Digital marketing continues to attract much excitement among marketers. It is future-forward, innovative, offers impressive reach, and hey just about everyone is using it. It’s easy to just start. You know—jump into the thick of the digital marketing space, grab catchy strategies, and roll with them. Think about outcomes later.
Or you can first determine the tactics that work best for your organization and maximize ROI. It’s a far better way of utilizing money, efforts, and other resources. For the team that’s starting out and doesn’t plan on wasting resources, here are some practical digital strategies you can consider.
As you move forward, you can adopt other strategies besides these.
Make Customer Experience Better
According to a Gartner report, close to 77 percent of buyers consider the purchase process overly complicated and time-consuming.
They want increased efficiency when making purchases, cost savings plans, and solid relationships with the seller.
How can you improve their experiences?
2. Cold Calling
Say you’ve been eyeing a certain prospect, will sitting back and expecting them to call you work? Sure, you can warm up them via email marketing or on social, but eventually, you’ll need to call them up.
Waiting too long increases your anxiety and who knows, a competitor may swoop in and grab them up. So, don’t wait, start cold calling.
Best practices include:
3. Search Intent Marketing
A core principle of B2B marketing is connecting customers with the solutions they need. But you can only offer the right solutions if you know and understand their needs. The search intent strategy helps you understand why people need what they need.
With this information, teams can refine and align their marketing efforts to reach the right audiences with exactly what they need.
For this article, we’ll focus on research intent and buying intent.
Here, searchers use certain phrases and terms to seek information. These phrases are typically used for comparison or review searches. If you search “accounting services” on Google, the search engine will most likely serve up several companies offering bookkeeping services.
You can optimize for research intent by incorporating these keyword phrases in headers or sub-headers in your FAQ section. You can also create comparison/contract articles piting your offerings against competitors to keep customers from further research and shepherd them.
These are keywords that signal a searcher’s purchase intention. They are typically used by people who’ve conducted research and now want to buy.
Optimization tactics include making it easy for searchers to request a quotation or make a purchase.
Introduce eye-catching CTAs and use copy that focuses on the value your solutions provide.
4. Create Thought Leadership Content
Let’s start by describing what thought leadership is not. It’s not running self-promotional content about your organization or products/services. Rather, a marketing tactic that puts together content resources that build up audience perception of your company.
It revolves around creating valuable content that educates audiences and provides answers to pressing problems. Used well, this strategy can build credibility and increase brand awareness.
Best practices include:
5. Own Your Audience
“Are you renting audiences or do you own them?”
Rented audiences are typically followers or subscribers found on social platforms who’ve expressed interest in your organization. They receive your messages through these platforms.
Since the renter owns these audiences, they dictate how you communicate with your followers. Any changes the renter deems fit, they enact, which can easily place you at a disadvantage.
So your ultimate goal should be to convert these rented audiences into owned audiences.
Owned audiences are your customers and site visitors who consume your content and willingly subscribe to newsletters and other marketing campaigns. You have their contact information and communicate directly with them.
Own your audience by:
This content was originally published here.