Digital marketing is changing at a dizzying rate, making it more difficult for businesses to keep up with the latest industry standards and trends. In fact, 76 percent of people think marketing has changed more in the past two years than it did over the previous fifty.
This might explain why so many firms are at a loss on how they can continue to create and execute a successful digital marketing strategy. However, with the right tools and a little bit of knowhow, you’ll be able to measure your content’s effectiveness, and develop a successful and relevant strategy.
Here are three steps to take if your digital marketing has hit a growth plateau.
1. Re-evaluate your message
Ask any brand activation agency, having a compelling message is the core component of a successful digital marketing strategy. Considering you don’t have much copy space or time to capture a potential customer’s attention, it is essential that your message is both brief and compelling.
If your digital marketing campaigns have hit a plateau, the first step is to re-evaluate your message. Do you have messaging that evokes emotion? Is it relevant to your target audience/users? Does your message highlight your value proposition, showcase your core values, or define an incentive for your target customer?
2. Continually test and monitor strategies
No matter which strategies you choose to implement, your company is not going to grow from the efforts unless you continually test and monitor the outcomes. Think about it, if you don’t track your campaigns, how will you be able to determine which approaches deliver the best results, and which areas require some improvement?
The fact of the matter is that seemingly arbitrary factors such as time of day, language choice, audience segment, or image selection can play a considerable role in the success of your campaign. These are the factors that need to be followed, assessed and recorded.
Most companies use some form of A/B testing, a strategy that consists of testing ads with varying content. By controlling some of these arbitrary factors, your marketing team can unearth some worthwhile findings by deciding which messaging component or type of content resonates best with your audience—and often for reasons you wouldn’t have otherwise foreseen.
Additionally, you want to track your social channels. In addition to the basic “likes” and “shares,” you will also want to keep track of the following data.
- Number of shares/reposts by leads
- Number of shares/reposts by influencers
- Number of engagements/impressions
Tools like SEM Rush, Google Analytics, and Facebook Insights are crucial tools for tracking performance as they allow you to measure essential metrics like what time of day most of your customers are online, your post reach, and your post engagement.
3. Hire SEO specialists
Content is still king when it comes to digital marketing. Since there is a strong relationship between the amount of website traffic you receive and the number of sales, the big question then becomes: how do I increase my website traffic? The answer is a resounding: search engine optimization (SEO).
SEO helps place your products or services in front of eager consumers through customized search engine strategies. This targeted traffic to your website then maximizes your ROI and increases online sales, all while helping to promote your company’s brand identity.
Successful websites require a more efficient Internet marketing strategy, so look for hand-crafted SEO services to compete with your competitors who are probably already using SEO techniques!
SEO specialists will ensure your content is optimized for Google-friendly HTML formatting, focus keywords, and a URL structure that corresponds to your product keywords.
There is no doubt that digital marketing is a constantly ongoing process. While your initial strategy might have plateaued, that doesn’t mean you can’t reboot it.
On the other hand, if a new approach yields promising numbers, keep having a quarterly calendar in place to enable your team to assess your digital marketing strategies periodically. Trends change, demand shifts, and methods should always be open to change so you know where you should invest time, money and energy the most in order to yield the best results.