Social media has arguably changed the way businesses market themselves online, so much so that companies are finally recognizing that to win in marketing, they must adopt a digital strategy - and that includes social media.
In 2014, digital marketing accounted for 25% of all marketing dollars spent and that number is expected to grow to 33% this year. How is the money being spent? A good portion of it is going to paid ads on the most popular sites, such as Facebook and Twitter.
If you haven't jumped on the bandwagon just yet, here are 7 straightforward ways to enhance your digital marketing tools and get on-trend for better business results online.
- Email marketing will need to become smarter.
Your company e-newsletter is not enough. Website visitors are increasingly wary of handing over their email addresses, so if you want to build and grow your list, you need to become savvy about what types of email content you're promoting.
Free tools and relevant advice are great lead magnets. Subscribers are more likely to purchase products and services from sources who "know their stuff." Think quality over quantity. Add value by sending emails, not emails.
Brands that understand that people like to engage with authentic, relatable sources, will find it much easier to establish relationships with their customers and prospects for very little cost.
This involves putting relationships ahead of sales, and focusing on building connections rather than simply promoting products.
- Create value with your content marketing efforts.
A successful approach to content should be about generating fresh material, not just regurgitating others' insights, which can actually hurt your SEO rankings.
- Scale down your online marketing strategies.
That's right, folks! You don't need to pepper yourself all over social media in order to satisfy your marketing mix. It's unrealistic, and not a one-size-fits-all answer. While social media is important, it's how you use it that counts, and that includes tracking and measuring your results to find the best fit for your digital strategies. One of my favourite quotes is "work smart, not hard." This absolutely applies to how you employ social networks.
When you start tracking your efforts, you'll be able to see which platforms provide you with the highest ROI and are actually worth employing your resources accordingly.
- Pushing sales on social is anti-social.
Put yourself in your audience's shoes - after all, you're a consumer too! There's nothing more annoying than people who push their products or services on their social media followers.
Social selling is about building community, attracting leads, and providing valuable content organically.
Whatever content you create, be it blog posts, emails and social media posts, most followers access this information on their mobile devices, so it's imperative that this content, including landing page links, are mobile-optimized.
- Everyone in your company is a brand ambassador online.
For the most part, gone are the days when marketing efforts were controlled by a particular department or individual. Digital marketing does not work best in isolation. In fact, businesses are starting to realize significant benefits when created and distributed by relevant channels. For example, a company's sales team will have the most relevant insights into customer questions and behaviors. Consider individuals and departments who can offer unique perceptions or skills. Not only does this lead to amazing, targeted content, it gets everyone invested in the process.
How has your organization changed the way it approaches digital marketing? What works for you, and what doesn't?
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About Andrea AntalAndrea Antal is a writer, blogger and PR/marketing specialist from Toronto, Canada. Currently situated in Dubai, UAE, she is a freelance consultant working with brands to enhance their content marketing strategies both online and off. She is the founder of the Dubai Events Network, a web-based marketing company serving the information needs of Dubai's growing corporate and special event industry.
