In today’s world, where the Internet wields its pervasive digital footprint in practically every aspect of our lived experience, no business concern can hope to remain viable for long without a cohesive and well-formulated digital marketing plan. In order to achieve this multi-segmented end, however, it first becomes necessary for these economically-determinative entities to subscribe to a reliable web service; like Centurylink Internet Deals in the U.S (among other ISP offerings specifically geared towards facilitating commercial success).
The Pivot of Any Online Marketing Initiative
A solid digital marketing strategy entails the strategic deployment of a host of textual & graphical content samplings on a range of online platforms for targeted consumer viewing. It is not only the kinds of original content productions that are important but also the timing-schedule on which they are popularly released (published). The goal of any marketing plan should align perfectly with the short & long-term objectives of its larger organizational concerns; since all strategic frameworks are intrinsically designed and financed for this very purpose.
In this post, I’ll list the Top 10 Marketing Strategies that you need to keep at the forefront of your digital promotional endeavours in 2018. These pointers have been distilled from my years of emphatic working experience in the online marketing field, and are mostly of the ‘return to the basics’ variety; since in the constant hustle & bustle – and existential state of theoretical innovations – that normally characterizes the business world, it often becomes hard for marketing professionals to always keep sight of the essential fundamentals of their work.
The following tips also give vent to how I see the online marketing terrain unfolding in the near future, and how it can more practically be exploited to yield favourable results for your virtual campaigns.
Systematic Audience Identification (‘Ideal Consumer’ Abstraction)
Before launching your advertising and lead-generation campaigns haphazardly, it is first necessary to ensure that you have a clear imaginary picture of your ‘ideal consumer’ (i.e. the individual most likely to convert to your products/services portfolio with the least investment in the promotional effort). This prospective customer is normally the social media user who professes an interest in purchasing your offered sales materials; either on account of a hobby or a paid vacation. So rather than focusing your resources on a large online audience set, you should more appropriately aim to narrow their allocation in the attainment of more product ‘susceptible’ parties.
Analytical Tracking (on Historical Consumer Data)
Using a powerful data-attainment & systemization tool like Google Analytics, you should minutely analyze all your past online promotional campaigns against such metrics as audience age, gender, location, product/service preferences, and even the whole myriad of socio-political opinions espoused by people (if available). These indicators are not only important for refining your consumer targeting strategies towards narrowing-in on more suitable candidates, but they also help in devising focused content that can help in the lead-generation effort, as well as in nudging consumers actively towards the final conversion point of the digital marketing funnel. A prioritized year-long subscription made to an efficient analytics utility is key to achieving these results.
As has already been alluded to above, all marketing ventures have to be closely tethered and contextualized against the backdrop of their larger organizational objectives; for which purpose it becomes crucial to set their goals right at the outset. A particular company may be looking, say, to increase its total revenues by a factor of 50% within a given sales quarter. To achieve this end, the digital marketing strategy may need to be tailored to pursue successful customer-outreach runs that promise a profit turnover rate of at least 70% – in order to enable the fulfilment of the larger sales mission.
Appropriate Media Channels Systemization
All digital marketing campaigns inherently depend on the effective utilization of appropriate social media channels to reach their targeted consumer groupings. In standard workplace settings, this executable stage involves the timely deployment of companies’ Facebook, Instagram, LinkedIn and Twitter profiles/pages – which help in gaining ‘earned media’ traction on the Internet. Landing page content (which constitutes one of the primary exemplars of owned media) needs to be synced closely with both earned and paid media interactive-mediums to yield promotional success on an overall footing. The same holds true for any content samplings posted on third-party platforms.
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Existing Content Analysis
Another major step towards gauging current performance metrics correctly is to analyze existing content pieces published on the company’s primary web platforms (owned media). It is particularly important to identify those original productions which are responsible for drawing the lion’s share of online traffic to your site and create further content which follows the same thematic & formatting conventions that have been used in its composition. By standardizing promising prototypes of content production, it thereafter becomes possible for industrious digital marketers to focus on only those written & graphical postings that garner the highest levels of consumer response & attention.
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Gap Identification (through Competitor Inspiration)
By comprehensively analyzing all the online platforms managed by your marketing competitors, you can identify any gaps in their outreach strategies, and plan your content postings accordingly. One of the best ways to lend some market credibility to your brand is to gradually become a thought leader within your specified industrial niche, by ideally picking on topics (linked to your product/services portfolio) that your peers may not yet have managed to address sufficiently. The aim is to promote & consolidate a mental image of your brand as a ‘resolver’ of a particular concern so that this psychological association becomes embedded in the popular consumer memory.
SEO (Keyword-based) Content Optimization
Organic promotions comprise an essential cornerstone of any modern-day digital advertising endeavour (which for most organizational concerns are primarily written content-based). For all on-page (website & social media platforms) content postings, it is very important to rank well for search terms that are linked to your products and services and SEO optimised images are used. Search engines like Google host the virtual spaces where different brands hailing from the same industrial niche fight tooth & nail to lay siege to greater sections of the consumer marketplace. As such, their efforts lie greatly in executing effective keyword strategies – which need to be updated from time-to-time to draw larger consumer pools.
Focusing on Video Advertisements
Nowadays, not many people have the time or will to read through lengthy pieces of prose – particularly if it is of a promotional bent. As the latest round of social media analyses strikingly reveals, the larger bulk of user-traffic (measured in terms of bounce and click-through rates) on a majority of online platforms flows in favour of snappy, 1-2 minutes multimedia content postings like flash videos. In contrast to their traditional & primarily textual counterparts, these pithy projections are responsible for making a company both accessible and purchase-worthy – without losing ground in terms of the consumer’s volatile attention span in any consequential way.
Breaking Through with Paid Promotions
Sometimes, when organic and word-of-mouth campaigns fail to yield their desired results in breaking through to some potential consumer groupings, investing monetary resources in paid promotions (which make use of social media platforms’ own publicizing avenues) becomes a necessity. This route, however, comes with the caveat of the ‘sponsored content’ label affixed on top of the boosted postings; which is thought to contribute to the idea of surfer’s fatigue that subsequently diminishes their likelihood of being clicked. Google and Facebook’s advertising utilities (that come accompanied with their own integrated tracking interfaces) are good examples of promotional sites which make it very easy to engage in effective marketing campaigns.
Exploiting Creative Thinking
As is the case with all official business concerns, making periodic use of the faculty of creative thinking can reap huge dividends for an organization’s digital marketing campaigns – in the full promotional sense. By not rigidly adhering to the content formatting and posting conventions that are followed by pretty much everyone engaged in the advertising game, innovative marketers have the opportunity of standing out from their competitors. Novelty is attractive, and this principle is particularly applicable in the case of a company’s digital promotions – which have to face-off against the advertised wares of other commercial entities with similar aesthetic characteristics.
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