5 Effective techniques to improve a company's digital marketing strategy

Digital marketing has become a significant element of modern-day marketing strategies. Whether your business is B2B or B2C, by implementing digital marketing strategies correctly, you'll be able to grow your online presence successfully, and ultimately foster more conversions and sales.

But when you are growing a business, it may seem as though this ever-changing digital landscape can quickly become an overwhelming one. With several other tasks and responsibilities that need to get done, how can you also adeptly create, fine-tune, and maintain an agile digital marketing strategy?

With this constantly transforming environment, marketers should look to continually updating and refining digital marketing strategies so as not to become stale. Here are five ways marketers can re-evaluate digital marketing objectives to remain ahead of their competitors and to maximize impact and results.

Build your buyer personas

No digital marketing strategy will be effective if you don't first have clear information about who buys your product and why they buy it. Buyer personas represent your ideal customers and can be created by researches, surveys and interviews from your target audiences. 

It's crucial to note that this information should be based upon real data whenever possible, as making assumptions about your audience can take your marketing strategy to move in the wrong direction. To receive a clear picture of your persona, the research pool should include a blend of customers, sights, and people outside your contacts database who will align with your target audience.

Content is king 

As we all know, content is king; therefore, it’s essential to focus on content marketing and create valuable and relevant content consistently on platforms. As a connective string to building buyer persona, content marketing is a large part of attracting a targeted audience. What’s remarkable about content marketing is that you need to make your content relevant, valuable and consistent to make it worth the time of those in taking it.

In the present scenario, you need to emphasis on creating content that can solve pain points and stay evergreen. Using shortcuts or black hat SEO tactics just to move to the top of search engines won’t work, thanks to Google’s all-seeing eye. To make content marketing effective, you need to focus on mobile content, influencer marketing, and marketing automation.

Also, 80-20 rule is very effective, where 80% of your content should communicate VALUE, and 20% of it should be focused on promotions. Valuable content means content that’s unique, fresh, timely, relevant, and solves real problems for your target audience. Your success will appear from 20% of your struggles, but that other 80% is necessary to drive it!

Engage with Customers on Social Media

A strong presence on social media platforms is the most vital digital marketing tool. It is an integral part of online marketing strategy that allows sharing and promoting your services and products. Identify and participate in diverse social channels where you can get more customers and prospects. For this, you should: Continuously refine your social strategy because social media trends are shifting and evolving consistently. Consider investing in video advertising. Use social media to attain customer feedback to work on these.

Social media marketing must be one of the most significant digital marketing channels on the web today. In fact, the power of social media is continuously growing. Around seven out of ten consumers expect the businesses they buy from to have a social presence.

Enhance your website for various devices 

Making your website adapt to mobile screens is one of the essential parts of digital marketing. The best way to make this work successfully is through responsive web design. Make sure to find responsive themes for designing your website that is mobile-ready. Also, contemplate a well-designed mobile app to provide your customers with improved user experience. Check how your website appears on several devices including iOS, OSX, Windows and Android. 

Measure Business Growth Metrics 

You are investing and working hard for your website, blog & email campaigns, conversion rates, bounce rates, etc. To monitor your business ROI and success, you should adequately place web analytics tools. If you haven’t integrated them yet, then here are a few metrics for various marketing channels: 

For Website: Google Analytics, Moz Analytics and Webtrends 

For Social Media: Twitter Analytics, Facebook Page Insights and Hootsuite 

For Email Marketing: MailChimp, Campaign Monitor, VerticalResponse

While applying these tips should help improve your overall ROI in the present and near future, always remember to be eager to learn about the transformations and fluctuations in digital marketing, regardless of the platform that you are on. Being proactive about it and keeping an eye on top trends will set yourself apart from your competition.