We work with marketing managers of all types. Some marketers tasked with digital marketing are classically trained. Some were brought into the position because they showed a propensity for digital marketing, still others because their company recognized a need. But the fact is, every marketing manager, coordinator, or even CMO has a unique set of challenges based on their available resources, budgets, and of course their company’s goals. Many companies get stuck in the rut of “what they’ve always done”, while other marketers know they need to shift, having trouble convincing their counterparts of the needed marketing alterations.
Whatever your situation may be, no matter how big or small your company might be, we’ve found that there is always at least one area that every digital marketing strategy can improve upon. Often by the time you wrap your mind around a complex digital marketing principle or strategy, there is something new and more effective available. In the digital world, you must constantly be staying up to date and ahead of the curve. Very few marketers have the time to react to everything that’s possible with digital marketing, let alone be proactive in seeing and affecting change. Even if you are incredible at digital marketing, my guess is there is something else you know you could be doing to make your digital marketing strategy a more effective revenue generator.
Don’t worry, we’re here to help. Since it seems like there are SO MANY things you could be doing these days to implement effective digital marketing, we’ve put together a list of the top five most effective things to take your strategy to get the most out of your digital marketing this fall. Of course, we could always list more than five, but these will have the most significant impact to your digital marketing right now.
Be Mobile, or Be Nothing
To be frank, if your website isn’t mobile responsive, you’re a dinosaur. Mobile responsive websites are imperative and the need to be mobile can no longer be ignored. Not only is Google giving preferential treatment to mobile responsive websites, users now expect it. Also, Google Adwords is moving to a new ad system (in October of 2016) and to be a part of it, your site will need to be responsive.
Customize Your Digital Marketing Strategy
Face it, even your direct competitors have different digital marketing goals than you. Yes, the overarching goal might be to increase market share and revenue, just like you. But you have a different brand with different values and different ways of marketing yourself that they don’t. Own those differences. You might find success in places they haven’t even tried. Don’t be afraid to try something new because even if it doesn’t work, you’ve probably taught yourself important lessons along the way. Don’t try to keep up with the “Jones’”, do your own thing – and do it well. Your customers have their own unique needs, and each has their own journey they take to buy. I suggest spending a lot of time outlining your customer segments and then, even more time meeting them where they are at on their buyer’s journey.
Establish Measurements & Analytics
75% of marketers think their company’s performance is good in terms of creating brand intimacy or engagement with customers. But research suggests only about one-third of consumers feel they have an intimate connection with that brand. This suggests that marketers are not measuring their brand’s success properly. Marketers too often underestimate the challenges in creating true brand engagement. What blog posts are doing well? What searches are you showing up for? What searches are you NOT showing up for that you’d like to be? What social media posts get the most reach? The most clicks? Are you looking at your engagement from and setting goals for improvement? If not, you should be. Translating this data into actionable digital marketing strategy improvements will separate you from the pack – quickly.
Secure Your Website’s Content
Do you know what an SSL certificate is? It is signified by an httpS:// at the beginning of a URL, as opposed to a http:// . Google has been pushing for SSL since 2014 and essentially telling the world that it’s related to a website’s trustworthiness, and therefore is a search ranking factor. In other words, it’s not just for eCommerce or sensitive data anymore. Even if you don’t think you have anything that needs it, it’s time to secure your content.
Content: Quality > Quantity
Content and its delivery is getting more diverse. Instead of just text in your blog posts, you should consider multimedia posts including elements such as custom photos, infographics, other graphics, and video. Yes, this means spending more time on each content piece, but Google is measuring the value your content provides. So quality will always outweigh quantity when it comes to content.
A great (responsive) website, social media and content marketing, as well as digital presence beyond your domain, and quality over quantity are proven digital marketing trends that won’t be going away anytime soon. Which is why they’re perfect to be starting right now, in Fall 2016.