As commerce more frequently moves onto the digital platform, so does marketing. So, how can you optimize your marketing efforts to suit your online needs?
Calls to Action
As you craft your online content, try to include language that persuades the reader to do something. According to a study by Toast in 2019, emails with one call to action increased click-through to the website by 371% and sales by 1,617%.
Use words that evoke emotion and convince the customer to take action. For example, language such as “sign up for our mailing list and receive a 40% off coupon,” or even something as simple as “try for free” will encourage users to engage with you.
Search Engine Optimization
Search engine optimization is the way in which companies enhance the traffic and quality of their website by using search engine results. Employing keywords designed to attract audiences and that are relevant to search engines are a few ways this can be accomplished.
Regularly updating your content and getting other quality sites to link to yours through networking are also a few ways to boost SEO.
Paid media refers to when companies pay a third party to show their ads, like Facebook ads. Promoting products and services on social media is typically very affordable, with different plans for extending reach. The best way to know where to invest in paid media is by analyzing where your audience spends their time online.
Making clickable buttons, using audio or video, and creating places for users to post comments are all ways to increase the interactivity of your website.
Inc.com reported in 2016 that marketers discovered interactive content on websites to be 93% effective, compared to a static website which was only 70% effective.
Learn and Adapt
Whichever methods you employ to improve your digital marketing, it’s important to learn from what your customers are telling you, both directly and indirectly. If they are not responding to one call to action, re-analyze and try one that may be better suited. If your ads on Facebook are not as effective as you had hoped, ask and look for where your target audience might better see them, and then try again.
Digital marketing is an ever-evolving process in which one of the main constants is learning and re-adapting your strategy.