With marketing becoming a necessity today, businesses can no longer afford to seat back. Today you most focus on both online and mobile strategies in order to get your business out into the sphere. How do you accomplish that?
Here are 20 tips to improve your online and mobile strategy
1. Extreme Creativity in marketing
Extreme creativity is now required to help you achieve competitive differentiation in an increasingly cluttered and distracted online and mobile marketplace.
2. New Technology for more automation
There is a constant stream of new technology automation to enhance user experiences. What’s key is to understand how your specific customers want to use technology to improve their experience with your company.
3. True Professionalization
According to the 6th Annual Professionalization Consumer Survey “consumers expect and desire professionalization throughout their online shopping experience. And, 83% see value in being recognized with personalized experiences across channels.”
4. Leverage the Power of Community building
The power of community has taken consumer participation to a whole new level by empowering traditionally passive buyers and turning them into active brand contributors.
This helps to build a community around your product or service, giving you direct access to potential customers and referrals.
5. Bring out the Humanity in Digital Communication
“Bring out the humanity in your digital communication" and make sure your team is listening, paying close attention, and take action to build a relationship between your brand and your consumers.
Whether you’re on the front lines of consumer service or in the boardroom making company-wide decisions, whether you’re online or face-to-face, listening and responding accordingly is paramount to success.
Sometimes that means engaging with the consumer, sometimes it means delivering what they’re really after in a timely manner. But it always means responding with exceptional service and creating an unparalleled experience with your brand at every level within the process.
6. Take a journalistic approach to content
It’s an editorialized and blended world of owned, earned and paid!
Brands that take on a journalistic approach to content and treat their blogs and social networks like individual publications will build strong communities and ever lasting relationships; ultimately converting into business.
7. Create content that means something
Get it out of your head that what you’re doing is “digital” and never treat anyone as a number.
Create content that means something to them. Understand them. Help them. Invoke emotion.
You don’t want followers, fans, users, or any such frigid thing. You want new friends. Sure, your relationship might exist largely on a rectangular piece of screen glass. Make it memorable.
8. Add social science to your marketing strategy arsenal
Add social science to your marketing arsenal: Today, terrific targeting, content and offers only get you so far.
To increase your engagement and conversion rates, study the social scientists. They, along with behavioral economists, have proven that people take cognitive shortcuts when making decisions. And they’ve shown these shortcuts can be prompted – resulting in automatic behaviors.
Now you can stack the deck every time you craft a subject line, write an email, lay out a landing page, design a call to action, etc."
Tap into proven human behavior triggers like the Scarcity Principle, Cognitive Fluency, Loss Aversion and dozens more to prompt the behaviors you want.”
9. Create a balance of messaging across channels
“Don’t throw away the “exploration” broadcast messaging with the “targeted conversion” messaging. So what really is cross channel messaging?
Advanced data management and campaign automation – coupled with the new marriage of content marketing and analytic — make targeted messaging – display, CRM re-targeting, triggered email, social, mobile and even offline mail – so easy, multi-channel and powerful, that it’s tempting to ignore the power of the good old broadcast message.
Consider the latter as a way to uncover new truths about various audiences, and to improve your segmentation.
Often, the unexpected, generic message will reveal as much about a person’s habits and interests than the uber-targeted one. Create a balance of messaging across channels to make all your content marketing work harder.”
10. Create content that solves business problems
Just because we produce more content doesn’t mean we can digest more. In fact, we can’t digest any more information than we did 100 years ago. With the increase in content, the need for high relevancy is critical.
Use Big Data to truly understand your audience and then create content that solves their business problems and reaches them on the channels they use. Stop selling and start helping.
11. Focus more resources on content quality
Only 30 percent of content marketers feel they use content effectively. Why?
Because most brands don’t have a substantive audience to consume it. Every minute of every day 100,000 tweets are shared, 571 new websites are created and over 347 blog posts get published. It’s noisy out there. So how do most marketers address this problem?
By focusing more resources on content quality and/or quantity.
Those marketers without existing prudent audiences who want to use their content effectively in 2016 must develop a content distribution and promotion plan backed by robust audience and media research.
According to Ryan Skinner of Forrester, brands can actually step down content production and step up distribution to get better results.
Truly converging owned media with paid and earned media empowers marketers to get their content in front of millions of eyeballs every day and expedite the growth of their own audience.
