Last updated on May 23rd, 2022
Today, Digital marketing is at the center of marketing, all thanks to the pandemic crisis. However, the physical engagement of customers is becoming increasingly difficult. Converting online visitors into customers is getting way crazier than ever before. Hence, brand creators and marketers should carefully pick the right digital marketing trends and strategies for their businesses. Designhill conducted an online session with many industry experts where they discussed what are the must-follow marketing strategies when reaching out to customers digitally.
Digital marketing is already an established modern way to go amid target audiences and engage them. But, it has become even more important during these COVID pandemic days. People can’t be reached out physically today. So, they need to be effectively engaged on social media platforms and through varied online means.
However, not all businesses have synced digital marketing well in their overall marketing strategies. They need to understand that digital is dominating in the present crisis. Therefore, conventional marketing techniques are not solely going to yield the result.
To get insight into how marketing should be engaging potential customers in the pandemic, Designhill organized a panel discussion on the topic: Digital Marketing Trends And Strategies To Drive More Business on 10th March 2021.
- Insights on top digital marketing transformation trends & predictions to watch in 2021.
- Learn digital marketing and how social media contributes to purchase instead of just searching.
- Learn how to increase the digital engagement of your audiences through virtual events.
- How Social media is contributing as a top channel for purchase, instead of just discovery.
- Improved reach via digital channels including SEO, pay-per-click (PPC) Advertising, affiliate marketing, Video Marketing and Email Marketing.
- Key performance metrics, KPI’s to look at and tactics to avoid in 2021.
About Our Guest Speakers
Amelia Tran has been named as one of the top 30 women in marketing. She is a digital marketing leader with a decade of experience managing startup and global fortune 500 brands like Google, shell, L’Oreal, etc. In 2021, she joined eyespot TV, a TV ad measurement company as the head of digital.
Neil Shaffer is a globally respected authority on helping innovative businesses through their digital transformation. He is currently a fractional CMO for several companies. Also, he is the founder of ADCA Social and has authored four marketing books including The Age of Influence, a groundbreaking book that is redefining digital influence.
Nitin Sethi has over the last 20 years of experience across leading internet and digital platform companies in India. He is currently leading the digital transformation for Indigo and has previously built and scaled Yatra and Naukri.com. He is an expert in crafting a loveable omnichannel experience for customers. He got recognized as one of the top digital influences and made it to the Adobe content 100 lists for 2017 along with the Adobe Digi 100 list for 2018 and 2019.
Joe Martin is currently the GM and VP of Marketing at CloudApp which is a visual contribution tool PSB. He has rich experience in marketing in the tech industry. Martin was the head of social analytics at Adobe, where he led paid social strategy and a research team providing strategic guidance to organizations within the company. His work has been published in The Associated Press, Wall Street Journal, New York Times, and other top-tier outlets.
In this post, we have shared the original video of the session as well as a transcript in the form of Q/As where you will be learning everything about digital marketing.
Transcript: Here Is How To Make Your Digital Marketing Strategy For Business Growth
Designhill: How to leverage data and technology in your current marketing plan for your organization?
Joe Martin: Data for the last 10 to 20 years has been a key for digital marketing since it started. That’s the nice thing about it. I can put up a billboard or I can do a TV ad and guess how many people are touching. But, digital is very clear for good and bad. Because it is a clear vision for everyone at the company to see if marketing is doing or not doing well.
It makes marketing a revenue generator more than a cost center, which I think is the key. One thing I do at our companies is to apply a couple of key metrics. This is because it can be easy to get lost in how much data you can track. We created this acronym, everybody loves ARR, Annual Recurring Revenue in SAS business. Also, we track metrics related to acquisition, retention, and revenue. There is our ARR.
So, the acquisition is just at the top of funnel signups. retention is are those signups activating, and are we keeping them? Are they becoming paid customers because the cloud app starts as a free product? A lot of people will be free forever or they will download it. They will take a screenshot or do one video and then never use it again. That would be no not a great sign-up.
What is driving revenue? We look at that by channel we looked at by page that helps us to know where we should be driving more traffic. Also, we can know where we should put more money and help us make much better decisions.
