The marketing industry is constantly changing, and professionals need to adopt new strategies and take chances on a continual basis to stay relevant. While experimentation can lead to failure, companies will only pull ahead if they stay on the cutting edge.
In the current climate, digital marketing is one of the most important components of any campaign and ignoring it means losing out on a number of opportunities to appeal to new customers and expand business. Luckily, the digital world is where taking risks has the greatest chance of big rewards. Below are some effective, yet more risky, digital marketing strategies that marketers may want to consider incorporating into their next campaigns.
1. Create interactive content
Content continues to reign as king in all aspects of online marketing, from social media campaigns to mass-marketing emails. Without excellent content, people will simply pass over an advertisement. Marketers are continually scrambling to figure out what customers want and what will distinguish their content from the rest of the pack. One of the best options for catching the attention of potential customers is through interactive content. While creating content involves a significant investment of both time and resources, it can increase engagement with the brand, which is ultimately the goal of digital marketing as a whole. Content can be interactive in a number of different ways, from quizzes and surveys to calculators or responsive video. Notably, great interactive content can also garner attention from industry publications.
2. Implement retargeting ads
Reengaging customers already familiar with a particular brand is a strong conversion tactic. Organizations can implement retargeting campaigns using a number of different tools, such as Ad Roll or Google’s many retargeting options. Retargeting campaigns can vary widely, from displaying a general ad for the company to highlighting the specific product that the user last checked out on the organization’s website. What makes this strategy so effective is the fact that users are continually reminded of the brand and perhaps even a specific product they considered buying. Using the Google options, companies only pay when someone clicks on the ad, not when they simply view it, so organizations are often able to make an impression on potential customers without spending any money at all.
3. Repurpose top content
Marketers may shy away from repurposing content, but the truth is that even the most loyal customers likely don’t read every email sent or every post made on social media outlets. Brands can always refresh content by adding new titles, new visuals, or sprucing up the text a bit. Making these minor changes allows the organization to get the most for its money. If a piece of content was a hit before, logic says it will likely be a hit when repurposed down the road. When publishing repurposed content to the same forum, marketers should aim for different days or times to engage new people, but it is also possible to alter the format completely. For example, several successful blog posts could be turned into an email newsletter.
4. Market to people, not algorithms
When creating digital content, marketers need to remember that they are targeting people, rather than trying to satisfy algorithms. Traditional approaches to digital marketing focus on keyword usage to increase the relevance of content. Today, people see through this strategy. Instead, they want content that seems to be created for them and that addresses their own anxieties, needs, aspirations, and fears. If the content is not engaging, then no successful use of keywords will make it effective in the long run. Search engine optimization (SEO) is still important to marketers, but it has taken a back seat to the audience itself. After all, content that creates a lot of traffic ranks much higher in online searches. Marketers need to put themselves in the shoes of their customers to figure out what they really want to see and what kind of content they will find most valuable and most entertaining.
5. Make full use of email marketing
For some organizations, email marketing has become a banned concept. After all, most email providers have spam folders that people readily use, so why take the time to send something that may end up in a virtual garbage bin? While people do not like getting unsolicited materials from a company, most individuals will welcome emails that contain something they want. Rather than thinking of email lists as a way to mass market, look at their potential for inspiring purchases. Engaging content is part of the equation, but emails should go further by offering people exclusive deals, coupon, tips, and more. Organizations can get people to sign up for these emails by highlighting the benefits of joining the list. No one wants to give their personal information away for free, so it is critical that the “ask” be preceded by a breakdown of the perks. In the long run, those email deals may end up creating a number of new customers.