We’ve worked on a number of campaigns with our clients in 2013 and got to understand how to expand the reach to their audience. From this experience we’ve identified 6 key digital marketing fundamentals which we think are a necessity; get these right for your clients and you lay the foundations for digital marketing success.
1. Do content marketing
We heard a lot about “content marketing” in 2013 and we strongly believe there is no better way to engage an audience with your brand. When paired with an effective social strategy you can significantly increase engagement with your brand and motivate your customers into making further transactions.
2. Define campaign objectives
Clear objectives not only make your efforts more focussed, but also give you a clear benchmark to measure success. You can also use them to make informed decisions about the design and strategy of your digital marketing campaigns.
Too many buttons and calls to actions will confuse your customers and ultimately lose their attention. A decluttered design and one clearly directed call to action will result in more engaged readers and better conversions.
4. Digital journeys
Bear in mind the entire user journey for your campaign. This could include sign up forms, social network feeds, welcome emails, unsubscribe pages and payment processes. The quality should be consistent throughout to ensure the highest number of conversions. This is especially important for mobile users.
5. Pair social with strategy
With social media you have an outlet to engage your audience and advertise your services. If you want to truly expand your reach and maximise your brand’s effectiveness you need a strategy.
We suggest combining your social media presence with a well thought out strategy, this may include your objectives, post content and a broadcast schedule. Tip: Take advantage of any existing content you may have written on blogs and repost these on your social feeds as part of your social media strategy.
6. Campaign testing
Apart from testing that your campaign works across all browsers and devices you should also test user response.
You should regularly perform A/B testing on particular variables, for example the header colour of an email or the button colour on a landing page. When testing for these make sure you have a clearly defined hypothesis and keep all other factors constant.
There are many variables that contribute to engaging digital content, like copy length, landing page design and button colours. Multivariate testing can be done to see which of these combinations work best together.
Think about which of these points you’ve implemented particularly well in your digital campaigns, or which areas may need more work.
If you’d like us to review your digital marketing strategy we’d be more than happy to.