In 2018, a company can live or die by its digital marketing strategy.
Companies worldwide now spend nearly $100 billion on digital marketing a year. It’s a huge industry, and the majority of companies need to crack it if they want to succeed, no matter their niche.
We’ve put together this guide to show you how to develop a strong digital marketing strategy for your ramp company.
Define Objectives
Defined objectives are what separates a plan from an idea.
Defining your objectives early carries several important advantages. It allows you to allocate resources, conduct appropriate research, develop time-frames, and understand your aims – among other things.
The easiest way to define your objectives is to create measurable KPIs. Use SMART targets (Specific, Measurable, Actionable, Realistic, Time-based) to create defined goals.
Set Your Budget
With your objectives established, it’s time to take a serious look at your budget as you plan your marketing strategy.
Keeping tight control over your budget allows you to track your ROI and ensure your marketing doesn’t run out of control. It’s also how you’ll know where and when to allocate resources.
Take a look at your previous marketing campaigns for inspiration. Did you overspend? Or did your budget fail to realize your marketing ambitions? Adjusting based on past performance is one of the keys to unlocking your full marketing potential.
Market Research
Marketing possibilities are endless, but the gap between possibilities and results lies in research.
Market research will let you scope out the lay of the land. You’ll discover what your industry looks like in the online space. Who are the big players? What makes them successful?
You can’t always expect to imitate the giants. But you can look at your rivals of similar size. From your neutral position, you can figure out what’s working and not working and feed that into your digital marketing plan.
Digging for customer expectations is a vital element of traditional marketing, but it might go double in the digital space. More than in other media, digital platforms allow customers to be vocal about what they want and don’t want in a brand.
A ramp company, for instance, should pay careful attention to customer desire for better adaptability and accessibility options. They can tap into that to make sure their marketing reaches the people who most want to see it.
Establish Your Call to Action
The part of your marketing that should speak the loudest is your call to action. You don’t want to create an ambiguous billboard with no clear purpose.
“Call to action” is simply a fancy way of describing what you want your customers to do when they see your ad.
As a ramp company, your call to action is likely to focus on getting a purchase, usually via obtaining a quote.
Include your call to action in every piece of marketing you do. Even on a Q&A session or a blog post, you should close out with links to your site. This is a great chance to mention any incentives you offer, like free quotations.
Build Your Tone
One of the trickiest parts of any marketing lies in establishing a tone that speaks to your potential customers.
Some brands have it easy. A soft drink can afford to be fun and quirky, for example. But others need to toe a line between accessibility and authority.
Ramp companies tend to focus on feelings of security and knowledge. They speak with authority, clearly demonstrating how they fulfill a need that affects people daily. They’ll also take a stance of understanding and social responsibility, which can build trust with their customers who may feel their needs are often overlooked by society.
Take a look at other ramp sites to discover more about how they establish their marketing tone.
Promote Need
The real trick of marketing is to close the gap between your customers and your call to action. To do that, you promote need.
Take a look at some of your favorite marketing. You’ll see that in most cases, marketing establishes a need before it presents a solution. Cosmetics marketing offers some of the most powerful examples. They establish a need to appear more attractive, to reverse aging, and by extension to attract
You might have to work harder to establish need for a ramp company, as it’s not an intrinsic need for most people. But society is moving in the direction of increased accessibility and awareness. You can build on this need to promote your products not just to their users, but to companies under pressure to provide these services.
Answer Questions
Whenever we come to buy something, we usually have some basic questions we want answered.
A vital part of playing the digital game is to make yourself available for those questions. Digital marketing closes the gap between you and the customer. If they have questions about your service, answering them could turn a visitor into a customer.
Being active on social media can show you’re ready to listen to your customers. But consider taking it a little further by running Q&A sessions or writing blog posts to deal with common problems faced by wheelchair users.
Analyze and Adjust
A powerful marketing campaign is like a living organism. It should learn and react to its environment.
This is why we established KPIs early. Join them up with analytics tools to figure out how your campaign is going. If it’s flopping, you can pivot to minimize your losses. If it’s succeeding, take note of what you’re doing so you can build on it in the future.
Research is always vital, but the living market is an unpredictable beast. Analyzing your success is the best tactic you have for improving future campaigns.
In theory, each campaign should meet more success than the last as you begin to understand how best to speak to your customers.
Digital Marketing Strategy
These steps should be enough for you to establish a strong digital marketing strategy. Keep building and learning to improve your returns over time – ramping up, you could say.
Looking for more business advice? Be sure to check out our business resources.