10 Successful Digital Marketing Tactics in 2020
The internet is becoming an increasingly big and important part of our daily lives. Smartphones, smartwatches, smart cars, even smart appliances are all making us more connected. As marketers, this presents huge opportunities to leverage this powerful communication tool to connect with customers and grow brands and businesses.
A digital marketing strategy allows you to do just that and is the reason why it should form an integral part of the overall marketing strategy for any business, regardless of size.
What is a digital marketing strategy?
It is a plan of action that explains your digital marketing goals and how you are going to accomplish them. While a digital marketing strategy can form part of a greater marketing strategy, is solely focussed on digital marketing activities and initiatives. Because the digital landscape is so diverse and individual-focussed, there is no one-size-fits-all strategy. Each digital strategy should be developed to the specific needs of a business and the audience they want to target.
The great thing about the digital world is that this is all possible.
But why should you invest in a digital marketing strategy?
Digital strategies have 4 main benefits:
1. It increases website and e-commerce traffic
2. It drives brick-and-mortar store traffic
3. Digital marketing boosts brand awareness
4. Most importantly, it drives sales and conversions.
10 SUCCESSFUL DIGITAL MARKETING STRATEGIES
It’s clear that having a digital marketing strategy is a must for any business, so here’s a look at 10 successful digital marketing strategies:
1. SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Optimization, or SEO, is the practice of optimizing a website in such a way that it ranks high in search engine results for certain search terms, called keywords. SEO forms the foundation of most digital marketing campaigns.
Why is SEO so important? When someone is interested in something, they turn to a search engine to look for it. Considering that the top 5 organic (non-paid for) results on a Google results page account for nearly 70% of all clicks, you want to be in the Top 5.
Having a top ranking search spot gives your marketing efforts an organic boost. To get to the top, you need SEO.
2. SEARCH ENGINE MARKETING & LOCAL SEARCH
Another way of getting to the top of a search results page is through search engine marketing or SEM. This is the process of increasing your website’s ranking through paid advertising, like Google Ads.
These search ads are extremely flexible and allow you to advertise using all sorts of platforms like video, graphic display banners, text, in-app mobile ads, even listings on Google Maps get be targeted to display when people search for certain keywords.
Speaking of maps, ‘local search’ (targeting business ads within a certain geographical area) has increased dramatically in recent times, and it’s easy to see why. According to recent studies, nearly 90% of mobile searches for local businesses resulted in either a visit or a call to the business within 24 hours.
3. CONTENT MARKETING
As the name suggests, content marketing is about engaging with customers through content. This includes things like blog posts, infographics, videos, podcasts, and more. The goal of content marketing is to build a connection with customers by providing information that they find useful.
It’s not about selling, it’s about building a relationship with customers through relevant, well-considered, and professionally produced content. This builds credibility and trust in your business among customers, which is important for your brand in the long run.
Content marketing has proven to be very effective in generating leads, and research has shown that content marketing generates more than three times as many leads, and costs almost 65% less than traditional marketing!
What’s more, content plays a role in SEO and the quality of your content can make a difference in your website’s search ranking.
4. EMAIL MARKETING
Speaking of leads, another powerful tool for generating quality leads is email marketing, but it can also be very successful in driving sales and conversions.
Similar to content marketing, email marketing is about providing information that customers want to read, such as industry news, new product information, or personalized special offers. It aims to build brand awareness and keep your brand or business top-of-mind thereby both retaining existing customers and getting new ones.
Email marketing campaigns are easy to personalize and target, and is very easy to integrate with other digital marketing efforts. It can link to content, contain social media or optimized landing pages, all of which work together to encourage decision-making and speed upconversion.
So effective is this strategy that the average return on investment is an incredible $40 for every $1 spent on email marketing!
5. SOCIAL MEDIA MARKETING
Social media has become such an integral part of our everyday lives. It’s how we stay in touch with friends and family, catch up on news, and also connect with businesses, so much so that 90% of social media users have used these platforms to connect with brands or businesses. In fact, 63% of users expect businesses to offer some sort of customer service via social media.
Social media marketing involves increasing conversions, building and maintaining brand awareness and reputation through the use of organic (or paid) content or paid advertising on social media platforms. These include platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest, and the new kid on the block, TikTok.
The beauty of social media campaigns is that it can be very accurately and effectively targeted so you speak to the exact audience that you want.
6. PPC MARKETING
Pay-per-click, or PPC, marketing is paid advertising on platforms such as search engines, social media platforms, mobile gaming, and more. The number-one goal of PPC advertising is to convert. It is designed to draw the attention of people interested in, or ready to buy. When someone clicks on the ad, it usually takes them to a highly optimized landing page designed to close the deal.
PPC campaigns can be very flexible and cost-effective, since these campaigns can be specifically targeted to certain keywords searches and demographics, and you only pay when someone clicks on your ad. At the same time, keep in mind that the price per click of a keyword is determined via an auction which means that popular keywords can potentially become very expensive. However, considering that the average return on investment on Google Ads is $5 for every $1 spent, it can definitely be worth it.
7. VIDEO MARKETING
Video marketing is closely related to content marketing and involves creating videos that are informative and/or simply entertaining. These can be anything from instructional videos, behind-the-scenes videos, event videos, or simply entertaining videos like those frequently released by video marketing masters, Red Bull.
The goal of video marketing is to build long-term brand awareness through customer engagement. But video marketing can also be very effective when it comes to conversion, with research showing it can increase conversions by as much as 85%!
It is no wonder then that the popularity of video marketing has increased significantly over the last couple of years, with more than 90% of marketers indicating that video forms an important part of their digital strategy, up from 78% just five years ago.
8. CONVERSION RATE OPTIMIZATION
Conversion Rate Optimization (CRO) is very similar to SEO in the sense that it involves tactics to improve a website or landing page, but where the goal of SEO is to improve search rankings, CRO is about creating a website or landing page that converts, a LOT.
What makes CRO so important as part of a digital marketing campaign is that CRO is the virtual closer. Online advertising and other digital marketing tactics drive traffic to the website, and CRO makes sure they convert. Without an optimized website or landing page, digital marketing campaigns can fall flat, because no matter how much traffic a site gets, if it doesn’t make it easy for customers to buy, it means that a lot of marketing money is wasted.
While CRO activities are not always visible, studies have shown that it can generate an average return on investment of more than 220%!
9. FOCUS ON MOBILE
Mobile phones have become many people’s main way of accessing the internet. In fact, in 2019 more online traffic came from mobile (52%) than from desktop (45%). These numbers stress the importance of having mobile focussed digital marketing campaigns.
Aside from dynamic websites and landing pages that adapt to any device, mobile presents many opportunities for the digital marketer. Things like mobile gaming are increasing in popularity every day, and with its in-game advertising, as is in-app advertising on apps employing ‘freemium’ strategies, not to mention the potential of local search.
If mobile isn’t part of your digital marketing campaign then you’re losing out.
10. REVIEW, MEASURE AND REFINE
Arguably one of the most important parts of any digital marketing campaign is measuring its effectiveness by looking at the numbers, then making adjustments to keep- or put the campaign back on course. The great thing about digital marketing the fact that it can produce more, and more accurate data on campaign performance than traditional campaigns.
While this process should be ongoing, be careful not to fall in the trap of spending too much time focussing on minutiae that don’t really carry much weight.
The goals of digital marketing campaigns can be many things, from brand awareness, customer engagement, to signing up for newsletters or webinars. But having great brand awareness and customer engagement means nothing unless it ultimately increases your revenue. Always keep this in mind when designing a digital marketing strategy and setting goals.