12 Effective Tactics and Strategies for Digital Marketing in 2020
Finding the right digital marketing strategy for your business can be difficult. Especially when you consider all the strategies out there promising the right solution.
Yet, if you’re serious about competing in today’s digital landscape, here are twelve areas you can focus on.
Some of these might be familiar, but do you know how to use them? These strategies are all you need to make it in the digital landscape of 2020.
Let’s look at each of the digital marketing strategies in more detail. Then example their factors to know which elements you can take advantage of. This list is quite exhaustive. It covers everything, from landing pages to SEO and everything in-between.
1. Dominate Google Rankings with SEO
SEO is still one of the most important aspects of digital marketing today. Google’s algorithm might be confusing. Yet, if you study the basics, you can understand the important concepts of how it works.
If you’re serious about succeeding, it is advisable to hire an expert to help you manage your SEO. You can familiarize yourself with the basics. But it is always better to get a professional to help craft your perfect strategy.
One of these strategies includes the using HTTPS requirements, which impact SEO results. Google has started asking users that are using HTTP pages to switch over to the HTTPS format. This is because most of the contact forms that use HTTP pages are not considered secure.
Today, HTTP pages are being labeled as “Not Secure” by Google. You want to ensure that your website is up-to-date with the new HTTPS designation. This can be as simple as purchasing and installing an SSL Certificate for as low as $8/year. Failing to secure your site can hurt its seo-friendliness, meaning that competitors may outrank you on search engines.
You can use a digital marketing or SEO specialist to help put in place these changes any many more.
2. Generate Traffic using Search Engine Marketing
This particular digital marketing strategy is often abbreviated as SEM. It involves the use of paid marketing to increase your SERPs (Search Engine Results Pages).
SEM can also need the services of an expert. Particularly those who have experience with search/display ads and Google AdWords (often referred to as PPC – pay per click). If you want to learn the basics, Google offers a free basic training on this topic.
Google prioritizes customization, which makes AdWords easier to use. They give you the option between in-app mobile ads, display ads, search ads, or YouTube video ads. You can select the right ad format based on your target customers and business needs.
You can even use their superior metrics for tracking the progress of your ads which makes it easier.
There are other examples of paid ads like Facebook Ads. Using Facebook Ads, you can:
• refine and build an audience
• run different media formats (like images or video) and
• analyze which ads work best.
3. Re-engage Leads with Retargeting
If your prospect fails to respond to your first ads, you can actually re-target them with more ads or content. Using cookies (or pixels) to track your visitors and creating new ads can help achieve your goals.
You can also target your prospects with personalized ads based on their behavior. Using visitor data, you can ensure your ads address their pain points.
Re-targeting increases conversion rates, keeps your prospects engaged, and increases brand awareness. You can even target your competitor’s customers.
This is a great way to recoup the amount you invested in creating new ads.
4. Promote Your Brand with Content Marketing
Content Marketing is becoming an important digital marketing strategy. With this approach, you have to create great content if you want to attract your target audience. Your content must be relevant, consistent, and valuable to hold your audience’s attention.
To succeed, you must create content that is relevant and solves customers’ pain points. You cannot hope to rely on simple SEO shortcuts to appear on page 1 of today’s search engines.
If you want to get the most out of content marketing strategy, you must learn to:
• promote your content
• measure the results
• re-purpose your content for different audiences and channels
You need to consider mobile content as over 50% of the devices used globally are smartphones. This will have a huge impact on your digital advertising.
5. Improve your Website with Responsive Website Design
Mobile devices have become the standard for communicating with customers. And it doesn’t look like this will change anytime soon.
Thus, if you want to succeed at digital marketing, you must build your website with mobile devices in mind. Responsive web design is the only way to ensure this.
Responsive coding will make your website easy to view to any mobile screen. This includes formats such as tablets and smart watches.
Along with a web designer, you may want to engage a digital marketing expert to make your pages stand out. Accelerated Mobile Pages (AMP) can make your mobile web pages load even faster.
It’s known that Google favors websites that incorporate responsive web design. If you post content on your website or run an eCommerce site, you might want to consider this.
6. Maximize Lead Value with Email Marketing
Does your email marketing actually reach your intended audience at the right time? With email marketing you can generate more leads than with any other method of marketing. It is also a great way to boost your conversion rates and sales.
Email marketing is one of the most cost-effective digital marketing strategies out there. In most cases, it’s completely free, unless you outsource your email marketing.
Email can also combine with channels such as social media. This makes it a great addition to your digital marketing strategy. You can also include some referral reward systems and social share icons. By using effective content, you can shorten your sales cycle with email marketing.
