Digital marketing is huge. There are about as many different ways to do it as there are brands of toothpaste. And if you’re like most people, you can’t tell apart your content marketing, thought leadership, and email marketing. I mean, isn’t it all just variations around the same theme (incidentally, just like toothpaste)?
For that reason, you need some help understanding what are the best approaches to digital marketing. To give you that, here are some of the best tips to help you boost your business through digital marketing. Try them out and see which one works for you.
The first thing you need is to know if your digital marketing is actually working. The best way to do that is to track everything using statistical programs like Google Analytics. So far, so obvious. That’s all over the internet.
But also make sure you’re tracking the right things. A lot of people get caught up in vanity statistics. This is how many people visit their website, for example. The truth is, however, that these are not the most important numbers for your business. I mean, what brick and mortar business solely pays attention to who looks at their window displays? They’re more interested in who actually goes on to buy – which in the online jargon is the conversion rate.
To really make sense of the numbers coming into your site, make sure you use UTM parameters. These are little snips of code you add onto URLs which let you measure where your traffic is coming from more precisely. In this way, you can work out traffic isn’t just coming from ‘Facebook’ but actually which Facebook campaign. This allows you to make much more informed decisions about what does and does not work.
Check your own house first
You might think that effective digital marketing starts with the marketing. That’s not actually true. It starts a step earlier, by making sure your own house is in order. That means making sure your website is in the best shape it can be.
There are a lot of things to consider when considering your website, but possibly the most important are the Call to Action buttons. These are where you try to get your visitors to turn into something more. There are many different kinds of CTAs. There are those where you’re trying to get your customers to buy your product, obviously. But there are also CTAs to get people to sign up for your email marketing campaign and such.
You have to know which CTA to use where. Largely this is down to knowing in which part of your sales funnel people are. They enter at the top and then make their way down towards the purchasing decision. The higher up, the less likely they’re going to be buying your content and the less use it will be asking them to do so. At those moments, it’s smarter to have calls to action that will pull them back to our website at a later date.
Generally, you can figure out where people are in your sales funnel based on the page they’re considering. Is it a general information page or your home page? Then they haven’t reached the purchase stage yet. Are the considering your actual products? Then you’re much closer to getting them to hand over money. Adjust your CTAs accordingly.
There are a huge number of different ways that you can reach to your customers. You can reach out to them using email marketing, social media, paid content or organic growth. You can try content marketing, thought leadership, white paper help, and SEO. And each and every one of them has somebody crowing that they are the bee’s knees (and their elbows beside).
Which of these is best for you? Of course, it depends on what business you are in, how successful you are and on what in-house skills you already have.
One thing you shouldn’t do, however, relies on one strategy alone. A far more effective strategy is to use several techniques at the same time. For example, email marketing and social media marketing can boost each other tremendously. Similarly, content marketing works well with SEO, paid advertising and organic growth. So don’t rely overly much on one. Instead, take a multi-pronged tactic.
What you need to consider:
1. You need some ways to draw them to your site.
2. You need some ways to get them to stay on your site.
3. You need to sell your wares.
Different digital marketing techniques work with different parts of this process. Paid advertising, for example, might draw them to your site. But if they don’t find anything interesting there, then it is money wasted.
Similarly, you might have an awesome content marketing campaign that both pulls people in and gets them to stick around, but as you’re not drawing in the right audience, nobody is interested in what you’ve got to sell. You may need a help from different companies as Smart Paper Help that will give you some advice how to make your content interesting.
Remember that it is important to consider all the marketing techniques out there and make sure that you use those techniques which help you achieve all three of these aims. If you manage to make the right combination, then you’ll create an amazing synergy whereby the whole will be far better than its part.
And that is the secret to digital marketing success.