Summer is the time of year to relax, yes, but also the time to start thinking about good intentions for “September”, the month that has never stopped representing a “new beginning”.
And in a landscape in which digital marketing investments continue to increase and occupy an increasing part of the advertising budget of companies, knowing what to look at and what to focus on can be useful for those who are already moving in this field or have decided to start investing in it.
Marketing doesn’t go on vacation.
10 Digital Marketing Tips to achieve (always) better results
1. Adopt a data-driven strategy
One of the most evolutionary steps in the history of digital marketing has been the data-driven strategy approach . An approach that must be accompanied by the right tools and which involves monitoring information, analyzing performance (in the respective channels) and managing the content life cycle (in parallel with the customer’s life cycle)
2. Use Content Marketing to Spread Your Business
Content (valuable) marketing works. Website, newsletter, blog, everything that provides quality information represents an added value for its customers (and potential ones): it brings them closer to the product or service offered (closely linked to that content), builds trust towards that company (loyalty) and increases its awareness (brand awareness) by making that brand perceived as an expert in that particular matter.
3. Use Email Marketing to create YOUR network
Once you have created your valuable content and above all YOUR database (of real and well-profiled contacts), you can enjoy the benefits of Email Marketing. That of cultivating communication with customers, from the first contact to the purchase, up to the post sale and their loyalty. And to build your own network , “own” it and manage it. How? with marketing automation (see point 4).
4. Use Marketing Automation to acquire and get to know your contacts / customers
Do not be fooled by appearances, Marketing Automation does not mean passive automation. It means simplifying, automating and measuring marketing activities (such as lead generation or, in fact, email marketing) to acquire new customers and profile them in their own (and real) database based on actions, browsing and purchasing behavior .
By virtue of the strategy described, this article talks about
Marketing doesn’t go on vacation.
5. Personalize your communication
The success of your communication (and your marketing campaigns) strongly depends on the precise targeting for targeted communication. The key to effective communication is personalization based on that person’s characteristics, preferences and needs . Call for generic, depersonalized and depersonalizing targets. Go to personalized experiences, where the product or service is tailored to your needs and is presented in the right tone-of-voice, in the right channel and in the right time frame.
6. Focus on Mobile
The latest Zenit report tells us that mobile will surpass the desktop in 2017. Mobile browsing becomes increasingly widespread and not only among millennials. More and more consumers are using smartphones or tablets to search for information, products, services, and above all to shop. This means that the whole user experience must be mobile-first / friendly , not only the website, the design and the contents but above all the (crucial) purchase path.
7. Use Inbound Marketing
The consumer of today is more aware and informed. It is a type of consumer who independently searches for information on the products or services that interest him. Inbound marketing is in fact the creation of online content that can attract the attention of the user / consumer by pushing him to come spontaneously. Inbound strategies approach content marketing, focusing on social networks, search engine optimization (SEO), strategic content on external blogs and other targeted promotional channels.
8. Research competitors.
If we had to invent the wheel all over the time we buy a bicycle, the process would be much, much longer. An analysis of the competition (in marketing as in business management) before moving into a new market is essential to streamline many steps. Not only to know what the market already offers, what it guarantees and at what prices, but also to assess the strengths and weaknesses of current and potential competitors, and identify their opportunities and threats.
9. Grow Relationships
A strong relationship is the most powerful marketing tool. Not only with customers (see point 3), building relationships relates to all those communication strategies that bring benefits to the brand in terms of amplifying brand awareness and brand authority . Among these, cultivating relationships with bloggers and influencers with digital pr strategies can lead to long-lasting collaborations, based on trust and mutual exchange. Anything but trivial strategies, the results of which fall directly and indirectly on commercial performance.
10. Learn from user feedback
From direct ones like reviews, live chats, emails, to indirect ones like browsing behavior. Feedback from users who populate your database or community is the most reliable indicator for calibrating your business, services or products . The most common mistake, however, is to focus only on what “works” without looking at negative feedback. The best way to increase what works, however, is to understand what affects customer dissatisfaction, correct it and take the right path. On all fronts.