There are several stakeholders during a purchasing process: decision-maker, purchaser, influencer, and end-user. Each stakeholder has his or her concerns during the process. For example, if a company is planning to buy a new CRM system for its sales team, the Director of Finance (purchaser), may be concerned that the company won’t –achieve positive returns from the new software. The sales team (end-user), on the other hand, may be concerned about whether the CRM is easy to use. If you’re the manufacturer of the CRM system, create content to address each stakeholder’s concerns - write articles to show the Director of Finance that the CRM system will boost efficiency and reduce cost; write a mini-tutorial on the usability of the system to show the sales team that the product is user-friendly. This allows you to convince different stakeholders and increases your likelihood of closing sales.

Social platforms such as Instagram and Twitter continue to roll out advertising features to satisfy marketers’ needs. Twitter in particular has launched several effective advertising services that can help brands increase sales. Twitter has recently unveiled a new tailored audience option which enables advertisers to showcase retargeting ads to consumers who have previously shown interest in their offerings. For instance, if you’re an organic foods retailer, you can promote tweets to consumers who visited your product page but didn’t make a purchase. This enables you to spark purchase interest again and possibly turn them into buyers. This is a great feature since research has shown that companies can increase revenues by 60% from remarketing ads. 

Your advertisements should be designed specifically for local markets. For instance, if you have offices in Vancouver and Toronto, your advertisements need to be customized for each city. The background of your Vancouver ad should show Stanley Park while the background for your Toronto ad is an image of Bloor Street. To showcase customized ads, use location-based apps such as Foursquare. These apps allow you to display tailored ads when shoppers “check-in” at a specific location. For example, if you’re a local coffee shop, you can show ads when shoppers check in at a nearby bookstore or library. This helps you build a stronger connection with your target audience and enhance purchase intention.

 

Digital marketing allows businesses to advertise cost-effectively and target consumers precisely. By utilizing the 3 best practices above, you can improve your digital marketing programs and sales conversions. If you want assistance with developing or enhancing digital marketing programs, please contact us and arrange a complimentary meeting with one of our digital marketing experts.