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5 Digital Marketing Strategies to Put Your Power Tool Company on the Map

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StrategyDriven Online Marketing and Website Development Article | 5 Digital Marketing Strategies to Put Your Power Tool Company on the MapYou want to take over the power tool market but if you don’t have the best digital marketing strategies in place, your competition is going to leave you in the dust. Your company needs to put together a digital marketing plan vs. just putting up a couple of posts on social media every now and again.

Continue reading this article to learn five digital marketing strategies that are going to help your business go to the next level.

Must-Know Digital Marketing Strategies

When you’re trying to promote your power tool company, the following strategies will help you get started. As people learn more about how power tools work and how they help people, they’ll be more interested in investing in them and doing business with you.

Here are some ways to get the word out online.

1. SEO

SEO stands for search engine optimization and means that you do everything you can to make Google and other search engine choose your website to show in the search results. There is a lot that goes into SEO but once you get in the good graces of the search engines, you can pull in a lot of highly targeted search traffic.

2. Content Marketing

Content marketing is a great way to let your potential customers get to know you. When you deliver high-quality content that helps them with a problem they have, you become someone they see as a problem solver and may choose to do business with you when they need your product or service.

Content marketing might include blog posts, podcasts, whitepapers, ebooks and more.

3. Social Media Marketing

Getting the word out about your business online through social media can be an inexpensive way to get some serious exposure. With social media marketing, people are able to share your content with their friends and you can get a lot of reach that way.

4. Influencer Marketing

Influencer marketing is becoming more popular because of its effectiveness. Even influencers with small audiences can help you get a lot of attention and sales for your business. If an influencer recommends your products and services, their audience is likely to at least take a good look at what you have to offer.

5. Remarketing

Remarketing is a powerful way to get back in front of people that recently showed interest in your products. They may have triggered the remarketing campaign on Facebook but when they go over to Instagram, they might see your ad on that platform. Most people don’t buy anything the first time they see it so remarketing is very important.

Get More Help for Your Business

Now that you know more about these digital marketing strategies, you can get to work on your business promotion online. Why stop learning about business there? We have many articles that will help you level up your business.

Browse our site, find your favorite section, drop a bookmark and come back soon for more great reads.

Digital Marketing Mantra for Advertisers

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StrategyDriven Online Marketing and Website Development Article, Digital Marketing Mantra for Advertisers

Digital marketing is slowly, but surely growing from a “nice to have” to a necessity. With so many audiences, especially the younger ones, moving away from linear television, barely touching newspapers or magazines and with their heads down into their phones even out on the streets, it seems that the only sensible place advertisers can find their audiences now is in the online space. This is driving advertisers to adapt and form digital media strategies, but media practices from the offline world don’t translate well to the online world.

Out with the Old

Where you used to define personas and find the right publication or TV programme that fit your audience, it seems that these rules don’t apply to the online world. Your audience is out there on multiple places, consuming different media, sometimes even at the same time, with each moment of interaction you have just a small window of opportunity, sometimes even barely a second. To be successful in advertising in the online marketing space, you will need to connect all the dots and deal with the complexity (and maybe even ambiguity) of the online marketing world. Moreover, that’s asking for quite a bit, which most likely can’t be found in one person or advertising agency.
No Buyers, Only Specialists Here

The problem is the balance between the complexity of online marketing disciplines and the way the market moves on. Where you used to be dealing with media buyers (people who would take care of booking media buys, placing the advert, handle the back and forth between the publisher and the creative agency), you now must deal with channel specialists. These people are professionals in their field but usually are not trained to guide a client through connecting all the dots. Even channels that seemingly should be close to each other are, under further inspection, fundamentally different. Advertisers who have been dealing with digital agencies will mostly agree not to expect agencies to be able to provide a consistent overall media view, as you would have had with offline media agencies. The most practical way as an advertiser to take care of your digital marketing mix is to take the reins themselves. That doesn’t mean to do it yourself (although in-housing seems to be a trend of late) but to start speaking the same language as the digital marketers.

Measure Everything

This also means understanding and challenged its most hailed aspects of digital marketing, which inadvertently is also its downfall, the ability to measure everything. Traditional media would have panel data to provide some insight into what the effect the media buy would have had (by proxy), online media comes with the promise to be able to measure everything. In digital speak, we call this tracking, which relies on “pixels being fired” and “cookies.” Essentially this means that advertisers (and publishers that help the advertisers) try to provide the most complete of the consumer based on data they might have volunteered and data that can be inferred. Pixels and cookies provide a bread crumb trail to piece this all together. Apart from the ethical and privacy issues at play here, this sounds to most advertisers as the holy grail, to be able to pay for only those audiences and people that fit your audience perfectly.

