What You Need to Keep In Mind When Devising a Digital Marketing Strategy

Digital marketing

Today, it is virtually impossible for any business to survive and thrive without a website and an online presence. Unfortunately, many businesses today fail to comply with this requirement and continue doing things the ‘same old way’. Another problem is that many of the businesses without a website or an online presence are not doing enough to drive customers to their website.

We cannot emphasize enough the importance of organic and paid search marketing for businesses. It’s now a well-established fact that most customers today use Google and other search engines to find the products or services they need.

Businesses that realize this employ a digital marketing agency to improve their online presence. Moreover, they look to market better over the internet. There are several benefits of optimizing your website and other business pages for your target audience and the search terms relevant to your business or industry

However, the optimization must be well-thought-out and carefully planned to reap the benefits of an optimized page. It applies to all other marketing strategies as well. Digital marketing channels are a powerful way to market your business. However, you must use them appropriately to drive results. Using trending digital marketing strategies is one way to do that.

What are the trending digital marketing strategies to pursue right now? Firstly, you need to know that the world of marketing is constantly evolving, and this can make it difficult to determine which marketing strategy would work for a specific audience at a specific time.

However, business owners can make the task easier by staying aware of the digital marketing strategies expected to take the world by storm. The following are the 3 digital marketing trends that are having the biggest impact on businesses today.

1.     Focus on a Unified Multi-Channel Strategy

Positively influencing your customers’ perception of your brand or product/services is the main objective of a multi-channel strategy. Therefore, your multi-channel marketing strategy shouldn’t be limited to attracting customers. Instead, it should focus on other aspects of your business as well such as customer support, social media support, and merchandising. For example, you should be asking yourself questions like, “Do I need to use software to build an e-commerce store? And is Shopify good for this purpose?”

Unifying different business aspects during business planning is the key to ensuring customer satisfaction with a multi-channel digital marketing approach.

Multi-channel marketing, contrary to popular belief, isn’t about being active on every platform. Instead, the purpose of a multi-channel marketing campaign is to ensure that you’re in all the right places.

Therefore, you should choose platforms for your multi-channel marketing campaign during business planning after taking a good look at your brand identity. For guidance, take a leaf out of what the best or top brands in your industry/market/niche are doing i.e., which platforms are the most active on.

2.     Personalized User Journey/Customer Experience

An increasing number of businesses today are using personalized user journey/customer experience to build brand awareness. There has been widespread use of website personalization to increase relevance and customer response, particularly in transactional e-commerce such as retail, financial services, and travel.

There are three levels of the personalization pyramid: optimization, segmentation, and one-to-one personalization. Optimization involves structured experimentation such as multivariate or AB testing. Segmentation is the use of specialized content to target visitors to the site and increase relevance and conversion.

As the name suggests, one-to-one personalization is a personalized experience delivered to each customer with the help of artificial intelligence (AI) technology. Today, there are many forms of web personalization — Software as a Service (SaaS) personalization options that integrate with your analytics, CMS, those directly integrated into your analytics solution. Recently, more affordable options have been made available with varying solutions by some digital marketing services.

3.     Increased Use of Content Marketing

Content marketing is one of the most popular forms of marketing among businesses today. Today, it is important for several reasons. It helps build trust, generate leads, and cultivate customer loyalty. More importantly, content about your company or relating to your business is something customers have come to expect.

Perhaps, this is the reason businesses are getting more serious about their content strategy each day. Today, many businesses are using a variety of content in their internet marketing campaigns and as part of their customer engagement strategy.

Some of the content marketing tactics currently employed by them include content mapping and personas. Another key content marketing tactic is developing unique content to offer personalized and targeted content to customers.

4.     Multi-Channel Cold Outreach Campaign

This is perhaps the most likely of the four digital marketing trends listed here to take the world by storm. Long, cold emails have been used by businesses to reach out to and target potential customers successfully, if we may add.

However, today the average response rate of cold emails is not that high. Instead, it is on the decline. More worryingly, this trend is expected to continue as customers get more solutions to filter out the ‘junk’ emails.

As such, businesses everywhere need an integrated marketing campaign to get the best results. This marketing campaign combines email, digital advertisements, and other marketing channels to engage the target audience in new and exciting ways.

An example of an integrated marketing campaign would be including text messages in your email marketing campaigns and then following this up with customer advertisements offered by platforms such as Google AdWords and Facebook to retarget highly qualified prospects.

Final Word

Successfully marketing your business is no easy feat as there are several challenges to overcome. However, you can reach your destination faster by:

·         Following the proven steps to build your digital marketing strategy;

·         Making use of the latest trends in digital marketing; and

·         Tailoring your digital marketing campaigns according to the needs of your business

By accomplishing the above, you can gain a competitive advantage to bring benefits to your bottom line.

About Carson Derrow

My name is Carson Derrow I'm an entrepreneur, professional blogger, and marketer from Arkansas. I've been writing for startups and small businesses since 2012. I share the latest business news, tools, resources, and marketing tips to help startups and small businesses to grow their business.