Today, there are industries that still think that digital marketing has no relevance for their business. In them, there are many business owners who are very busy because the work that comes from non-digital channels is more than enough for them. But it will not always be that way.
If you, as digital marketer, are looking for a place in an industry of these characteristics, or if you are contacted by an employee who wants to modernize the business, you are facing a great challenge: make the owners see the big picture and convince them that digital marketing is the best for their businesses.
Next, I will detail a three-step method that was applied to the stone shop industry, which specializes in the manufacture and installation of stone countertops for kitchens, bathrooms and fireplace walls. These steps can be applied to any industry.
Step 1: Understand Business Drivers
It’s essential to know the industry’s macro and micro business drivers, challenges, threats and opportunities, in order to increase the revenue.
When presenting your case, you should be able to answer these questions:
What are the main factors that drive demand? For example, in the stone industry, the main drivers are: consumer confidence, real estate prices and population growth.
How do these companies generate demand? As they don’t have digital marketing yet, you must identify the mechanism used by these companies to generate new businesses: traditional marketing, references, associations, etc. In any case, you should be able to explain with solid arguments why digital marketing will bring more advantages.
What macro threats and opportunities face the industry? In the case of stone industry, raw material costs are rising by tariffs imposed on Chinese suppliers, which causes price increases by manufacturers, and which can affect demand in the long term.
Step 2: Dig into Industry Trends (And Predict Where They’re Going)
The more “busy” the business owner is, the greater the chance that they won’t take time to realize what the future holds. It’s here where digital marketers must understand trends and how digital marketing can act to increase revenue and profitability.
Continuing with the stone industry example, and taking the information obtained from step 1, ask yourself: What is the trend for the construction of new houses? Is consumer confidence strong enough to sustain demand for long-term products? Once the right drivers of the macro industry have been identified, it is easier to find information online and thus understand the long-term implications for the company.
In this way, you can help the “busy” business owners to take the necessary measures to maintain or even increase revenue before any possible crisis occurs.
Step 3: Make Your Case Based on Numbers
Present the facts using specific numbers. Using the typical conversion and closing rates, you will be able to show the return on investment (ROI) of bringing the business to the digital world. If you’ve had a client in the industry in which you want to work, you can extract additional data and use them: customer acquisition costs, rate of referrals, the potential for repeat work from one client, overall digital marketing ROI and more.
This three-step method, applied to several stone shops, is giving excellent results among them. This methodology can be applied to any industry, increasing the chances of your marketing agency becoming a fundamental part of the growth of any business.