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For every Digital Marketing strategy devised, the end goal or the conversion required is quality leads. Now this is the case in 75% of businesses. But even though the leads are generated in high quality and are able to get more leads anyway, the problem that is being faced by every business is the leads aren’t getting converted.

When it comes to the converting part, the sales teams say the issue lies with the leads, but the problem never ends. It’s always a never ending quarrel between the marketing and sales team. Here lies the problem, from a founder’s point of view. It is always the marketing team that doesn’t provide quality leads and always the sales team that doesn’t provide conversion. This stops in a meeting! Funny, right? Yes we know it all.

The solution to this is none other than branding. And for branding we need the USP to be fixed, you need your core value to be highlighted among other audiences. All audiences must learn the value they will get out of your business. So I think it's the time to twist the play and start highlighting the ‘WHY’ of your business. The ‘why’ statement must be clear to your audience, it must say why the audience should approach you. This is a very crucial step.

As it’s evident that you might have gone through ads, performance marketing, lead generation, networking, cold emails and a junk number of calls for leads. Even though you get 40% of your effort back with quality leads you know that it's not going to convert. By that I mean you won’t feel any twine moving or even a small change in the closure rate. You start bleeding, in the sense, you start losing money in ads, resources and operations.

This is where two things comes into play

• Branding
• Funnel/Flywheel strategy

Branding

You need to learn to communicate what customers get out of your service. This must be the only thing you should communicate when it comes to marketing and communication. It’s there in the name - Marketing and communication. The way you communicate how your business is, how the business needs to go, and this is what we need the consumers to learn through the digital marketing strategies.

Funnel/Flywheel Strategy

Funnel or Flywheel. Both differ according to the business model. If you need some customers to stay loyal with you and need repeated sales, then the strategy you need to learn is Flywheel marketing. Once a consumer enters your business they will never leave.