Post-view

However, that attention to measuring everything can turn into an obsession. Take display and video ad formats, for example. On pretty much every publisher, these are ad formats that are offered up widely. Videos have taken a flight by being offered in-stream, which basically means its tacked in upfront or in the middle of a video that someone is trying to watch. You can have a skippable or un-skippable variant, and most publishers offer a cost-per-view model based on percentage or minimal seconds watched.

In most cases, the video is an unwanted interruption of someone’s flow, which in turn leads to very few people engaging with the advert and ending up on the advertiser’s website. Display ads have the same problem, although in a lesser extent (but just barely). The display banners show up as a distraction when someone is doing something else and might not be in the mindset to engage with an advertiser. Both video and display ads will usually have a lot of impressions (the advert was shown) but not many interactions. To still proof value, the industry has come up with a metric called view-through conversions. This essentially measures if a conversion has taken place after someone has viewed the ad, usually within a specific timeframe.

Last click wins

On the other side of display and video ads, you have many pay-per-click possibilities. One of the key ones here is paid search ads. It’s dominant in such a way that most people refer to paid search ads as PPC ads, although the concept of PPC refers to the method of publisher payment (for example display ads can be on a CPC model). This is, for most advertisers, the absolute darling of digital marketing. PPC in 99% of all cases all the way down in the marketing funnel, i.e., likely the last interaction before a consumer makes a purchase.

Even more so, those display and video adverts could very well have been earlier in the process and led to a PPC click. Paid search ads are usually measured on the last click wins method, which is standard across most advertisers. The last click wins will not add up with a post-view conversion, attributing all value to PPC and making a post-view conversion meaningless. Therefore, especially when marketing budgets are getting the squeeze, display, and video ads lose out.

The Mantra for Advertisers

The risk you run of this principle is that all the attention is going to PPC and none is given to display and video. In other words, all the attention goes to the bottom of the funnel and none to filling up the funnel. Advertisers who do this find themselves with diminishing returns over time and a drying up supply of new users to the website. The savvy advertiser understands the value of harvesting the low hanging fruit but always ensures that consumers keep coming through the funnel, by smartly filling it up from the top.

6 Ways To Create Exceptional Content In Your Business

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StrategyDriven Online Marketing and Website Development Article, 6 Ways To Create Exceptional Content In Your BusinessContent is king in today’s digital age, and every brand needs to consider ways in which they can make exceptional content that will help them to stand out from the crowd and impress their target customer. This is easier said than done, particularly in a time where every company is creating a steady stream of content, but there are a few ways that you can make sure that all of your content is of the highest standard. Many brands make the mistake of believing that it is a case of quantity over quality, but you need to make sure that your content is engaging, valuable, and entertaining.

1. Consider Your Target Audience

You should always keep your target audience in mind when creating any kind of content. Consider what the audience’s wants, needs, and interests are and find ways to solve common problems that they might face in their life. The content should be thought-provoking while providing them with helpful knowledge.

2. Create Original Content

A lot of businesses simply steal ideas from their competitors and rework it, but this will not achieve the desired results and could negatively impact your SEO. Instead, try to come up with original ideas for your content, which will stand out from the crowd.

3. Use A Variety Of Media

People are bombarded with text and image content consistently throughout the day. While this is still a worthwhile form of content, you also need to make sure that you are looking into other forms of media to engage your target audience. Video is the most effective as this is highly engaging and can make it easy for you to communicate your desired message. You need to make sure that you are producing high-quality films with cameras from Choosist.com and professional-standard video editing software.

4. Create Strong Headlines

You will never get hits or communicate your message to your target audience without a strong headline. The headline should catch their attention, evoke emotion, and make them want to know more. Take time when crafting a headline and try a few different options until you find one which will engage the audience.

5. Keep It Concise

People these days have a short attention span, so you need to keep all content concise, pointed, and valuable. Eliminate all fluff and get to the point quickly. People will not spend their time skimming through an enormous blog post when they are looking for information.

6. Add Personality

Nobody wants to consume content which is bland and faceless. Try to get your personality across in the content, whether this is by using humor, sharing a personal story, and/or by using the first-person language. Although you should get your personality across, you must avoid being informal and unprofessional and never post anything which could be divisive or considered offensive.

Most businesses understand the importance of creating content, yet not many know how to create exceptional content that will get them noticed. The above are a few strategies to try and should deliver immediate results and help you to engage your target audience.

7. Hire a Content Writer

As a business owner, you will soon find yourself on the hamster wheel of content creation. Although you may be able to handle this task for a certain amount of time, you may want to outsource it to a professional who can get you the results you’re looking for. With managed marketing solutions you can seek help with content marketing and social media solutions, so that you can put more time and focus into other areas of your business. Expanding your horizons when it comes to creating content will drive more traffic to your business and will help you to build your credentials as an industry leader more quickly.

