There are so many right digital marketing strategies to choose from that it can be challenging to decide which one to focus on. Before establishing a digital marketing plan that would benefit their objectives, marketers need to have a comprehensive understanding of their business, product, and demography.
We questioned 200+ global marketing leaders for new research to find out what they thought the future held for digital marketing, and the right digital marketing strategies and planning ranked as one of the top four abilities they consider “very vital.”
When it comes to digital marketing initiatives, you don’t want to lose time by picking the wrong one, and you also need to keep track of your lead generation efforts.
In 2021 and beyond, here’s a detailed how-to guide to help you increase consumer interaction, brand exposure, and lead generation.
The Most Effective Strategies
According to Smart Insights, social media marketing will be the right digital marketing strategies in 2020, followed by content marketing and data management, with SEO falling somewhere in the middle.
While this is far from conclusive (some strategies will perform better than others based on various factors), it provides an intriguing insight into the most likely lead generation approaches.
According to the Smart Insights chart, email and video are consistently effective ways to promote almost any product in nearly every business; however, they aren’t as powerful as content or social media marketing.
What counts more than the type of marketing you conduct is whether your overall strategy is well-suited to your brand and message. To that end, here are some things to think about when building an effective campaign for your company.
Maintain your flexibility
The thing about digital marketing is that it’s a bit of a learning curve. So, while making a strategy is essential, you must also be flexible with:
SEO trends are changing.
Future trends
Your editorial calendar and timetable
Social media platforms that perform best
Which KPIs should be prioritized?
When should you expect progress reports, and when should you discuss and regroup?
An effective plan will always require some tinkering, and as a result, it will need to be carefully monitored and adjusted regularly. If you’re working solely or in a small business, don’t hesitate to employ outside advisors to assist you to dig into your metrics and rethink goals if something isn’t going as expected.
Understand Your Customers Deeply
Without a comprehensive understanding of who buys your product and why they believe it, no digital marketing plan will be effective. It may or may not matter where and how they purchase it. Investigate diverse demographics to learn what they want to buy and what they’re concerned about on a cultural, social, and political level.
Airbnb’s success with #weaccept, originally a Super Bowl ad that aired following President Trump’s travel restriction, is an example of customer awareness. It earned 5 million views on YouTube in a month, and the well-liked hashtag attracted a lot of celebrity attention. That’s not to say you should go full-on political, but being culturally aware is never a bad thing, especially when on-brand.
Create a detailed profile of your target audience and use it to inform your strategies by:
Identifying the channels that are best suited to specific demographics
Speaking their language, which includes more than just words.
Understanding their emotional triggers and how to activate emotions
Developing relevant personas for each of your demographics to aid in visualizing their lives and forecasting purchasing patterns
Being culturally conscious
Unique collaborations, such as those with influencers, should be considered.
Rather than focusing on the product itself, we’re focusing on actionable experiences and outcomes.
Using automation techniques that have been well-developed for highly comprehensive segmentation and targeting
Concentrate on the result
In marketing and product development, the product and the “statistics” surrounding it (earnings) are frequently overemphasized, and people lose sight of the need that the product fills.
What matters most is whom you’re marketing to and why you’re selling to them.
To comprehend what they’re eventually accomplishing with your product, you need to understand their pain spots. To put it another way, if you show them the post-purchase moments, they’ll recall why they needed it in the first place.
Use Content to Generate Leads
There are various ways to generate leads, but one tried, and sound strategy is to provide excellent written content and distribute it effectively. You increase your conversion potential by linking your blogs and articles to a specific offer via a landing page.
Focus on Mobile
According to Statistica, by 2020, 4.78 billion people will be using mobile phones around the world. According to Convince & Convert, 40% of shoppers utilize at least one social or search channel when shopping, and 4 out of 5 shoppers use their smartphones as part of their daily routine.
When you consider it, this is rapidly becoming the norm. You use mobile a lot for basic consumer requirements, whether it’s searching up reviews for a popular video game, checking restaurant ratings on Yelp, or simply seeing if your local store has the correct item in stock.
With that in mind, consider the following tips to keep your mobile marketing campaign on track:
Make your website mobile-friendly on both PCs and smartphones.
Make phone numbers, addresses, and CTAs clickable (calls to action)
Make sure your contact information is linked to a mapping app.
Ensure that your website loads swiftly.
Always double-check advertisements for social media or other mobile-friendly channels.
Make Use of Content to Show Authority and Authenticity
Don’t just use social media to “post” — no matter what channel or method you employ; you want to promote your company’s values and mission.
Here are a few pointers:
With live videos, you can get up close and personal. When possible, include interactive components and behind-the-scenes glimpses at the company or product.
As part of your company’s goal, provide ongoing learning and education, whether it’s about the business itself or a subject that’s important to you.
Use audio and written interviews to create conversational content and ensure you have SEO-optimized, authoritative content on the web.
Put your live and other videos on your website and even use them in advertisements. Video is one of the most effective converters, and it doesn’t demand a large budget.
Don’t forget about the emotional tales. It can be good to tell stories that appeal to the genuine people behind your organization. They make your organization appear more approachable and personable, which helps to develop trust. Consumers are searching for more profound significance in their purchases. Give them a compelling reason to stick with you.
Revise and Improve
It’s critical to include key performance indicators (KPIs) that align with the essential goals of the company when creating your marketing strategy. To comprehend your goals and objectives, you must have a plan in place. Then, once you’ve grasped these concepts, you can keep track of the measurements that provide you with information about the KPIs that matter.
As a result, you’ll need to:
Step away from vanity metrics – that is, don’t focus on numbers that aren’t necessary for your long-term success.
Use KPIs to track progress, but don’t make them rigid (i.e., be flexible)
Set up a schedule for studying, comprehending, measuring, and reporting at regular intervals.
If something doesn’t seem to be functioning, learn how to pinpoint crucial metrics.
The Bottom Line
The most crucial aspect of any right digital marketing strategy or tactic is to focus on your primary purpose, not merely your product. Focus on the benefits, meet the real needs of your customers, and learn what makes them tick. Keep track of which societal trends are affecting different groups. It’s important to remember that it’s your responsibility to “follow” the consumer rather than the other way around.
