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In digital marketing? You need to understand your services and products

In today’s digital connected world where we communicate with our network and social circles through social media, mobile, and local technology, if you want to succeed online, you need to understand and engage with your clients’ needs at a deeper level. Social media has taught us to be open and transparent online by engaging with others, but the next trend will all be about having conversations at a more meaningful level than just engaging with people.

Today, many businesses, marketers, and sales people are using their websites, blogs, laptops, smartphones, tablets, and other digital tech to provide us with information and to educate us. We are quickly trying to integrate technology into our processes to make things easier and to streamline business.

With this, did you know that many of your clients and customers might already know your services and products better than you do? People are now doing their research and looking for information before making the final decision. Many of us are doing research and some homework before we buy.

The realtime nature of social media has also made it easy to find answers when you have a question or looking for a specific solution. The information they are gathering can be very important, especially where negotiations are involved because these people are already informed and educated to make a purchase. This might sound good to you, but it does present its own set of challenges.

Do you know your services and products?

It’s important that you really understand your services and products better than ever. People are searching online to see if you really understand and know your stuff. In a nutshell; this means that you have to be closer to all of your business processes to ensure you are meeting the needs of your target audience.

You might have heard this before, but it is also important that you start listening to what your target audience is talking about online so that you can provide them with valuable information to educate them further on your services and products. This is key to being authoritative in your industry.

The online world is also crowded with information and the trick is to find the content that is actually valuable. By looking at the needs of your clients, you will be able to modify and adjust your content to make sure they find it valuable and help them with the queries or problems they might have.

Take time and make sure you as a business owner, manager, line worker or even client service representative are always listening at the needs of your clients and informing your co workers of information that will help you stand out from the crowd and the noisy digital landscape. Everyone of us needs to move on from just the basics of using digital technology and social media and return to really knowing your business and understanding the needs of your target audience.

The digital world is changing at a rapid rate and if you don’t change with it, you will be left behind.

Image: Sebastien Wiertz via Flickr.

Author | Anton Koekemoer

Anton Koekemoer
I'm your friendly neighbourhood digital marketing specialist. I specialise in helping brands connect with targeted customers by enhancing their online presence through emerging web-based communication channels. I translate business objectives into comprehensive initiatives that focus on humanising brand identity while maximising measurable business results. More
  • Riaan Kriel

    Its one thing to create the content, but its just as important to make sure that you get eyeballs to that content. Widgets like OutBrain can provide quite high CTR and give you very analytical insights about your traffic, so that you can adjust and adapt your content to ensure your message gives you the ROI you looking for. In the end its a numbers game, but when you get your content right you will see great returns.

  • I agree Riaan. It’s one thing to create great content, but you need a strategy in place as well on who will see your great content. Build it and they will come is a thing of the past.

  • Riaan Kriel

    100% right Anton, and that strategy normally means you going to have to fork out some money to get the eyeballs. That’s why its so important to use a system that drives an engaged and targeted audience to your content. I have seen some crazy CTR from OutBrain, and they use a CPC model, which allows you to know before hand how many clicks you will approx. get for your spend. Taking this one step further, if you get the eyeballs, and you have good content, you must ensure that you have some sort of conversion system in place or all that effort and money goes to waste….your post click engagement is just as important, you need to make sure you have a 360 degree approach to get your audience to take the next step if you want to sell them something through your content. Content is part of the research phase of the sale. Anton, I know I am talking to the converted, but how many brands dont get it right?

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