Digital Marketing Tips
Sometimes the tweaks that are the most effective are so simple you’ll be kicking yourself for ignoring them to this point. There are other digital marketing tips that will benefit your brand in specific circumstances, depending on your audience.
If you just repeat the same things, over and over again, your digital marketing strategy’s lack of flair will probably result in stagnant results.
If you’re happy with chugging along at the same pace, these tips aren’t for you. But if you’re super-keen to turbocharge your brand and reach new heights, you should be hungry for every little digital marketing tip you can get your hands on.
Use your discretion as we dive into this comprehensive list of digital marketing tips that could be the difference between mediocrity and superiority.
Digital Marketing Tip #1: Know Your Market
Yes, yes, you probably know this already: you need to gear your marketing efforts towards the specific market you are targeting.
The real question is this: what does this actually entail?
It’s simply not enough to have a rough idea of the sort of person your product is targeting. Neither is it sufficient to say “I like sports cars, so I know what people who like sports cars are like.”
You need to roll up your sleeves and grease your elbows within your market. Jump into their social media circles and see what they’re talking about. What you find may well surprise you! Don’t limit yourself to social media; get stuck into blogs, forums, and other interesting website around your market.
Little did you know that surfers would spend 34 pages talking about ‘snow surfing’
This will help you to develop a wholesome view of the different types of people who exist within your market. You’ll probably be surprised with how many different types of people exist within that space. Some of these people probably haven’t fallen under your consideration in the past… it’s time to change that.
Next up, you should create comprehensive customer profiles for each of these customer types. The more complex these profiles, the better. Give the fictitious customer a name, address, hair colour… humanise them. Someone else should be able to take this profile and envision this person in their own minds in a very similar way to how you imagined them when creating the profile.
This will help you to have a constant point of reference whenever you’re creating new marketing content. Always imagine you’re presenting these marketing elements to the specific people you have designed and be honest with yourself about how they would react to these elements.
Ultimately, this will help you to minimise the guesswork when creating new marketing content, instead giving you a pretty good idea of how it will resonate with your audience.
Digital Marketing Tip #2: Focus on the Funnel
A simple but often underrated aspect of marketing is the famous ‘funnel.’
The funnel is well represented in the below infographic.
A fantastic way to increase your audience is to get someone with a following to endorse your brand. This type of marketing has regularly been employed outside of digital circles, too – brands sponsoring sports stars, for example. If you can get a famous person to endorse your brand online, you will create a pathway between their audience and yours, encouraging their audience to investigate your product or service further.
So, what does it all mean?
TOFU stands for ‘Top of Funnel’. Your TOFU digital marketing efforts should be focused around creating awareness of your brand.
For example, blog posts are a great TOFU tool. They attract people who are looking for answers to questions within your market, and you give them the information they’re looking for. This serves as a means of them getting into contact with your brand.
From this point in the funnel, we progress to MOFU. MOFU stands for ‘Middle of Funnel.’ MOFU is primarily focused on transforming them from people who know about you, to people who have made some sort of commitment to your brand.
We are not yet talking about becoming a fully-fledged customer. Here, it is more about things like newsletter subscriptions and tripwire offerings (small purchases not designed to make a profit, but rather to get the customer to initiate a relationship with your business).
Remarketing opportunities also fall within this category – once the prospect found out about your brand through TOFU measures, you can target them with advertisements that will encourage them to return to your site for and take action.
Finally, BOFU (Bottom of Funnel) marketing involves encouraging prospects to convert. This is through means like product videos, sales copy and specials.
You also want to encourage those who do convert to consider your other products – known in the digital marketing world as ‘upselling.’ Since they’ve decided to trust your brand with their money and given that they are interested in your market and offerings, try to convince them to become a repeat customer.
Use this three-step funnel to ensure that you are always acting optimally within the marketing process. Don’t rush prospects by trying to take shortcuts through the funnel, as this can result in a significant loss of potential customers. A good understand and implementation of the funnel system will allow you to keep your marketing efforts efficient and targeted.
Digital Marketing Tip #3: Use Lead Magnets and Call-To-Actions
We’ve spoken about the funnel, but it’s all for naught if you don’t get people to take action.
You continually want to encourage people to move through the funnel with clear, powerful buttons and forms that continuously reinforce the next step.
For example, if someone is reading one of your blog articles, you want to encourage them to sign up to your newsletter, or to enter the email address to download a free lead magnet. Likewise, if someone is searching through your offerings, you want to ensure there are obvious buttons to click for them to add these offerings to their cart.
You also want to limit the number of options you give your prospect – particularly when it comes to lead-magnet and cart pages. You don’t want to give them lots of options to navigate to other pages or to return to the previous page; rather, you want to make the choice binary – enter your email address, or exit. The more other options you give them, the less powerful your call-to-actions will be.
