There’s no question that a huge shift has taken place in the way the economy functions recently due to the global impact of the coronavirus. People’s health and safety are at the top of the priority list that’s why the government imposed quarantines and social distancing.
However, in such a short time, this made a huge impact on businesses of all sizes across the globe.
This change in day-to-day living has made a majority entrepreneurs look for opportunities online, and the need to adapt a more efficient digital marketing strategy to increase leads or sales is growing more and more important.
Visibility is now a valued currency. Ever heard of the phrase, 'out of mind out of sight?', the same applies to your business. It just makes sense that the more your offer is visible to more people, the more conversion your business is going to get.
This applies online as well. But because more businesses are flocking the online marketplace, it's a challenge to keep visibility up with the increasing competition.
Take action and invest in increasing your online visibility today. Let more people see what you have to offer. The good thing about this is that, if done right, it will continue to play a significant role in elevating your business once the economy recovers.
Here are 7 important tactics that you should apply to your digital marketing strategy?
1. Be customer-centric: Empathize with your audience
Knowing your target market is one thing, but knowing how they’re behaving at the moment involves a completely different approach. During this unpredictably difficult time, most people are feeling anxious and everyone is going through challenges, this is why it’s important to be sensitive and mold your messages in a way that empathizes with them.
Forgo the hard-sell approach, this is obviously not the time to be aggressive. Going towards that route will only give the message that you are not attuned to what is going on in the world and you don’t understand the market.
2. Optimize your website for mobile
We have established that a website is powerful tool to get more leads and convert them to sales. While it’s more common to optimize a website for desktop, the development of smartphones has made people more reliant on using handheld devices when browsing the web. For example, ordering food deliveries or shopping online. This change in behavior has transformed how search engines crawl websites and how websites are built.
There’s also Google’s mobile-first indexing, in the simplest form, this means that Google will use the mobile version of your website or a webpage for indexing and ranking. They released a statement on March 4, 2020 that starting September, mobile-first indexing will be enabled for all websites.
Considering all the factors, the aim here is for your website’s design and responsiveness to be optimized not only for desktop but also when accessed from any kind of mobile device. On top of that, the content has to be designed in a way that it can easily be crawled and ranked by search engines.
How to optimize your website for mobile:
- Create your website with ‘mobile’ in mind.
Simple is better when designing a website, both for desktop and mobile. It’s easier to have a ‘mobile-first’ mentality, meaning, when designing a website, before making a decision, you should ask how it will translate to mobile.
One of the problems that you might encounter would be bloating. FIles and animation that would run smoothly on desktop, can load differently on mobile devices.
- Make sure the User Experience (UX) is the same on both platforms.
Aside from looking good, your website has to be fast, secure, and highly customizable.
Wordpress, having taken 35 percent of the market share of all websites, remains to be the go-to when it comes to the preferred content management system (CMS) and building sites.
Remember to choose a Wordpress theme that enhances user experience and is also responsive no matter what device or browser is used.
Fortunately, seeing how your website will look like with your chosen theme applied is easy with Wordpress because it offers a feature where you can see how your website will look on different devices. Just go to your Dashboard and click ‘Appearance’ then ‘Customize’, a set of icons for different devices will be seen at the bottom of the screen.
- Make your mobile pages easy for Googlebots to access and render.
Use the same meta tags and title tags on both mobile and desktop. Make it easier for Google to view and crawl every form of content on your website by fixing lazy-loaded content.
- Test your website
Test your website’s performance by accessing it on different devices yourself. Whether it’s on Android, iOS, a smartphone or a tablet, see how it looks and how it performs.
- Improve your site’s loading time
Page speed is one of the most important and basic aspects of a well-optimized website. A page that loads a second later than the user is willing to wait, can be the difference between closing a lead or losing one.
This factor is difficult for most marketers to understand since something like a split second can’t really be tallied. Research shows that a 100 millisecond delay in a page’s load time can cause conversion rates to drop by 7 percent.
An ideal webpage should load in three seconds or less, any more and you’ll risk losing visitors.
There are tools out there that can test your loading time, we recommend using PageSpeed Insights.
Tip: To enhance the loading of your website and overall efficiency, be conscious of the files that you use and upload. Try to explore and test other file formats, reduce image sizes and look into compressing files, these methods will allow you to use less bandwidth that will get you a faster loading page.
3. Invest in a lead generation tool
Gettings leads is still the main priority. In challenging times, it will be most helpful to rely on lead generating tools. It’s good to know how to manually generate leads but in situations where time plays a huge part and you want to go straight down to business instead of scrolling down a page and take notes of potential leads you have yet to qualify — a lead generation tool can save you an entire day or weeks of time and effort, which you can then pour into converting instead.
4. Tighten your SEO Strategy
SEO has always played a major part in digital marketing, mainly because a huge percentage of online experience starts with a search engine. Google alone can account to 6.3 Billion searches a day. A huge chunk of those searches involve your industry and what you want is to be there when those users enter keywords that’s related to what you have to offer.
How does this translate to revenue?
Organic traffic can capture more than 40% of a company’s revenue. Lets say your business generates 700,000 in revenue, 280,000 of it is generated by organic traffic.
