Sara El Kareh
Digital marketing is not easy, especially, as technology provider.
Owners of businesses are taken into many directions, disguised in several costumes while managing different stages, starting from operations and sales, ending in accounting and marketing. They need the finest support in the fields that they are not experts in. In order to serve business owners in the best way, a trusted service should be offered by those who work in the industry of digital marketing. Therefore, digital marketers should follow 4 steps:
- Find the easiest way to explain the technology: basically, it all relies on education. Professionals of a certain industry should work hard to teach salesmen how to explain the technology, help clients understand how it works, set expectations and speak honestly about how much the product will meet the needs of the client, and of course, in a crystal clear way and without the language of marketing.
- Have metrics that are very easy to understand. Nowadays, the purchasing of items depends on effects of ads and the professionalism of salespeople. Therefore, it is a bit vague to understand what really happens between the promotions online and the purchases in stores. Consequently, questions for clients should be posed regarding their sales in the previous 3 months, the returning customers and expectations. This information can help build realistic goals. Then clients should be informed consistently about how the dollars in marketing are transforming the viewers of the website into purchasing customers. This will lead to have a clear idea enough to compare the results and offer the client the right guidance.
- Act as a partner and an expert that people want to resort to. Business-ranking results are affected by the search engine updates on a daily basis. This will in affect the spending of business owners in digital marketing indirectly, leading to a poor potential of their dollar’s work. However, when customers succeed, marketers do. As the industry varies and new searching methods or offers and services appear, industry players should be more attentive.
- Explain that the best results are not achieved in a short period of time. Customers’ mistake is that they expect that the first campaign will bring the results they have been dreaming of. This is the wrong way of thinking. Marketing online is not a short-time strategy; it requires several campaigns along with the use of all techniques available in marketing tools. Therefore, professionals should explain this to the customers. All what is needed is new content, keywords that flow with the searches of every season and new promotions on the newest devices in order to achieve the expected results. Digital-marketing providers should work on enhancing the service, the education and the reporting they provide their clients with. Customer’s trust is all what is necessary.