With technology evolving constantly, digital marketing is rapidly adapting and is a core part of running a business – no matter how big or small. Email marketing head at cloud based web development platform Wix.com, Sarig Reichert, clarifies the essentials to creating effective marketing campaigns so that people know who you are, what you do and how to find you.
Know your audience
Whether you’re in hospitality, retail or a service-led industry, you need to have a good understanding of who your customers and potential customers are. Data analysis tools will provide you with lots of valuable information about your website’s visitors starting from how they found it, what they do when they get there and what sort of content they enjoy the most.
Having access to this much detailed information will help you with your marketing strategy, including where to advertise to get the best traction which in turn will save you money on ineffective paid-for promotion. For example, if you know that a lot of your customers visit you via Facebook, increase spend there.
It’s also important to recognise the fact that younger generations have grown up as “digital natives” – they’ve grown up with smart technology all around them and are very influential online. If you are targeting “Generation Z” then adapt your marketing strategy to meet their expectations. Namely, be fast, intuitive, direct and interactive.
Get out there – be social
Traditionally, social media means focusing efforts on Facebook and Twitter, but don’t underestimate the power of other social media channels. Pinterest, LinkedIn, Instagram and Snapchat can be excellent avenues for engaging with your firm’s audience and potential new customers. The platform you choose to focus on must be the right one for your target audience and your type of business. If you’re a photographer or if you sell anything with visual appeal like cupcakes, shoes, or décor – show off on Instagram. If you are a consultative business, consider publishing your tips and advice on LinkedIn. There are lots of different ways to make the most of social media, so be sure to test different types of content and platforms until you find the best combination for you.
Be accessible, even when on the move
Have you ever noticed that people are glued to their phones? They are. A lot. Mobile is so engrained in our daily lives that people turn to their phones almost as soon as they think of something they want to search for. Last year, Google started to penalise the websites that don’t have a mobile-friendly site and soon the company plans to launch a new diagnostic tool to help website owners optimise sites for use on smartphones. Be sure to optimise your website so that visitors can use it whenever and wherever they are, because if they can’t, they’ll go somewhere else.
Content marketing is a way of catching a user’s attention without paid-for marketing. It’s driven by developing and distributing information, advice or entertaining content that is shareable and generates organic interest. With the rapid increase of bloggers and the influence of social media, you can reach huge audiences by creating valuable new content. Articles, infographics, presentations and if possible, video, are widely shared and viewed across social platforms such as Facebook, YouTube, Slideshare, LinkedIn, Vimeo and Periscope.
Email marketing – one of the sharpest tools in the box
Email marketing is one of the most effective tools in digital marketing, but only when it’s done properly. It’s not enough to just flood your customer’s inboxes with adverts and formulaic emails. Recipients will become impatient and frustrated unless they receive creative and personalised emails.
A great and effective email campaign starts with a contact list, so encourage your website’s visitors to sign up to your email list. Remember to provide the people in your database with emails that add value and are tailored to their needs, otherwise they will get fed up with your content, potentially leading them to unsubscribe. Send your newsletters to those who you know will appreciate your information by creating a content plan that will appeal to different groups.
Once you’ve established your audience, follow these tips to create a unique email campaign:
- Be beautiful: simple and plain text emails won’t impress anyone. But thankfully, email marketing tools can help you to design and customise your emails to suit your message
- Be mobile: the importance of mobile has already been stressed for websites and it’s no different for email. Mobile screens are smaller, so bear that in mind when developing content. Getting the subject line right – keeping it short and enticing – can mean the difference between your contact opening the email or sending it straight to the bin
- Reuse content: once you’ve sent out your email, be savvy and use it again to attract more subscribers. Wix Shoutout will generate a link once the newsletter has been created so that you can share it amongst your social media audiences, too. Make your digital marketing work for you as much as possible
Digital marketing advances quickly, but staying on top of it doesn’t have to be a chore. Track and analyse the success of your campaigns to make educated decisions about the different variables that allow you to draw conclusions and guarantee constant improvement. Your digital marketing shouldn’t be stagnant – always look to expand your audiences and sharpen your message on your way to driving your business to success.
Sarig Reichert is the head of Wix Shoutout email marketing at Wix.com.
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