When you’re trying to grow a business, your job is to build and nurture relationships with your ideal clients until they are ready. Ready to buy, ready for support, ready to work with you—whatever it is.
But how do you build these relationships? How do you find the ideal clients that are inspired to work with you? How do you nurture these relationships that encourage loyalty to you?
With a solid strategy and digital marketing, of course. To attract your ideal client through digital marketing alone, you must consistently produce an extraordinary amount of high-quality content. Such an endeavor is not sustainable for most growing businesses if there isn’t a strong strategy in place. Without a plan, not knowing which touchpoints will work best, and where to find your ideal client, your efforts will not be effective.
Inconsistency is a passive approach to building new relationships in business development, and it will not get you the results you seek. To consistently and predictably develop your digital marketing efforts, you must actively build relationships with the type of digital marketing tools that work best for you and your budget.
So what is digital marketing?
According to Hubspot “Digital marketing is defined by the use of numerous digital tactics and channels to connect with your ideal client where they spend much of their time: online. The best digital marketers have a clear picture of how each digital marketing tactic supports their client’s overarching goals.”
Your unique digital marketing strategy might include one or many of the following:
- Email Marketing
- Social Media Marketing
- Content Marketing
- Inbound Marketing
- Search Engine Optimization (SEO)
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Marketing Automation
- Online Public Relations
- Sponsored Content – influencer marketing, paid blog post, etc.
Which tactics are best for you?
Start with an optimized website. If you have a great website describing your product and service, encourage visitors to sign up for your email newsletter, provide links to all your social media channels, and offer valuable content on your blog that they will want to return for.
In an ideal world, when visitors go to your website for the first time, something clicks, and they’re ready to take the next step, make a purchase, or work with you right away.
But in reality, it will take four or five touches to create a deeper connection to build trust. Your digital marketing efforts, whatever tools you choose, must be consistent to make sure all those touchpoints represent the message you are sending. Your ideal client is not always listening, looking for, or seeing everything you are putting out there! For this very reason, it is why consistency is essential.
Your website is the central location to cultivate ongoing relationships. When you are consistently sending out an email newsletter with targeted messages, providing content of value and solutions to pain points, through the many digital touchpoints, you will drive traffic back to your website.
Do this and you won’t be disappointed
Please, don’t just send out one or two emails and hope they’ll work. Or post on social media once in a while and hope it works. You will end up disappointed.
Instead, stick to the created strategy, craft your content, address the pain points, show you understand, and have your ideal client’s best interest in mind. Show you’re authentic and helpful and precisely what they need! Remind people that you are ready to talk, that you are active and prepared to be engaged. Be strategic and make it work for you.
My business coach, Ilise Benun of Marketing Mentor, suggests starting with a monthly email newsletter (which is also posted on your website), supported by spreading the word on all your social media channels. I’ve found my newsletter to be very effective – that’s how I know it works.
Are you ready to reach your ideal clients by developing and nurturing relationships with a digital marketing strategy that works for your business?
I am here to help.
About the Author: Jillfrances Gray
I am a creative director and designer with 20+ years of experience helping clients innovate and execute their marketing initiatives. Services include brand strategy, brand identity, website design, graphic design, social media marketing, and email marketing. I am obsessively detailed oriented and have a passion for solid, stunning aesthetics. Plus, I’ve been told I am a lot of fun to work with.