Another great idea is to completely remove your header menu from these pages – otherwise, uncertain prospects might just navigate to another page through this menu.
Digital Marketing Tip #4: Write Better Copy
Everyone wants to double down on fancy videos and imagery in their digital marketing efforts. This is totally cool, but it’s not all you should be focusing on.
You’re unlikely to be marketing without written copy being included in some capacity. Your copy isn’t just a furnishing; it is crucial to the success of your digital marketing efforts.
Your tone of voice reflects on your brand. If you’re boringly-formal, or excessively cheesy, your brand will suffer. You want to use a tone of voice that builds upon the brand you are looking to create, which means that how you write your copy will be drastically different depending on your brand.
It can be a delicate balance between writing with the right tone and one that feels forced and unnatural. This is why it is a good idea to develop a style guide for your brand as a whole.
A style guide is a basic document that emphasises the intricacies of your brand’s copy style. How formal/casual is your brand? How much copy do we use on each of our efforts? What is the basic structure of our blog articles?
Having a baseline guide to writing copy for your brand means that it should remain consistent regardless of who is writing the copy. For example, a brand like Nando’s is famous for their short, punchy puns and wordplay. In comparison, luxury brands might use more formal and extensive copy if their goal is to highlight just how feature-packed their offerings are.
There is no one-size-fits-all copy style. It depends upon your target audience, your market, and your particular framing of your brand.
Digital Marketing Tip #5: Test Alternatives
Sometimes the best way to improve your digital marketing doesn’t involve implementing something new. Consider looking at what you’re currently doing, and test whether alternative versions will work better.
For example, if you have a newsletter pop-up, you could consider changing the term ‘Submit’ into ‘Sign Me Up!’ While a seemingly small change, you could be surprised by how much it improves (or worsens) your results…
This tactic is commonly referred to as ‘Split Testing.’ Split Testing allows you to compare two options against each other, tracking how each of them works. Generally, 50% of your audience will be shown the one option and the rest the other. You can then track which version does better. Of course, you also need to keep in mind the certainty measurement – the higher your certainty percentage, the more likely the observation isn’t just a coincidence.
This whole process is best implemented with special software that does all of the tracking and fancy statistical stuff for you. This allows you to focus on setting up tests and acting on the results of these tests.
Digital Marketing Tip #6: Know Your Competition
Digital marketing isn’t just about looking good to your prospects; it’s about looking better than the competition.
To do this, you need to know what you’re up against. Do in-depth research into your opposition, highlighting their strengths and weaknesses. You may pick up on things you hadn’t previously considered or be inspired to fill obvious gaps in their strategies.
Whatever you end up doing, it will benefit you in the long term to have a solid understanding of your competition. In fact, it’s so useful that you shouldn’t just be doing it once-off as a general gauging of your competition.
It is a fantastic tool for when you create SEO-focused articles, for example. You can do a search for the keyword you are targeting, and analyse the different articles that feature. Then you can see the level of content they’re creating and find ways to make your content more useful or readable.
Remember, the key isn’t to do what everyone else is doing; rather, you should be looking to do it differently, in a way that is better than what they’re offering. You’re not looking to fit in; you’re looking to stand out.
Digital Marketing Tip #7: Don’t Skimp on Analytics
Analytics is a gold mine of crucial digital marketing information. If you want to dominate your digitalmarketing efforts, you should be obsessing over the data you get from platforms like Google Analytics.
It almost feels like cheating. You can see absolutely anything and everything regarding your digital marketing performance – from where people are searching from, down to whether they have children or not. You can identify your target market, work out which pages work best, and highlight the areas of digital marketing you need to improve upon.
For example, you have a high bounce rate on your blog articles, it possibly means that you lead magnets and subscription forms aren’t attracting interaction. It could also mean that your articles aren’t particularly interesting to your audience, meaning they are getting bored and leaving.
So which is it? You could look at a metric like time spent on page – if this time is relatively short, it probably means that the audience isn’t enjoying your content, whereas if it is longer, your call-to-actions are probably underperforming.
With so much data, you can use it as above to work out where your strengths and weaknesses lie. Such incredible levels of information can be overwhelming, but if you upskill yourself in Google Analytics and similar analytics software, you will be doing your digital marketing efforts a massive service.
Digital Marketing Tip #8: Keep in Contact
Once you’ve got your digital marketing tools and platforms set up… use them!
The key goal of digital marketing is developing relationships with your prospects and customers, so don’t slack off when it counts. Continually post unique content that fosters your community’s growth.
This shouldn’t be limited to writing industry-specific blog posts (although these are great). You should also humanise your brand by experimenting with other ideas such as company culture content.
