See the whole picture, cover all your bases with 360 digital marketing

Reach and engage your customers wherever they are.

Your customers can be found all across digital space. You should be, too.

Do you know anyone who uses just one digital channel, all the time?  

Even the most hardcore social media stalkers take a break to watch a movie, check their mail or buy something, sometimes. And when people go shopping for solutions, you can be sure they’re not looking in just one place.

The question is, will you be there in those places when they are?

You can be—if you take a 360 Approach to digital marketing, which is the approach we take our very name from.

Your customers can be found all across digital space. You should be, too.

The NEO360 Approach is all about understanding what your customers are looking for, while they’re looking for solutions to their problems. That process of looking for a solution is what many marketers refer to as the buyer’s journey.

Potential customers will use different digital media and need different kinds of information at each stage of their buyer’s journey. A 360 Approach makes sure you’re using the right digital channel to reach them during each of those stages.

Our 360 Approach isn’t just about being on all digital channels for the sake of being there, but about using all these channels together as part of a 360 digital marketing strategy.

Email Marketing Automation NEO360.Digital
Email Marketing Automation NEO360.Digital

Your customers can be found all across digital space. You should be, too.

The NEO360 Approach is all about understanding what your customers are looking for, while they’re looking for solutions to their problems. That process of looking for a solution is what many marketers refer to as the buyer’s journey.

Potential customers will use different digital media and need different kinds of information at each stage of their buyer’s journey. A 360 Approach makes sure you’re using the right digital channel to reach them during each of those stages.

Our 360 Approach isn’t just about being on all digital channels for the sake of being there, but about using all these channels together as part of a 360 digital marketing strategy.

Email Marketing Automation NEO360.Digital

Make the buyer’s journey, your journey.

The buyer’s journey can be broken down, more or less, into three distinct stages:

Awareness

which is when buyers become aware of a solution to their problem

Consideration

when buyers compare solutions from different providers

Decision

when buyers choose a solution from a specific provider

Buyer’s Journey

At NEO360, we regard the buyer’s journey as cyclical rather than linear — we don’t believe the journey ends once the customer buys your product or service. Rather, we believe in cultivating customer loyalty and advocacy, so that customers don’t just buy from you once, but are happy to let others know that they’re happy to buy from you again and again.

It’s up to you to follow your customer as they go on their journeys, and to give them information specific to each stage that will increase the likelihood of them choosing your solutions instead of your competitors’. 

Say you have a blog post detailing how your business makes it easier for customers to purchase your solutions. This blog post would make more sense to a potential customer during the decision stage, when they’ve all but made their final choice and needs just a little extra push to buy from you, in particular. 

However well-written, such a blog post would mean less to a customer who’s never even heard of your business, or who has yet to discover that the solutions you offer, exist. A display ad on a website frequently visited by your target market would be more effective at this stage.

Once your potential customer is aware that you’re there, content such as a video explaining how your business prepares your solutions differently from your competitors would be ideal for customers considering various options.

Be there when it counts.

As a full-service 360 digital marketing agency, we understand how each digital channel has its own strengths which make it particularly effective during certain stages of the buyer’s journey.

Display

Display is great for generating awareness for your business and the solutions you offer by reaching customers wherever they’re most likely to hang out in the digital space.

Social

Social Media is where potential customers go to ask friends and family about your business, or to engage in a conversation with you to ask you directly.

SEO

Search Engine Optimisation makes sure your business’ website can be found once your customers want to take a closer look at what you offer.

Automation

Marketing Automation follows up with potential first-time customers and with existing customers to begin and build long-lasting, mutually beneficial relationships.

Be informed with answers to your Frequently Asked Questions about the NEO360 Approach to digital marketing.

1. What exactly goes into digital marketing?

Digital marketing is a lot more complex than putting an ad on Facebook or posting a picture of your brick-and-mortar premises on Instagram.

There’s a lot that goes into digital marketing that businesses that might be completely new to it, might not be aware of. At NEO360, we call those components the “4C’s of digital marketing”:

1. Conversions, which deal with the objectives of your digital marketing, or what you want to achieve, exactly, with your digital marketing efforts. A “conversion” takes place when a potential customer performs a desired action, e.g. click on a link, fill out a form, or make an online purchase. The conversions you want from your customers must first be defined in a carefully prepared digital marketing strategy.

2. Channels, or the different digital marketing platforms available to you for reaching and engaging with your customers such as search engines, social media and display networks. You’ll have to choose which to use, and when for maximum effectiveness, and your choices will depend on the conversions, or objectives you want to achieve.

3. Content, or the information your customers need to help them to choose your solutions at the decision stage of their buyer’s journeys. It takes a collaborative effort to prepare this content. You need an expert on the business’ products or services to provide the raw information, a writer and a graphic designer to package that information, and a media planner to send that information out to the target market.

4. Cost, which involves not just how much a digital marketing channel charges for its use (media cost), but also the cost of creating content (production cost), and implementing and tracking the performance of marketing campaigns (management cost). Digital marketing costs vary between businesses depending on its conversion objectives as well as its overall business goals.

2. What is 360 digital marketing?

If digital marketing uses one or two digital channels to engage with audiences, 360 digital marketing uses all digital channels as part of a 360 strategy. It approaches digital marketing with the understanding that consumers use different media during different stages in their buyer’s journey. 

360 digital marketing is called thus because of the way it covers the entire buyer’s journey, from awareness to decision and subsequent loyalty. It doesn’t just plan for one stage, but makes use of the most effective digital media and content for each stage to guide a customer along towards a purchase or the desired action. 

