketers use blogs in social media content. And, according to SEOTribunal, blogs increase website traffic by up to 6x. Premium content like ebooks give them a reason to stay on your site. Blogs and SEO go hand in hand, so having a documented content strategy, calendar and resources available to boost your rankings are key. Don’t have the time or resources right now? Maybe consider working with an expert agency that specializes in your industry to get the job done.
Newsletters and Direct Mail Sequences
Similar to blogging, which primarily aims at attracting new customers online, newsletters help engage homeowners that were not quite ready to buy at the time of initial contact, but who left behind their business cards or signed up for your newsletter online (opted in). This is a great way to reengage your target market through helpful information about products and services and what makes them special. It’s also a great way to remind your contacts that you are there to help, and perhaps you might want to include periodic content about referral discounts, holiday specials or just sharing ideas or advice. A huge amount of potential sales results from just keeping in touch, so you want to make sure your strategy includes newsletters and email marketing sequences.
If you’re not regularly posting on on social media yet, then you are missing out! Social Media is a visual medium, and younger homeowners are eager to use all the tools available to them (and in their phones) to visualize, conceptualize and make their own decisions before they ever even go to your website. Social media sites like Facebook, Instagram and Pinterest let you control how you present yourself, showcase your products and expertise. They are a preferred medium for millennials to look up a business. Getting this critical part of your marketing infrastructure setup and optimized is crucial for your store’s success.
Google My Business
GMB! What is it, you say? Well, it was launched in 2014 and it’s Google’s attempt to give brick and mortar businesses a way to control how they appear on Google Maps and Search and allows them to edit their business information. This way customers find your business and you have control over the story you are telling them. Though it’s not implicitly stated, GMB helps local search queries land on local businesses.
You’ll find out how to put your business on Google here. You’ll want to include the right pictures, as they might appear when a lead is searching for your business, and first impressions are very important. You’ll also want to make sure you keep your information up to date...because anyone online is allowed to update your business listing! Ultimately, if you’ve properly set yourself up as the admin, you can override those edits, but that’s why it’s important to stay on top of your listing and build it into your marketing strategy that you continuously check your GMB page.
A Website that is SEO Optimized
Last but not least, you’ll want a website that is your online storefront. It is your voice and your image while you are off taking care of clients, coordinating invoices with contractors or ordering more shipments. Your website works for you while you are not there. It’s a fundamental piece of the overall marketing infrastructure. You’ll want to choose a marketing partner with website expertise that can link this crucial part of your strategy to the other spokes and wheels that connect the overall marketing infrastructure.
Sound daunting? Need help getting your marketing infrastructure working as smoothly as turning your car keys in the engine and driving to the local market? The team of marketing consultants at Deep Drawer are experts at small business and local digital marketing and website design.
To learn more about how a professional marketing team can help your business, schedule a Q&A call with us today.