Best Ways to Get More from Your Digital Marketing
Digital marketing has opened up a whole new world of opportunities for brands to reach their target audiences. But getting the results you want requires savvy that can take years of training, study, and trial-and-error experience.
Fortunately, the same medium that makes it possible for you to reach so much of your audience also makes it possible for you to learn anything that you want very quickly. You can learn best practices so that you can reduce some of the trial and error you have to go through and start getting results faster.
Here are some of the best practices to get more from your digital marketing:
Personalize Your Campaign
The more targeted you can make your campaigns, the more successful they will be. The most targeted a campaign can be is for the individual.
We aren’t at the point where we can serve up personalized ads or content for each user, but we do have technology that can help create a more personalized marketing campaign than ever before.
User-intent signals can give you information about the kind of people who are looking at your content. For example, you can learn what other kinds of content they are looking at when they come to you, which can give you a better sense of their other interests or the search chain that led them to your content. You can use those signals to create more focused content that will speak to users on a more personal level.
You can make campaigns more personalized by segmenting your efforts into audience persona types. You can create blog posts, social media posts, ads, and other material that appeals to each of those types.
Take an Integrated Approach
You don’t publish a blog post in a vacuum. And you shouldn’t publish a few social media posts with a completely different voice than what you use in your ads.
You must take an integrated approach to your digital marketing efforts, knowing that every component of your strategy complements and reinforces the others. You must keep this in mind when creating your content so you can think about how the strengths of some parts of your strategy reinforce the other parts.
For example, you might publish some new content about how important it is to save for retirement and smart strategies for doing so. Then you can plan to create social media posts that share stories of people who are living the high life in retirement or who are following unusual saving strategies. You can also plan an email campaign that invites people to check out your online course with more one-on-one training for saving and planning for retirement.
Your target audience can (and should) find everything that you put online, so you need to create all your marketing collateral with that in mind. Gone are the days that you issued a direct mail campaign for some potential customers and ran radio ads for the others. You have to treat each piece of marketing material as another weapon in your battle to win customers.
Explore New Markets
The online landscape changes rapidly. New devices, new websites, and new technology are always being introduced, scattering your audience further. If you want to continue to reach your target audience, you must stay abreast of these new markets and be willing to be an early explorer.
For example, augmented reality and virtual reality are starting to make a mark. Pokemon Go made a big splash last year and showed brands how they could market with augmented reality. Some businesses gave discounts to game players, and others payed for game bonuses to attract pokemon and thereby attract players.
You must be flexible with your marketing. Not only should you be willing to explore new markets, but you should be willing to try out new marketing strategies and ad formats.
Everything was new and strange at some point. If you are one of the brands willing to embrace the new and “strange” markets and marketing strategies, you will be able to build a strong presence to beat competitors when they finally jump on board.
Test Everything
Don’t take for granted any aspect of your marketing campaign. You should be testing every element of it to ensure that it is working to meet your goals.
We’re talking testing right down to the adjective level. Does it get more clicks to describe your online course as an “exciting opportunity” or a “lucrative opportunity?” Or would it be better to use a red font on your call-to-action text or a bright blue font?
You must conduct split testing, also referred to as A/B testing. To do so, you must create a landing page, an ad, or another marketing element, and you must isolate one item that you want to test, such as your call to action, the placement of a photo on the page, or the use of a photo compared to a video. You then track the success of each version to find out what element is getting better results.
(credit image: kissmetrics )
The more you test, the more elements you isolate as contributing to the success of your marketing efforts. Eventually, every element in your marketing collateral should be working together to get you optimal results.
Automate Your Ads
Using the right advertising automation program can help you get your ads in front of the right audience in the right location at the right time, helping you get a higher return on your investment and creating more brand exposure.
Using a solution like Perion’s Undertone can help you make an impact on the digital landscape with splashy ads that define your brand. Undertone ensures that ads show up in their optimal format no matter the device or browser on which they are being viewed, and it allows you to closely monitor ads to refine targeting as needed to maximize returns.
By automating your ads, you can get better results from them while also saving time and money. You will maximize your return on your investment.
Digital marketing offers you unprecedented opportunities to grow your business. Use these tips to get more out of your marketing strategies and to start meeting your business goals.
Roee Ganot
Senior SEO & Conversion Manager at Perion
Roee is an SEO, social and conversion expert with a strong performance-based marketing portfolio behind him. As a brand reputation specialist, he has proven success when it comes to revenue, traffic & football trophies.
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