12. Choose your voice carefully
“Standing out amidst the escalating online noise and clutter is key. Ensure that the voice sharing your content rises above the din to create a connection. The voice is a combination of the person and the message.
Who’s telling your story?
Does he/she have a solution?
Is she/he the best choice or an easy solution?
Does he or she have followers that will share your message on a wider basis?
Is the message relevant and different?
Does it translate as genuine and authentic—or, does it proffer thinly-veiled marketing speak?
Will it compel others to share your story?
Choose your voice carefully. It can mean the difference between rising to the top or disappearing into the fray.”
13. Create visual content for the best ROI
The future will see a rise in visual content, and a decrease in the reign of heavy text-based blog articles.
Visual content is shared more, gets more engagement on social, communicates information quicker and easier than text, and, as a result, is worth more in SEO.
Because of this, visual content has the best ROI currently available to content marketers. The top three types of content will be short-form videos, info graphics and slide shades.
14. Make your message relevant
Your message must be relevant to your buyers! All successful marketing programs have one thing in common: messages that speak directly to specific buyers. Why?
Because relevant messaging establishes an important emotional connection between a business and its buyers, which, in turn, spurs future purchases.
Messaging is a large part of the branding process and can drive visuals and campaign themes. Therefore, it is critical to carefully research and develop a thorough buyer profile prior to crafting marketing messages.
It doesn’t matter if you’ve developed an amazing concept and launched via the latest digital or traditional marketing channels; if your message doesn’t speak to targeted buyers, your marketing is worthless!
15. Focus on a user experience approach
The focus on a user experience approach in marketing has never been more important than now. Yet it remains a formidable challenge for marketers to measure the effectiveness of their marketing initiatives in today’s always-on world.
Here are some pointers to attain actionable insights, in our multi-channel/multi-screen world, on how your prospects interact with your brand, how you convert these prospects into customers, and how to retain your most profitable customers:
- Focus on your Key Performance Indicators (KPIs) and know your customer segments.
- Measure across channels, especially upper funnel activities and their impact on awareness and engagement.
- Pay keen attention to your personas and content consumption
- Finally, tie all of the above to outcomes and conversions, that’s what really matters!
16. Start a face-to-face connection
Digital Marketing is often thought of as a replacement for advertising. If you really want to make the most of your digital communications, start with a face to face connection, and continue the conversation online.
You can do that through networking, presentations, workshops and simple coffee meeting. True, you can’t meet everyone, but for the ones you do meet – Digital Marketing truly enhances those connections.
17. Create a digital marketing road-map
Research shows that nearly 50% of marketers don’t have a defined digital marketing plan – either separate or integrated into their marketing strategy.
They are also “marketing in the moment” with no look ahead beyond the current quarter or campaigns.
You can certainly get results without a longer term road-map, but you will miss out on the opportunities from strategic initiatives like Conversion Rate Optimizations, Marketing Automation and effective content marketing and which need a business case and implementation plan.
18. Learn from the way software developers work
Software developers spend hours churning out code, so what can you learn from them?
- Look at how growth hackers are testing and breaking things to learn and improve performance.
- Adopt Agile marketing techniques to remain responsive and focused on highest value activities.
- Get prototypes/creative in front of your targets early in the creative process to capture and incorporate real-time feedback.
19. Optimize your site for mobile
With 80% of all Americans owning a Smartphone and 45% owning a tablet (as of June 2016), it is harmful to your business to not have an optimized website that automatically detects the user’s browser and device and automatically accommodates. And I don’t mean an "m.url.com website" that only has 4 pages.
It’s worth it to spend the time and money to build an optimized website that allows users to access all your content, from whatever device they want.
The conversion rates for tablets are double those of Smartphone’s, so this is even more key for e-commerce websites. For local businesses, making sure your website is easily found via mobile devices can lead to instant customers. And this means regular revenue and visibility for your business online.
20. Expand your thinking beyond historical norms and boundaries
We live in a digital world… a big data gold mine for marketers. Imagine a world where your data finds your customers tells you what campaigns to run, what channels to reach your target, exponentially increases conversions, quality and quantity at every stage of your sales cycle.
Imagine your data predicting sales, closing deals, forecasting your business. The data is at your fingertips, easily accessible and technology has finally delivered on the promise of “data driven”.
The challenge lies in today’s’ marketers to expand their thinking beyond historical norms and boundaries.