Any savvy PR specialist will tell you that, regardless of how great your product or service is, the marketing strategy you choose will determine the direction your business will take in the long run. After all, no one will come across your product or service if you fail to market it properly. You must promote it to the right audience using up-to-date methods.
However, not many marketers understand that, as much as digital marketing is effective in creating brand awareness to the right audience, it needs some tweaking now and then to keep up with the ever-changing digital landscape.
Herein, we will discuss why you must keep refining your digital marketing strategy and how to do it.
The Reasons You Need to Keep Refining Your Digital Marketing Strategy
As noted earlier, the digital marketing world is constantly evolving as new and innovative companies and products hit the market every day. This has caused cutthroat competition in the digital space. Therefore, brands must continuously upgrade their online marketing strategies to keep up with the rising competition and stay relevant to their target audience. So where are these changes arising from?
1. A Shift in Consumer Behaviour
Many factors have led to a shift in how people consume various products and services. For instance, there is so much information online, which is why customers approach different products with a lot of skepticism. As such, brands must improve their marketing tactics to keep up with consumer behavior and ensure their message is directed to the right audience.
2. Increased Competition
Everyone is upping their game, and so should you. Any business you come across today is vying for consumers’ attention to promote their products, generate qualified leads, and realize the highest possible return on investments, and as a result, the digital marketing world has become more crowded.
Therefore, you must boost your online presence using ethical tactics only to stand out among the crowd, lest you completely cease to appear online.
3. Continuous Change Of Algorithm
Social media platforms and search engines like Google keep updating their algorithms for several reasons, including improving search relevance, combating spam manipulation, and enhancing user experience. These changes may affect your content’s visibility, diminishing your marketing efforts.
In such a case, any savvy marketer would keep up with these changes by continuously improving their marketing strategies, allowing them to take advantage of new features to broaden their reach.
4. A Shift in Communication Methods
As new technologies emerge, so do communication methods. For instance, adopting trends like artificial intelligence, voice search, or augmented reality can see more people, particularly the younger generation, embrace your brand.
5. There’s a Need for Personalization
Today’s generation has come to appreciate personalized experiences, particularly the content and messages used by various brands when promoting their products. People tend to resonate with personalized messages more than generic ones.
By delivering customized content to the target audience, you’ll be evoking their interest, leading to increased engagement, customer satisfaction, and conversion rates.
Digital Marketing Tactics to Improve Your Marketing Strategy
From the above points, you can tell that any business that’s not embracing change will definitely become stale and lost in the noise. So, here are some tips to keep your strategy streamlined all the time, as well as directing your marketing efforts in the right direction.
1. Bolster Your SEO
SEO is often mentioned in B2C circles, but checking SEO scores within a B2B environment is just as important. In this case, the first step is to have an analytic program in place.
SEO analytic tools such as Moz Pro, Ahrefs, Majestic, Google Analytics and Semrush are great at showing how well your marketing strategy is performing. However, it’s important to examine the right metrics, lest you get useless information.
Some of the metrics you need to check include traffic, leads, keyword effectiveness, Google-friendly HTML formats, and URL structures that correlate with product keywords. In doing this, you’ll discover the areas that need more attention in order to enhance your visibility.
For instance, you can take a shift in your keywords approach by adding a new web page with new content and a new keyword to see how much traffic it generates. You can also use different types of content to broaden your reach. On that note, only when you have the correct data should you tweak your SEO strategy.
2. Pay Attention to Social Channels
From a social community platform to a marketing tool, social media has become an integral part of digital marketing in B2C and B2B spaces. Therefore, it’s essential to focus on the social channels that your target audience is using instead of directing your marketing efforts to the wrong channels.
So how do you find out where your audience is most active? Well, you must start by creating a buyer persona by asking the right questions. What content would sit well with the target audience? What are their pain points? What tone of voice is most appropriate? What is the target demographic? I can keep going, but you get the point.
The next step is identifying where your online community hangs out the most. With this information, you can outreach social media influencers to help promote your brand to a pre-qualified lead.
If stuck, an influencer outreach service can help you build relationships with these individuals. In doing so, not only will you be broadening your online presence but also leveraging the latest updates on today’s dynamic social media platforms to drive organic traffic to your site.
3. Analyze Your Paid Media Campaigns
Still on social media marketing, you need to evaluate and analyze your existing paid media campaigns on each platform (Google AdWords, Facebook, Twitter, etc.) to find those most likely to help you achieve your current goals.
If you spend quite a lot of money, for example, on AdWords and don’t get the results you expect, maybe it’s time you took another approach. You can also change it altogether and focus on another platform that seems to get impressive results.
By the end of the process, you will more likely get a clear idea of which paid media platforms you will continue to leverage and what must cease to appear in your strategy (if any).
4. Make Sure the Content is Shared
Content and SEO are two disciplines that complement each other. Therefore, whatever your digital marketing strategy is, you need to incorporate high-quality and relevant content and make sure it can be organically distributed and remembered, regardless of whether the content is created from scratch or curated.
In this effort, targeting a specific segment with various ranges is more effective than most all-purpose campaigns. Besides, once you define your target audience, you can experiment with different types of content to capture the market from as many angles as possible.
5. Co-ordinate Your Marketing Strategy with Business Strategy
Digital marketing may not be the only solution to all your digital marketing problems. What works for one organization can be a complete flop for another. As such, another formula for a successful marketing plan is to align your marketing strategy with your business strategy.
It’s important to develop a strategy for functional areas within marketing that is consistent with your marketing strategy. This alignment ensures you put everyone on the same page, potentially increasing efficiency to dramatically maximize the company’s chances of achieving or exceeding its goals.
In this case, you will create a buying journey to learn the challenges your customers face in their buying process. Sales funnel and sales pipeline software can help you organize the selling process automatically, from awareness to consideration to decision-making.
Armed with this information, you can develop a customer-centric approach to streamline their shopping experience, potentially increasing your conversion rate.
You’ll also be able to come up with relevant, personalized, and timely messaging as well as identify opportunities and touchpoints to boost your conversion rate as well.
6. Double Down on Visual Identity and Voice
Most innovations focus on the product, but the digital marketing innovation that has proven to be particularly effective is a visual identity and voice tone. By achieving a visual identity and combining this with the proper voice tone, you can attract your audience’s attention much more effectively and stand out from the crowd.
7. Research About Your Competitors
To stand out from your competitors, you need to study their digital marketing strategies and look for the gaps they have failed to fill. What areas are they focusing on? What aspects are they neglecting? Is there a strategy you can employ to surpass them?
For example, they could have invested heavily in SEO or paid ads but neglected webinars and podcasts.
Besides analyzing what your competitors are doing, you can use the same effort to research and reach out to relevant bloggers in your niche who can help promote your content through tactics like mutual link building.
8. Try A / B Testing
The A / B test lets you determine which strategic options generate the most conversion rates and drive sales. These tests are designed to compare two versions that need to be tested (CTA, landing page, colors used on the page, headers, and other options). You can run the two versions separately over a specific period and analyze the results. In doing this, you’ll be able to choose the version that performs better and run with it henceforth.
In the current fast-paced digital world, you can’t just implement a marketing strategy and fail to follow up on how beneficial it is for your bottom line. You must keep refining your digital marketing strategy and tactics if you want to capture and engage the modern consumer and, more importantly, stay ahead of competitors.
If stuck, simply contact Outreach Bee when you are free for a 15-minute discussion on how you can take your marketing to the next level.