If you don't have a digital marketing strategy, you are missing out. Millennials (ages 19 to 35) are the largest generation in the U.S., and over 86 percent of them own smartphones. In addition, over 57 percent of the U.S. population purchased goods online in 2014--which was over $304 billion in online spending. This is why it is imperative to have a digital strategy with clear goals.
The objective is to build deeper relationships with your existing customers. Moreover, you need to understand where to focus your efforts and how to allocate your resources. Not to mention, it is important to remember that one size fits all does not work any longer. In order to stay ahead of your competition, you need to understand your customers--including their needs, wants and preferences in order to keep them engaged.
If you do have a digital marketing strategy already in place, have you thought about making improvements for the new year? Are there areas where you could benefit from an audit of how well your current methods are working? Digital marketing strategies are most effective when they are integrated with the rest of your marketing efforts. They also need to be optimized in order to deploy continuous improvements. And, you need to ensure you are not forgetting anything. Just in case, here are a few digital marketing strategies you've probably forgotten to use.
It's difficult to believe that many businesses still do not utilize email marketing. Yet, this should be one of your top priorities. If you can't make a sale, the next best thing would be to get an email address with permission to send information. Although, the ideal situation would be to get the sale and an email address. Through email marketing, you can continue to share your information with consumers who have shown an interest in engaging with your company. As a result, you can quickly build a loyal following.
Tracking and analytics
As stated earlier, it is critical to understand if your marketing campaigns are successful. The only way to do this is to track their progress and performance. This means that you have established goals you can use to measure results. Moreover, you need to make sure your analytics code is installed correctly and you are using the right metrics. Data can be overwhelming, even confusing. When you have your goals in mind, it helps you look at the data more effectively.
There are times when you just have to move content to new URLs. This is true even if you already have links pointing to your old URLs. Don't just leave those links behind. Instead, request those links point to your existing URL. If your links are not reclaimed, it can amount to a large loss of value for search engine rankings. Plus, you will just lose all of the hard work you've expended.
Content messaging optimization
You want all of your site's audio, written and video content to be consistent. This is central to ensuring your content is sending the right messages to the right people. As a result, you should perform an in-depth review of all of your content. After that, you want to make sure your content is effectively reaching your audience. Look at its visual appeal, thought leadership, links and professionalism.
Some sites can take years to get every page completely optimized. In the meantime, you should focus on optimizing your heading tags, title and description. The good news is this can be done throughout your entire site quite quickly. Plus, this tactic will help search engines find your site much more rapidly.
Develop buyer personas
You can throw content out there and hope it sticks. You need to have an understanding about the people coming to your site. This is why you need to create buyer personas around your target market, their buying habits and their demographics. This is the type of data necessary for creating relevant content, which keeps them coming back for more.
Social media tag optimization
Social tags help to lure visitors to your content, products and/or services. This is why you should at least take a look at all of your social tags. You don't have to socialize every page title tag and meta description, but you want to ensure your social tags are accurately depicting the message you want to convey on your preferred social platform.
Social media profile optimization
You definitely want to set up all of your social media profiles and optimize them accurately. This is the only way to become successful at social media marketing. Otherwise, you won't have the ability to reach your audience effectively.
Live user testing
You want to get a feel for how real users get through your site. With your personas and marketing goals in hand, create instructions for live visitors to explore your site. As they do, note what they say. This type of testing can help you improve your site with the objective of getting more conversions.
You've probably experienced going through a site that just feels as if it lacks structure and direction. Don't let that happen to your site. Navigation organization is about helping your visitors get through your site easily, while having the ability to view everything you offer. For this to happen, you need to engage in keyword research that provides navigation and landing pages which match your target market's interests and behavior.
As the new year rolls around, now is the time to improve your digital marketing efforts. By utilizing the above tips, you may be surprised at how many more conversions you receive.