Mr. Google will kindly return me 2,860,000 websites within 0.61 seconds to pick my cartridge from. How do I decide? Positioning! Job done – order placed within two minutes. As statistics and clever internet buying behaviour analysts say, I will choose any of the first five websites offered and get back working on my meeting tomorrow, since this is what is really important for me.
This obviously shows that the industry does try to leverage the internet. Yes there are many websites, but at the moment we are only using websites as extremely expensive business cards. Someone not long ago told me when we discussed about SEM and SEO (geeky words for the importance of positioning with search engines) that: listen Zoltan, if you really want to keep a secret, just make sure it’s on the second page of Google.
I’m sure again you all get where I’m going with this. If you honestly think how many times have you clicked on a website listed on the second page of Google, you know exactly what I mean.
If that was not enough to convince you that you need a good digital marketing strategy and you are still reading, then now I’m ready to deliver on what I promised in my headline.
Here are your 10 reasons digital marketing can help you to grow. They are not in any particular order of importance. Consider them as you feel best for your business, but please do yourself a favour and do not ignore them. Most likely some of your competitors won’t.
Remanufacturing as a whole needs a brand refurbishing, and digital marketing is the perfect tool for that. If you deliver what you promised and a bit more, a satisfied customer will share with others. Social media has been invented to facilitate just that. There is nothing better than a free-of-charge brand ambassador recommending your cartridges to friends and their businesses.
This is a key factor in our case. I have said in all of my presentations I have given in the last few years that one of the main reasons for the low market share of aftermarket versus OEM is due to consumer trust issues. Who doesn’t read Amazon reviews? Not to mention actual customer reviews on booking.com or Tripadvisor before booking a hotel or a holiday? Digital marketing gives you the ability to leverage on REAL testimonials.
According to a Nielsen Global online customer survey, 90 percent of respondents claimed they would trust information about a particular brand or product or service if the data comes from people they know.
You don’t need to pay the designer, nor have to have a department or print flyers and direct mail cartridge catalogues. You are good with a well-designed social media and digital marketing plan executed by a creative community manager or an external consulting firm. Strategy, creativity, tactics and a bit of automation are all you need.
On the digital marketing playground, size does not matter: targeted audience and relevant value proposition does. Regardless of how many cartridges you make or how deep your pocket is today, a small remanufacturer has the same tools and resources as a huge one to perform great digital marketing, lead generating and sales processes.
The key is to find the way to generate continuously growing traffic of highly-targeted audience. You can do this by consistently providing relevant value content. This traffic will yield more leads and more sales. You are widening your sales funnel. It’s a simple rule of numbers. The more your digital strategy generates this kind of traffic, the faster you will get the return on your investment.
It’s measurable. Yes, with numbers in Excel. Digital marketing gives you things like CPC (cost per click), CPM (cost per thousand impressions) and CPL (cost per lead) percentage rate of incoming traffic converted to leads, and sales, click-through and bounce rates, number of new subscribers and exact time spent on your site, etcetera. This means SALES. You can go as deep as segmenting your key measurements based on the demographics of your audience.
According to a recent statistic published by Google, companies using digital marketing strategies have 2.8 times better revenue growth expectancy.
The internet is an interactive thing. Good tactics in a well-executed plan will give you valuable insights as to what is it that your customers want, so you can focus on optimising your sales funnel to deliver on exactly what they need. You can also answer them. I just tweeted Linkedin that I don’t like their mobile interface, and they got back to me and we had a conversation (I was right J).
I don’t want to talk to you about the smartphone revolution now. It’s everywhere. Are you Android or iPhone? Do you have a smart sexy app that facilitates ordering for your repeat or contract customers? Not to mention reminding them when is best to do it so it eases your stocks? Or a game with rewards?
As discussed before, your goal is to widen your sales funnel, convert traffic to leads and sales etcetera, and conversion is made through a “call to action”. It means basically clearly directing your audience to do something you want them to do. It can be: sign up, like, download, call, share, buy etcetera.
There you go. I managed to get to 10, and I hope you find them good enough to consider. My aim was to provoke some thoughts in you. Feel free to get in touch and share your views on this. I’d love to hear from you, and I’m happy to answer any questions or personally discuss anything mentioned above.
Based on your feedback I’m also considering to regularly write about what I think how remanufacturers should do this. Please don’t be shy to let me know if you liked what you read, and don’t hesitate to reach out to me directly. You can easily find me on Facebook, Twitter or LinkedIn – just type in my name…
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Categories : Special Report