June 14, 2018

6 Ways to Capitalize on Changing Digital Marketing Trends

6 Ways to Capitalize on Changing Digital Marketing Trends

How can your business capitalize on change? Read on for six methods that will keep you up to speed and help you win the digital marketing race!

The digital marketing landscape is ever-changing and it’s in our best interest to constantly adapt in order to stay ahead of the curve. As technology grows and transforms at a rapid rate, techniques must also evolve to remain relevant and continue being effective. So, how can your business capitalize on change? Read on for six methods that will keep you up to speed and help you win the digital marketing race!

1. Build a Digital Marketing Tool Stack

As with any other major initiative or project, a robust digital marketing strategy needs a well-rounded toolbox. If you have any experience with digital marketing, you know that there isn’t a one-stop shop for technology that does it all (even though some may come close). Every stage of the marketing journey has an associated technology to help achieve goals, and it’s in your best interest to figure out where there may be gaps in your technology stack – and fill them ASAP.

2. Build Your Strategy Around the Buyer Journey

Full-funnel strategies are usually contingent upon a multi-touch campaign, and each touch needs to be tailored to the stage of the buyer journey in which it falls. For example, first touches should offer educational and/or high-level resources. The next message a buyer receives should be personalized to how they interacted (or didn’t interact) with the previous, and so on and so forth.

3. Omnichannel Marketing is a Must

As digital marketers, we cannot get tunnel vision. The most successful campaigns employ consistent, on-brand messaging across different platforms and channels. Through a strategic, multi-touch, multi-platform approach, you’re giving your brand a greater reach and more opportunities to engage with the same audience. Think of it as the driving force needed to accelerate pipeline velocity and lead to more won deals.

4. Adopt an “Intent over Interest” Approach

Always keep your audience in mind when developing your digital marketing messaging. This goes beyond using headlines or CTAs speaking to an interest in your product. Instead, speak to the intent behind that interest – if you’re talking to a CFO, words like “profit” and “return” may mean more than “growth” or “expansion” (save those for the CEO).

5. Make A/B Testing a Campaign Requirement

It should go without saying, but never ignore A/B testing when it comes to your campaigns. With regular testing and restructuring, you can identify what is working and what isn’t working to best optimize your strategy and get the most out of your budget and resources.

6. Find Alternatives (Not Replacements) for Email Marketing

How many of your emails get opened? How many even make it to the person’s inbox, instead of Spam or Junk folders? Take a look at your own email account, and you can get a pretty good idea of the answers to these questions. Your emails get lost in a sea of promotions, offers and outreach.

Now this is not to say that you should ditch your email marketing software and abandon this method of communication entirely, you just need to restructure your priorities and be realistic with expectations. Begin with streamlining your current email marketing efforts and adjusting what you already have. Then, experiment with alternative communication methods (think LinkedIn, social media and even direct mail) to see what works and enhances your existing strategies.

How is your business adapting to the influx of digital marketing trends? Are you using any tools that help you manage? Let us know in the comments!


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