In today’s world, there is no one-size-fits-all answer when it comes to marketing. Just like with most areas of life, we see instances where traditional marketing methods prove unsuccessful and we see new avenues emerge which allow for more effective engagement.
In the world of digital marketing, we are constantly assessing the effectiveness of methods and strategies and looking for ways to be more efficient. One of the most well-known marketing agencies, WOW Group, conducted a study that examined the behavior of consumers and buyers across social media platforms and how businesses can most effectively utilize these insights to their advantage.
What the research revealed is that while consumers are active across all social platforms, they use sites like Twitter, Instagram, and YouTube to research and learn about brands, products, and services; build and engage with communities; and connect with people who have a shared interest.
In this article, we will discuss five tactics you should be using to maximize the effectiveness of your digital marketing efforts.
1. Create compelling content.
The first and most important step to effective digital marketing is to create compelling content. Consumers are more likely to engage with content that has an element of novelty or interest to them. For example, if you are writing about a new product that will interest a niche audience, ensure that the content is informative and engaging.
In addition to novelty, compelling content can also incorporate different types of media. While videos are still the most popular form of content on websites across the globe, infographics, web pages, and blogs are becoming more prevalent. Ensure that the content you create is relevant to your target audience and utilizes media forms that they are more likely to appreciate.
2. Build an audience.
Having compelling content is only half the battle. To actually reap the benefits of your marketing efforts, you will want to continue establishing yourself as a thought leader in your industry and grow a following of people interested in your niche.
To grow an audience and establish yourself as an expert in your industry, you should be using the following four strategies:
a. Create content regularly.
Consumers expect to see fresh, new content frequently and consistently. If you want to gain trust and loyalty from your audience, you must be willing to consistently provide value. When was the last time you updated your content? Does your Instagram feed look like it is consistently filled with new content? If not, you may be losing potential customers who are seeing that you are not doing anything new and, as a result, are likely to skip your content.
To keep your audience interested, you will want to create content that is both valuable and relevant to them. Ideally, you want to create content that will help them make better decisions or do more with their life. For example, if you are a fashion blog, you may want to cover topics such as fashion trends or fashion tips. Or if your target audience is health-related, you may want to provide tips on how to improve their health or wellness by using specific products or services.
Whatever your target audience’s interests are, be sure to cover these topics in your content.
b. Use social media to connect with people.
If you want to grow an audience, you should be using the right social platforms to connect with the right people. To attract and retain people interested in your niche, you should be using social platforms such as Twitter, YouTube, and Instagram to connect with people who have a shared interest. These sites allow you to build and engage with audiences that may not always be found on your own website. For example, if you are a fashion brand, using platforms like Instagram allow you to connect with people who have a similar interest in fashion trends. If you want to learn more, here are a few things you can do:
- Visit the accounts of influential people in your niche, such as blogs, YouTube creators, and Instagrammers.
- Join groups on social platforms where your target audience congregates, such as LinkedIn’s SMART Groups.
- Follow relevant hashtags on social platforms to discover accounts relating to your niche.
- Create and engage with communities across social platforms using platforms like Slack and Discord.
- Use platforms such as YouTube Analytics to gain a better understanding of your audience’s behavior.
c. Use paid media to grow an audience.
If you want to jump-start your digital marketing efforts and start generating results fast, you can use paid media. To do this, you will want to identify specific platforms that will allow you to target the right audience and make the most of your small budget. Paid media can be very effective at getting your name out there and generating interest in your niche. For example, you can purchase ad space on popular travel websites or magazine platforms to promote your niche brand.
Paid media isn’t always the best choice for every digital marketer. If you want to grow a long-term, organic audience and don’t mind spending a bit more money, you can use a combination of organic and paid methods.
d. Use search engine optimization (SEO) to gain visibility online.
In addition to creating compelling content, connecting with people, and using paid media to grow an audience, you can use SEO to gain visibility online and drive traffic to your website. To do this, you will want to use platforms such as Google Adwords, which can help you find and target your specific audience on Google searches, and Bing Ads, which can help you find and target your audience on Microsoft searches. A great way to learn more about SEO is through blogging and content creation. By regularly putting out new content, you will gain credibility with Google and other search engines, which can ultimately lead to more organic traffic and increased sales.
While SEO can be very effective, it is also very competitive. For this reason, you will want to make sure that you are using the right keywords in your content and targeting the right audience. If you want to use SEO to its fullest potential, you will want to have an in-house SEO expert build a keyword strategy and carry out keyword research. You can also outsource this function to experts who charge a fee for their services.
5. Measure the success of your digital marketing efforts.
To determine the success of your marketing efforts, you should be using a variety of metrics and analysis tools. Some of the most effective tools for measuring the success of your digital marketing efforts include:
- Google Analytics
- Facebook Analytics
- Instagram Analytics
- YouTube Analytics
- Pinterest Analytics
- Twitter Analytics
- Linkedin Analytics
- Quora Pro Analytics
- Hootsuite Analytics
- Xing Analytics
- Reddit Analytics
- Shopify Sales Analytics
- Freshchat Analytics
- and many more
These tools can help you measure everything from the performance of your ads to the reach of your social media posts. By using a combination of analytical tools, you can get a better sense of what is working and what needs to be changed to reach your target audience.
These tools can help measure everything from the performance of your ads to the reach of your social media posts. By using a combination of analytical tools, you can get a better sense of what is working and what needs to be changed to reach your target audience.
While every business is different and you might not want to use the same tactics and strategies that worked for someone else, the above strategies should ensure that you are on the right track to making your digital marketing efforts pay off.