This article was published in the summer issue of Franchise Business magazine.
The transition to the digital age in Greece took place in an impressive way during the pandemic. As the global economy tries to recover and cope with its losses, businesses are showing more maturity in planning a Digital Marketing strategy. A business’s online presence is no longer seen as merely a supplemental effort to traditional marketing, but as a necessity for growing and spreading a brand’s reputation.
The advantages of Digital Marketing are well known. On the one hand, it is much more cost-effective than traditional means of advertising and, on the other hand, it is more efficient, as it allows businesses to better organize their operations and target their audience, opening a wider opening to a crowded market with customers from all over the world.
However, a Digital Marketing strategy requires careful planning and detailed handling. A positive experience can contribute to wider acceptance of a service or product, increasing sales and, conversely, a negative user experience or a flawed communication policy can have disastrous consequences for a company.
One of the many possibilities of Digital Marketing is the creation of active interaction between a business and its existing or potential customers. Through social media, the business connects with the audience, listens to their needs, answers questions and queries and provides immediate solutions. An effective tactic is to conduct research through simple questions. User responses and feedback provide a comprehensive picture of the needs, concerns, and interests of followers. If the company pays attention to the needs that arise, responds immediately by proposing solutions and invests seriously in addressing potential gaps, it automatically gains the trust of customers, who consider it a reliable partner. Through understanding your customers and their needs, you build important relationships with them. This increases the chances that they will remain loyal, recommend you to their friends and repeat purchases from you in the future.
Of course, before a business invests in any form of promotion, it considers the cost and the expected outcome of the investment. Considering the limited budget, it should be mentioned that few advertising platforms are as efficient as Digital Marketing, which allows to promote products/services to a wide audience even with a relatively small budget.
A complete Digital Marketing strategy includes many actions in the online environment. However, this variety is often confusing to business owners who don’t know exactly what to do, how often and with what budget. There are many options that can be pursued, and below are the most common practices:
Presence on social media: A social media presence is one of the best ways to expand your online presence and connect with your audience.
Video marketing: video marketing has emerged as a powerful tool, even for small businesses that have something interesting to share with their audience.
Email marketing: email marketing brings you closer to your audience and increases awareness of your company.
Search Engine Optimization (SEO): SEO is a unique tool to appear on the first page of Google search results.
Google Ads & Social Media Ads: by using targeted Google Ads & Social Media Ads campaigns you can attract new customers and increase the chances of sales.
Digital Marketing is undoubtedly the future of advertising and a powerful tool for businesses. The earlier you realize it and adapt to the new digital era, the greater the lead you will have over the competition in terms of consumer preferences.