Ditch the Guesswork: Building a Digital Marketing Strategy That Actually Works

Are you throwing money at digital marketing and not seeing the results you want? Not sure if what you're doing is the right thing to do?

You're not alone.

Many small business owners struggle to find the right digital marketing strategy.

The secret isn't about doing more marketing - it's about doing the right marketing, specifically for your type of business and targeted to where your ideal customers spend their time online.

Here's how to build a digital marketing strategy that drives sales and profit, without the guesswork:

Example:

Let's say you own a local bakery specializing in custom cakes. You might think your core product is 'delicious cakes,' but to truly connect with your customers, you need to dig deeper.

Core Product/Service: Custom-designed celebration cakes.

Problems Solved:

By identifying these problems, your website copy can shift from simply describing cakes to highlighting the emotional benefits.

For example, instead of 'We bake delicious cakes,' you could say, 'Create unforgettable birthday memories with our custom-designed cakes.'

And for ad copy, you can target specific pain points such as “stress free party planning, with our custom cakes.”

This approach resonates more deeply with your target audience, leading to increased engagement and conversions.

Now that we understand the problems our bakery solves, let's create a detailed profile of our ideal customer. We'll focus on the 'busy parent' segment for this example:

Demographics:

Interests:

Online Behavior:

What are their pain points?

What sorts of things do they need to hear to become a customer?

What things inhibit them from becoming a customer? 

It's crucial to recognize and cater to your different customer segments.

For instance, our bakery doesn't just serve a general 'cake-loving' audience. We have distinct segments, like the 'busy parent' we just profiled and also, say, 'corporate event planners.'

The busy parent seeks convenience and a memorable children's cake, needing guidance on design and ease of ordering.

Conversely, corporate event planners require sophisticated, large-scale cakes for professional events, prioritizing reliability, precise execution of their design, and perhaps ongoing partnerships for multiple events.

Therefore, our marketing needs to be tailored. For busy parents, we'd emphasize time-saving solutions and vibrant, kid-friendly designs, while for corporate clients, we'd highlight professionalism, precision, and our ability to handle large, complex order

 Remember that if you want exposure and to drive results, all of these platforms are pay-to-play - without ads, you cannot reach enough of your ideal audience. 

Paid advertising doesn't have to break the bank. You can reach your ideal customers with targeted strategies without spending a fortune.

Digital marketing is an ongoing process. You need to track your results and make adjustments as needed.

By focusing on the problems your products and services solve for your customers, meeting your customers where they are online, understanding that you have different customer segments and those segments have different needs and wants, and using cost-effective paid strategies, you can achieve significant digital marketing results for your business—more sales and more profit.