If your company has a cool internal function, such as a Secret Santa or a company awards ceremony, give your audience a sneak peek into these events. You may think that your communities are not particularly interested in these internal events, but you’d be surprised how much they value you opening up your company’s human interior to them.
Your customers will appreciate that you’re not trying to put up a fake façade for them and are instead just another group of normal people. The intimacy that company culture content initiates is something that can set you apart from your competition.
Something else you should consider is user generated content (UGC). Ask your audience to send in their pictures or comments and feature them on your page! This is another way that you can transcend the business-like side of marketing and make the experience intimate and engaging.
You can also consider running competitions where contestants submit pictures, videos and other forms of media. This encourages a two-way communication stream, and not only connects you with your audience, but also them with each other.
This ultimately means that you can create tightly-knit communities that can encourage loyal repeat customers.
Digital Marketing Tip #9: Latch onto Viral Content and Topics
Viral content is the gold standard of online content creation and marketing. If your own content can go viral, then that’s fantastic. You should be pushing for this with every bit of content you publish.
However, you don’t always have to create viral content to benefit from the phenomenon of viral content. Sometimes you can piggy-back off of other viral content and get big reach.
How? Do some research about what content is currently going viral. BuzzSumo is a great example of a resource that can help you to find this content.
Here’s an example of a BuzzSumo search for ‘Flowers.’ If your business sells flowers, you could use the above information to see what articles about flowers are currently trending. There is an interesting article at position 4 entitled “Fewer than 5% of women can name the 20 most common flowers.”
You could piggyback off this article’s success and write an article that goes through the 20 most common flowers, educating your audience about each of them. In this article, you could include a link to the viral article, mentioning how this article inspired you to talk more about the common types of flowers available.
Not only is this a topic that people are currently interested in, but the backlink will help your SEO efforts. All things combined, you have an above-average chance of your article going viral, or at least earning significantly better-than-usual reach.
This is why doing your research before writing content is so important. If you’re just winging it, assuming that you know what your audience wants to read about, you’re quite possibly missing out on substantial reach.
Another great tool for finding topics for your articles that are more likely to have big reach is Google Keyword Planner. This tool allows you to see how many people are searching for things that are relative to keywords that you enter into the tool.
It also provides other information, such as the competition for paid advertising of these topics, and how much you are likely to have to bid for your advertisement to feature.
These metrics are less important when it comes to creating viral blog posts. It is the first feature – the keyword search numbers – that are the most important in this area. If you can find terms with lots of searches, and write good, SEO-rich blog posts about these topics, you will have a large pool of Google searchers who could consider your article.
Bear in mind, however, the nature of the keywords you’re searching for. If you’re a small business, some searches could be tough to feature for – if you’re a small clothing brand, you might struggle to compete with brands like Levi’s and Diesel when writing articles about jeans. This is because they are likely to have significantly stronger SEO reputation due to their high site view numbers.
That said, it’s certainly not impossible. Smaller websites feature high up for keywords over bigger name brands all the time. You should ensure that you content is valuable and is well-optimised for Search Engines.
Digital Marketing Tip #10: Post Content that Lasts
Latching onto viral topics is a great way to get big reach, quickly. And, as previously suggested, it is a great tactic.
However, you should consider complementing these articles with what is known as ‘evergreen’ content. Evergreen content lasts over long periods of time and maintains its integrity.
This content is remarkably effective because it can continuously be found by people searching for relevant content. For example, the article we previously spoke about regarding common flowers would count as evergreen content since information about common flowers is always something that people would be interested in.
By comparison, an article such as ‘digital marketing trends of 2012’ is unlikely to be as powerful today as it was 6 years ago, since the digital world is continuously changing. Likewise, a clothing company talking about ‘the hottest fashion trends of 2017’ will probably need to write a new article entitled ‘The hottest fashion trends of 2018’ if they hope to remain credible in the eyes of their fashion-loving audience.
You should by no means limit yourself exclusively to evergreen content – sometimes current content is both valuable and necessary. But you should ensure that you have a lot of evergreen content that solidifies your content marketing efforts.
Digital Marketing Tip #11: Optimise Your Landing Pages
One of the more underrated aspects of your digital marketing campaign is your landing page design.
Many people see them as pretty pages that are best left to the design team to create – virtually alone. In fact, there is much more to your landing pages than ‘prettification.’
Your landing page is a fantastic opportunity to provide your prospects with everything they could possibly want when making the decision of whether to convert or not. Your landing pages should be sales pitches in their own right, so that your sales team is primarily focused on the human side of things; not the information side.
If your prospects aren’t completely certain about what you’re offering them, they could decide not to pursue these offers. You want to take all of the risks out of their decision-making process, as this will likely result in a significantly better conversion rate.
And there you have it – 11 powerful digital marketing tips that you can use to turbo-boost your digital marketing efforts. They can provide you with fantastic benefits if you utilise them effectively.