Improve Your Content
If you’re not producing content, you’re failing in the digital space. The fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends - North America report found that 70% of B2B marketers are producing more content than they did a year ago, and competition for consumers’ attention is increasing. There’s no point creating mountains of content if nobody’s going to read it. It needs to be original, interesting, and varied to be truly effective and reach people, as well as having a unique tone of voice that your customers will respond to. This is especially important as Facebook and Google change their algorithms to prioritize better quality content, rather than some of the keyword-stuffed excretions that people may have gotten away with before.
The best digital marketing campaigns should also not be limited to any one medium, whether written or visual. Written content on your site should be rich in information, while visuals such as videos, images, and GIFs should capture the viewer’s attention and draw them in. The 2015 State of Digital Marketing study found that 68% of B2Bs and 73% of B2Cs believed videos to be the most effective tools in their web marketing belts. Google loves multi-media content too, while social social posts that include multi-media have been found to receive 94% more attention.
Make Use Of Metrics
In order to maximize the potential of your content, you should keep an eye on the metrics and note which posts are attracting the most attention. What is the reaction on social media? How many likes are your posts getting on Facebook, and how many retweets on Twitter? You should also look at the demographics of those interacting with your content and how they are doing so, so as to enable better targeting. Leveraging the massive amount of data around your campaign is essential to understanding how successful your digital marketing campaign is and creating actionable insights.
Measuring share of voice is especially important. Share of voice typically measures brand mentions as a percentage of total Tweets, in order to gauge the level of consumer awareness relative to competitors. You can also look at specific keywords in the context of your share of voice in order to show how users are discussing your brand compared with rivals to establish how you are being perceived.
In the US, 90% of adults now own a mobile, while 63% use smart phones to access the internet. More importantly, the latest comScore report found that as many as 78% of local searches made through mobile lead to offline purchases. These are numbers that can’t be ignored, but many still fail to make sure their site is optimized for mobile.
With 4G now readily available on most smartphones, they are also now better equipped than ever to deal with video advertising, while the popularity of smartphone map apps is also a potential advantage. Google Maps and Apple Maps ranked #6 and #11 respectively in one study’s look at the top apps being used by U.S. smartphone owners, so it is necessary to make sure that all business information that comes up in search results is correct.
Utilize All Platforms
Potential customers are all over the internet, and by failing to reach all of them you are missing out. Facebook, Twitter, YouTube, LinkedIn, Pinterest, and Google+ are musts, while a strong presence on Instagram, Vine, iTunes, Foursquare, and SnapChat is also necessary. New channels are popping up all the time, so it’s important to be aware and adopt early to exploit them. Social media is also particularly useful for marketing to specific demographics. Usage for the 18-29 year old bracket is as high as 89%, while it is 72% among 30-49 year olds, and 60% for those between 50 and 60. Social profiles should be integrated into your website and digital communications, and easily shared by users and recipients.
Remember The Customer
Consumers need to feel like you are listening to them. In an age where they are passing on a wealth of information for companies to take advantage of to target their marketing, they need to understand that it is a mutually beneficial relationship and their wants are being catered for. They need the value that comes from offers and deals, and they need to be engaged with this on a personal level.
As consumers begin to trust you and recognize the value they are getting, they will also be more likely to show brand loyalty. There is also an increased chance of sharing your marketing on social platforms, and promote your brand to others.