Ways for the Taking the Next Step in Digital Marketing

What is the next level of digital marketing to convert more leads and delight customers online?  What all does it take to scale an effective one? A good digital marketing strategy doesn’t only involve investing in digital platforms like Facebook and Google. Irrespective of the investment level and competitors policy, a business should fully comprehend the invested value and calculate the measure of success before spending the cash.

Success metrics need to be identified if not then it’s all set up for failure. Define action and a target figure. Set benchmarks and start going after them trying to find what the top converting task works for the specific action. Start testing from there and try to get people onboard and move along with them engaging with your services.

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Common success factors include sales, cost per lead and per response, particular campaigns results, engagement from social media, etc. Your factor which you opt for depends on the type of your business and business strategy currently in use. Following are the ways of taking the digital marketing to the next level:-

1. Involve several offer layers

The digital experience you provide should service all kinds of customers.

Retailers who do this well, offer pages which contain multiple products that you can either search over for a larger image or click for a brief overview. This involves a separate button to navigate to a particular product’s page containing detailed information and feedbacks. For high-value items, a pop-up offering live chat regarding specific product or service viewed would be right.

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2. Carry out low-level marketing investments

Implementing a marketing campaign which consists of a display, Facebook & LinkedIn ads or re-targeting, don’t spend your entire budget in one go. Experience each type of campaign by testing them one at a time.

Identify what works out for your market, see what cost per engagement or cost per interaction is like and then run the most successful campaign on a larger scale once proven.

3. Don’t stop testing

Only having a website isn’t enough. The only way to increase traffic and conversions on a consistent basis is to test and refine. Once you start getting volume coming through, you would require testing rigorously for what you offer, homepage, landing pages, and checkout system, etc.

The digital marketing foresight’s  you adapt to plays a crucial role in the generation of more leads for your business but it's only a part of the puzzle. Make most of every opportunity.

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Top 5 Threats usually faced by Marketers/Brands

In today’s dynamic and continuously changing world, marketing has acquired a new dimension and with the use of rapid leaps of social media on one hand, an economy that’s unstable and challenging on the other, brands have to adjust to a new landscape and adopt a new strategy to be effective.

Initial step is to look around and face the threat and then build the digital marketing plans to grow the business. Here are a few challenges businesses face as they endeavor to market their brands.

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1. Uncertain Digital Outlook

The digital outlook changes every day and businesses have to make sure they stay updated of the trends. Social media services provide the opportunity to connect with the customers directly. Website and social media accounts acts as a bridge to the consumers. Clear strategy is vital otherwise one will end up losing a major opportunity to get return on investment on the spending and effort. On a daily basis, 250 billion pictures are posted on facebook and 100 hours of video content are uploaded on YouTube, brands have to cut through the chaos and stand out among 2.3 billion active users.

2. Quick Customer Feedback

Website Content has to be engaging because it bears the message of the respective brand and connects emotionally with the customers. Effectively created one has the potential to reach millions in minutes and at a fraction of the cost of traditional marketing. The customers can be made brand ambassadors through their reviews. A negative feedback can kill a brand. One needs to plan to counter the sentiments effectively.

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3. Searching Skilled Marketers

Organizations today need personnel who can go deep into the minds of the consumers in order to create effective strategies. It is difficult to find people who think like consumers, stay updated on trends and be flexible about the execution and implementation of plans. They should be the one thinking out of the box and hit the ground running.

4. ROI Calculation

Organizations are always looking to cut out on cost thanks to inelastic budgets and shrinking profitability. Customer acquisition and retention is a challenge and most important agenda for an organization. Usually digital marketing tends to take a hit in these outlooks. Organization needs to understand that it is an investment and not a cost.

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5. Troublesome Business Models

Marketing is as much about reinventing as it is about creating demand. When the organizations feel they can operate on their own, they forget to look at things from a consumer’s point of view. For instance Uber has changed the taxi hiring business and Whatsapp has eaten up the texting revenue of telecom business. Therefore marketers need to study the pain points of consumers and questions if there is an easier way to come up with solutions.

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Increase your Traffic and Conversions with Integrated Digital Marketing Solutions

Digital Marketing is growing at a faster pace in India. Companies and brands are taking it more seriously than ever before. One of the advantages that digital marketing brings to the table is measurement. It solves the problem with reporting and analytics and helps in optimization of ad campaigns. Email ads, display ads, social media ads, etc. all is measurable and computers do not make mistakes in calculating. We can find out which of the banner gets maximum CTR, which ads convert the best and how to get highest open rates on what subject lines for the emails.

Display ads social media marketing, PPC and content marketing, email marketing, all these are the digital marketing methods which has the most attention of the companies which usually invested only in traditional marketing.

 

Forget the Old School SEO. It may hurt you.

SEO has also gained momentum but because of the recent algorithmic changes by Google, marketers are not sure about the right approach to it. By now, I guess many companies have realized that hiring a SEO agency to do traditional SEO stuff like link building, directory submissions and article making can do more harm in the long term than good.

There are so many digital marketing methods now to be exploited; the question arises as to how to use all of these in a way that every method complements each other?

Investment in social media must help SEO; SEO must help content marketing which further helps in social media and SEO. The art of blending all digital marketing activities into a single efficient system is known as Integrated Digital Marketing Solutions. 

 

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Integrated Digital Marketing

It works in such a way that all the digital marketing methods complement each other instead of trying to achieve the goal of increasing branding or sales on its own. For e.g. since conversion rates are low, social media advertising gives a poor ROI but it happens only when the marketers tries to use social media ads to drive the sales directly.

When trying to build a following, spreading the word about ideas or brand, social media is best utilized as a listening tool instead of sales machine. From the following diagram, it is clear that how each digital marketing method can complement each other and helps to build a following/ tribe which further helps in branding, lead generation, sales and getting feedback regarding products and services of a company.

Content marketing is the central focus in integrated digital marketing. Content development in marketing helps build a brand online, build trust authority in the market place. 

 

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Content Marketing is Vital

Search engines pick up quality signals through behavior of the users when a good content is published. For e.g. if a search result is clicked and the visitor spends a lot of time on the page without clicking the back button, then it’s obvious that the page is of good quality and relevant to the search keyword.

Thus, content marketing or rather quality content marketing can help in SEO. In the above diagram, orange lines are for signals and black ones means the traffic flow.

Social Media Marketing

When new visitors come through search engines and find the content very useful, they will be encouraged to share it with their friends. They gain credibility among their followers by sharing something useful it with their friends. Quality content is the key to an effective social media strategy. If a page is shared 100 times over Facebook, that information helps the search engines in ranking the pages. 

 

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Off Page and On Page SEO

Off page optimization is dead but not SEO because off page signals are to be sent to the search engines through user behavior and not webmaster. No social sharing or less time spent on site signifies that the web page is either of poor quality or of low relevancy. You cannot off page optimize a website. There is no such thing as off page optimization now days. Webmaster has nothing to do about off page signals.

On page optimization is webmaster communicating to the search engines about the quality and relevance of a website. It has to be done properly because the search engines are robots and not humans. The data has to be spoon fed to them so that they understand what the site is all about. This information blended with off page signals help them to rank a website accordingly.

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How it all comes together

When a new content is published, email subscribers are updated with it and those will share it on social media. This sends user behavior social signals to search engines and new users will come to the content channel via search engines which will help in increasing the social media followers and email subscribers as well.

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