It's 2017, and the future is digital. Marketing has done a lot of evolving over the past few decades, and the modern digital era has revolutionized how businesses are reaching out to and interacting with their customers. Digital marketing has largely taken over, but just like traditional marketing, not all avenues of digital marketing will work with every group of people. Depending on your target market, it's possible you should be creating memes and gifs, or writing long Ebooks. Knowing what types of content you should be putting out, and how to effectively use it to create more business, however, is easier said than done (if it were that easy, 50% of businesses wouldn't fail within their first five years). Since digital marketing is currently the most valuable marketing strategy to implement, How do you reach your target market through digital marketing?
Who is your target market?
Within your target market, there are many (many) subgroups. For example: if your market is mostly female millennials, there may sub groups depending on marital status, location, budget, and more. As a result, there are many ways to segment your audience: you cannot be all things to all people. The more specific your segmentation, and the more carefully you craft your content to cater to those specific groups, the more effective your marketing will be.
Types of content: who likes what?
Generally speaking, different generations tend to drift towards specific types of digital content. Knowing what types of content your specific target market gears toward is essential in creating a digital marketing strategy that works.
- E-books: E-books are a great way to deliver longer and more detailed content to your audience. They're a great way to present information about your products or services, or related information that your market is interested in. Generation X and above tends to appreciate E-books, and the more extensive and detailed information, the better. Make sure that the CTA you use for the Ebook download is easy to follow, and the text in the Ebook is a readable, good sized font.
- Social Media: The best part about social media is that everyone is on it. No matter the age group, gender, or socioeconomic status, most people in the United States are active in some form on social media. Baby boomers tend to be drawn more to Facebook, where they're 19% more likely to share content than any other generation. Instagram is geared more towards the millennial generation, and Twitter is popular among gen xers, millennials, and centennials. Millennials and centennials are avid Snapchatters, and typically gravitate towards the next new thing. If you're marketing to them, it's important to stay on top of social media trends and be very aware of what's going on.
- Email: Email marketing is not dead! On the contrary, it remains an incredibly effective way to reach your audience. Campaign Monitor reports that there are 3x as many email accounts as Facebook and Twitter accounts combined. Social media may be the hot new marketing toy, but email is here to stay, and those numbers are hard to ignore. Don't get caught up in the new trends and ignore something with tons of potential and life left. Make sure your emails are short and sweet and include interesting images to keep your readers' interest. Adding video to emails increases the click through rate by 200-300%!
- Videos: Because video watching takes up 1/3 of all internet activity, video marketing is currently one of the smartest things to implement in your marketing strategy. Longer, more detailed videos are ideal for baby boomers, while short, visually stimulating 30 -60 second videos are best for younger target markets.
- Infographics: Infographics are popular for a reason - they get shared 3X as much as other content on social media! This type of content is ideal for younger generations and visual learners, who would rather see than read through blocks of text. When crafted correctly, infographics are an excellent way to grab and hold attention. They are a great way to present information in a more interesting and visually appealing way, and they're more likely to be read by millennials than an article or blog post that holds the same information.
- Gifs & Memes: Popular with millennials and centennials, gifs and memes are a more recent addition to the digital marketing culture. According to the New York Times, 23 million gifs are added on Tumblr every day! Gifs and memes, when used in moderation, make great additions to blog posts, social media posts, and email. You can create your own gifs to show product details, animate data, or explain step by step processes, or you can use previously generated ones to add personality and humor.
It's important to develop a digital marketing plan that resonates with your target group. Whether your market is teenage boys or professional women, your marketing plan must be tailored to your specific audience. It's also important to keep in mind that you and your audience may not agree on aesthetics or style, and that's okay. What truly matters is creating digital content that resonates with your audience, whether it's your style or not.