The 8 INKFISH digital marketing principles
In a corporate world that keeps changing, you have to upgrade your business strategy to keep up with the times. Digital marketing is available to keep your business on track. At INKFISH we ensure consistency and affordability. There are 8 cornerstone principles that are embedded in the INKFISH digital marketing model.
1 Hierarchy of Value
The success of any business is determined by its profitability, turn-over, google ranking and visitors to your website. The main aim is to drive sales but there is a ladder that needs to be climbed before reaching the end goal. This is where digital marketing comes in.
There is a simple scheme that illustrates the value of digital marketing. The scheme is as follows:
- New to your brand – these are customers that are exposed to your business for the first time.
- Exposed to your brand – these are customers who are familiar with your business through repeated exposure.
- Social media follower brand – customers who actively decided to engage with your business and you can communicate more effectively with them.
- A subscriber to the newsletter – customers who have shown a keen interest in the business and would like direct communication.
- Engaging directly – where customers can communicate via correspondence to find out more information.
- Buyer – these customers have made a purchase.
- Repeat buyer – customers who are satisfied with the product/service that they return to make another purchase.
- Referring buyer – customers who are impressed with the product/service that they choose to promote your business
The key principle of digital marketing is to push from new to your brand all the way to becoming a referring buyer.
2 Don’t make me think
“Don’t make me think” is a principle that can be applied to any form of visual communication such as web development, signage, packaging, brochures, or posters. The principle is quite simple whereby if the information being relied on the receiver is too complicated and hard to comprehend then the receiver will disregard the information. Sometimes your audience has a short, limited time to decide if this information will be relevant to them. Thus, it is important to keep this principle in mind for any visual communication.
3 Be specific
Be specific is referred to as the 20-tennis ball principle – if you throw too much information out, the person is definitely going to be muddled up with information and drop the ball. You can’t always appeal to everyone. Thus, it is important to focus on a small section of your product/services including the benefits and features with a specific target market in mind. You will have a much greater response in this manner.
4 Building agile
Digital marketing has come a long way. In the past, a website was only presented to the audience once everything was perfectly built. INKFISH uses the building agile principle. This allows the client’s website to be built in small steps and fast-track engaging with the target market. Building agile increases google ranking as you are allowed to start, add, change, adjust, and expand over time.
5 Content Marketing
Content relies on the message that you would like to portray – it can be in any written, spoken, or visual form. All content should be found on your own website. Having keyword-rich, active, and original content increases your google ranking. Focus on the integrity of the message you are trying to relay.
Channels mean any manner in which you distribute information to your audience. The content is created once, then shared on many social media platforms to maximize effectiveness. Your own website holds top priority and any content shared on other platforms should always redirect you back to your own website.
Consistency is an underestimated core principle that impacts return on investments, brand-awareness, and brand value. It is crucial to be consistent as it creates a sense of trustworthiness and reliability. The customer needs to be exposed to the brand at least 7 times before they can initiate contact with the brand. An inconsistent image of a brand comes across as erratic and disorganized. Being consistent requires discipline but pays off in the long run.
8 Return on Investments
There are trackable goals (google traffic and ranking, social media followers, number of subscribers, etc.) that a client can analyze to determine the effectiveness of digital marketing. There are variables that are difficult to track such as the perception of brand value, visibility of your brand, and tracking where your business came from. The client can measure the rest on investments by the report back provided.
Are you ready to take the next step? We have ideas that will work for your business. Contact us for more information.