Consumers are spending more of their time online and on social media than ever before. They are relying on digital channels to get more of the products they need, and expect to receive them faster than ever before. With a stronger reliance on digital and online channels, this gives marketers the opportunity to reach more customers through a number of outlets. But that doesn’t mean it’s an easy process or free from competition. With the expanded reach and additional tools, that means competition for consumers’ awareness and focus is fiercer than ever before. Here’s 4 ways we recommend for making your digital marketing strategy more effective and stand out above your competitors.
Though consumers are becoming more wary of sharing their contact and personal information with businesses due to issues with privacy and security, giving consumers a reason to join your email list and subsequently reasons to stay is key. Though consumers always have the power to unsubscribe, if the relationship is mutually beneficial, they will be less likely to. Avoid overwhelming your customers with frequent messages or wearing them out with constant sales-focused messaging. Share about the benefits they will receive if they choose your product or service and offer them something to show your appreciation for their time and attention.
It’s estimated that a new customer would need to see a message or offer for a brand or product approximately 7 times before they make the purchase. With this in mind, finding them at multiple stages of the purchase process is key to influence consideration and their purchase decision. If they’ve been to your website or landing pages, this can be achieved through remarketing campaigns. Utilizing display advertising to reach your audience, even when they’re not searching for your product or one similar to it, will help keep you top of mind.
In order to create an effective marketing strategy, you need to understand your audience and their purchase behavior. Understanding your audience also includes the necessary process of identifying audience segments and tailoring your messaging to each group. Depending on your business, you could serve a variety of customers with different demographics and interests. These should all be taken into consideration when determining where, when, and how you’re communicating with them.
In the digital marketing space, the availability of real-time and extensive data is another tool that needs to be taken advantage of. There’s more information out there and finding ways to analyze and interpret that data to inform future marketing decisions is important to the long term success of your strategy and business. Though you don’t want to make rash decisions or changes without substantial information, you want to be able to be agile and pivot if necessary.
Businesses and products are continually competing for the focus and attention of their consumers. With more marketing messaging out in the market than ever before, but more direct ways to reach consumers consistently, it’s important to develop a strategy that is impactful and makes your brand stick out above the rest. By creating a well thought out email marketing strategy, utilizing the power of remarketing, understanding and segmenting your audience, and harnessing the power of the available data, you can create a well-designed digital marketing strategy that will set you up for long term success.