“If content is King, then conversation is Queen”- John Munsell
If you were born before the golden age of Millennials, digital marketing may be a foreign concept to you. When people hear marketing, they immediately think of commercials, magazine adverts and billboards, but this type of marketing is not the only (or arguably the most effective) form of marketing.
Digital marketing has solved an age-old marketing problem – establishing a two way communication channel between a brand and its target audience. Now more than ever, brands have the opportunity to gain instant feedback from consumers, interact with their consumers, and build an online community that will help drive future marketing campaigns. Instead of just pushing out hard sell campaigns, brands are now able to interact with their target audience.
Two-way-communication is one of the main elements that separate digital marketing from other traditional forms of marketing, and yet numerous brands look beyond this opportunity and view the digital sphere as just an additional means of pushing their message out into the world.
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” – Jeff Eisenberg
Instead of trying to increase the amount of people your brand reaches, focus on adding value to the client base you already have. Traffic means nothing if you aren’t converting, but at the end of the day you have to take a hard look at what you consider a conversion. Conversions don’t have to be a sale or lead, a conversion can be if someone engaged with your post. When you shift your focus to establishing a line of communication between your brand and target audience, and posting content that stimulates conversation, you’ll find that sales and leads will follow.
Think quality over quantity. At the end of the day, you can’t only focus on interactions that will deliver immediate conversions. It costs nothing (except time) to build this line of interaction, and ultimately you want to build a relationship with your target market.
Shift your focus and build a relationship with your target audience. People don’t want to feel that you are only communicating with them to increase sales; they want to feel that they are worth a conversation that doesn’t ask anything of them in return.