Things you can do to update your digital marketing strategy
Your digital marketing strategy is a means for your business to achieve its goals through paid, earned and owned media channels. This will also cover the marketing tactics you’ll use and the budget you’ll invest in these media channels and tactics. An effective digital marketing strategy complemented with excellent sales enablement tools can help your business grow. These are major factors for success, especially for online businesses.
As with any industry, change is constant. A strategy that works well one day may not work as well in the next months, and there is always going to be new research, tools, innovations, and trends to keep up with especially in the digital marketing scape. For instance, you may find that although your website gains traffic, these site visits don’t necessarily translate to any purchases or sales of your product or that content you have on your site lacks engagement. You may also see that your page doesn’t rank as high as it used to on search results pages and isn’t being talked about as much. Here are some strategies you can employ to update your digital marketing strategy.
Reflect on your current strategies and create better ones
Take time to analyze your current strategy to see what works and what doesn’t. You may find out more about your business and audience in this process, making it easier to come up with better approaches to achieve your goals. To create a better strategy, first, figure out what goals you’d like to achieve. Create short, medium, and long-term goals, keeping in mind what you want to achieve within a certain time frame, the time by when you want to achieve it, and the means to measure the success of achieving your goals. For instance, earn x amount of leads in the 1st quarter of the year, or get x email subscribers in 1 month. Keep in mind these goals should be SMART (Specific, Measurable, Attainable, Relevant, and Timebound).
Take advantage of email marketing
Email still has the largest user base among marketing channels, with around 4.1 billion users worldwide, and is expected to increase to 4.6 billion by 2025. Email marketing involves sending promotional messages in mass quantities informing your consumers about your products and services to promote sales and raise brand awareness. This strategy helps potential consumers easily recall your business for when they need to avail of your products or services that also encourages growth marketing, and serves as a means to keep current clients updated with personalized content, industry news, and discounts to keep them loyal to your business. You can maximize email marketing by personalizing your emails for segmented audiences, creating different campaigns for those who’ve purchased your products, and using a different campaign for potential buyers.
Try video marketing
Besides the appeal of audio-visual content, using video as a marketing means can increase visits to your pages and encourage consumers to look through your site longer. Consumers see video content as more entertaining to engage with compared to readthrough content, and easier to access regardless of device. Video content is also viewable across numerous social media platforms, increasing the reach of your content. Video content doesn’t necessarily have to sell a product or a service all the time. Your content can also be instructional, such as how-to videos that show the various uses of products you have; informative, showing consumers what else you have to offer or informing them what goes on behind the scenes; or even entertaining to audiences. Regardless of content, these videos can help optimize your business’ page to rank higher in search results, complement other content you already have and are a means to increase your brand awareness among your target market.
Make the most of SEO
The goal of search engine optimization or SEO is to direct more traffic to your site from your target audience as they search for keywords and phrases related to your business or your site to rank higher in search engine results pages. The higher you rank in results pages, the more people see your site and become aware of your business. Research has shown that listings on the first results page receive 90% of clicks, with only 6% making it to the next pages since users often find what they’re looking for on the first page. Most consumers start looking for new products or services with an internet search, and with a site optimized for SEO, your business will not only direct traffic but generate sales as well.
Content marketing involves reaching, connecting, and engaging with your consumers through informational content such as blog posts, videos, and infographics, among others. For instance, a real estate business could post content about the best time to invest in real estate, trends to look out for in real estate marketing, or even things to look for when buying property. Keywords used in these posts will make your content easier to find but ensuring you have high-quality content will also increase interaction with your audience and increase traffic to your site.
Business strategies aren’t one size fits all and will vary for every business. You can opt to have an in-house marketing team to improve and implement your digital marketing strategy or outsource your marketing to come up with a better strategy. An effective business marketing strategy will not only help you achieve the goals you set but can also help your business reach new markets and even help your business grow.