The top 5 digital marketing assets every business must have
These digital assets are essential to a modern business, find out why and how they can help any business prosper.
Not so long ago, only tangible items such as flyers, posters, printed brochures and catalogues were considered as key marketing assets. The rise of the Internet is constantly changing what we consider as marketing assets. Today, some of the key marketing assets are digital.
Some would even say that without these digital assets, your business is non-existence. To some extent, they’re correct, not entirely though. It’s not that you cannot do businesses without these assets, it’s that you will always be behind a business that invests in such assets.
What are marketing assets?
Marketing assets include anything used by an organization to promote its products, services, or brand. Emails, brochures, datasheets, presentations, sales letters, blog articles, website content, videos, and images are some of the most popular assets available to external customers. – Smartsheet.com
Marketing assets are like employees who’re never late because of a flat tire, who never need breaks, sick days or day’s off. Marketing assets are tools that you use to attract attention, build and nurture relationships, attract leads and make sales. The aim of marketing assets is to attract customers and help grow your business.
Why are marketing assets important?
There are various benefits to building and maintaining your marketing assets. The major benefit being that they help build trust and strengthen your brand. If you’re relatively new business most your potential customers don’t trust you, and some don’t even know about you.
Today, consumers are bombarded by brand after brand looking to make a quick sale out of them. You don’t want to be like those brands. You want to separate your brand and be trusted. That’s where your assets come in.
Deployed the right way, your marketing assets will separate you from the rest, build trust and strengthen your brand. Your assets position you as an industry authority, someone is very knowledgeable and understand customer needs and pain points. Someone they can trust to educate, entertain and put their needs and interests first.
Good assets attracts qualified leads and simplify the sales process because there are less objections to overcome. Typically, these assets are used to inform your potential customer, to give them advice-helping them learn more about your products or services and how they help them. If you do a great job helping them find solutions to their challenges and problems, by the time they’re ready to purchase, your brand is their first option.
5 marketing assets every business should invest in
Consumption of video content has risen over the last few years making video a must have marketing asset. According to Statista, 85% of internet users watch video content every month. Every business should be using video as part of their marketing asset.
Video can be used in different ways. You can use it to create content that is interesting and valuable to your target audience. Such content can how-to or tutorial videos, a response to prospects over email, to introduce new products and services, and so on. They are many creative ways to use video and strengthen your brand.
The video content you create can even be used for advertising. You can multi-purpose your video and distribute it on YouTube, share short interesting clips on social media, or even run ads.
To take great videos, you need a good camera, great lighting, a good background and sound system. Luckily our high tech smart phones have splendid cameras and microphones. All you need now is your content plan, then get creating.
Video is also a great way to showcase your brand’s personality through the tone and voice at which the content is delivered. So, get started with using video as one of your marketing material and show your industry you are the authority.
2. Website and landing pages
Printed business directories such as Yello Pages are the thing of the past. Today customers want to know what your business is all about before they decide to email or phone. And to do this, your website is the first place they will go to. So a website is one of the first digital marketing assets you should have.
The purpose of a business website is to convince visitors that they should be your customers. This is achieved by positioning your brand as trust worthy and experienced in the field you’re in.
Potential customers will pre-screen your business as a service or product provider by reviewing your website before they email or phone. In this process they are trying to identify the best company that will meet their needs. They want to know how expert your company is, the quality of your product or service, customer service, reputation, etc.
The purpose of a website is to help your potential customers by providing them with information and articles which demonstrate your knowledge, a visual portfolio of your work, videos, and customer testimonials and so on.
The goal here is gain trust and convert visitors into customers. So right along with all the information about your brand and why you’re the best option, your web pages also need to include a call to action of some sort. A call to action could be a link to download a piece of content, to get in touch or sign up for an email newsletter.
So go on ahead and build a great lead-generating website with all the relevant information about your brand, your product or service.
3. Content marketing (Blog and SEO)
Content marketing is undoubtedly one of the most effective digital marketing assets there is. Every business should invest in content marketing. Especially those that conduct business online. Content marketing is one of the best ways to attract qualified leads to your website. And qualified leads are generally easy to convert.
There are many ways in which you can implement content marketing for your brand, and there are many different formats of content. But in this session we’re specifically referring to written long form content such as blogs, website content and SEO. All of these are parts of content marketing.
Content is great way to attract your potential customers who are always looking for content online. We primarily go online for two reasons, first to connect with friends and family, secondly to consume content that interests us.
Grab attention of your target audience and build trust by including an interesting blog on your website. Create valuable and relevant articles not just for the sake of content, they have to be search engine optimized (SEO). You don’t want to write great articles that won’t be discoverable when your customers search online.
Make sure your website content and articles are not keyword-stuffed. All your content needs to be well written and human-friendly. As much as you want to write for search engines, at the end of the day it’s people who will be reading your content.
To make it interesting and much easier to consume and even share online, include these when it appropriate:
- Social sharing buttons
- Downloadable material
Before you start creating content, you need to find out what your customers are searching for online, what questions they are asking relating to your product or service. Answer questions they have and address their concerns. Carefully choose your keywords. Soon enough, you won’t have to chase after customers, they will come to you.
Majority of businesses use email wrong. They look at email as a tool to bombard their subscribers with endless promotions. You should look at your email subscriptions as an asset. If you do your email marketing right, your subscribers come to like you, and overtime they trust you. Some if not majority of them will even want to do business with you.
In order for your email marketing efforts to pay off, you need to nurture your list and build trust by providing value through your emails. If all your emails only promote your service or product and offer no value, people will ignore them and eventually unsubscribe.
Keep in mind that you’re not the only one who sends them promotional emails, hundreds of other companies also send them. So you want to stand out and be different.
When they receive your emails they will be looking for hard sell red flags. Remember they get such emails daily. So have a different approach. Instead of looking for a sale on your first email, offer them value, hit them with entertainment, an opinion and valuable information.
Your goal with emails should not be to make a sale, it is to build trust. When the time is right, the sale will come to you. You’ll be the brand they trust, the brand that gave extra value and wasn’t just after their hard earned money.
5. Social media
Social media marketing is here, and it is here to stay, well at least until the next big thing comes along. But for now what we know for sure is that your potential customers are active on social media. An astounding 4.48 billion people are using social media today, so it’s in your businesses’ best interest to make sure that build your social media assets.
Like any other marketing method, you have to approach social media with a well-thought out strategy. This will help improve your efforts and improve your efficiency. You need to identify the most suitable social media platforms to get into. The aim is to be where your customers hangout the most.
The best way to find out such information about your customers is to engage them, ask them to complete surveys and use other research methods that will help you identify which social media platforms they like to hangout on.
There are platforms suitable for both Business-to-business (B2B) and business-to-consumer (B2C) brands,. Others are most suitable for only B2C or B2B. For example, LinkedIn is ideal for B2B, Facebook accommodates both, while Instagram is most effective for B2C brands. You need to identify the most suitable platforms and invest your marketing efforts in them.
Opening a social media account for your brand is only the beginning. You have to show up and put up great content. The goal is to engage your target audience by giving them content that helps or interests them. Create content they will love to engage with, valuable and relevant content that keeps them interested and coming back for more.
Summary of key marketing assets for a modern business
- Content marketing (Blog and SEO)
- Social media assets