Here are some basic tips to start your SEO journey:
- Find your keywords. Keywords are essential in generating quality traffic to your website. What this does is it matches your site to any query made by a user using the keywords that you have chosen to optimize for.
- Make your website user friendly and search engine friendly. It’s important to make content that engages your visitors but at the same time easily crawled and read by search engines as well.
- Start link-building. In SEO, this falls under the off-page SEO method. This is essentially having other websites link to your website which boosts your online presence and at the same time shows search engines that you are credible and valuable enough to be ranked over competitors in the same industry. If you are not yet too savvy with SEO, you can partner with agencies offering SEO Services or ask for advice on how to begin implementing it in your digital marketing strategy.
The time to invest in SEO has never been more perfect at the moment. Mainly because it is a strategy that functions long term, meaning it will serve its purpose now, but the real value and results will shine over time. The longer SEO is in play in your digital marketing strategy, and done correctly, the more traffic will be pushed to your website and the higher your website will rank on search results which will eventually be mirrored on your revenue.
5. Create informative, engaging and relevant content
The phrase ‘sharing is caring’ has never rung truer than today. People are in need of content that educates and informs them. This gives value to your audience and shows people that you care.
The process of creating content won’t change no matter how the economy has changed. It will still go through the following:
- Knowing your audience, their pain points.
- Topic ideation which involves doing keyword research and gaining feedback from your audience to inspire topic ideas.
- Content Planning. This is mapping your content to fit the customer’s journey. Whether you’re planning to create content for the audience in the awareness, consideration or decision stage.
Always make it engaging by producing content that's not just informative but creative as well. Keep things interesting so as to keep the audience with you from start to finish. Include statistics, quotes, graphics, analogies, and don’t get too technical unless the topic calls for it.
Tread lightly on humor. If you can, have other people proofread your work before it gets published. You never know if you missed anything or if a thought or a context of phrase can rub others the wrong way.
Last is the relevance of your content. This will keep your visibility high because the more relevant it is, the more it will appear on searches -- that is if SEO is done right. This tracks back to the first part where you have to be attuned to the needs and psychographics of your target audience. This way, you will know what is valuable to them and how your business can serve them.
Informative content will also place you as a thought leader. What this means is that people will turn to you when they need anything that’s pertaining to your industry. If you’re an agency specializing in web design, create content that informs people about what they need or what they should be updating on their website in times when the economy is declining. It builds credibility because your content tells people that you know what you’re talking about.
6. Boost your social media campaigns
As of January 2020, there’s an estimate of 3.8 billion social media users worldwide with Facebook taking the lead for the most number of global users with 2.5 billion monthly active users followed by Youtube at 2 billion.
- Define your goals and objectives
Before you begin creating an account, you first have to define your goals. What exactly is the purpose of activating a social media campaign? Is it to drive traffic to your website? Create brand awareness? Is it for lead generation or to boost engagement? Or is social media acting like a customer support of sort for your business?
Set your goal so you can properly use the social media to your advantage.
- Choose the platform/s suitable to your audience, your brand and your goals
It’s important to be visible everywhere, and it’s advisable to be present on multiple social media platforms. But it’s better to know which ones your target market uses frequently and meet them there, this will keep you from wasting time and financial resources.
- Develop sharable content
Create content that people will naturally want to share. You can start researching trends, news, updates about your industry then move onto what your competitors are also doing. Note the content that has high engagement and then also note the ones that aren’t doing so well. Use this to inspire the your own content and make it better.
- Utilize Facebook and Instagram ads
Facebook and Instagram stories are getting bigger now that everyone’s at home and browsing social media at any time of the day. According to Facebook, videos and stories are emerging to be one of the most engaging forms of advertising. If you are after lead generation, this is definitely something you should consider doing for your business.
7. Redefine your key performance indicators and monitor effectively
Knowing your goals and your metrics will help you track your campaign’s performance effectively. This will let you know if your digital marketing efforts are working the way you expect them to and which areas you need to improve or focus on.
What should you measure?
- You should measure metrics that directly align with your goals and objectives. Examples are click-through rates, leads and sales.
Your key performance indicators will depend on the marketing campaign you’re pushing. May it be social media marketing, email marketing or SEO, they each have their own KPIs that will indicate the success of your digital marketing efforts.
Here’s a list of the main KPI’s to track as a digital marketer:
- Web traffic
- Bounce rate
- Returning visitors
- Online conversion rates
- Customer acquisition cost
- Lead conversion rates
- Customer lifetime value
- Click-through rate
- Monthly recurring revenue
While digital marketing is at an all-time high and there are indeed a hundred ways to boost your strategy, you should never forget to always put your audience as your first priority. Designing your strategy and content around your clients will keep your focus on the target-- them.
Be aware of their frame of mind, their needs and their behavior at the moment. Because you know what they're looking for, you can now meet them in their journey towards it. Because you know how they behave, you can effectively engage with them. That’s when you can start choosing the right tactics that will help build a strong digital marketing strategy.
Feel free to schedule a meeting with us we're happy to talk to you and assist you in all your digital marketing ventures.