As a business owner, all you want to achieve is a rise in sales revenue by expanding your customer reach. How do you achieve that in today’s technology-driven world? The old world methods of printed ads, cold calling, etc are outdated since the world has moved on to alternative mediums to reach a wider audience much faster. No business can survive in today’s fast-paced world without an updated digital marketing strategy. The smartphone has replaced the newspaper and television and has become the single most important source of transmitting the information. Whether it is an SMS or WhatsApp or social media platforms like Twitter, Instagram, Facebook, Pinterest, Snapchat, or surfing the internet to visit websites, everything can be done on the smartphone. Businesses need to devise smart business strategies to engage with their customers and increase their sales. Here are a few successful strategies that are known to have yielded good business outcomes.
With the rise in the use of voice-based searches via Alexa or Siri, it becomes critical to optimize your content to suit the Voice search needs. This would involve using long-tailed keywords, and complete questions starting with who, what, when, where, etc to rise higher in voice SEO searches by Alexa or Siri.
It is important to use natural language. Integrate queries that customers are most likely to ask when they search for your product or service. Have an FAQ section on your website so that the search may lead to the right answer quicker. Keep your website fast, smartphone-friendly, and safe. Provide precise answers to queries in your content. Keep in mind the intent of the user and design your SEO schema accordingly
User Interface and User Experience Design cover the entire experience of a consumer when he/she uses a product, platform, or service. The endeavor of good UX design is to focus on accessibility, user convenience, and delight. UX is the summation of experiences, sensations, and emotions customers develop when they engage with digital marketing interfaces like landing pages, mobile apps, etc. The load speeds, placement of advertisements, content, tonality, gamification, purchase processes, etc are samples of user experiences. UX design can help to enhance several areas of digital marketing like website content structure, SEO, advertising, and strategy and improve toplines, bottom lines, and brand experience.
Online Reputation Management
A new tool used in digital marketing is the management of brand image and reputation using online tactics. Online Reputation management is a service offered by digital marketing agencies to manage the image of a brand across various media categories. Owned media involves monitoring the brand website content, social media accounts, blogs, etc. This gives a fair idea of the brand’s engagement with customers. Earned media is the coverage that the brand has received on other sites, forums, and blogs. Your brand may be discussed on other websites and it would do you good to know what your future customers would be reading in case they check the internet for information and reviews. Monitoring shared media would involve social listening to understand changing customer needs and perceptions and what the latest gossip is about your brand. Keeping tabs on other brands’ paid media would keep you informed about any side references to your brand that could impact your reputation. It is important to be aware of what is being published about your brand and take proactive steps to promote a positive image on one hand while addressing damage control on the other.
Imagery is part and parcel of digital marketing and a well-shot picture can speak a million words. When the percentage of the population shopping online has increased in leaps and bounds it is obvious that they rely on visual images of the products to make up their minds. Studies show that posts accompanied by images have a greater impact on viewers. If you have 3 seconds to catch eyeballs, your product photos should be excellent to get their attention. Since they cannot touch and feel, they need a visual image to make their decision. The success of Instagram Stories and Reels clearly shows the success of visual content over text content. Incorporation of excellent product shoots with your regular content is a mantra for more views, more leads, and more conversions.
Video content is fast emerging as a powerful tool that has immense appeal to viewers, Viewers clearly prefer video content as every smartphone user spends a considerable amount of time daily surfing through videos. TV commercials were always popular as they remain in public memory for a very long time. With the introduction of digital platforms, it has become necessary to create video commercials for digital platforms as well. TVC/DVC is a very effective way of communicating with your customer base.
Search Engine Optimization
Search Engine Optimization is a powerful tool that helps to drive traffic to your website by using long-tailed keywords and hashtags that are frequently used in searches. It is a long duration process but one that definitely yields results. Creating content that contains identified keywords helps your website to appear in higher rankings in search results.
Social Media Marketing
Social media platforms have a critical role in digital marketing and no brand old or new can afford to ignore them. Setting up a brand presence on these platforms and posting relevant content that engages the target audience will drive traffic to your website and lead to conversions. The content should be planned in the form of a monthly social media calendar and posted at regular intervals keeping in mind noteworthy days and occasions. It is simply a structured method of increasing brand visibility and raising awareness levels.
Email marketing is one of the best digital marketing tools that has been around for the longest time but hasn’t lost its relevance. The sheer number of people who use email is mind-boggling and is expected to hit a staggering 4.48 billion by 2024. The return on investment on email marketing still stands at an impressive 122% which is 4x any other digital channel. That should be enough reason for you to have an email marketing plan in place. It will help you reach out to prospective customers, update them about new product features and offerings, wish them on their special days with personalized offers, and so on. It is an unobtrusive way of announcing your presence in mailboxes. If the content is interesting you will definitely get leads that can be converted into sales.
Pay-per-click advertising is an excellent digital marketing tool that yields instant results in the form of leads and conversions. The budget can be prudently managed since you pay only by the click. Unlike SEO, pay-per-click advertising yields immediate results. This is an option that can be used by brands when they have a focused time-bound campaign and need maximum results within a set timeline. By pushing the ad to the top of search results, brands can increase their visibility tremendously and it often results in successful conversions.
New Age Technologies
The latest technologies like Artificial Intelligence, Machine Learning, and Augmented and Virtual Reality can be used to provide superior customer experiences. These technologies use the available data to predict customer needs and help in fulfilling the same. Customers find it very exciting to try out the products virtually and simulate the experience before purchase. The new-age technologies offer live chatbots, voice navigation, and other user-friendly features that delight the customer.
Encouraging user-generated content is an excellent way to engage the target audience. Several brands use this option during targeting campaigns as it brings people from the audience together and establishes a sense of camaraderie as they loop in their friends and the circle grows organically. It improves the brand reach and brings together people for a cause. The picture of MS Dhoni created by using fan pictures on his birthday in a Yippie campaign comes to mind. #MSDBirthdayWithYiPPee was trended requesting fans to submit their pictures quoting the hashtag. Responses poured in and these pictures were used to create a digital collage of MS Dhoni on his birthday. The campaign was very well received by the audience and still remains in public memory. Such campaigns leave lasting impressions about the brand in the minds of customers. The Chill with Bingo campaign is another case in point where user engagement was high and there were several prizes to be won. Such campaigns increase brand awareness tremendously and can increase sales manifold.
One size will not fit all and digital marketing strategies need to be planned to keep in mind the brand requirements and the expectations of the target audience. A combination of digital marketing tools combined with nimble execution will ensure that the strategy yields the expected outcome in terms of enhanced brand visibility and increased sales.
Team Pumpkin, a leading integrated digital marketing agency with offices in Mumbai, Delhi, and Bengaluru offers tailored strategies to meet their client requirements across diverse industries. In case you wish to upscale your business you can get in touch with them for details.