Success in marketing your business requires a good deal of people skills, and no small amount of effort. The most important thing you can do for overall marketing success is to not allow yourself to become too focused on any one type of marketing. Instead, you should look to various marketing verticals to create a robust and effective marketing approach that helps guarantee improved success. The following are four important tips you should follow when ramping up or starting your digital marketing efforts.
Tip 1 – Create High-Quality Content
About six years ago now, Google upended the way that most marketers approached online and digital marketing efforts. Search Engine Optimization, or SEO, was the primary focus of most marketers when it came to content generation because it focused on using the right keywords to attract attention of Google bots, and land pages and content higher on SERPs (Search Engine Results Page). However, this led to a lax focus on the quality of the content, trading it in for the right mix of certain keywords.
High-quality content is replacing SEO in the post-2010 world. The more useful your company's online content is for customers, the greater your visibility will be. Google wants to reward digital marketing efforts for the quality of the content, rather than the manner in which people game the system.
Tip 2 – Use Video
If a single picture is worth a thousand words, than a single video is worth heck of a lot more to your brand. Make no mistake, it is still important to focus on high-quality content, but what constitutes content can differ depending upon the situation. For example, let's say you run a hardware company with an online presence. You can create high-quality How-To content write-ups for your customers to use to help them adjust to certain tools.
However, imagine that same How-To piece delivered in a video shared on your Facebook page or blog instead. Rather than reading your piece, taking notes, and trying to apply (or even imagine) the steps you're presenting, customers can now watch a video that clearly explains the setup and takes them through the process step by step.
Tip 3 – Answer the Phone
Pay Per Call marketing has come a long way since the days of late-night advertisements that were viewed with a great deal of skepticism by most consumers. Pay Per Call marketing can actually be a very powerful tool in your overall marketing arsenal. It allows you to focus your marketing efforts on certain regions, demographics, or consumer bases using data-driven tactics, and tracking each different marketing effort (such as banner ads, web ads, and social media ads) with unique phone numbers so you know what is working, and what isn't. Pay Per Call is one of the most effective tools for saving money and improving ROI on your marketing.
With that said, Pay Per Call is wasted if you don't actually answer the phone when it rings at your business. InsideSales.com found that 50% of consumers choose to do business with the company that calls them back first. This means it's important for you to not only answer the phone at first, but quickly return phone calls and requests for information.
Tip 4 – Personalize the Experience
Rapidly changing technology, and the maturation and accuracy of data-gathering techniques, makes it easier for companies to segment their customers into specific groups and provide them with personalized results and purchasing options that match the persona of individual types of consumers. The key to success in this final tip is to never rest on your laurels. Those personas need to be periodically assessed to ensure they are still accurate and relevant to consumers, and modified as appropriate to keep your marketing efforts on track.