Everyone from the average consumer to the marketing departments of Fortune 100 companies are going digital. With this in mind, a digital marketing strategy is essential for any company that wishes to have longevity in their market. Consumers are increasingly partaking in commerce from mobile devices and are also becoming more comfortable with the impulsive nature that these devices tend to accentuate. This is good news for companies with the right digital marketing strategy.
Below are five tips for effective digital marketing.
1. Social media is king.
Any long term digital marketing strategy will include a comprehensive social media presence. Facebook alone accounts for a full one fourth of total clicks which are performed by internet browsers in the US.
Social media gives you the ability to connect with your audience in real time like no medium before it. One way to think of it is this:
Any offline promotion or communication has an online component. To maximize your business presence online, each of the ways that you promote and advertise offline should be done online as well. Online will reach more people, and cost less. For instance:
Twitter is a great place to offer coupons, or if your business is appointment based, inform customers about last minute cancellations to keep your customer flow high. Facebook is a wonderful place to post pictures of your customers with you in the office. Nothing says “recommendation” quite like a smiling photo, which gives a tacit recommendation to anyone who views it. There are many other ways to use social media, but the main thing to remember is to connect all of the various pages you will be creating, and to have different sorts of information on each page.
2. Blogging is the other king.
To keep your business in the top of the minds of your customers, there is no better activity than blogging. Blogging can keep your audience abreast of happenings in your industry, in your business specifically, and make you known as an expert in the field. People gravitate towards experts, and it gives your business instant gravitas without having to hard sell. It also shows the personality of your business.
3. Keep your web copy poignant and simple.
Ever since the Google Panda update, search engine optimization is more human than ever. No longer will search engines list a site well based on a single metric in a vacuum. Top web sites are the ones that give the best overall experience.
In terms of web copy, that means keeping it simple. There are still some technical nuances to know, such as putting keywords in headers, in the first sentence, and using the free resources that are readily available online to find adjunct keywords to flesh out your copy with.
However, for the most part, your web copy should be written to a human audience, not for a search engine spider. Professional with a sense of humor is never wrong. Make sure that the text drives your customers to a single call of action.
4. Email strategy.
Direct email still works. Make sure that you are keen to the nuances of the new email systems. For instance, many email clients give a preview window on mouse-over before the email is ever opened. If your customer base is receiving a newsletter from you, are they seeing an attractive title or headline in the preview screen, or a confusing block of text or half of an image that is too large? Things like this can make the difference between a sale and an opt out message.
5. Retention and remarketing.
There are now marketing programs offered that can place targeted ads for your business in front of customers who visited your web site but did not buy. This particular technique is known as remarketing, and is one of the highest ROI activities available on the market today.
This type of marketing also helps in retention efforts, as people are naturally inclined to feel buyer’s remorse if they buy something which immediately ceases to be promoted. Letting old customers see that the product or service they bought is still relevant will keep them happy with your business, and they will happily buy updated versions and new products from you.