One of the best things about one’s digital footprint is the fact that it’s merely a shadow on the wall and even the tiniest of enterprises can cast a particularly large shadow, provided that they know where to stand. You see, in the field of digital marketing, you can use skill, knowledge and strategic thinking in order to get a competitive edge over those who have several times your marketing budget. With that being said and without further ado, let’s see what it takes to stay ahead in digital marketing.
Learn to identify vanity metrics
The first thing you need to learn is how to conserve your nerves and resources. In order to get there, you need to learn to tell apart things that matter from those that only serve to pump your ego. Spikes in website traffic, the number of new leads, the number of newsletter subscribers and a share of voice are usually referred to as vanity metrics. Sure, they’re there to indicate that you’re doing well but they’re not nearly as meaningful or as impactful as you might assume them to be. Instead, you need to focus on those metrics that are truly relevant.
Don’t avoid paying for promotion
One of the biggest, as well as most ridiculous, misconceptions regarding digital marketing is the idea that you can, somehow, achieve the desired effect without spending a penny. This is just outright absurd and in order to grow your business, you’ll definitely have to invest quite a bit. Just make sure that you know where every single dollar goes and you’ll be on the right track. For instance, paid traffic methods are quite effective for driving qualified leads and definitely something that you need to look out for.
Use offline presence to boost your online marketing
There are so many ways you can use your offline marketing to expand your online presence. The first method that comes to mind is handing out promotional products as a participation reward for your social media contest. Branded hats, t-shirts and umbrellas are great consolation prizes, while the main reward can be something more valuable like a corporate visa gift card. This will not only earn you some favors with your audience but also increase your brand recognition by quite a margin. Methods like guerilla marketing can also be quite effective.
Find adequate micro-influencers
When choosing influencers for your brand, you need to avoid the mistake of picking based on the number of followers. First of all, followers (on their own) bear no particular value. What you need are specific followers that belong to your target audience. For this reason, picking micro-influencers is a particularly great idea. Just think about it, these are usually the people who have influence within your industry, which means that their mention of your brand always has the right audience. Moreover, it seems somehow… well, organic. This is why it’s such an effective method.
Carefully study your target audience
The last thing you need to understand is the fact that the approach that you pick may be appropriate for one demographic while it can also be quite ineffective for a different audience group. For instance, your choice of platform for sharing your content can be used differently by different demographics. You see, Generation Z tends to favor both Instagram and Snapchat over Facebook, while millennials still see Facebook as their go-to social network. Once you add older demographics to the mix, the delineation becomes even more severe.
In the end, you need to understand that the success of your digital marketing strategy mostly depends on your expectations. If you set goals (traffic or revenue-wise) that are unrealistic, it will be impossible for you to meet them and you’ll have no other choice than to describe your marketing as ineffective. By knowing which goals are actually attainable, you’ll put yourself in a position where you can gradually work your way towards success and truly get the most out of your business.