Over the past few years digital marketing has become increasingly more popular among small and large businesses, alike. In fact, eMarketer’s latest research report predicts digital ad spending will surpass television ad spending for the first time in 2017. While this news is great for digital marketers, it’s also a bit daunting- the field is becoming much more competitive!
Whether you’ve been marketing your business online for years or you’re just getting started, it’s always a good idea to step back and reassess your digital marketing goals and strategy for optimum effectiveness. Here are some actionable tips to do just that:
State Your Goal
This may seem obvious, but in a field with so many different avenues and so much information, it's all too easy to steer off course and loose sight of why you got started in the first place. Of course you want drive business, but how do you plan to do that? How much business do you need to drive to be profitable?
Know, REALLY Know Your Ideal Customer
This is a big one. Have you ever tried tailoring a message to appeal to everyone? It’s impossible! Not everyone is interested in what you have to say, so why waste your time? Do yourself and favor, do a little research, and get to know your ideal customer. Your ideal customer is the one who loves your business, what you sell, how you sell it, and he or she always comes back for more. Who is this person? Where do they spend their time online? What kind of messaging are they most attracted to? Etc. Etc. By being able to thoroughly answer these sort of focused questions you’ll be able to determine which avenues of digital marketing would best serve the customers that are going to help you best meet your goals.
Choose Social Wisely
Studies show that Americans spend one out of every seven minutes on social media- this presents a huge opportunity for business owners. Your social media presence isn’t just an option anymore, it’s a MUST and it’s expected. HOWEVER, not all platforms are created equal! More than likely one or two… MAYBE three social media accounts is all you need to effectively reach your ideal customers. Here’s an article that expounds on the demographics of Facebook, Instagram, Pinterest, Twitter and LinkedIn.
As more companies launch digital marketing campaigns, people will become desensitized to the ads and it will be even more difficult to attract and hold their attention. This is why content is so important. It gives you, the marketer, the ability to offer a potential customer good, relevant information on a topic they’re interested in FOR FREE; which hopefully builds trust and credibility in your readers’ minds.
Plus, relevant, frequent content is key to a good ranking of your website on search engines.
Create ENGAGING Content
Of course, it’s not enough to just create the content- that’d be too easy. The whole point is to create content that promotes and increases engagement, i.e. views, likes, shares. This rewards you in two ways: 1. Google will help increase visibility and 2. more engagement means more people seeing your business pop up in their timeline.
If you aren’t entirely sure what is considered engagement-worthy via your audience, there’s only one way to find out- try, try, and try again. Keep track and learn from your analytics, then refine your content as you go. Also, it may seem obvious but a sure way to increase engagement is by using visuals and videos to strengthen your content. According to a Hubspot study, content with images receive 94% more views. And always, always, ALWAYS optimize for mobile!
At the end of the day, digital marketing is about getting information to your ideal customer the way and form they prefer information to be received. The more you know about your own goals in conjunction with knowledge about your preferred audience, the better strategy you can create, the less of a headache you’ll have, and hopefully the more revenue created for your business!