Digital Marketing lays a foundation and then builds upon itself over time, which is why it’s an important piece of any long term strategy for success.
I think we can all agree that your organization’s current clients, and/or friends are people who already know you and most likely have a loyalty to your brand. In many cases, they aren’t the people you need to actively market to.
Digital marketing’s key strength is being able to reach new audiences, make an introduction, and develop awareness of your business and the products and services you offer.
This is critical because if your potential customers don’t know you even exist, they have no way of engaging with you. This is why the impressions made in a digital marketing campaign are key – they generate awareness of your brand and introduce you to potential new customers.
On top of that, Digital Marketing also drives traffic. Traffic happens when people click on your ad and go to your website. (Or call you, or email you, or walk into your place of business.) But digital traffic will be the most common because digital marketing reaches your customers where they are – online – and allows them to take action immediately.
Keep in mind that your normal sales cycle will still apply – whatever steps that cycle entails will continue to exist. Digital marketing doesn’t change that.
But digital marketing DOES continue making new introductions day after day, week after week, month after month. Which actually means that you are constantly being introduced to new audiences in the digital world. And that paves the way for you to have personal interactions with new potential customers on a continual basis.