The top 10 business promotional tools

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StrategyDriven Marketing and Sales Article |Marketing Strategy |The top 10 business promotional tools Every business should have a carefully-selected arsenal of promotional tools at their disposal. Investigating and researching each one is just one way of creating a smart and savvy marketing strategy that is tailored around their business’s needs. Some might be suitable for one business, whereas others may be completely redundant – and might even form a bit of stumbling block in their overall marketing strategy. With this is in mind, here are the best promotional tools to consider for your company.

SEO

Now infamously used to boost web pages up Google’s rankings, SEO is a technique that prioritizes relevant words (keywords) and links to similar pages (link building) to promote a website’s credibility. However, the playing field has gotten a little tougher over the years as Google has clamped down on pages that misuse these techniques. Using a company with expertise, such as this SEO provider will help you to avoid being penalized for overusing common SEO techniques.

Twitter

Twitter is a great middle-ground for businesses of all types: it’s a little bit creative, a little bit topical and its use of hashtags makes it ideal for promotion. If you’re looking to create a specific tone of voice for your business, using emojis and GIFs are a great way of adding humor and color to your page. It’s also a great way to conduct polls and interact with clients and customers to show a little bit of customer service.

Instagram

If you have physical products to offer or create eye-catching campaigns or designs, then you should absolutely be advertising your business on Instagram. In fact, the site claims that 60% of people discover a brand new product using their platform. Be sure to bring your A-game when it comes to high-resolution images: low-quality content will not get your business noticed for the right reasons.

LinkedIn

LinkedIn is built for businesses and online networking, and so it really is worth putting your business on there to connect with other people in your industry. Not only that, but if you have job vacancies, you can use this platform to promote the job advert from in-house, so it will be seen by potential enthusiastic employees. However, just because it’s a business social media site doesn’t mean that your page should be uniform and basic. Make sure you fill your profile with videos, blogs, relevant content and update your picture and banner to branded imagery.

Facebook

If you have a physical shop of premises with opening hours, then you would be missing out on a trick by not using Facebook’s business page tools. Not only does it showcase your opening hours, but it also uses a messenger function to pre-empt frequently asked questions. It’s worth also noting that the Facebook algorithm prioritizes posts with numerous likes and comments – so encourage your visitors and followers to like and share.

Word of mouth

Never forget the old methods of promotion: good word of mouth. Your business should aim to be the ‘have you seen’ or ‘have you heard of’ on everyone’s lips. Offering customers a ‘recommend to a friend’ discount is just one way to encourage word of mouth, on top of delivering an excellent quality of service.

Networking

Yet another traditional method of promotion, networking works by offering a genuine personal touch. In the same way that many people would prefer to be called or visited rather than emailed, going out to trade fairs or out into the community to chat to like-minded customers or professionals adds a personal touch to your company’s name, stopping you from being just a faceless brand.

Customer service

Customer service should be in every business’s promotional armory, and yet it’s so often neglected. There’s nothing that damages a business’s credibility more than the knowledge that they handle customer queries and complaints poorly. Training your customer service team and anyone who might be answering phone calls to interact with customers efficiently and with a friendly manor will do wonders for the aforementioned positive word of mouth. At the very least, perhaps installing a chatbot to your website will give the illusion of a full customer service team, as it will answer any queries that visitors may have.

A good website

Having a website that’s poorly maintained or clunky to use is like inviting a visitor into a messy building. Nowadays people exist more virtually than ever, which means that your website should uphold your business’s image and branding just as much as your premises would. Investing in a web designer to create aesthetically pleasing page furniture, a site map and an appealing and helpful ‘about’ section will be brilliant for visitors who want to know a little bit more about what you have to offer. As with any social media page, it should be full of eye-catching imagery and interesting content about what you have to offer. If you have the capacity to do so, it might be wise to upload a video about your business using Make Web Video, and maybe introduce the team who are behind it.

Also be sure to make sure your website is optimized for mobile use. Most online users browse the web using their smartphones, which means a clunky and PC-only website will make your business look out of date, as well as inaccessible.

A blog

If you want to show your expertise and passion as a business, then a blog is a great place to start. Writing regular industry posts will showcase your knowledge as a brand, and prove your ability to deliver accurate information about your profession. Not only that, but high-quality content is far more likely to get shared by online users, which means your company will get a big promotion in the process.

Not all of these promotional tools will be suitable for your business – after all, if you are starting up an accountancy firm, why would you use Instagram? Being selective and doing your research on your industry will ensure that any platforms or methods you take full advantage of will be used to the best of their ability.

