Unlock the Full Potential of Your Digital Marketing Strategy
Digital marketing is not an option but a must these days, however if you want to make it work, you need a well-crafted and seamlessly executed strategy based on informed decisions. All this will prevent the need for a series of hit-and-miss attempts and help you focus on attracting the attention of the right audience. In order for your digital marketing strategy to be effective, it’s essential to align all your digital channels and track their performance to see what works and what doesn’t. However, the ability to change and adopt the latest trends is essential for succeeding in today’s competitive marketing landscape.
It’s all about user experience
All digital marketing efforts should be directed not only towards attracting your target audience but also towards keeping them and building meaningful relationships. All this won’t be possible without superb customer experience, which means that your website should be easily navigated, intuitive, fast, and visually appealing. A survey has shown that 46.1% of participants perceived well-designed websites as credible and trustworthy. An increasing number of websites feature chatbots in order to help their visitors get the best customer support, and these applications can significantly increase retention. According to Gartner, by 2020 customers will handle 85% of their relationships with companies without interacting with a human, so leveraging chatbots will be mandatory.
Automate your email marketing
This digital marketing strategy boasts the highest ROI in the industry – for every $1 you invest you’ll earn $38. Still, these amazing results can be achieved only if you make the most of your email marketing strategy and automate it. Any effective automation tool will allow you to segment your audience according to various parameters in order to deliver tailored content, as well as to schedule your outreach and subsequent follow-ups. Still, it can’t be denied that in many cases the best thing to do is pick up the phone and call your prospects. This will most definitely capture their attention as there’s no doubt that this approach is much more direct and interactive than email messaging. Another way to earn the attention is to merge print and digital in your marketing strategy. Consulting professionals from the industry, such as Carbon8, can be an excellent idea for keeping your pipeline packed with qualified leads.
Use retargeting
One of the benefits of using digital marketing is its ability to retarget visitors who don’t convert and make them change their mind. If we bear in mind that only 2% of people make their purchasing decision during their first visit to your website, it’s good to know that you can actually track that 98% who bounced off with the help of the retargeting pixel, a tiny, invisible code integrated into your website, which drops an anonymous browser cookie whenever a new visitor comes along. If the visitor leaves the site without converting, this cookie triggers your ads which are being displayed to them while they browse the internet. This method works best when it’s supported by content and social media marketing, and it’s important to stress that it can’t drive traffic to your website or generate new leads.
Tap into the power of SEO
Search engine optimization is an indispensable part of any successful digital marketing strategy because it can drive tons of qualified traffic to your website, and if it’s paired with high-quality content, it can also help you turn these visitors into paying customers. Using relevant, highly-targeted keywords and building relevant, high-authority links are crucial elements of this strategy, but if you really want to boost your Google rankings you need to go mobile. Namely, the mobile-first indexing is closer than ever, and if your website isn’t optimized for mobile, your rankings will plunge, because Google’s new algorithm will primarily use the mobile version of a website in order to index and rank it. But, it’s not only the search engine giant that you have to think about. Given that approximately 60% of searches come from mobile devices, it’s clear that visitors won’t tolerate sites that aren’t mobile-friendly.
Leverage social media
Social media platforms play an increasingly important role as they allow you get in touch with your target audience directly, interact with them, and build relationships based on loyalty. In other words, it’s not enough to use Facebook, Twitter, or Instagram only for the promotion of your brand. Instead of that, use these channels to listen to what your customers have to say, and ask them for their feedback in order to improve your products or services. Social media networks are also excellent for providing customer support, so make sure to reduce your response time and keep it under 60 minutes as 42% of consumers expect a reply within that interval.
An effective digital marketing strategy requires an aligned, multi-channel approach that will cater to all consumers’ needs. Its primary focus shouldn’t be only on customer acquisition but on retention too.
Author Bio:
Lauren Wiseman is a contributor to bizzmarkblog.com a marketing specialist and an entrepreneur. She helps clients grow their personal and professional brands in fast-changing and demanding markets, strongly believing in a holistic approach to business.
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