Digital allows you access to data
Neil Shaffer: I think digital gives you the data, and data sort of becomes everything, right? There’s so much that you can track with it. And, with every client, we try to visualize the funnel. We let the data tell us what is going well and what is going wrong. And I think at the bottom there, you have the acquisition. And further below, for a lot of companies, you have similar stages above the funnel. It begins with social media and brand awareness and starting from there. Winning social media users as followers as engagers, bringing them back to your website, then obviously, as customers.
At every stage, there are different metrics, content, and different ways of measuring. I wanted to throw in the content there because that’s another area where data is critical to understanding content becomes the currency of digital and social media. Understanding what content is about working on which platforms or media to be on. You will also try to fine-tune that and generate the best content to get the best results. And that’s something most companies are probably doing. But it is something that probably should be talked about a little more.
Personalization linked with data
As far as personalization is concerned, it comes down to having your clients and your prospects in your database. Also, using marketing automation, technology, a lot of sophisticated email marketing services will provide you data. That technology will allow you to personalize not only the user interface but also custom messages. So, the more you can find out about your audience, the more you can personalize for them. Therefore, I think it does come down to the data, and a lot of that will be the content and analyzing that.
Designhill: How do you build engagement and loyalty with customers and what should be their content strategy that looks like for the businesses?
Amelia Tran: When we talk about content, don’t forget that email marketing is also a very crucial piece of content. But, we have learned that as a brand you are a resource to these users. That is why customers are buying from you. So, give some incentives as simple as providing a first look at a new product, an exclusive offer, or a loyalty program. Or, if you are selling technology products, your customer success team should give them the details. The team should engage with them to try and collect feedback.
People want to feel like they’re being heard and that their opinions matter. You can provide them some low-touch things such as gift cards, personalized gifts that you can email users. They could choose for delivery, such as loop and tie. There are just so many different ways.
That is the one way to stand out. You need to keep in mind a key difference. There is a difference between a customer acquisition content strategy and re-engaging your most loyal customers.
Nitin Sethi: I think storytelling is at the center of the content. After having the right segmentation and persona mapping, eliminate all the ambiguity through content. There should be no ambiguity in the story, and the messaging you are having with the customer. From a platform perspective, what matters is the assets you use and the medium you choose. Small details like time and the type of conversation you are having with the audience also matter.
Ultimately, it is all about awareness or engagement. You need to define your content outcome that you desire. Define it very clearly to have your crystallized results. It is about what you want the customer to do. But it is also about aligning your brand with what customers want from you.
Designhill: What opportunities do Clubhouse and different channels bring for businesses?
Amelia Tran: I am praying for the day that Clubhouse comes up with the Android version. Shout out to all my Android people here. I admittedly haven’t been in the Clubhouse because of that reason. Clubhouse to that point has been doing a phenomenal job at being the shiny new toy by keeping exclusive and having big names on it. I’m also excited. Not to contradict this, but Twitter space has come out of beta. It is also a hot competitor.
Clubhouse allows businesses to connect with a specific group of qualified users. I think that’s the key message. Whether we are trying to sell a product or we are a platform, it is about having quality people. Of course, it is not as fun to replay the Clubhouse audio experience as it is to be there to interact live like we’re doing right now.
I think the core value of Clubhouse comes by ensuring that businesses connect with users. And, they connect at the right place and time. They also ensure that you have a specific audience that will listen to your message.
Plenty of new content mediums
Neil Shaffer: There are many content mediums out there. You have videos with YouTube, text with blogs, photos, and interactive stories with Instagram. Then, you have audio like podcasting, So, with the emergence of Clubhouse and now Twitter spaces, rumors are that Facebook also is looking into something similar. It is a mainstream medium, not as mainstream as the others, but there are opportunities.
I think regardless of the channel, it is not just about businesses reimagining social media, not as a place to promote only. It is more about creating genuine relationships with customers and influencers. They can take that approach similar to what I have with one of my clients. I convinced them to launch a podcast. That’s been doing very well.
