5 guidelines to follow to get the best results from your digital marketing strategy
millions of products. Countless brands. Unlimited ads. In the midst of such intense competition, how does a company manage to grab attention, build brand awareness and create customer loyalty? The answer today is digital marketing.
Digital marketing has proven to be a growth engine for companies across all industries. Digital marketing is expected to expand at a compound annual growth rate of 10% between 2020 and 2026. In the last year, 65% of businesses have increased their digital marketing spend. While businesses are turning to digital marketing to gain online visibility, the digital space is a tricky one given changing trends and increasing competition. When done right, digital marketing can take your brand to unprecedented heights. In the digital realm, however, it is more difficult to achieve sustained success as new tools and technologies are constantly being introduced.
This article explains five effective guidelines for getting the best results from your digital marketing strategy.
1. Understand your target audience
This is the most important step for digital marketing success. You need to understand your target audience in order to tailor your marketing strategies to appeal to them the most. Conducting surveys of existing customers is one way to find out the tastes and preferences of your target group. Here are a few questions that will help you uncover important facts about your target audience:
- What kind of people are most interested in your product or service? (age, gender, occupation, etc.)
- Which digital platforms do they use most often?
- How much time do they spend on these platforms?
- What are their interests, hobbies and desires?
Once you have quantifiable data, you can create buyer personas based on age, occupation, gender, and customer journeys to represent the different stages prospects go through before they become loyal customers. Businesses can apply strategies based on data and facts from market research.
2. Create quality content
Advertising on social media and search engines can lead to high traffic. However, the trick is to attract relevant traffic that leads to conversions and generates revenue for your business. This is where quality content comes into play. Publish valuable content regularly to introduce potential customers to your offerings and unique selling propositions. Bombarding them with promotional messages will not generate the engagement they need.
3. Website/Landing Page Optimization
Optimizing your website and landing pages can significantly reduce customer acquisition costs. It is necessary to arouse the interest of potential customers from the first seconds after landing on your website. Optimization techniques to reduce bounce rates include improving page load speed (ideally 3 seconds), adding effective CTA buttons, placing key unique selling points and value propositions in the first fold, and integrating third-party reviews and video testimonials as social proof. A/B testing landing pages or website elements with analytics tools is key to finding what works best.
4. Full funnel media planning
Different prospects may be at different stages of the buying funnel. Some may just be getting to know the brand while others are about to make a purchase. Still, businesses need to have marketing messages tailored to buyers at different stages of the sales funnel. It is important to use all available media platforms such as Google, Meta, Natives and OTT in the upper, middle and lower funnel of media planning. Developing the right strategies that cover all three funnels will lead to optimal results in the long run.
5. Empower digital marketing with technology-enabled tools
Marketing automation is slowly gaining traction as it streamlines marketing efforts and improves efficiency. As your digital marketing campaigns scale, it’s important to employ the right tools to automate certain processes, such as data collection and analysis. Digital marketing is the right mix of art and science. By eliminating manual steps and using technology to plan, execute and measure campaigns, businesses can increase engagement and conversion and easily achieve their digital marketing goals.
While digital marketing will certainly bring you short-term gains, the larger goal should always be to build a loyal customer base with personalized marketing campaigns. The tips discussed in this article will be helpful to achieve optimal results with digital marketing. Hiring a digital marketing agency with proven industry expertise will go a long way in developing innovative strategies.
The views expressed above are the author’s own.
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