7. Reach New Users with Social Media Marketing
Social Media Marketing is not only about posting content on your social channels. You must find a way to make it effective long-term.
Neil Patel shares automation tools that post content and manage all of your channels in one place. Social media management tools like Kontentino make it easy to schedule posts and reaching users across time zones.
You might also want to consider curating specific content to show your expertise.
This is a great way to add credibility to your brand. When curating another expert’s content, they will often reciprocate.
You can use influencers to help you post content on popular social media platforms.
8. Generate more ROI with Influencer Marketing
Do you know that you can actually run a successful digital marketing campaign on a small budget? One way you can save money is by hiring influencers.
Influencer marketing goes beyond hiring celebrities to promote your product. An influencer does not even have to be a celebrity to be a social media influencer. It could be that the person is good at promoting products and has a lot of followers.
The first thing is get started is to identify your goals and research top influencers in your niche. You can perform hashtag searches on Twitter to find trending topics in your industry.
Next, reach out to target influencers on social media and ask them to promote your product. Most of them will charge a fee, though there are some who will promote you in exchange for free products.
Don’t forget to keep track of your results. Influencers with less followers may have more influence as those with many followers.
9. Save Time with Email & Marketing Automation
I cannot overemphasize the importance of marketing automation among your digital marketing strategies. It has become a gold standard for a lot of businesses around the world today. Which is why you should make it a priority to learn more about it.
Around 91% of businesses worldwide attribute their success to automation. This gives you an idea of how effective the technique is.
You’ll need a CRM platform that comes with built in marketing and email automation tools to succeed at this. Having your leads and customer information stored in one place makes it efficient. This makes it easy to integrate your entire marketing in one place.
If you are in eCommerce, Klaviyo is my recommended marketing automation & email platform. It integrates with platforms like Shopify and can handle all your automation needs.
10. Entice Users with Video
We’re becoming used to consuming content in a more visual and interactive way. This type of content could take on different forms, and among them is the video format.
Today, many consumers would rather engage with video than any other visual medium. About 87% of online marketers use one form of video content in their marketing.
This can due to the large viewership recorded by platforms like Facebook & YouTube. Yet, the most important thing is to have compelling content.
Many marketers are focusing on personalized videos. These are videos that address issues faced by their target audience. This also has the dual advantage of giving your business a more human feel.
You could also use testimonials or even behind-the-scenes looks into business. This means you’ll have to lead with storytelling, which happens to be a hot trend in video marketing.
It is advisable to keep your videos short, especially if they are not part of a series. Most consumers have short attention spans. So you need to find a compact way to tell your story engage users, often in the first 10 seconds.
11. Stay on Top of Trends with Podcast Marketing
Podcast marketing is one of the hottest trends and undervalued opportunities today.
Marketing Land reports that podcast revenue grew by 53% in 2018. The market will likely exceed $1 billion in revenue by 2021.
Today, podcasts ads are the primary method of getting promoted. Most often, a podcast host will mention your product and share a discount code to their listeners. The code allows you to attribute some of the sales you received from an episode.
So how can you get started in podcast marketing?
The easiest way to is to first research relevant podcasts in your niche. Then, reach out to hosts and ask about sponsoring an episode.
Promotions are usually priced on a CPM (Cost per 1000 Impressions) basis. They can range from $15 – 50 CPMs, based on downloads.
CPMs may be more expensive for podcasts compared to other marketing channels. But, podcast ads are effective. They are unique in their ability to reach a hard-to-access, engaged customer demographic.
12. Improve Conversion Rates with Landing Page Optimization
Have you created landing pages in the past? If so, how do you know they will keep visitors coming back?
This question should be at the core of digital marketing efforts for every business. Marketing experts have stated the importance of landing pages for successful campaigns.
Your landing page may not be exciting enough to hold the attention of your visitors. One solution to this is the positioning of your CTA (All to Action) in your web design. Make sure you add at least one CTA on your homepage. Also, adding a CTA to the end of a blog post can let you capture their email or promote your product offering.
You should learn to invest in ads to advertise your site on the various digital channels. Additionally, you can use email marketing or buy promote your content. In your emails, place a link that directs readers to your landing page to view more content.
Should you add a CTA above or below the fold? According to Instagram, the length of a landing page determines placement. CTAs should be above the folder for shorter pages.
By following these digital marketing strategies, your website traffic will begin to grow. These strategies are unlikely to change overtime. They will only become more relevant as digital marketing continues to evolve.
Don’t hesitate to reach out if you are looking for the help of an expert Martin Ochwat (CEO) to guide you through this process.