Six ways to achieve profitability with digital marketing

Digital Marketing is one of the most effective and popular way to reach an audience. The digital world offers a tremendous amount of flexibility in not only the scale of your campaigns, but also in market segmentation and ad frequency. This allows advertisers to have an incredible amount of control.

That said, there are ways to drive even more business and get even better results. Here are 6 tips that will boost your digital marketing campaign to achieve even greater profitability.

Be everywhere to your niche audience

Micro and small business can really benefit from digital marketing if they are surrounding their audience everywhere they go. You are posting at various times of the day, in various places and in various settings. Your target audience cannot help but notice your brand no matter where they go, whether it may be on Pinterest, Quora, Pandora, their favourite blog, Facebook, Instagram or while streaming TV at home. This builds a perception that your business is strong and popular and can meet their needs.

Use Facebook to your advantage

Facebook remains a popular choice for marketers because it is still the largest social media platform with over 2 billion users. However, the challenge with Facebook is you have to pay-to-play, you have to pay in order to get results. The good news is this does not have to be expensive. A $20 boost to a post can really go a long way to reaching your target audience, and a newsfeed ad can be as low as $15. However, bear in mind that these costs will go up as the platform becomes more and more saturated.

Here are some tips to help make you Facebook campaigns really count:

• Get on board with the pay-to-play action while it’s still available.

• Use Facebook to build your custom audience and drive traffic to your blog or website.

• Track the people who are actually visiting your site with a Facebook “retargeting” pixel.

• Give people a reason to sign up to your email list so you can contact them whenever you want for free.

• Buy Instagram Stories, these 5 second ads can cost up to 35% less per click than the Newsfeed boosts. And remember that Facebook owns Instagram, so it’s a good idea to add this to your add campaign.

Trust data and automation

Google has been continuously updating the algorithm since the onset of the covid-19 outbreak to address these and other problems using cutting edge AI. This is primarily due to the increasing reliance on the system since 2020. The updated version promises better outcomes and lower costs for business, especially for mobile ads, which already accounts for about 66% of total ad spending.

Remember that most media is digital media

While radio and television are still classified as traditional media, both have gone digital for several years now. Media houses are able to target their audience on or off their platforms on their mobile phones and social media. If you bought something on Amazon, you may see an ad shown to you on your favourite digital streaming service. It is also becoming popular to see digital marketers running ads on billboards, in malls and transit shelters whenever they are targeting a specific zip code or region. You truly can reach your target audience wherever they go.

Use identity resolution to change the game

There are three pieces of information that connects you to your data, your email address, advertiser ID (device ID) and cookies. Therefore, as an advertiser you only need any one of these in order to track your digital footprints. This tells you some useful information about your target customers that you can use to show them things they really want. Such information may include how far they live and work from where your product is available, their household income, occupation, family size, household language, children or other people living within that household, and lifestyle preferences.

Track the returns on your advertising investment using hyperlocal targeting

Whenever you use an app, or go on a particular website you are being tracked. This is called your digital footprint. We are able to do this because all of your devices have an advertiser ID, which may be your device ID on your phone or tablet or your computer’s media access control (or MAC) address. Advertisers can know how many times their ad has been shown to a target customer and even if they saw it on a billboard before walking into a store, on social media or a website. The more you understand how this works, the more effective your ad targeting will be.

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About the Author

Taneallea Feddis

Founder/Managing Director, BlackWall Consultants

She is an educator, website designer and content marketer.​ She helps entrepreneurs develop their business through coaching and developing their digital strategy. She is passionate about teaching new skills to others, and her goal is to encourage and assist Caribbean businesses with their digital transformation and sharing in their success stories. Click here to learn more about Taneallea Feddis.