Go Digital Or Go Extinct!

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Make no mistakes about it, the business world is a jungle and as such, the same rule holds sway; ‘For every business that must survive, thrive and not go extinct it must innovate or die!’ Ignore this rule at your own peril, your business might end up being served as lunch to a more innovative business. Which will you rather be? The Prey or the Predator? The Bull, The Bear or The Pig?
The Inevitability of Change
Consumers have evolved, thanks to technology, they have become more sophisticated, better informed and educated than ever. They have information at their beck and call and have zero tolerance for slow and mundane services and approach. And that’s not all. They function from the digital realm; whether it’s getting entertainment or making payments for groceries, learning or conversing, their attention is largely held by things on the digital space, you’ll be crazy not to adapt your marketing strategies to reach them right where they are. But of course don’t take my word for it, here’s a few stats from Ofcom for you:
  • People are spending twice as much time online compared to 10 years ago and this has been fuelled by increasing use of tablets and smartphones.
  • More people are watching TV and video on the internet. Over a quarter (27%) of internet users regularly watch TV or films online, compared to one in ten in 2007. This rises to 39% of 16-24 year olds, up from 21% in 2007.
  • 97% of consumers turn to a search engine when they are buying a product vs. 15% who turn to social media. (Conductor)
What You Must Do Now
1. Study Them

The goal of every business is to offer services for profits. However, it is the product and/or service that the consumer needs and is satisfied with that stands the test of time. This also includes the delivery, customer care services et al. Forget it, Customer is King and if you don’t give them what they want, when they want it and how they want it, then your business is headed for the rocks. Using a host of marketing research tools like Google Keyword Planner, SEMrush, Quora, Similar web, Survey Monkey, and Social Media sites, you can conduct powerful research on your consumers and even your competitors. You can use Buyer Personas to create a handy image of your ideal clients. Proper research takes away the hassles of marketing and grants you clarity as to the ‘What, Why, How, When and Where’ of customer needs. Remember, if you aren’t serving them, you’ll be broke forever.
2. Target Them
Your research will provide you with an understanding of your target audience, hence, you can design your product/service campaigns for the specific category of people who need it. When the right product/services meet the right customer, at the right time, miracles happen. This is the secret of every successful company. Everybody is not your market; the more specific you are, the easier and faster you will sell. Do you need a website or an E-commerce site? Will a YouTube channel or a Facebook community help you more? Do you think receiving notifications or monthly newsletter to update them on your products or services will be appreciated? Is it possible your customers just want to place orders and have it delivered to them wherever they are? Think through and act fast.
3. Interaction Is ‘Key’
Relationship is everything to a business. People hate being the focus of sales campaigns, it makes them feel like a ‘prey’. Nobody wants to be sold to, not even you. Therefore your approach has got to be different. Sell the benefit, not the features, but after you have developed a relationship with your target audience. You must find a way to sell without selling. How? Position your business as a solution. This is where Websites, social media and blogs can be of help, people buy from people they know. Give them options; stop interrupting your customers and start interacting with them. That makes for long term success.

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