Are the ways to up your digital marketing game?
In today’s digital world, digital marketing plays more than just a supporting role. Modern marketing strategies rely on a data-driven, futuristic digital marketing approach to achieve actual sustainable results. With enough investment and targeting, your business can generate leads, create brand awareness, and drive more prospective buyers to your platform along with a lot more.
Utilizing online tools to drive results is a common practice, however, you could still be doing it wrong. Most businesses know the importance of digital marketing, and use it regularly but still don’t manage to reach their KPIs. This can be because they don’t use data analytics prior to investing in digital marketing assets, or they aren’t naturally targeting their preferred users on those digital assets.
To up your digital marketing game, you need to leverage all of your digital tools and follow best practices. But before we get into details, let’s look into leveraging digital marketing assets.
Leveraging digital marketing assets
Chances are, you are utilizing common digital marketing initiatives but are leaving the new ones behind. Or, you could also be overinvesting in one platform over the other, and might not be performing enough A/B testing before launching your digital efforts.
A/B testing compares two or more marketing asset versions, like two emails or two landing pages, to see which performs better. For example, you could A/B test two B2B web page versions to determine which one gets more registrants for your email list. You can also do the same to different subject lines for your B2B email marketing campaign to see which gets the most responses.
It is important to keep in mind the nature of your business, the preferred platform for your audience, and your presence on each one of them. Here are some common examples that your business should be on/utilize:
- Social Media Platforms
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Content Creation
- Social Media Marketing (SMM)
- Digital Display Advertising
- Retargeting and Remarketing
- Viral Marketing and Email Marketing
- Website Presence
- Reviews and Customer Testimonials
- Blog Posts and eBooks
- Brand coherence (Branded Logos, Images, or Icons)
Digital display advertising uses graphical, interactive, or video ads to reach consumers while browsing the Internet. Display ads can appear on websites, social media platforms, and mobile apps. On the other hand, retargeting and remarketing are two similar but distinct forms of online advertising that businesses use to reach people who’ve visited their sites or interacted with their brands in some way.
SEO can be on-page, off-page, or both. On-page SEO refers to optimizing a website’s articles, code, and structure to improve search engine ranking. It involves using relevant keywords and creating high-quality content. On the other hand, off-page SEO optimizes outside factors influencing search engine rankings. This entails building backlinks from high-quality websites, participating in social media, and creating and sharing high-quality content.
Reviews and customer testimonials can help generate leads and sales. For example, you can include them in your website and in your email marketing campaigns. You can also incorporate them into your video marketing campaigns.
Using these digital marketing assets and more, paired with data analytics – you can launch successful campaigns that reach their KPI, and provide ample ROI. Apart from leveraging your digital marketing assets, here are some additional measures you can take to up your digital marketing game.
Diversify your presence
We’re all familiar with the phrase “don’t put all your eggs in one basket,” and now is the time to put it into practice. Experiment with different digital marketing assets with some test budget, and then review the performance for each one. Some platforms might work better over others, with some being good for awareness/ sales/ communication, etc. Keep that in mind, and when launching your next campaign – divide your budget for each platform accordingly.
Tap into all the touchpoints till conversion
Before a lead converts into a sale, multiple touchpoints remind the customer to make a purchase decision in your favour. Be sure to consider all touchpoints, and plan enough engagement or re-engagement on each one. Send out push notifications, or email alerts that the item is waiting to be checked out, and ensure effective engagement with your visitors. Consider refining all or multiple touchpoints before investing a big marketing budget.
Mixed media, same message
While you might be utilizing different digital platforms to interact with the users, are you investing enough time to review the quality of the message? Users react differently to different media; therefore, you need to study customer behaviour and create a diverse mix of visuals/messages. You should add tutorials, how-to videos, DIY hacks, infographics, interactive stories, Facebook lives, pools, like contests, etc. The more engaged they are with the message, the better would be your digital performance.
Educate your user base
Value means different things to different people, and you need to convey that value to your audience. Up your digital marketing game by offering value mixed with personalization. Your audience might be keen on the benefits of your products, or its price point, or event its durability – identify what they consider as valuable. Use targeting options to convey that value to the selected userbase, and see its impact on engagement and sales.
Conduct A/B testing
A great practice to ensure that no marketing efforts go to waste is by testing out the waters, i.e., A/B testing. Whichever media you choose and on whichever platform, create different versions of it and then test it out. Measure the open rates, click-through rates, impressions, conversion rate, bounce rate, and more to see which is performing better. Then invest the greater budget in that ad copy which performs better so you can maximize your return on investment.
Establish & update brand persona
Remember, with all the variation of the message, platform, and target audience – it is equally important to stick to a favourable persona. Your brand message and product advertised message should be on the same page throughout your digital marketing assets and platforms. Consider establishing a communication guide, and revamping it every 6 months. Have a brand tone of voice, message goal, communication method, and more. In the digital world, uniformity mixed with diversity is the way to go.
Keep in mind that any modification or launches aren’t a one-time thing, the digital marketing approaches and strategies are always changing and your business needs to change alongside them. Stay updated about the changes, results, and new approaches to up your digital marketing game.