Many of us remember the early fascination with the internet. We looked at dial up like the technological messiah and spent hours with the AOL running man. Those first few years were ones of discovery and marketing innovation; giving way to the fast-paced, SEO driven digital marketing of today.
But are you keeping up?
According to a recent Forbes article written by Matthew Sweezey, the answer is likely, “no.”
Sweezey points out that “only 30% of brands are using customer data to create more relevant experiences…”
This means that about 70% of marketers are failing to build the most effective versions of their brands within the digital space, and we can do better.
Technology waits for no one.
No one can argue that the world of digital marketing is moving and evolving faster than it has at any other time. We’re looking at a future intertwined with AI and algorithms that rule the ranks.
Almost as soon as you implement a new strategy, the “next best thing” is making its debut—and this can be as costly as it is frustrating.
For example, there have been more than 3,000 new SEO updates THIS YEAR alone! Take a moment to mull that over. Even miniscule updates can add up to huge changes when they’re coming at you that fast.
So, what can you do to keep up?
According to the Search Engine Journal:
“Organic search is the digital marketing channel that brings in the highest ROI according to 49 percent of the respondents.”
So, what does this mean for your digital marketing techniques?
It means that you need to focus on SEO and identifying your target audience. This gives you the information you need to create a content strategy that generates traffic and improves your overall ROI on marketing efforts.
Simple tips for this include:
- Performing regular market analyses that allows you to identify the segments you need to design materials for
- Understanding your audience’s search habits and choosing relevant target keywords and phrases
- Using Google analytics or another platform to monitor your traffic and competitive advantage
- Subscribing to SEO best practices and working with professionals when necessary
Don’t be afraid to roll up your (figurative) sleeves and learn what you need to implement the latest SEO techniques. This can seem daunting at first, but a few small tweaks can make a huge difference!
There’s more than one digital marketing avenue.
While organic search may dominate your efforts, it’s essential that you take advantage of additional resources, like:
- Social media
- Paid search marketing
- Email marketing
- Additional outbound routes (print, email campaigns, etc.)
The right mix is, again, going to be largely dictated by the behaviors and preferences of your target audience. The goal is to build your brand’s presence in online areas where you know your customers are most likely to frequent.
Don’t be afraid to experiment with your inbound and outbound efforts, and keep in mind—the landscape is in a constant state of flux. So, keep your ear to the ground and innovate, innovate, innovate!
And if all else fails, don’t be afraid to reach out to marketing professionals for help!