5 Things to Know About Running an Offline Marketing Campaign

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StrategyDriven Online Marketing and Website Development Article |Combining online and offline marketing|5 Things to Know About Running an Offline Marketing CampaignMore and more businesses are integrating their online marketing efforts with offline marketing campaigns. The two marketing approaches are not meant to be used separately, but rather as an integrated, holistic way of reaching a target audience. There are more strategies to use – and campaigns to run – as well, which means there are more opportunities to take the target audience on a seamless journey both online and offline.

Still, combining online and offline marketing is not something you want to take lightly. More importantly, running an offline marketing campaign requires extra care if you want to produce the desired results. When done correctly, offline marketing campaigns can fully amplify online marketing and vice versa. Before you get started with your own campaigns, here are the five things you need to know about running an offline marketing campaign.

It’s Just as Seamless

Integration is still an important keyword when you are planning an offline marketing campaign. It is easy to fall into the trap of running promotions and other activities separately instead of as parts of a bigger strategy. Falling into this trap will result in effective individual marketing efforts, but no real long-term achievements or substantial KPIs.

With the right approach, you can integrate different marketing activities and amplify their impacts. An in-store promotion can be combined with social media marketing, direct marketing, and even email marketing to create a bigger impact. For example, customers can earn a discount by posting a photo of the store or your product to their social media profiles.

Mind the Tools

I know a lot of business owners avoid using certain marketing tools, mainly due to misconceptions about them. After all, TV ads are expensive and radio ads just don’t work. Are they really that bad? The answer is a big NO. Each marketing instrument and tool is effective when used to reach the right target market. Older consumers in a local market, for example, still listen to their favorite radio shows; commuters do the same too.

You just have to be more careful when choosing the right marketing tools to use. Take steps to fully understand your offline audience and how to best reach different audience groups. Use the insights you gather to determine the right kind of marketing campaign to run, and the best instruments to use for getting the message across effectively. It’s the same approach used in online marketing, but you use it to choose offline marketing instruments instead.

Tangible Marketing

To further separate your offline marketing campaigns from their online counterparts, it is also a good idea to use tangible marketing assets. This is a great step to take if you want to boost user engagement, increase awareness, and push your brand to more people. There are plenty of ways to do it too.

You can use merchandise like T-shirts, hats, and pins to get really close to the audience. These are items that your potential customers actually wear, making them very effective for increasing exposure and building loyalty. Similar to the way schools use jackets and pins as a way to develop pride among students, you can browse these selections and make your own pins for the same purpose.

Don’t Forget the Basics

Despite the growing number of businesses taking marketing seriously, abandoning the basics remain the most common mistake businesses make on a day-to-day basis. Yes, having great posters and producing cool merchandise for your brand are great investments to make, but have you applied the same approach to your letterheads? Or your retail space?

With web development, you always develop a killer website that pleases visitors before attracting traffic from various sources; why not do the same with your offline marketing efforts? Create a retail space that really represents your brand, incorporate brand elements across your assets (i.e. shipping labels, packaging, or business cards) and make sure you are ready for the exposure you get through offline marketing activities.

Freebies!

Freebies always work, especially when they are used as part of a bigger marketing campaign. Don’t use freebies to boost sales but use them to increase awareness and build brand loyalty. You can offer free T-shirts or a bonus cup of coffee to loyal customers. In turn, those customers will be even more loyal, knowing that you really appreciate their business and pay attention to the relationship you have with them.

The approach creates a more lasting effect. Sure, offering bonus items to boost sales is great, but offering freebies to loyal customers will result in a higher customer lifetime value and more return in the long run. There is also an added bonus to benefit from: loyal customers are more likely to recommend your brand (and your products) to other potential customers.
One more thing….

There is a big misconception about the unmeasurable nature of offline marketing. With online marketing, you can always measure the impact of every effort or activity. That’s not the case with offline marketing activities, but that doesn’t mean the impact of offline marketing cannot be measured entirely.

While you cannot get detailed insights as easily as you could with online marketing, there are still ways to constantly monitor, evaluate, and improve your offline marketing activities. It’s called paying attention. Surveys and marketing research aside, paying attention to the way customers react to your promotional offers or offline marketing activities says a lot about the campaign itself.

Paying attention to the customers will also lead to better use of offline marketing tools. If you see more customers using the custom lapel pins we talked about earlier, you know that they are very popular; you might want to produce more pins than T-shirts the next time you order goods for your brand. You can even observe the designs that work and stick to them.

Offline marketing and online marketing work great together. When you can combine the two marketing approaches seamlessly, you have all the tools you need to create a big impact. With these things about offline marketing covered, getting started with your own offline marketing campaigns is certainly easy to do.

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