With a podcast as a brand, you can reach out to influencers. A lot of them are honored to be part of what you are doing. They would be honored to be on your podcast. Many of them will share that with their audience. And I think the same approach, we will see with brands and Clubhouse. It is only a matter of time, I assume.
But, the approach is the same. It is less about you, the business, and more about everybody and how you can serve them. And often that happens by bringing the people who can be your customers as well. But, they can be a lot of different types of people. When you look at social media that way, this similar approach can be beneficial to any business.
Brands can’t be everywhere
Nitin Sethi: I think it is very important for the brands to realize that they can’t be everywhere. They need to be where their audience is. And you do not need to be on TripAdvisor. If your audience does not search out for you.
In my opinion, three V’s: Vernacular, Video and Voice, and on clubhouse being a voice, videos being on YouTube matter. These three things are the growth factors for most of the brands. You need to find your niche, and where you can promote the product or service. That you need to do to strike a meaningful conversation rather than just being part of the crowd or creating more noise.
Joe Martin: I think the other important point is just like with any other channel, the key is consistency. I worked for a huge company, and we put out this ad about this fake social network called woo-woo. And it was this joke around like jumping in on the fad too quickly. Then, putting all resources behind something that isn’t necessarily proven yet. There is something on Clubhouse about how to build your brand on Clubhouse. It is like it has been around since June, like relaxing people that are calling themselves influencers on Clubhouse.
But, we talk about big brands like Adobe or someone huge and can put five people behind Clubhouse to see if it works for six months. But the small companies know you are not going to jump into Clubhouse for one day. Maybe test it out, do some r&d with some effort over a longer period. But do not let it distract from things that are bringing in revenue for those smaller companies. I think there’s an element of r&d for new things. But there’s also an element of, hey, this isn’t working for us. That’s okay. Let’s go back to what’s working well.
Nitin Sethi: From a consistency point of view, you also need to maintain it for a long time. You can’t just push something out and pull back. It gives a very bad impression on the brand. Most of the brands go down on certain channels, this is the very common mistake they make.
Designhill: Why brand SERPs are so important when it comes to digital marketing?
Nitin Sethi: All brands need to get explored where their customers are. And organic is more important for small businesses and even build businesses. Spending $10 on paid marketing and only $3 on organic is not the right way to do it. Most of the brand’s successful, consistent, long-term perspective is that their 75% traffic comes from organic reach.
Relevant keywords strategy
That is where you need to be relevant in terms of the keyword strategy, what type of pages, they’re going to see what type of content snippets they’re going to see. Define your funnel. Your brand success is those four seconds of eyeballs you get in the first crawl. If you can capture their attention, that is a great success.
Indigo became one of the airlines in the world which gained the market share during the pandemic. They worked on organic more than paid because of the cost, crunch budgets, and the pandemic. But, it became a blessing because the team has looked for new ways of doing it. And our organic searches as increased 250% in the last eight, nine months. And that is remarkable keeping the struggling category in mind. Always remember, a penny saved is a penny earned. And whenever you are thinking about marketing, it is organic and searches engine marketing, SEO, and more.
Neil Shaffer: I have clients who want to reach out to influencers. Yet, their website has very little content, or they are not even doing email marketing. And I think it all has to work together. So, I begin with my clients, with the website which is a platform for digital discovery. Search engines are where the action is. I have a concept called a library of content. At a minimum, you want to educate the industry and the searchers. You want to educate your customers on many different topics.
What are the keywords that you want to find and the content that covers those things? It was almost 100% pay per click, and it got a certain amount of traffic, but the traffic was low quality, and it wasn’t converting. So, we turned off the and switched to an inbound marketing and content strategy. It took a few months, but now we have more traffic. That traffic is also converting better. The problem with SEO is not that paid sem is very quick.
But, relationships do not happen overnight. And it takes time for people to know you. They take several touches for them to get to know you and want to do business with you. The organic approach does take time. But, it does work, because I find that everybody is trying to chase the Clubhouse and the Tik Tok reels. I see every day the opportunities in search engines to be seen with a very smart, keyword strategy, but also great content.
