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How to Ace Digital Marketing in 2021

The digital marketing landscape is changing at an exponential rate. This is the time to move beyond traditional advertising methods and into more modern techniques. The best way to understand what your customers want right now is by asking them.

Use Chatbots

Chatbots are one of the newest marketing trends in digital marketing.

They are a great way for small businesses to still have a customer service representative if they don’t have the funds to afford one. Chatbots can answer simple questions and while they can’t solve bigger problems, they will be able to point users in the right direction.

Reduced friction and increased attribution allows you to increase conversion rates.

Optimise your website

Think back to the last time you tweaked your About Me page, looked through your website for redundant pages, security risks or elements that needed changing. Chances are this was a long time ago, if ever.

A good digital marketing strategy begins with your website as it’s a platform you own. Your social media, PPC, email, and even offline marketing campaigns, all redirect to your website. It’s easy to be so focused on getting traffic that you lose sight of the landing pages that should convert. Regularly conducting an SEO site audit to ensure that the content on your website matches what viewers in your audience want to see.

Conduct keyword research to find long tail keywords and phrases your audience is using to find content specific to you. An optimised website will net you better results both in organic rankings as well as paid ad performance given that both search engines and advertisers match your content to the user intent to decide how valuable you are to the user.

Collect and use data analytics to make decisions

The best way to use data and collect user data is to have a visitor sign up with their email address. You can then create a segment to reach out to them at the most opportune time to ask for reviews on your service. You can also find things like how they found you, what keywords they used, and much more.

You should also be checking whether or not people are visiting your site, and how long they stay for. This will help you understand where the problem lies- is it with an unclear message or is it because people can’t find what they’re looking for?

Tracking user data using Facebook Pixel & Google Analytics allows you to target ads where people are actively browsing, instead of having a general idea of the interests they may have based on their demographic info.

Build an email list from day one

You must always be collecting information about your customers. Whether that’s through blog subscribers, newsletter or more targeted lists like customer loyalty programs and reviews services- these all build up over time and before you know it you’ll be able to pull in sales on demand at a very low cost.

Prioritise the customer experience

Brands who pay attention to the little details will achieve long-term success. To do this, focus on your customers’ needs and wants. Invest in improving their experience by ensuring that all of their interactions with your company are positive ones!

Focus on removing any friction that might prevent the prospect from completing the sales funnel. The success of a sales journey is dependent on your ability to eliminate this friction.

Friction begins with your website. The content on your website should be persuasive, compelling, concise and targeted to your audience. CTAs should be appropriately placed and navigation should be easy, not tedious. Get in touch with a professional writing service to ensure the language, style, tone and grammar of your content is right.

Focus on quality, not quantity when it comes to social media

This can be counter intuitive to hear but we’re talking about organic posts. Facebook and Instagram restrict the reach of organic posts , so if you rely on organic reach to spread your content for free, then you’re most likely going to struggle.

The solution? Invest in paid promotion instead. This will help you reach the right audience organically and raise your profile as a company at the same time. When it comes to social media advertising, you don’t need to switch your creative and offer as often as you’d have to refresh your organic content. The general rule of thumb is to have one ad with a handful of variations. The number of variations depends on your product and the length of time between ad creative refreshes.

Campaigns should be refreshed monthly. The focus should be the quality of the creative and messaging as the really good ones can be kept live in perpetuity.

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