The Relationship Between Business Development & Digital Marketing
Grow your business & grow your brand!
The primary components involved in business development are customers, markets, and relationships. Most importantly, as these components intersect, the development of strategy and infrastructure are key. Customers are the primary objective of business development. Without customers, there is little room for business growth. Start with understanding each of your customer personas and the markets that they can be found in. If your product or service offering and customers personas do not align, your offering must change or rethink who your customer personas are. Being clear on your offering and audience is a must before starting any free marketing strategies and definitely a must before paying for any marketing services, tools, resources, and consultants.
Developing relationships based on trust, professionalism, and a mutual goal is necessary when acquiring customers. The key is not just finding customers but to establish positive relationships. Positive relations speak to your brand and help you gain repeat or long-lasting customer relationships. That is why being clear about the problem you solve is very important. When you are clear, it is easier for you to find clients that really need your product or service. When you solve a problem for a customer in a professional manner, the customer is able to perceive the relationship as being beneficial.
The link between business development and digital marketing is that both are designed to help you connect with your audience. However, business development and digital marketing are two different things. Business Development involves analyzing areas for growth and pursuing relationships with customers. Digital Marketing involves creating an online presence that could potentially lead to capturing leads. Your digital marketing content should be designed to connect with your audience personas, be consistent, and communicate the solution you provide. Marketing efforts should not start until you are clear about your offering and who you would like to reach. Understanding these steps is part of an effective business plan. Avoid blanketed marketing approaches. Instead of spreading marketing dollars thin across the board, be targeted with your marketing spend for more impact.
The following are a few tools you can use to support your digital marketing efforts:
Add Google Analytics to your website and review it regularly to discover insights regarding site visitor behaviors when you take action through your social media accounts, email marketing accounts, social media ads, etc.
Incorporate a Pay-Per-Click (PPC) strategy into your digital marketing plan.
Utilize a quality CRM to segment your customer lists so that you can offer your customers services/products specific to their needs.
Set-up automated emails to respond with helpful resources when site visitors sign-up for your mailing list or as a site member. Utilization of personalized emails can help you better connect with your audience.
Send surveys to your email database to capture insights around pain points and areas of need while offering a free download for the time of your audience.
Speak to your audience on multiple platforms. Once you understand where your audience hangs out online, speak to them where they are. Being clear on where to find your audience can save you time with your digital marketing efforts.
In conclusion, both business development and digital marketing are necessary when trying to grow your clientele base and your business. Being clear on what your offering is and who you want to reach is key. Spending time and money where your audience is online will save you more time and money in the future.