Amelia Tran: For me, it is like a data bank. When someone is searching for your brand, that means they’ve already heard about it somewhere. You need to think about it. As Neil said, it is a long-term game. Your social ads are effective in your display ads, driving the awareness that you need to write.
Information should be consistent
I also think it serves as a brand’s business card. That means your information should be consistent wherever it may be. The information may be beyond your website, your site’s metadata, your social platforms, reviewing your brand on Glassdoor, or anywhere else. It needs to be all consistent, and up to date.
Search for your brand
I have seen this mistake happen that you do not do enough searching on your brand. As for me personally, I love to search my name and see what the hell even comes upright. I think as a brand, not just as an individual, it is very important for you to see where you are appearing? And how are you hearing? That is the only way to see if you are getting bad reviews from a site that you didn’t even know existed. And how can you remedy that so that anytime someone is searching for your brand, your brand’s business card, as I like to call it, shows the most positive experience?
Joe Martin: And also think of your competitors. I know our competitors and Adobe’s competitors are bidding on our brand name. I’ve seen as many ads ahead of our organic brand search. So, it is nice to have extra billboard space, if you are putting effort in more than just the homepage. But it has an FAQ or something else that gives you a little bit more billboard space. It helps go against competitors that are bidding against you.
Designhill: How do you see voice search impacting customer buying behavior, and businesses optimizing their website for voice search in the coming future?
Joe Martin: I do see it as an evolving trend. I think it is much further out than 2021. When I was with Adobe, we would always talk about all these future trends. And then we would look and see how people still hadn’t figured out mobile yet. Some brands still had poor mobile experiences. This was as early as three, four years ago, and mobile is responsible for 60% of traffic now. We can talk about it as an evolving trend, and it is growing.
But, I still think there are quite a few things that brands need to work on. You should put some of the R&D efforts into voice search. I do think the direct-to-consumer companies like Amazon are for sure putting a lot of effort into voice search. This is because they are directly tied to it.
Voice search trend still to evolve
Neil Shaffer: Yeah, I think voice search is a long-term thing, I wouldn’t invest 100% of our marketing budget on voice search. The big brands have a lot of money to invest in those technologies. But I agree with Joe, it is a very long-term game. I think that Voice Search is a search, and so it will play upon like any other, Google Search product. They are going to play along with sort of the way that your content is laid out on your website.
If you want to appear in FAQs or people also ask boxes, there are certain ways you can provide information. You can structure that with a voice search. There are probably going to be additional things that companies will need to do going forward. I think it is something to keep an eye on. But I think it is something still very much in the future.
Designhill: How important is it for small businesses to incorporate video strategy as a part of their digital marketing plans for 2021?
Amelia Tran: The short video ads are the goldmine. Because it doesn’t cost too much. You can insert and try it at various channels very effectively with a very low budget. And ROI versus static ads is 2 to 3x. Because not many people are trying it. For small businesses, it makes a lot of sense. Like I said before, vernacular video and voice come into the second way.
Even for the voice and video, the next three to four years are crucial because most of the brands are emerging. For a country like India, reading, writing, and education have a problem. There, voice search and media explosion are key for the brands to be on. If you are a small business, that is a big area for you to invest then gain an advantage over the competition.
Videos drive leads and sales
Amelia Tran: When it comes to video content marketing, videos are more upper-funnel. But it can be very effective in driving sales and leads. But we still need to tie it to a purpose. Within advertising, you can re-engage viewers who have completed your full video. The platforms are just as good as the humans that power behind them and understand the strategies and tactics.
You should know how engaging or not engaging your creativity was in driving the video completion. Also, someone who completes my video allows me to then retarget them with a specific message. This way, they get closer to my point of purchase, especially since that’s probably what most of our business goals are.
Video is the more common format these days, like Instagram reels and Tik Tok, for a reason. There are so many ways for it to be interactive for a viewer. But again, like anything else, it is not a one-stop-shop. You can’t just keep pumping your dollars into there and expecting it to work.
