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5 Steps to Achieve Holistic Growth Online

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Bringing in quality leads and building brand authority are goals almost every business would love to achieve. Generating organic growth online is a great way to do both. However, determining the best marketing strategy can be difficult. With so many different channels and tools to use, how can your company know the best approach to pursue? Here are some key steps your business can take to grow holistically online.

Step 1: Get Better Acquainted With Your Audience

How well do you know the people buying your products? What do they value? What are their spending habits? Effective digital marketing has many moving parts, so it’s essential you start your approach with a clearly defined target audience. Research that audience so you can develop messaging that matters most to them.

Partnering with a growth marketing agency can be a great way to come to understand your customer base better. An agency can develop landing pages with forms to collect data such as names, locations, and email addresses. They can also develop helpful questions to gather information on buyer pain points to tailor your messaging. Before you begin strategizing on your content and what digital platforms to use, learn as much as you can about your audience.

Step 2: Set Your Goals

Holistic growth manifests itself in different ways. You may see an increase in social media followers and comments on posts. There might be a noticeable uptick in visitors to your site after a recent native advertising campaign. Determining a few key goals to work toward will help you maintain focus in developing content for your target audience. Have a few broad goals, then build them out alongside the key performance indicators you’ll use to measure them.

For example, one goal may be to increase the number of subscribers to your newsletter. That’s a good objective to have, but it needs to be attached to a measurable KPI. What percentage of increase are you looking for? What time frame do you want that increase to happen in? Once you’ve set your goals, you can begin to develop the actual strategy to achieve them. 

Step 3: Choose Your Strategy

Once you have goals in place, you can begin plotting out the specific ways you want to connect with your target buyer. According to management consulting giant McKinsey & Company, the most impactful rule of business growth is “Don’t be a laggard.” In other words, don’t be late to the game and allow your competitors to take market share. You must go where your audience is and connect with them there.  Consider the research you’ve done on your buyers and what type of content will resonate with them best.

As you plan your content marketing, consider what makes your product different from your competitors’. Your marketing strategy should focus on connecting your product to customers in a way that solves a problem they’re experiencing. And don’t carve your content plans in concrete. Performing A/B testing on social media posts and marketing emails can narrow your focus to what matters most to buyers. Once you’ve found a message that resonates, use it consistently across all of your channels — until it’s time to test again.

Step 4: Track Your Progress

What good is a marketing strategy if you’re not tracking its success? Monitoring your metrics is critical to determining whether your efforts are working. Be careful not to assume, though, that a certain strategy isn’t working simply because you haven’t seen positive results after a few weeks. Some components of your marketing strategy will be long-term plays. That said, you do need to be tracking the metrics that will show — or not show — return on your marketing investment.

If increasing engagement on your social media channels is one goal, evaluate key metrics such as reach and impressions. If you’re building out an extensive email campaign, watch your click-through rates. Website goals can be measured with page views, time spent on page, and bounce rates. But all of these are vanity metrics unless they’re moving the needle on generating quality leads. The conversion rate of your content into a purchase is what you ultimately want to see.

Step 5: Evaluate and Improve

So you’ve built out your website and created amazing posts for your social pages. And so far you’re tracking toward meeting your goals on KPIs like organic traffic and time on page. That’s great! But as noted, if you’re not converting those new LinkedIn followers into customers, you probably need to make some tweaks. Evaluate what’s working and what’s not to find the gaps.

It could be the messaging you’re leading with doesn’t resonate as well with customers as you thought it would. Take the opportunity to dive even more deeply into understanding your buyers. Consider whether you’ve been using the right channels. Maybe you need to lean more into emails and SEO and focus less on social media. Unless a particular strategy is proving to be a massive failure, try tweaking a few things before completely abandoning ship.

Converting Visitors to Customers

Achieving holistic growth online can seem like a daunting task. When planned out well, however, it can be even more impactful than traditional paid advertising. 

It all begins with knowing your audience and how your products solve their problems. That will enable you to create and push content that resonates. Then you should set goals, evaluate, and modify as needed to convert those new social media followers and website visitors into customers.

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