Digital Marketing has now become the story of every business. Companies are investing huge efforts, but surprisingly many lack clear understanding on how to yield results. It’s necessary to understand that just investing your money is not enough, businesses must get the return of that investment. The article ahead will help you to understand the key focused areas of utilizing digital marketing to avoid common mistakes and maximizing returns.
Create a Strong Company blog that delivers real value for your customers. Use keyword research, comments on Social Media, interviews with customer facing employees & customer surveys to find the questions your customers want answered. then use your blog to answer them
Make sure your website offers an excellent user experience for mobile users. Mobile use continues to grow—93% of internet users browse websites using a mobile device, and are expecting a user experience (UX) that reflects a mobile-first mindset. Make sure your website delivers one
Focus on customer experience. The first step is knowing your customer and understanding their pain points and how you can help them. Secondly one should be woven inextricably into all your marketing efforts—is to do everything with your customers in mind and look at everything from your customers’ point of view.
Integrate personalization into the entire buyer’s journey. Personalization is a growing trend and not just those “Hello, first name” email subject lines. Making the extra effort to gather information about your customers will enable you to target your marketing efforts toward a specific audience with a specific need or interest, increasing your chances of making a connection and a sale.
Do add more video to your marketing mix. Video is hugely popular with consumers, and it makes hugely popular with marketers—87% of online marketers use video content to reach their audience, and companies that use video marketing see 49% faster revenue growth than those that don’t.
Optimize for local and voice search. Online search is no longer limited to entering text into a search engine. People are increasingly using voice search to ask a virtual assistant like Siri, Alexa, or Cortana a question in plain language, so be sure your website is optimized for voice search with relevant long tail keywords and phrases.
Be respectful while replying to the trolls and negative reviews. Be fast yet, handle it in the best positive manner possible.
Don’t be so focused on the volume of blog posts that you sacrifice quality. Customer are looking for content that is informative, engaging, and offers real value. Focus on creating and delivering high-quality blog content and you’ll see the rewards.
Don’t ignore social media sites (Facebook, Instagram etc.) for B2B marketing. LinkedIn is still the preferred social media platform for lead generation, but Facebook’s increasingly advanced targeting options are making it more popular with B2B marketers as well.
Don’t downplay the importance of live video, the demand for live video is growing ever stronger. As of November 2019, 36% of internet users watch live video. According to Facebook, users spend three times more time watching live video than prerecorded, and comment 10 times more.
Don’t ignore email, it delivers the best bang for your marketing bucket. 73% of email marketer’s saying email ROI was ‘excellent’.’ Focus on creating engaging email campaigns with a clear goal for your business and a compelling value proposition for your customers
Don’t use Spam: Spam may seem effective, but there is nothing more annoying to internet users than dodging advertising and closing popups that become an obstacle to the content you are looking for. Everyone counts the seconds to close advertising on YouTube videos. Everyone deletes spam in their email inbox, as they were cleaning the dust from their desks.
Don’t overload your customer with information. Sending information using digital media is easy and so lots of owner tend to spend more than required messages which may bother customer and may feel to unfollow the page.
Tools for Measurement:
Understanding how your audience reacts to the content you post and share is crucial for any marketing strategy. This direct response metric helps you determine whether your audience is interested in what you’re currently publishing, and should inform the type of content you share in the future. This will also help the owner to know what to post and increase the visibility of your business.
It is Google’s free web analytics service that allows you to analyze in-depth detail about the visitors on your website. It provides valuable insights that can help you to shape the success strategy of your business.
Audience Growth Rate: It measures the speed at which your brand’s following increases on Social Media. It’s how quickly you gain followers. As access to the internet continues to increase around the world, brands social media followings will also increase
Post Reach: It help you to know how many people have seen a post since it was uploaded. It is actionable as it is affected by timing and the content of your post.
Social Share of Voice: It helps use to measure how many people are mentioning your brand on social media compared to your competitors.
Virtility Rate: It helps you to know how many people have shared the post which was uploaded by our profile.
Applause Rate: It helps the number of approval action, a post receives relative to your total number of followers. When a follower likes your posts it helps us by knowing the value of our post in mind of audience.
Link Clicks– It will help you to know how much traffic is on your website. You can take your analytics to the next level when you create URLs with UTM parameters that tell your analytics platform where a particular visitor came from. UTM parameters are basically informational tags that you append to your normal URL.
Cost per click– It helps you to know the efficiency of the investment you made in boosting your name. By this it will be helpfully for owner to know about the content which your audience prefer.
Author
Saloni Surani– Sr. Business Analyst, who pursued her Masters in Management & has an eclectic experience in J.Hirani with various industries like Manufacturing, Real Estates, Hospitality, FinTech, etc. She is a keen observer who silently achieves her goals and happily surprises everyone with the results. Adapting & learning new things has been her forte, which helps her in getting new idea always, anyone who wants to refresh their values – just look at her.
Heli Shah– Heli Shah, an MBA graduate is associated with J.Hirani as a Business Consultant. She is fresh soul with humble and optimistic approach who is working in different industries like Manufacturing, Retail, Hospitality etc. Flexibility and greediness in learning new things helps her to conquer the challenges coming on her way.
©J.Hirani, In the race of going Digital, May 2020. All rights reserved.