Do AB testing
It is all about AB testing and testing out with different video links and things like that. Because we know as marketers, the longer a video is, the more expensive it might be to produce. You need to start thinking about what are quick ways and Quick Hits to capture someone’s attention quickly on social media pages. Then, you should be able to still drive that same level of effectiveness. It is a balance of creative message and how well you target to make the video very effective for your video strategy.
Designhill: Do you think there have been certain changes in the digital marketing space because of the pandemic?
Neil Shaffer: When you can not physically engage with your customers, you only have digital to do so. It forces companies to invest more in the space. Many get caught up because they were far behind. I suddenly started getting all these emails from a lot of businesses about how I should do business that I never saw before. This is where blog content, email, marketing, social media are useful. But use all the different touchpoints to better engage.
Also, I think this notion of customer education has become even more important to help your community and serve them. People are doing more things like webinars, not necessarily for promotion, but for education and to engage customers.
Joe Martin: I think even when things go back to old normal, will all still have built these skills that we have now. Everyone has now worked remotely. We had to scramble through that and manage and lead, trying to figure out ways to connect with audiences. I think it is all about just recognizing that things will go back to maybe more of a hybrid than a whole 100% remote.
But keeping those skills up, and recognize that now things have shifted. And even when it goes back to what it was people, a lot of people have moved, and companies are hiring remotely. There still is a much more distributed workforce than there was before.
Designhill: Should a small business with a somewhat limited budget focus on its key priorities? When it comes to the local SEO?
Nitin Sethi: Businesses need to focus on localization. You have to think global but act locally also, and that is the key. When you capture your market, being that relevant, validating, and getting the feedback, then your business should iterate and scale.
That is the key. That is because you do not need to present in 10 markets and be number one if you are present in two small markets. You still master the customer. That works. After all, you can’t be fighting with all the brands and all the markets. It is very relevant for brands to target and then go for SEO strategy because it is easier that way. Also, big brands will cater to tier-one cities only. So, start the game from tier two and tier three and smaller markets to win the customers.
Amelia Tran: Yeah, and I think that it is even more crucial for a local business because of its competitive nature. How else will users find you at the right time in the exact right place where they are right?
Use long-tail keywords
On a more tactical level, I recommend using longtail keywords in your content. Make sure that your content has proper meta tags. So, when users search for, say like best sushi near a place and write your zip code, your shop pops up first. A good SEO is all about also understanding your competitors’ keywords. And some tools that I’ve used are SpyFu spy FAQ. Such tools help you do a quick search and see what are other trending keywords. These keywords used by your competitors are driving the search engine to what they need.
Think about how can you integrate that into your localized website, your search ads, and things of that nature. I think that all needs to tie together. Also, I found that long-tail keywords have been extremely effective, even if you might not see an immediate return.
Designhill: What is one key takeaway from our learning from the pandemic?
Go back to the marketing basics
Neil Shaffer: I think it is about going back to the basics of digital marketing. It is about realizing the value of things like Google search. Email marketing is as important now as it ever has been.
Joe Martin: One of the first things you do in marketing when there is a crisis is your CFO or CEO shuts down all marketing spend until things are figured out.
We didn’t spend a tonne on acquisition last year. Instead, we spent a lot of time on content, SEO, and efficient pieces of content as well. Live stream podcast gives you the transcript which gives you blog posts.
Customer segmentation is crucial
Amelia Tran: One key takeaway from the past year is that customer segmentation is so important. A lot of brands forget the fact that they’re sitting on a wealth of data. That data may be the user’s email, phone number, and or company name. And if you are missing information on a contact, that’s fine. There are tools out like Verse TM, which help you match these users as best as possible. This way, you can generate a list with multiple contact points, allowing you to then retarget them.
A lot of social good products and new businesses are emerging and being marketed. Now you are facing competition from your key competitors and these other new businesses. So, you need to think back to your roots. Think about what information that you should have to retarget and build lookalikes of.
Nitin Sethi: I did a design thinking process in terms of figuring out the user journeys. This is because every customer is different, and their needs are different. I second Emily’s point of understanding that user segment-defining it very, very well. And then tying the knot with what problem the business is solving. It became key because most of the people started doing the digital-first searching the research first on digital and then only the action. And that’s where the evolution and traction are happening on digital adoption. that’s me.
