Successful PR, media strategy, creative and advertising executives from Forbes Agency Council share trends and tips.
Internet usage, both on desktops and mobile, has been increasing at an exponential rate over the last decade. In recent months, users have defaulted to their electronic devices as a window to the world, providing a unique opportunity for businesses.
Unfortunately, a lot of companies don’t delve into the online advertising space. Those that do usually fall far short of the audience their online presence is capable of reaching.
So how can a business improve its digital marketing prospects? These 16 associates of Forbes Agency Council share the techniques used in their own enterprises to make a more substantial online impact with their target audience.
1. Emphasize Active Sales Channels
Without stating the obvious (“these are uncertain times,” “the pandemic is a global challenge,” etc.) it’s important for consumers to know if your business can still cater to their needs. Focus on the sales channels that are operational, and be sure to audit all of your digital marketing messages to make sure they focus on those and don’t mislead the consumers to a channel that’s not open. – Michelle Cardinal, Rain the Growth Agency
2. Make Sure Your Content Is Share-Worthy
It’s important that a company’s marketing stands out for people to take notice of it over the deluge of ads littering the digital landscape. Regardless of whether your content is created or curated, make sure it is share-worthy so it spreads organically and is remembered. Using different content to target specific segments is more effective in this endeavor than most one-size-fits-all campaigns. – Henry Kurkowski, One WiFi
3. Consider The Audience
Digital/mobile marketing has exploded in recent months. Consider the audience — working from home and, for the most part, isolated from friends and family. The marketing winners create not only contextually relevant content during this pandemic, but also nimble to adjust as current audience attitudes evolve. – Patrick Nycz, NewPoint Marketing
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Get Found
Over 50% of searches in 2020 will be by voice command. It is not only important to optimize your website content for voice search, but also to continuously monitor and manage your directory listings, especially your Google My Business listing, which is the first thing consumers see when searching for you. – Laura Cole, Vivial
5. Empower A Digital Guru
The rules of direct digital marketing haven’t changed for many years, though new technologies continue to evolve and enhance techniques. I’d suggest finding someone in your organization who is knowledgeable and passionate about digital/direct and empowering them to push your company’s practices forward in innovative ways. Support your newly appointed digital guru as they up your company’s game. – Carl Fremont, Quigley-Simpson
6. User Behavior Analysis
A user-centric marketing approach is a way for long-term success. It requires analyzing user behavior on your website and specific landing pages. Tools like Google Analytics and Crazy Egg can provide actual data on important user behavior metrics, like session duration, site-wide navigation, events, actions, etc. You can use this data to customize your campaigns for improved results. – Ajay Prasad, GMR Web Team
7. Act Like A Person, Not A Brand
Looking to master social media? Look to celebrities for inspiration, not your fellow brands. The digital environment requires a special tone and approach. The most successful brands on social feel like they have a human being behind them. – Kate Weidner , SRW
8. Focus On Conversational Marketing
Facebook Messenger chatbots allow brands to build meaningful engagements with their consumers and market to them on a one-on-one level. The flexibility of chatbots allows you to personify your brand and lets users interact with your brand in a fun, easy and useful manner. Chatbots will enable you to give and gather information, support inquiries, book appointments, buy products, and as a gift guide. – JP Johl, AdTribute
9. Leverage Cross-Channel Marketing
As consumers spend more time online, online marketing has increased. We’re all getting more display ads, ads popping up in our social feeds and cluttered email inboxes. Add direct mail marketing to your marketing strategy and break through the clutter. Leverage the interest you’ve generated through your digital channels by retargeting through direct mail, and drive response. – Lori Paikin, NaviStone®
10. Learn From An Expert
Digital marketing is not a one-size-fits-all solution. Seek out an expert in the space and be candid with your intention — whether that’s having them act as an extension of your team, wherein they execute digital marketing based on your team’s input, or having them set up a foundation while training a designated member of your team. – Stephen Kleiner, Bloom Ads Global Media Group
11. Utilize Email Newsletters
As simple as this may sound, a well-written email newsletter can be a major differentiator for brands in business-to-commerce and business-to-business. Email is underutilized when it comes to relational messaging. It is overused for promotion. Most “newsletters” are just pitches. Doing an informational newsletter that is in the brand’s voice and has some personality can be extremely effective. – Amith Nagarajan, rasa.io
12. Share Your Social Responsibilities
Talking about what you are doing for the community on social media is a great way to grow your social content. If you’re delivering meals to a local hospital or shelter, let your customers know that you willingly give back what you earn to the benefit of the community. – Solomon Thimothy, OneIMS
13. Increase Your Site’s Speed
Despite common misconceptions, site speed is relevant to more than just SEO — it’s also directly related to conversion rates (CVR). Improving site speed will surely improve CVR across channels, including paid media. And, as CVR is a factor in Quality Score, the better it is, the lower your cost per click. Site speed is important for all digital marketing, but of paramount importance for mobile. – Donna Robinson, Nina Hale – Digital Marketing Agency
14. Use Accelerated Mobile Pages
If you don’t have AMP (accelerated mobile pages) for your website, your likelihood of being ranked in Google search results on mobile is significantly lower. There’s been a massive shift to mobile in the last decade, so it’s an investment in the future of your digital assets. If you don’t have AMP, hire someone to make them for you for every page of your website. – Kelly Samuel, Kelly Samuel
15. Update Your Website Regularly
One way businesses can improve their digital marketing is by updating their website. Ensuring your website is mobile-friendly and regularly updating your landing page with up-to-date information can help drive more conversions and sales online. If a restaurant offers take out or delivery, they should insert that information at the top of their website, and add clickable links to order online. – Jonathan Durante, Expandify Marketing Inc
16. Test Everything In A Mobile Environment
One of the most important things that can be done to ensure success is to have a mobile testing platform. What this will ensure is that it does not matter what browser or device viewers are using — all of the content will look great. It is super important to ensure that your digital platform has the same level of integrity as your main website. – Jon James, Ignited Results
Go to Source
Author: Expert Panel®, Forbes Councils Member