The traditional world of digital marketing has become more costly, which signals a change in the way companies present themselves to potential customers.
Eventually, data sharing through third parties will be gone, which makes customer acquisition more difficult. In addition to this change, the age of privacy is upon use. These things make it much more expensive to bring customers into the mix. In fact, the cost in 2022 was three times what it was in 2013. What does this mean for your customers, and what do you need to do to gain their attention and information?
New channels open for online marketing
Companies don’t want to spend more to build their customer base than they should, and three times the amount over a decade is a huge cost change. How could this cost be alleviated? More marketers than ever before are looking at alternative means of acquiring customers, including retail media networks. These channels are more budget-friendly and allow companies to grow their customer base. These channels are expected to grow to reach more than $100 billion in only a few short years. This could be the first step in your digital transition during 2023.
Companies won’t gain new customers without giving them something
As the use of third-party cookies and data leaves the digital marketing process, how can companies gain necessary customer data directly from them? The solution to this challenge might be much easier than most marketers would expect. Many customers are willing to offer the desired information as long as they receive something from the company in exchange. Access to blogs and articles isn’t enough to entice customers to give up their information, but personalized recommendations could be enough for most customers to offer their information to gain access to tools that could benefit them on a personal level.
What do companies need to do to improve their online presence?
When did you last review and update your website? How impactful is your content? Do you have the user experience in mind? Some of the actions companies need to take are those that should have already been taken. If your website and online engagement levels are behind the times, you’ll need to begin by making necessary changes before looking to new marketing channels to acquire customers. Here are a few things your company should do to improve its online presence right now.
Create content that answers questions
What are some of the most common questions asked by your potential customers? These are the questions you need to ask and use as a way to promote the products and services your company offers. Optimize this content for SEO and offer it in a way that helps your customers see that you’re trying to address some of their pain points. Content creation is one of the most important aspects of digital marketing; does your content answer customers’ questions?
Automate more of your tasks
Task automation can save you time and energy throughout the day. This can be huge and allow you to have improved engagement levels and reports you need to use throughout the week. Your marketing emails can be automated, along with notifications, social media posts, lead flow, and analytics reports. These automated processes can keep your marketing on track and allow your company to keep the information funnel open.
Embrace the use of video in your social media content
Social media engagement through videos has skyrocketed during the past few years. Some of the newest platforms are entirely video-based, which means you’ve got to embrace videos if you want to communicate with a customer base via these social media apps. Create videos that make sense for each platform to improve your digital marketing reach and the results you’ll find when you offer videos that showcase your products and services to potential customers.
How does your brand make a good first impression?
What does your company logo communicate to the world? Is it easy for customers to understand what your company offers? What is your company story? These are questions that directly impact your brand and what it means when customers see your logo. When you’re trying to attract new customers, the first impression of your brand could be answers to these questions, or it could be how easy it is for shoppers to buy the items they want to purchase from your company.
SEO is still at the heart of digital marketing
Search Engine Optimization (SEO) is still one of the most important parts of promoting your company online. The content you create is one of the first parts of the SEO process, but there’s much more. You want your content pages to rank high on search engines, which means great keywords, optimized pages, proper links, and an authoritative position in your industry. SEO can be a time-consuming process, but it’s one of the most useful and important parts of your online marketing strategy.
Offer your customers some ways to do things for themselves
Whether you’re selling products or services, some self-service aspects of your content and customer engagement will make it much easier for your customers to learn more and answer questions. Maybe you need to create some how-to videos to show your customers how to use the products you sell or care for the items they bought from you. It’s possible a customer support chatbot could make a difference and allow customers to find answers to their questions during your off hours.
Don’t reinvent the wheel, be authentic
Does your website and content reflect your business personality and what’s being offered? If not, it’s time to change that. Every time your company engages with a customer, there should be a high level of authenticity to this interaction for the customer. This means sharing your voice through your brand storytelling and being genuine in every aspect of your business. Digital marketing is necessary for promoting products and services online, but only you can create the authenticity your customers desire.
Use these tips to help improve your digital marketing and then seek out the new channels that will replace older methods of customer acquisition as we move into a new digital world.
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