Designhill: What are your views on the ambiguity with storytelling and persona mapping?
Ambiguity is a lack of data
Nitin Sethi: Let us say that you are selling something. Then mostly you talk about discounts. But that does not give you the data about the day, several backs, and time. So, there is always ambiguity. For instance, when the customer comes he says that he wants to go from Delhi to other cities. But, when we start booking, the fare is much more than what it is. So, whatever you can do on the hand holding front, through that particular user type do it.
It will always help you and the customer converts faster because people buy from the brand they trust. Most of the brands are not able to fulfill the promise while booking. This is absolutely common sense but this is where the most distraction comes from. If you hear the type of complaints your call center is getting, there can be blood on the air, Because it is mammoth and insane what customers go through due to the flexible fare.
You can technically do several schedules. But there is a star that says that within 72 hours, right? And all that matters to gain that customer experience. You can do storytelling through hand holding, videos, and writing a content blog. Also, writing FAQs and self-service modules is connecting all the dots through your digital channels.
Whether you are a small SME or a big brand, every asset matters, every interaction matters. He may not buy it today, but he will come back tomorrow. Because it is never like that I come in and buy and that’s it.
Designhill: What trends do you think social media channels will adopt this year, especially LinkedIn for B2B and B2C?
Amelia Tran: I want to type it just because I know we are running short of time. But sticking to just LinkedIn for b2b. There are formats out there like message ads and pretty new conversation ads. Since LinkedIn just launched it in q4. You need to choose your own journey experience that lives within someone’s in Gmail.
I think it is crucial, especially for b2b where that one-on-one personal touch and message can make or break for a difference for a very expensive product. For instance, you might be selling a tool that if you do get a contract, maybe worth $50,000 or more.
It is all about what can you do to lean in on that email experience to make someone feel like it. You are providing a solution to my immediate problem. You are resonating with me in a very non-salesy non-canned way. I think that those are two formats, especially for LinkedIn b2b that you should look into.
Designhill: Can you elaborate more about omnichannel to drive more business?
Neil Shaffer: I think omnichannel also have this you need to be everywhere type of approach. I think that most small businesses can’t be everywhere. But it is understanding that there are many different ways to interact with consumers. Or, interact with potential buyers’ understanding of those ways and what you do in digital will come down to having a web presence. Part of it will come down to email marketing, marketing automation, and part of it will come down to that social part.
Pick one or two channels
I think the social part of omnichannel is where a lot of people can get lost. I would say, pick one or two channels, and try to do very well there. We talked at the very beginning about data. I think that data will lead you regardless of what channel you decide to pursue data. It will show you how many conversations are and what is the potential for your business in that channel.
But as you begin to engage, and operate in that channel, the data will also tell you how well your efforts are. You come to know which channels are more highly converting than others. Investing more where you see that your best efforts gain your best ROI.
Nitin Sethi: I think the food tech is one category, which has seen this during the pandemic. Now, the omnichannel approach has become very evident. Start with digital but with a quick scan and free deliveries that ultimately it is an omnichannel experience. There is no digital and no physical. Most of the businesses are falling into omnichannel now.
Designhill: Does traditional marketing have a place in the digital zone now?
Joe Martin: Well, traditional marketing has a sexy name called ABM that is Account-Based Marketing. But, I think probably a lot of it is people are home. They are going to get the mail is now an exciting adventure, which hasn’t been for the last 10 years. I think traditional marketing has been overtaken by digital. But it is still very much a piece of a lot of businesses.
Traditional marketing exists
I know a tonne of tech companies who will send it out like account-based marketing. It is only two targeted accounts, but they send out direct mail pieces that are schwag experiences to accounts or people they know that look like their accounts. They see a lot of value from that.
I think there is an opportunity to blend it with digital so that you can track it effectively. But it is still there. it is not the big unit, but it was no with the Mad Men era back in before the 90s and early 2000.
Designhill: Customers like to feel confident they will have a great customer experience. How can we make that fit into a cohesive strategy?
