Digital marketing is an increasing part of business success. According to Statista, in February 2020, US marketing executives. a whopping 13.2% from your company’s revenue to marketing budgets. The allocated budget expenditure increased from an average of 7% to 10% in previous years. The statistics website also reiterated that digital marketing continues to increase while traditional channels shrink.
Even if a business has already invested in digital marketing in the past and present, facts like these continue to emphasize the need to keep those efforts online in the future. It’s an ongoing phenomenon that Jason Hennessey is well aware of. The CEO and founder of the digital marketing agency. Hennessey Digital You know that online marketing is not a “set it and forget it” type of deal. It requires patient and constant attention over time.
Digital Marketing Tips from Marketing Master Jason Hennessey
Truly successful digital marketing requires constant improvement in multiple areas. With that in mind, here are some tips that Jason Hennessey has found helpful as he reverse-engineered the Google algorithm and perpetually improves the ongoing digital marketing efforts of both his own company and many other companies.
1. Put conversions first
Convert, convert, convert. That’s the golden rule of online advertising, or any marketing, really. It doesn’t matter how much attention or traffic you generate if you’re not turning it into sales or some other pre-set goal.
This is why conversion rate optimization It’s critical to consider, especially once your digital marketing is up and running. But of course, at that point, you’ve already created things like landing pages, long and short-form content, and contact forms.
Now is the time to play with the formula to see what helps and what hinders your ongoing digital marketing efforts. This can optimize every aspect of your marketing collateral and ensure that you are helping drive consumer action.
A large part of this process involves tracking and analyzing data, something we’ll cover more fully in a minute. The main takeaway here is to keep your eye on conversions at all costs.
2. Prioritize continuity
Continuity is another part of digital marketing that is easy to lose sight of: overtime. When you create an initial marketing strategy, it’s easy to have everything in place. Brand messages, vision, logos and color schemes are clearly presented and understood.
While creating your online content Through various marketing channels, however, it is easy for things to start to change. The demands and focus of each platform can undermine the continuity of your brand’s digital content.
If you are trying to improve your digital marketing efforts, consider reviewing your continuity. Look for any areas where your brand has slipped over time, and then take steps to improve the problem.
3. Follow the data
Data is an important part of modern marketing. It can be particularly helpful when trying to improve ongoing digital marketing activity.
SEO is a great example of the value that data offers. As your digital marketing gains momentum, your SEO will start to accelerate as well. When this happens, you can start tailoring your SEO efforts to improve your results.
You can do this by using SEO and analytics tools to research industry-specific keywords that you should be trying to rank for on search results pages (SERPS). You can also use analytics to track traffic and interactions, use heat maps, set up A / B tests, and of course make sure you’re converting in the right areas. Regardless of the details, data and analysis are great tools that can refine your digital marketing over time.
4. Focus on a big picture strategy
Digital marketing can often be eye-catching and exciting in the short term. Pay-per-click (PPC) campaigns offer a fast and efficient way to generate traffic. Interactions on social media are intriguing but fleeting. Emails can get a response, but they don’t last long.
If you want your digital marketing to last for the long term, you need to invest and stick to an overall strategy. Of course, keep planning short-term campaigns and promotions. However, make sure they are part of a larger digital marketing plan.
This should revolve around your audience. Make sure you stay up-to-date on your clients’ pain points, interests, and other needs. Keep a complete and up-to-date buyer persona to inform your digital marketing efforts as well. Also, be sure to invest in long-term marketing activities like brand awareness, content, and SEO.
5. Create a complete customer journey
Lastly, make sure your digital marketing doesn’t stop at the point of sale. If you want to get the most out of your digital marketing efforts, they need to be part of a unified and complete customer journey.
This does not mean that you have to overextend yourself while trying to serve your customers through all possible communication channels. When writing about your personally coined term harmonized retail, strategy and innovation consultant Steve Dennis explains that “the customer is the channel.” Dennis explains that “a great customer experience has never been about being everywhere and being everything to everyone. What matters is presenting yourself to the right customers, where it really matters, in remarkable ways. “
In other words, your digital marketing should not be an independent effort to divert traffic to your website or generate sales. Instead, it should be part of a broader and more comprehensive customer journey that begins with the first point of contact and continues beyond the point of sale and continues throughout your customer service efforts.
Digital marketing can be an overwhelming activity. As a result, it can feel scattered, disjointed, and expensive. That’s why companies shouldn’t just jump-start digital marketing efforts and then leave them on their own.
Instead, take the time to review and improve your digital marketing efforts. Optimize conversions, analyze data, consider continuity, and create an overall strategy that takes into account the entire customer journey. If you can do that, your digital marketing efforts will continue to deliver maximum results both now and in the future.
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