Tips for effective Digital Marketing strategy

Sep 2021

 
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By IT Support AU

If your marketing strategy is struggling with getting more leads and website visitors and growing your business.

Here are some strategies for digital marketing campaigns, search engine, social media and content marketing for 2022.

These latest marketing tactics you can use to create marketing campaigns, generate ROI (Return on Investment) and grow your business.  These strategies work for both b2b or b2c marketing campaigns.

Five marketing strategies that you need to implement in your business right

Paid Marketing

Paid advertising or PPC (Pay per click) can be paid marketing campaigns for

  • Search Engine Marketing (SEM) like Google Ads platform
  • Social Media Marketing (SMM) like LinkedIn ads, Facebook and Instagram ads
  • Video Marketing like YouTube Ads
  • Streaming services like Shopify ads or Twilio
  • Chatroom services like Clubhouse

Paid Marketing

PPC campaigns are paid marketing campaigns which you can use in your digital marketing streams with various streams like social media, streaming or search engines.  

Posts that are specified as sponsored or promoted are paid marketing. Promoted content is excellent for targeting audiences that would be interested in your services of products. Social media marketing enables targeting users based on interests, age, demographics and location on mobile devices. The audiences will see paid posts as promoted content based on their interests in their news feeds.

CPC (cost per click) and CPM (cost per million) are metrics for measuring costs for digital marketing campaigns. Google Ads, Facebook and Instagram ads allow you to select either of the two options for your marketing campaigns.

CPC is the amount that is charged on per click basis and CPM is the number of times your posts or ads are shown to visitors. Display ads are part of Google Ads and allow you to market on Google Partner sites in the form of display banners.

YouTube is second biggest search engine and uses paid video advertising and display ads. Digital marketers can target videos on the basis of keywords and key phrases in search queries. Search Engine Marketing (SEM) allows paid advertising on the basis of search keywords and social media marketing is based on user interests.

Social media marketing is best for discovery-based marketing because your audience may or may not know about your product and the best platform to introduce your product to someone. Search engines are best for audiences who are looking for the best deals and actively in-market searching for product or services. Search engine users are slightly warmer than social media marketing.

SEM is effective strategy for a keyword rich company with product or service that people are actively searching for regularly.

Social Media marketing is a form of interruption marketing where marketers can put their message in front of social media users. The aim of social media marketing is to interrupt what the user is doing and click on your ad and visit your website.

Website Design

Website design

Web designers create attractive landing pages with eBooks and downloadable PDFs for social media visitors to take action. Website design is a key ingredient of digital marketing strategy. Websites should provide with excellent user experience. For website visitors to take action on the website, there has to be a convincing reason.

Lack of website conversions can be due to the give and take between the users and the business. When the website has high traffic and low conversions, a possible reason for this is because of

A) User experience

The website design is not attractive or modern. Website does not load fast, is not responsive or not mobile friendly. This leads to high bounce rate.

B) Value

The website does not provide value for the users. For the user to take an action or provide you with their email address, they must find something of value in return for their personal details. When you receive a lot of traffic with low conversions, a possible reason for low conversion could be the lack of value that is being provided.

Retargeting

Retargeting existing website visitors on social media is an excellent marketing strategy. Retarget does not require a strong budget and you can create your own custom audience based on the people who have interacted with your website or business before. Facebook and Instagram allow you to target website visitors with Facebook Pixel.

Pixel tracks the activity of your users on your website and if for some reason they leave your website with completing checkout then showing an ad can bring them back and complete the checkout. Website visitors who have bought from us before or that may have liked us or commented on Facebook or Instagram profile are warm leads for the business. This makes a strong case for retargeting for digital marketing.

Retargeting marketing has a shorter term when it comes to conversions. Retargeting is bottom of funnel strategy for visitors that are aware of who we are and interested in buying from us. This make is easier to convert these website visitors with one or two ads and minimum budget.

Content Marketing

Content Marketing

Content marketing is the best form of social media marketing. Creating content around your product and service allows you to engage with your audience on a regular basis. Using influencers for influence marketing on social media is a good marketing strategy for businesses.

Content marketing is multi-purpose strategy as it helps with search engine optimisation. Content that is liked and reviewed favorably ranks higher in search results because of user interaction and engagement. Websites with strong social media presence rank higher in search results than the other way around.

Video marketing

Video marketing strategy is an omni channel strategy and should be part of digital marketing in 2022. Video can be used for search engine marketing like YouTube, social media marketing like Facebook or streaming platforms. Videos are engaging, immersive and good for interrupting customer attention.

Video marketing also overlaps content marketing because marketers can create video content for social media channels which can get exposure from different audiences. Instagram, Facebook and YouTube are developing new forms of video channels like reels, streams and short videos and with time the interest in the channel will increase.

Video reviews and testimonials make for excellent website content and digital marketing strategy. Reviews from your past customers will enable your potential customers to build confidence and trust in the performance of your business.

email marketing

Email marketing has come full circle in 2019. Email marketing is private, its personal and best of all it allows tracking and content marketing. Global audience of email users is estimated at 3.9 billion active users and in 2025 it’s expected to grow to 4.3 billion users and should be part of digital marketing strategy.

Email marketing campaign software allows you to create lists of customers or audiences you want to market to. Email marketing allows you to create content customized to individual audiences. Sending emails to customers who have incomplete checkouts is excellent remarketing strategy.

Some businesses might have a long-term digital marketing strategy and have customers with a longer buying process. Email marketing allows you to warm them up and build trust before they want to make the buying decision. We can market exciting seasonal offers to our customers with new promotions and build a professional relationship with our audiences.

Marketing an offer that clients cannot refuse increases the conversion rate of email marketing campaigns.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is ranking your website or webpage in search results. The strategy of increasing traffic to your website from search engines such as Google, Bing and Yahoo.

In order to get marketing results from search results, the website should rank at the top or near the top of the search results. Organic search engine results are not paid but websites need to have backlinks strategy and backlink profile for them to be able to rank. Without content and backlink profile, it will be hard to rank near the top of the search results.

At 14%, SEO is effective for generating b2b leads through organic search, closely followed by email marketing at 13% and social media at 12%.

Digital Media, Branding and PR

Digital Branding encompasses your digital footprint on social media, search engines, review sites, apps and website. Digital media is free online advertising, it’s media that earned through customers, press releases and various media channels.

Digital marketing strategy always includes customer testimonials, reviews and case studies to showcase their success stories. Marketers should incentivize customer reviews when asking for reviews. Offer a discount on your website for customers that leave a review, if they are satisfied with the product or service.

Reviews and testimonials are social proof of your past performance. Whether its social media like Facebook or google reviews or Trustpilot, reviews help influence potential customers with their buying decisions. Warm leads or customers in the market for services or products like to read reviews before feeling confident in the business. Good reviews are ingredient of successful digital marketing strategy.

Podcasts are good marketing strategy for consultants who have strong expertise and experience in a field. Educating people about your services and products helps build a regular audience who would be interested in your products and services.

Digital Marketing in 2022 is about omnipresence and using different digital marketing strategies and channels to get your message to your audience.

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IT Support AU Managed IT Services provides IT services to Australian businesses in Melbourne and Australia. We are your business IT partner, virtual IT department, website design and digital marketing agency and cyber security advisor. Managed services enable businesses to reduce disruptions, improve productivity and growth. We help you focus on what you do best and improve your organization using technology. Start today with a free consultation 1300 0123 01.