It is about the personalized experience
Amelia Tran: I think it is about tying in that one-on-one personalized experience. The question is can you do it in that one on one touchpoint that can make or break a $50,000 sale or not. For instance, there exists something called community management. So, social media isn’t just about you as a brand pushing out content every day. It is not about getting the content there without understanding the repercussions of what your users are discussing.
Invest in the right tools
Instead, it is all about making sure that you invest in the right tools and the right resources on your team. This helps in proactively listening to what people are saying about your brand. You can listen to them even if they are not tagging you in it. But make sure that you are responding to users and their questions and comments in real-time.
You can learn so much from your customers just from seeing one tweet of theirs. hat can give you an indication of the message. Why don’t we take this offline? Why do not I give you a call to address the question that you have, or, hey, if something’s not working for you, let’s talk about it. I can understand your feedback on how to make it better. Everyone wants to feel like they’re being heard and other opinions do matter. So, make sure that you are investing in the right people to listen rather than just execute.
Designhill: Can you stay at one or two channels and remain relevant?
Focus on one platform
You can be successful and be known only on one platform. Your audience is not going to look for you on every platform. If you are not on the platform, there might be competitors on that platform to serve them. Unless you have a big team and a big budget, it is not feasible to be everywhere. Pick the channel that matters to you.
If you are a B2C brand, then pick the channels like Facebook and Instagram and maybe even Pinterest. With b2b we would start with LinkedIn and maybe as a secondary channel ad, Twitter and or Facebook. I think if you stick with two or three channels, you will be where your target audience is.
Let data determine the choice of channel
The use of data is just understanding which channels your competitors are on? What sort of engagement? Did they get it? What frequency are they publishing? A lot of that will give you a good idea. I have clients that come to me with seven different icons and all the social networks that they’re on. They are not doing well on any of them. They’re not getting engaged following or having conversations on any of them. I think that’s not that defeats the purpose of social media if you are not engaging and having those conversations. I think that advice will serve you well.
There is always sort of the FOMO [ Fear Of Missing Out], even like with Clubhouse, you do not have to be in Clubhouse to have a successful business today, depending on your demographic, you can completely ignore Clubhouse and Tik Tok. Sometimes, as marketers and business owners, we almost need permission from others to tell us that it is okay. Tik Tok is a great example or even Snapchat is if you are a b2b company targeting a very niche segment.
There might be some of your audience on Snapchat or Tik Tok and so you are on these platforms. But from a strategic perspective, you will engage more people more compellingly on a platform like LinkedIn. Remember that you should stick to common sense. You should look for the data and your competition. Most of the time, that data will lead you to where you need to be.
Nitin Sethi: For me, the customer, empathy is the key. If you think from a customer perspective and solve problems, you will be more relevant.
Amelia Tran: Make sure that you understand your audience as best as possible. And if you do not have that data, there are so many ways that you can acquire it. For instance, you can get the data using your lead gen forms.
Joe Martin: There are so many places to add to the market. So, be focused. And before you are spending a tonne of time on a new channel, see if you can double your investment on the proven channel first. If you can’t scale it, then maybe you need to try new channels. But do not lose focus on what’s working.
Neil Shaffer: It is a digital-first approach to everything you are marketing in your business. And everything we talked about today was important. it is a lot. But by putting the priority on what is possible, I think that’s going to be your key to success going forward.
So, follow this advice by the expert panelists when planning your digital marketing during the persisting pandemic situation all around. You can hire a digital marketing agency like SAVV digital for best results. Make sure that you renew your strategies to find out which works well for your business growth ultimately.
However, you should also pay heed to your visual identities of the brand. Your logo, business card, website, brochure designs, etc. must be unique designs. Only such visuals become your identity that stands out from your competitors. This is where Designhill, the leading creative marketplace can help.
Just launch your design contest to create a logo and other visuals and you will have your winning design shortly from talented graphic designers from across the globe.
Digital marketing is the norm of the day during the current pandemic crisis. But the experts suggest that your marketing strategies should be focused on selecting a few channels. This helps in targeting your audience who pick a social channel as per their requirements and many backgrounds. The experts advise using long-tail keywords and gather relevant data to know more about customers.