How To Develop A Digital-Led Marketing Mix For The Enterprise Brands

By Matt Bertram, Head of Strategy at EWR Digital & Co-Host of "The Unknown Secrets of Internet Marketing Podcast."

Modern enterprise companies, such as those in the Web3 and blockchain space, understand how to leverage the latest digital marketing tactics to engage with their target audiences.

This is where digital leads all marketing, although many wise marketers understand how to leverage traditional platforms such as print and TV ads for added traction. In contrast, most traditional enterprises built their marketing before the fast-moving digital marketing era and depend only on traditional platforms. And many have yet to create a digital-led marketing mix.

Utilizing different mediums such as SEO and paid digital advertising complement traditional mediums such as TV, radio and print. This provides a multiplier effect to marketing efforts, creating additional lift and saving money on the high costs of traditional marketing (ever price a TV ad?). The goal is to create a digital-first holistic marketing strategy that connects where your customers spend their time.

Ready to learn how to build a solid digital-led omnichannel marketing mix? Let’s dive in.

Why Is Omnichannel Marketing Effective?

According to one report, the conversion rate for mixed marketing campaigns performs 287% higher than single-channel campaigns. Implementing a marketing mix into your customer experience is no longer an option.

When customers can interact with your brand anywhere and anytime to learn about those fundamentals, you can:

• Provide a positive experience through every stage of your funnel.

• Reduce overall churn.

• Turn prospects into loyal customers.

Digital Marketing Channels

The core of your marketing mix should be a website infrastructure that supports both digital paid ads and search engine optimization (SEO). With over 3.5 billion Google searches per day, the majority of your target audience is likely already searching for services similar to yours.

Firstly, it’s crucial to have a website that has a clean user interface that loads fast and creates a good customer experience. Additionally, how the site is built helps explain your important keywords to Google. Changes are constantly needed to improve conversion rate optimization (CRO), so having a good tech team in place is paramount for success.

You’ll want to focus on a few key digital channels, such as:

• Content marketing.

• Paid and organic social media.

• Google Business Profile (depending on your business model).

• Email automation.

• Native ad platforms.

The goal is that all your channels work together in tandem to connect and engage with your target audience. However, which channels you ultimately choose depends on your products, budget and resources.

Traditional Marketing Channels

While you may be stuck in traditional marketing mixes that you know work, or be tempted to jump on the bandwagon with every new digital channel to reduce costs, it’s still important to prioritize traditional channels in your marketing mix. They support your digital tactics and ensure that you can holistically reach prospects regardless of their funnel stage.

Think about this scenario: Someone searches for your company's product or service, and your website is ranking on the top first page. The user clicks on your website and visits a few pages.

From there, they’re served Google, Facebook and YouTube remarketing ads, see a commercial on their streaming service and finally see an ad in their favorite magazine. You’re staying in the forefront of the customer’s mind —building brand awareness and authority until conversion.

Why Digital Marketing Should Be A Top Priority For Small Businesses In 2022

General Manager of Small Business at Dun & Bradstreet, overseeing the company’s small to mid-size business portfolio.

The internet has become an indispensable tool for almost any consumer making a decision. Today’s internet users spend a daily average of nearly three hours on the internet, using it for communication, entertainment, research and information. In 2020, global retail e-commerce sales surpassed 4.2 billion U.S. Dollars. One of the biggest fallacies I hear from small business owners is that they don’t need to worry about engaging with their customers digitally. So, what does this combination mean for small business owners and entrepreneurs?

First, if you’re selling something online, then it’s likely your target audience is online at some point during any given day. And second, even if you are not selling your product or service online, then you likely could still count on your target audience being on the internet at some point during any given day.

What does this mean for your small business?

As a previous small business owner, I knew that being agile and updating my digital skill set and go-to-market strategies were a must, given the pace at which marketing technology was changing. In fact, in our 2020 survey of small business owners, 60% stated they had to pivot to a stronger online presence and offering because of the pandemic, and 24% shared they knew that acquiring new and emerging digital technologies would be required in 2021 and they intended to investigate how to advance in the digital space. There are likely hundreds of thousands of entrepreneurs trying to leverage digital marketing and other key business strategies in this age of digital transformation, which can make the competition for audience attention fierce.

What might not be as obvious for small business owners and entrepreneurs is how to effectively implement and manage a digital marketing strategy that will reach their target audience at the right place and the right time with the right message. Marketing experts usually give guidance on deploying social media marketing, email marketing and digital display. That’s sound advice; these channels are all effective. Yet, there is much more to consider when it comes to digital marketing, and not all small business owners have the same marketing knowledge base to work from. But there are also many self-service tools available that allow novice, small business owners to take advantage of some very powerful tools. How can you get started?