Your Digital Marketing Scorecard
Have you rated your digital marketing recently? On a 10-point scale, how does your organization score regarding the latest digital marketing essentials? Rate yourself from 1 to 10, 1 being low and 10 being high.
- Digital marketing strategy is critical.
- Content marketing strategy is essential.
- Direct-to-Consumer or Client (D2C) strategy is key.
- Prioritizing customer retention, not just acquisition, is crucial.
- Understanding our customers without relying on outside data is vital.
Keep your score in mind as you think about the points below.
5 of 10 strategies to put you on top in 2022
- Engage with clients in online events
Webinars, seminars, masterclasses, or launches are an excellent way to spread the word about your brand to your existing clients and potential new ones. We love seeing our clients creating and participating in online events to share their offerings, just as we share ours.
Our advice, always offer a call to action to take advantage of the engagement that you’ve built. And never lose the opportunity to directly collect data on the audience attending the event, through polls and even via the chat. Learn what questions are on their minds. With this data you can build customer profiles and won’t need to depend on third-party information. You can create strong relationships with your audience and sell directly to them. Online events may not bring in huge revenue directly, but they are a proven strategy for growing your business in the long run.
- Capture and retain the audience you want to reach
Every second, on average, around 6,000 tweets are tweeted on Twitter, or over 500 million tweets per day. Today, 3 million businesses actively advertise on Facebook. 95 million photos and videos are shared on Instagram per day. So should you be using social media networks to connect with your ideal clients? How do you know the message you send actually reaches them?
The truth is, you don’t. Social media networks own your audience. The countless metrics & dependencies in the algorithms at their disposal affect the delivery of your brand’s messages and give them the power to limit your message reach.
As well, those people who do follow you on social media most likely follow other brands as well, so your messages are getting lost in all the marketing noise. And because of the sheer amount of information bombarding us every day, a study conducted by Microsoft Corp reveals that the average human attention span has now dropped to eight seconds, one second lower than that of the notoriously ill-focused goldfish!
That’s why 2022 should be about ensuring that your content actually reaches the people you want to talk to. Consider sending newsletters to your audience’s inbox. It’s their personal space, increasing your chance to get their undivided attention. Make sure your content is more personalized and relevant to specific groups. In 2022, the trend of creating custom content is likely going to be more important than ever.
- Create a strong brand image
In order to engage your ideal audiences and raise your brand awareness, your brand image needs to be aligned. We work with our clients to create a brand image that is authentic, credible, trustworthy, and the type of brand their best client desires. That includes:
- Uncovering who you are as a company and what are you offering.
- Leveraging your strengths in comparison to your competitors.
- Identifying your target audience(s).
- Putting your mission and values in place – what you stand for, what you support and what you offer your clients.
- Injecting your brand image with personality to stand out and engage with your audience on a human level – deciding what tone of voice resonates.
- Developing the visuals that reflect your brand personality – your logo and tagline, your font and brand colours. Know what appeals to your clients and helps you stand out in your industry. This sets out a consistent plan to follow across all your marketing materials.
- Educate rather than hard sell
Back in the 70s, it was reported that the average person saw between 500 to 1600 ads per day. Most ads could be found on billboards, in newspapers, and on TV promoting the latest products. Fast forward to 2021, the age of digital marketing. The average person is now estimated to encounter between 6,000 to 10,000 ads every single day. No wonder most people have grown cynical about hard-sell tactics.
We work with our clients to create smart tactics that are easy to execute and educate their audiences. It’s about showing key audiences how you can help them. It could be a video tutorial, a weekly podcast, or web content that informs and delivers long-term value.
- Take a fresh approach to creating content
It’s no wonder the blogging and influencer industry has grown exponentially. Clients don’t want to see yet another list of 10 things to do to improve. They want to see a unique approach to an issue, including personal experiences and insights.
Delivering educational content through blog posts and articles is an excellent way to create and foster relationships with customers online. It’s a strategic tool to build strong SEO and thought leadership too. As well, you can make your blogs interactive by adding, for example, quizzes, games, and questions. Instagram interactive stories have shown how well soliciting audience input works and creates greater engagement too.
And the good news is that you don’t have to post every day. It’s more important to be consistent and deliver unique content that is relevant and engaging.
2022 will bring in some fundamental changes to the way we market. Consumers will continue to become more demanding. That’s why it’s best to start adapting to alternative marketing methods. Grant yourself the time and freedom to be creative and experiment. Then measure and evaluate your tactics as you roll them out, to ensure that they’re the right ones to optimize your business.
Are you ready to cater to the growing digital demand? I hope so. 2022 is going to be exciting. I’m sure about that.