Looking for new ways to enhance your digital marketing campaign and drive more traffic to your website? Need more conversions? Let’s not waste any time and dive right into it. Here are three strategies that will put your digital marketing campaign on steroids.
The digital marketing landscape is currently exploding with video content. And the reason why is because it’s the most easily digestible form of content marketing; the only thing online users have to do is hit play, and they’re able to soak up an abundance of valuable information or simply enjoy an entertaining viewing experience.
It’s really a no-brainer to factor more videos into your campaign—especially when you consider how easy they are to create. You can either shoot a video, edit it and then upload it to Facebook Watch or YouTube, or record videos on your smartphone and post them to your newsfeed. LinkedIn lets you post videos on their mobile app now, as well. In addition, more and more businesses have also been sharing Stories on Facebook, Instagram and Snapchat.
When you combine interesting content with high-quality video production, your online exposure is destined to dramatically increase. From how-tos, customer testimonials and reviews to product features, general discussions, interviews and more, video content will inject a fresh new element into your digital marketing campaign.
In 2016, HubSpot found that 45 percent of people watched more than an hour of Facebook or YouTube videos per week. This means it’s time for you cash in on the most trending form of content marketing to date. All you need is a smartphone and social media account to get started, and then you can refine your efforts with better technology once your video marketing strategy gets off the ground.
Hopefully you already have a social media strategy integrated into your digital marketing campaign. If not, you better get started; there are some serious opportunities for businesses to increase their exposure on social media right now. The number of users just keeps on rising and the capabilities of these platforms continue to exceed our expectations. Silicon Valley has truly transformed the ways in which we interact.
Let’s take a look at the numbers: In June 2017, CEO Mark Zuckerberg said Facebook had 2 billion monthly users. At the end of September 2017, Instagram (which is owned by Facebook) said it had 800 million monthly users, up 100 million since April. And lastly, this past June, YouTube said it has 1.5 billion logged-in monthly users. Now those figures might be a lot for you to take in, but it all adds up to the fact that social media marketing offers an enormous reach for your marketing and advertising efforts.
If your business already has a social media account, or if you have one of your own, you understand first-hand how popular these platforms have become over the years. Even if you don’t have an account, you probably still feel the effects of the social media buzz. Having said all that, organic posts (meaning everything that’s not considered an ad) function as one more piece to the puzzle of a far-reaching digital marketing campaign.
Posting all kinds of content on social is great—including blogs, infographics and videos—as it helps you build a strong following and generate quality engagement, which directs more users to your website. But when you fuse together organic posts with paid ads, you’re able to stimulate more brand awareness by putting ads in front of the specific social media users you want to reach.
And since we willingly release an immense amount of information about our ourselves, as well as our behavior, to the social media platforms we interact with, advertisers have the opportunity to target users down to a highly granular level. From education, job titles, relationship status and location to purchase behaviors, hobbies, favorite entertainment, activities and more, ad targeting options are seemingly endless on platforms like Facebook and Instagram.
Even if online users don’t always click on your ads, you’re putting your brand in front of those that are most likely to convert. Like an online billboard, social media ads serve as continuous reminders about the products you sell or the services you provide, so when it comes time for users to decide on a company, your brand is fresh in their minds. All in all, social ads give you the chance to leverage the endless sea of data that these platforms collect about us to draw more interaction with your audience.
What’s more, you can take the video production that we talked about before and shoot ads that show to users on YouTube. And because YouTube is owned by Google, you can advertise via AdWords to the specific demographics you’re going after. Additionally, since Google collects a tremendous amount of data about it’s users—especially when you consider there about 40,000 search queries performed every single second—it’s important not to forget that demographics targeting through AdWords is highly granular, as well.
There are a few different types of video ads you can choose from for YouTube, including TrueView (In-Stream or Discovery/In-Display), Pre-Roll and Bumpers—which are short, six second, non-skippable ads that display before a video begins. As mentioned, organic posts on social media are key to a successful digital marketing campaign. However, many businesses find it hard to generate the engagement they’re looking for strictly from organic. And that’s why paid ads help you really leverage everything social platforms can offer.
Proximity marketing with beacon devices is believed by many experts to be the future of mobile marketing. In fact, in the US, more than 42 percent of companies already have proximity marketing in place (such as beacons and geolocation), and 39 percent say they will implement it within the next three years (Statista, 2016). If you’re not familiar with beacon technology, let’s go over how it works.
By emitting Bluetooth Low Energy signals (BLE) to smartphones and tablets nearby, beacons inform your customers, in a personalized way, about discounts, special promotions and new products available at your store. These location-based notifications can be used to invite your customers when they’re nearby, welcome them when they enter, or greet them when they leave by providing a personalized incentive.
By using these advanced strategies, you can drive more foot traffic to your location to increase conversation rates and overall sales volume. You can even use beacons to attract users to your app, retain those users and improve engagement. Once you increase interaction, you can encourage users to contribute reviews, photos and other information that could project a positive image of your business to prospective customers.
Aside from the notifications that these beacons send out, the interactions they have with mobile applications installed on the smartphones and tablets within their range can provide more insight into consumer shopping behavior, helping you learn valuable information about how they engage with your store. This means you’re able to collect relevant data about user preferences and actions, allowing you to re-target customers with even more personalized campaigns.
Plus, by allowing free access to developers and app owners, you put your proximity marketing efforts into play more quickly, significantly increasing foot traffic to your business. For example, if you sell nutritional supplements, mobile applications about food and dieting could deliver location-based notifications to users within the range of a specific beacon, encouraging customers to enter your store and purchase what they need for their food plans.
In order to run a successful digital marketing campaign, you cannot silo your efforts. Instead, you must use a variety of strategies across a multitude of platforms to drive quality traffic to your website. In doing so, you’re able to generate more conversions for your business. And to ensure you continue to use the most effective strategies, you have to hop on the latest trends and integrate them into your campaign.
Video content, social media ads and beacon technology are all trending strategies that will help you put your efforts into overdrive. As long as you use digital marketing to grow your business, you must be capable of adapting to the newest technology. No matter what, SEO, PPC and organic social media will continue to keep your campaign running smoothly. However, by utilizing the latest trends and technology, you’ll extend your reach even further and tightly grasp the attention of your audience at this moment in time.
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