Marketing your business: the imperative of digital strategy


2020 has changed everything in how businesses operate, including the way they interact with everyone, from staff to customers, from vendors to communities. The COVID-19 pandemic has led to a digital transformation that has changed the way people buy consumer products, goods and services. Until 2020, only 15 percent of companies have prioritized digital transformation. In 2021 however, 77.3 percent of CIOs rated digital transformation as a top priority, pushing cybersecurity to second place.

Today’s and tomorrow’s business leaders looking to succeed in an increasingly virtual marketplace must build on the momentum created since the start of the pandemic, capitalize on these learning experiences and of these data points and discover new avenues to revenue growth.

Digital presence is nothing new and has lived on marketing for a long time. But as customer acquisition becomes more complex and anomalies like the paycheck protection program and the CARES Act have proven to businesses that opportunities exist through virtual experiences, a strong digital strategy must find. its place as a pillar of your company’s 10-year vision.

The ability to stay competitive in 2021 and beyond now depends on an approach that engages your target audience in a personalized and unique way, either pushing them through a carefully designed qualification process or preparing unqualified prospects to become customers of the future. The main tools of a successful plan include:

  • The evolution of your website into a sales tool;
  • Leverage content to address the issues and challenges of your audience;
  • Enlightened leadership to establish expertise and positioning in key channels;
  • Understanding of the “new” customer journey;
  • A tactical approach to keyword strategy and search engine rankings;
  • Take advantage of email marketing which has been a proven tactic in our toolkit for over 20 years;
  • Definition of the conversion funnel for your business with regard to the management of each point of contact;
  • Identify digital champions within your company; and,
  • Adoption of technology in marketing and sales.

As digital strategy evolves to become an immediate and impactful part of the customer experience, the prospect-to-customer journey you create (read: your digital strategy) will require the same level of attention in a virtual environment as it does in person. The above tools combine to provide a rich insight into each visitor’s movements, interests and online interactions, enabling your business to deliver a personalized, guided experience from the moment they walk through your ‘doorstep’. virtual entry.

In fact, prospects and customers are already expecting and demanding a frictionless journey, shifting the traditional focus of business development from in-market relationships to virtual online experiences. Delivering a smooth experience to your prospects and customers requires your business to be able to capture data, automate their interactions, and gain insight from the moment they land on your website until the moment they interact with it. your colleagues in the local community. The ability to centralize this information in a dashboard removes the barriers and unnecessary complexity of a fast-paced process.

New opportunities

Geographic boundaries have disappeared, but new boundaries related to the virtual shopper journey and the pandemic have emerged between businesses and potential customers. This shift has created a digital strategy imperative. Every facet of the prospect-customer relationship is now essential to maintaining a data-driven approach to measuring what needs to be managed.

And there are great opportunities to be seized. Implementing a digital rainmaker strategy gives businesses the opportunity to build meaningful relationships while building a business book that extends beyond any individual. The opportunities generated by a large and sophisticated digital strategy will create the result of higher conversion rates (and more customer time and billable hours) for partners, which will ultimately lead to increased cash flow. and the profitability of the business.

So what are the foundations for a strong digital rainmaker strategy?
1. Data is king. The same goes for content. You may have seen some headlines recently about how data is going to be collected and stored by internet giants like Google, Facebook, YouTube, and Amazon. Their methods are evolving rapidly to put the user first and protect their data. What does this mean for your digital strategy? Collecting data will be much more critical at the enterprise level than relying on third-party sources. Attention will become a commodity and competition for users’ time on the Internet will be more difficult. Strong and reliable content that shows thought leadership will pave the way for establishing an authoritative voice and strong membership.
2. Concentrate on one vertical at a time. Developing a source of qualified leads through digital marketing of specific verticals and practice lines is the best way to create success stories for repeatable growth. Trying to tackle and embrace the company’s entire transition to a digital culture will have its challenges. Adopting a model that generates traceable, repeatable, and sustainable revenue comes with focus, leadership, and the ability to identify digital champions within the business. Who will be the next partner to champion video, thought leadership creation and a podcast with 40,000 monthly subscribers?
3. Data flow drives decisions. Visibility and accountability at all levels is essential and the flow of data, analytics and dashboards connecting the path from marketing creation to sales conversion provide the insights needed to know what works and what doesn’t. does not work. Data-driven growth is an integral part of a future-ready business.
4. Adoption at all levels is essential. Why are only 30% of digital transformations successful? Because, according to McKinsey, adoption must be rampant – and that’s a difficult problem to solve. Adoption that starts at the top level and becomes part of the company’s strategic plan, goals, metrics and KPIs at all levels is more likely to be successful and produce the best return on investment.

As customer acquisition becomes more difficult and complex, customer experiences tend to be virtual and move away exclusively from the person in person, and the expectations of the prospect to the customer continue to grow. evolve, this imperative will become more and more essential to your success.

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