This blog post is an extract of a presentation given on April 15 at the Innovation Factory in Hamilton, Ontario as part of their Lunch and Learn series sponsored by KPMG Canada. The Innovation Factory is a Regional Innovation Centre funded in part by the province of Ontario and an important support network for entrepreneurs looking to grow their business.

It’s a complicated world out there. Digital marketing has made our marketing efforts more complex. There was a time when business pundits thought email marketing, search engine optimization, pay-per-click, social media, etc would make what we do as marketers, cheaper, faster and easier. But in fact just the opposite has happened.  Here’s why… digital confusion

Buying behaviour has changed!

  • Potential customers will use 11.2 pieces of online data in the decision-making process. (check out this great report from Google called the “Zero Moment of Truth“)
  • Your potential buyer will be 70% of the way through the buying process before you even know they are looking. (People want to self serve and self educate, not speak to a sales rep.)
  • 97% of prospects will look up you and your company before they decide to buy anything.
  • 100% will go to your website before they make the final decision to buy from you.

60% of the sales funnel is happening in the digital space (WebTrends). How ready are you to compete?

Today, the goal of digital marketing is not to persuade: it’s to help people who are looking for a solution to problem, discover, educate and solve.

Many companies still think that digital marketing is about “campaigning”. Using tools like email, SEO or social media to “push product information out” and hope that it is enticing enough for a prospective customer to come back to your website and “call you”. This does not happen. People don’t care your product or service – they care about themselves and the problem they need to solve, RIGHT NOW!

The first step in understanding how to change your digital marketing approach is to stop thinking about communicating about yourself and start thinking about content that will elicit a physical and measurable response from the person(s) engaging with it. To do this, you need three important things to be successful in digital marketing:

  1. Content that helps your buyer through the buying process. This is not product information. It’s content that helps a person understand how they solve a problem relevant to what you are selling.
  2. Conversion points or calls-to-action on your website or in your content that can be tracked or measured.  If you only have a “contact us” button on your website, you’ve likely lost the sale before you even know there was one.
  3. Consistency to treat digital marketing as a marathon, not a sprint. You need to continually be testing to see what engages and what doesn’t. Human behaviour is fickle and always changing. If you don’t test, you will never know what engages and what doesn’t.

Are you ready to give your digital marketing strategy the workout it needs? Complete the form below to get your copy of the workbook and get started!

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