Five Tips for Digitally Marketing a Paperless Organization

When an office goes paperless, there’s no longer a need to send out physical advertisements and pamphlets to their customers. Businesses instead have to master digital marketing.   “Using digital marketing in your promotional efforts, internally to employees and externally to customers, is a natural extension of any company’s paperless strategy,” according to Vicky Durkin, Marketing Director at WhiteOwl, the developer of PairSoft.

There are various channels organizations can use to promote themselves. Here are five tips for paperless businesses looking to get the most out of their digital marketing strategies:

1. Use email to its fullest potential

Business 2 Community recommended companies rethink how they’re emailing customers. A McKinsey study found email is 40 times more effective than Facebook and Twitter combined, as 91 percent of American consumers use email daily. However, sales staff members have to use email right. Business 2 Community highlighted how emails should be prompted by particular behaviors. Personalized messages are especially attractive to customers.

2. Customize content to target audiences

Consumers love being treated like they’re special people, rather than a source of income. SocialTimes suggested businesses build up client personas so they can receive personalized advertisements. For instance, at a clothing company, many women aren’t going to want to get emails about sales in the men’s department. Instead, organizations can customize customers’ emails so they receive clothing ads tailored to their preferences.

3. Integrate mobile advertising

Cell phones and smart devices have become popular with the public, and businesses should take advantage of them. Paperless organizations can use their mobile devices along with the cloud when it’s a feature of their document management software. They’re able to work remotely on their devices and access corporate information at all times of the day. The Financial Brand reported that customers want to be able to do the same thing with company websites. All websites should be capable of mobile access and designed to suit cell phone screens.

4. Use paid searches 

The source recommended organizations take advantage of what customers are searching for. Using paid searches by Google or Bing can be an effective way to get digital advertisements out there. Businesses can choose the amount of money they want to put toward this tactic. The more money, the larger outreach this marketing strategy will have.

5. Communicate through social media

Facebook and Twitter have become huge channels for communication between customers and companies. The Financial Brand highlighted Facebook as a resource businesses should use to display ads for target audiences. They can be customized by age, school or location. While marketing this way, organizations can use Facebook to post news and updates about themselves. Content should be creative and interesting – videos and pictures are especially attractive to customers. Anything posted on Twitter or Facebook may get replies and comments from consumers, so companies should be prepared to answer them in a timely manner.

Digital advertising should become a priority for paperless businesses. When they market themselves through technology, they can show just how effective going paperless is. Document management software gives employees more time in the day to work on creative ideas for advertising. It streamlines corporate processes for staff members so they have more time on their hands.