The 360 digital marketing strategy is essential to the success of this marketing approach because of the way it takes a big-picture view of a business’ marketing efforts, versus myopic emphasis on one or two digital channels alone. 

But more importantly, this strategy also makes it possible to get the most out of each digital channel used in 360 digital marketing, because it enables marketers to adjust usage of each channel to complement the others as necessary.

3. How do I create a 360 digital marketing strategy?

Creating a 360 digital marketing strategy requires a thorough understanding of both the buyer’s journey and each of the digital marketing channels. You’ll need to know what buyers are looking for during each stage of their journeys toward finding a solution, and where they’re most likely to look for it. 

To understand the buyer’s journey, you’ll have to have a firm handle on your buyer persona. This will give you a clear picture of who you’re talking to and how to talk to them. 

To understand each digital marketing channel, you’ll have to know how it works and what it’s best used for. This includes knowing the skills you need as well as how much you’ll have to spend to use the channel effectively, as the strategy does have a budgetary aspect.

Considering how you’ll be implementing this strategy likewise forms part of the strategy, itself. In so doing, it’s advisable to consider any existing resources you might have or whether and how you might have to augment them. 

If, for instance, you have a digital marketing team composed of just one blogger and one SEO specialist, a 360 strategy that includes intensive video production, social media posting and display advertising without provisions for extra help might prove impractical. 

4. Why should I use 360 digital marketing strategy?

Like any other marketing or sales endeavour, digital marketing represents a significant investment. It therefore makes sense to get as much as possible out of what you spend on each digital marketing channel, and using a 360 digital marketing strategy is arguably the best way to ensure a good ROI.

Any seasoned business owner will tell you how market conditions are always changing, and any seasoned digital marketer will tell you how there is no such thing as one, perfect channel that performs consistently without fail. Because just as market conditions change, the digital space—with its periodic algorithm changes and technological developments—continues to evolve, too. 

This is the reason behind the variable performance of each digital channel, and behind the need to have each channel complement the others. If one channel should, because of these changes, perform below expectations, the others will be there to back it up, and the business’ overall digital marketing communications remains consistent and on point. 

A 360 digital marketing strategy gives you the agility you need to reallocate your resources as needed, not just between channels but within each platform as circumstances demand.

5. What goes into a 360 digital marketing strategy?

The components of a 360 digital marketing strategy may be boiled down to what a business plans to do to reach and engage with its target audience during each stage of their buyer’s journey, and beyond. Resources that are at hand or that will have to be acquired, as well as projected expenditure will also need a place in your strategy.

For illustrative purposes, a rudimentary 360 digital marketing strategy might appear as follows:

a. Awareness Stage

Display ads for X months

Social media posts / ads (questions, e.g. Struggling with this [problem]?)

Videos on Facebook, Instagram, YouTube 

SEO, Blog posts (e.g. topic: [problem])

b. Consideration Stage:

Social media posts / ads

Explanatory videos on Facebook, Instagram, YouTube

SEO, Blog posts (e.g. topic: about your solution, differentiating factor)

c. Decision Stage:

Social media posts / ads (lead generation)

Landing page (build email list)

SEO, Blog posts (e.g. topic: how to buy / book)

* EDM / Email for follow ups

6. How does a 360 digital marketing strategy build my brand?

Brand-building is all about quality and consistency across everything that bears your business’ name and anything that your business does for your customer. 

It would not do, for instance, for a business to spell their name one way in its ads and another way on its website, or to talk about putting customers first, and then take ages to respond to customer queries. 

Because of the many “things” with your business’ name on it, and the many contact points between you and your customers, it can be a real challenge to maintain this consistency all throughout your communications and business processes. 

Having a 360 digital marketing strategy goes a long way towards simplifying your brand building efforts because of the way it oversees a large part (if not all) of your activities in the digital space. 

The effectiveness of such a strategy in brand building is further amplified when implemented by a 360 digital marketing agency. Not only is such an agency already accustomed to adopting a 360 approach, but it also centralises the preparation of all your communications and the execution of all your campaigns to ensure consistency and quality in building your brand.

7. How do I know whether 360 digital marketing is right for my business?

Does your business need to find more customers? Do your potential customers spend time online? Would your business benefit from having loyal, repeat customers who would be happy to talk about you to other potential customers? If so, then 360 digital marketing is perfect for your business.

Because it’s not so much whether 360 digital marketing is right for your business, but how you put it into practice given what makes your business unique—your industry, niche, buyer persona, location, and product or service offerings. 

Your business might, for instance, benefit more from using certain social media platforms than others, or from using a particular design style or tone of voice in its messaging.

While it’s true that some industries are more competitive in the digital space, the steadily growing number of consumers looking for solutions to their various needs online just can’t be denied. Whether or not your business is in one of those highly competitive industries, the growth potential from tapping the digital market is just as undeniably huge. 

On top of its obvious advantages in reach, engagement and brand-building, the beauty of 360 digital marketing is its adaptability to a business’ circumstances and capabilities. It can be scaled according to the size of a local, regional or global business, with the interconnectivity of each digital marketing channel used in its 360 strategy growing in complexity and effectiveness alongside it. 

Our approach to 360 digital marketing was right for their businesses.

Find out how the NEO360 Approach to digital marketing can work for your business.

We know that no matter how saturated the marketplace or fiercely competitive the niche, every business has its own unique needs, circumstances, and that special something that sets its apart from all others. Let us know how we can adapt our 360 Approach to digital marketing to your business to help you reach and engage more customers, today.