In today's tech landscape, a solid digital marketing strategy has become the CMO's new bread and butter; the only question now is how to best serve it up. Your business's success depends on the right type of strategy, and the right type of strategy can in turn lead to higher sales, new customers, and long-term growth.
Traditional online advertising is a thing of the past. Why? Bottom line, it's more annoying than effective. One study found that 18- to 34-year-olds are likely to ignore online banner and digital ads more than those on TV and radio or in newspapers. What's more, 54 percent of internet users don't click on banner ads simply because they don't trust them.
It's now a CMO's job to stay ahead of the digital marketing curve, keep up-to-date on trends, and break through the clutter. Here are seven tips to optimize your digital marketing strategy.
1. Prioritize customer needs over bells and whistles.
While your team is consumed with building your web presence and developing your product or service, it's easy to lose sight of the customer you want to target. "When building a brand online, too many people rush to buy ads and acquire traffic to drive revenues by brute force," says Tony Delmercado, co-founder and COO of Hawke Media. "Small efficiency improvements in conversion rates, email capture, and retargeting can pay huge dividends -- tighten up the mouse trap first, then buy eyeballs. You'll acquire and retain customers more cost-efficiently and keep money in your coffers for higher-risk marketing strategies."
2. Audit and update your SEO more frequently.
You may know your product or service is great, but is it reaching all the people it could be? Search engine optimization can significantly help your brand reach the people who want what you're offering. Industry experts recommend updating your SEO once a quarter; after all, Google updates its algorithm more than 500 times a year. Find the keywords that are making your business gain or lose traction in the search engine cycle in order to make your brand as discoverable and searchable as possible.