Online marketing has undergone significant changes over the past few years. Marketers have discovered that their prospective customers look to the internet to gather knowledge to make better buying decisions. This is the reason why marketing campaigns are shifting their focus to disseminating information about their products. One of the ways there are doing that is through digital destinations. Let us take a look at some of the innovative ways in which online marketing companies are using digital destinations to drive growth and educate their customers.
What are Digital Destinations?
Before we try to understand about marketers today are tapping into the potential of digital destinations, let us first understand what exactly ‘digital destinations’ are.
Digital destinations could be considered repositories of knowledge. It contains content (text, videos, etc.) that is focused on raising the awareness of the customer so that they can make better buying decisions.
Unlike your website blog page, which only contains content that mainly promotes your product, digital destinations are more focused on raising awareness about the subject that you are concerned with as a business. Digital destinations are not only limited to the content generated by you, it might also contain user-generated content with the aim of enhancing their interaction with you as a business and also among customers.
Ways in Which Marketers are Using Digital Destinations to Achieve Growth and Awareness
1. Inform Customers About Current Challenges and How their Products Address them
Users look at digital destinations for information. For marketers, this presents a unique opportunity to present their brand as the one that realizes the challenges and develops real-world solutions to address the problems.
FairWarning is an IT services company that helps businesses deal with insider threats, governance reporting, and privacy issues. Its digital destination informs customers about current challenges in data privacy and digital security and how their business is building solutions that combat the issues, along with real-world case studies.
2. Build a Brand Image of Being Sensitive to Customers
One of the most effective ways to generate growth for your business is to build a brand that cares about the customers. Your customers don’t like them when you just push your products around.
Digital destinations, as used by most brands, don’t contain any promotional content at all. They share tips and important pieces of information that help their customers, even if the problem is not directly associated with their industry.
For example, a number of companies have built COVID-specific digital destinations that help their customers gain knowledge and get access to information that help them in these testing times.
3. Analyze Customer Behavior
Digital destinations also give you useful insights into customer behavior. It helps you to discover things that matter to them. A number of website marketing companies use their digital destination to gain useful insights into their consumer behavior.
You can check the content which your customers are engaging with. By building advanced analytics right into your website, you would get a snapshot of the content that is getting the most likes and shares. This would help you understand topics that generate interest. You can use that to create further pieces of content or even include them in your product development to create a better product for the market.
4. Help them in their Buyer Journey
To generate further revenues from your customers, you need to keep your eye on them even after they have made their purchase. For example, they might need maintenance services or accessories which would enrich their user experience with your product.
You can use your digital destinations to help them in their buyer journey. For example, you can create content that tells about how to maintain their product and the things they will need to do the right way. You can put links to your maintenance products. By reducing the time to know about the requirement and buying the product, you increase your chances of increasing your revenue.
5. Encourage Customer Engagement
Your digital destination is not just a way to publish and share your own content but you can also give an opportunity to your customers to engage with your brand and with their fellow customers.
Some of the top companies are building forums on their website, thereby giving a platform to their customers to let their voices be heard. This enables more efficient information sharing and also helps the brand to be aware of the pulse of its customers.
These are but some of the ways in which digital destinations can drive the growth of your business and generate awareness. It is recommended that you hire a professional website marketing company to explore all the avenues to tap into the potential of your digital destinations.