It's a new year. Budgets are locked in, projections set, and your marketing plan is ready to execute. As you set out to achieve your business goals, here are four keys that will help you maximize your digital marketing strategy in 2023.
Adopt an integrated marketing approach
There are many ways to promote your business. In fact, most B2B companies use at least eight marketing channels to interact with customers. While a diverse marketing mix is important to reach wider audiences and expand into new markets, it can cause discontinuity in messaging if managed in silos. For instance, your company website and social media profiles should have a similar look and feel. Additionally, promotional content such as emails, digital ads, or SMS messages should always direct to relevant content that is consistent with the information the customer received.
The goal of integrated marketing is to align all channels and create a cohesive experience. Brands must be aware of how marketing initiatives can work together in tandem to drive better results. By having consistent communications and branding across all mediums and assets, you not only establish a well-rounded and united marketing front but build long-term customer loyalty.
Make good use of data and insights
In the past, marketers made decisions based on assumptions or best guesses, but to be a savvy marketer in the digital age, you must rely on data and insights. Numbers are unbiased and far more accurate at determining whether something is working or not. By establishing a few key metrics and regularly looking at how they are changing over time, you will have a clear picture of how your business is performing.
When it comes to maximizing your digital marketing strategy this year, data and insights will be essential to ensure campaign success. Keep close track of the following:
- How customers engage with different types of content. This indicates what is resonating and may justify producing more or similar types of content for other campaigns.
- How customers are progress through the sales funnel. If they aren't converting, it may indicate another tactic should be implemented at certain points in the sales funnel
- Which channels are producing revenue. This will help you determine where to invest marketing dollars so your business remains effective and profitable.
Optimize for voice search
All businesses know that to be found online they have to invest in search engine optimization (SEO). But due to the rise of voice recognition technology, the digital landscape is changing. According to industry experts, consumers now prefer to conduct online searches by voice instead of typed queries. As more users adopt this new behavior, companies will have to adjust their strategies.
So how do you get ahead of the curve to ensure your website still ranks high organically?
- Take a look at the behavioral data from your website and elsewhere online to understand your audience and their needs. This will help you know what users want when they use “OK Google.”
- Use SEO titles and meta descriptions that incorporate keywords relevant for voice search queries so that both humans and machines can understand them easily and make sure these words are included throughout the page.
- Create content that speaks directly to users' needs and answers them directly in natural language. For example, someone typing "how do I fix my car" into a search engine would get pages of results about fixing cars, but someone asking Alexa "How do I fix my car?" would get specific advice like, "Call AAA."
Take advantage of user-generated content
"Good" content is no longer enough to make it in the marketplace. Companies must produce consistent, relevant and engaging content, which takes significant time and resources. But there is another way to gain the attention of your customers that is extremely effective, not to mention free!
User-generated content (UGC) is a form of earned media that is created by customers – such as reviews, pictures, blog posts and video. Instead of trying to convince prospects about the value of your business, leverage the voice of engaged users. By allowing them to share their opinions about your products or services along with their personal experience, they may attract others who are interested. This will help you build trust and brand awareness with those who were unaware of what you had to offer.
