Digital marketers do not despair. Sometimes the solution to your problems is more apparent than you might think. If you do not have the results you want, you don't need to start over - it's time to optimize the digital marketing channels you already have instead. Temptation says that you should try something new, an alternative, and most often, it doesn't end well. It ends on you failing on the new ways and the old.
The "old" digital marketing is still well - email is not dying, social networks even work, and ADs on search engines are still hot! An essential well has done is worth more than weird propositions. Let's understand what you need to start performing well on what you already have, which is social media, ADs, and emails - the best ways to do digital marketing in the past decade or so. Before you read our article, let me spoil something for you. It all boils down to one expression: fine-tuning. Yes, there's no magical gain when we talk about optimization, there is only constant work that makes you go up, slowly, in the stair towards heaven.
Understand your mediums
First of all, we have to think about which social platform and which Digital Marketing channel is relevant for your brand and business. Most mistakes are here: companies that do not understand their audience and don't engage with them in the right manner and place.
For example, B2B(Business to Business) companies will want to engage their costumers in a place like LinkedIn, but this might not be good if you're selling bikinis, which would instead use Instagram. Some factors need to be considered, such as what activities and tools will be used and how you can opt-in your audience into your email list. Will you, then, need a reliable content that engages them with you.
Regardless of which digital marketing channel you choose to show your brand or business on, it is imperative to monitor the effectiveness of said channel and your strategies. Therefore, you can fine-tune the plan as per your business goals and other metrics. Doing tests from time to time will help you understand what works and what doesn't.
Come up with new strategies
On developing new tests, you have to understand that customers don't live only online, or on only one device, have the same needs or conduct their journey in the very same way. Therefore, you got to think about how you can reach them in different and more personalized ways.
At each stage, these customers will experience different motivations, have different questions, actions, activities and will have to be poached differently. Optimizing digital marketing is also studying how you can be more active in every step and performing extrememly efficiently.
A good digital marketer will develop strategic thinking on all these channels accordingly and integrate them. Will try a variety of tactics, closely monitor their performance, and allocate budgets according to their performance and your company's needs. Optimizing digital marketing is the art of failing fast, but breaking things along the way.
A high performing marketing group is always going to be allocating 10–20% of its budget to new and emerging ideas inside their own channels, like new campaigns, different ads, or targeting new groups. Some will work, but most probably won’t. But the ones that do will more than compensate for the ones that do not and will help the process of optimization,
Also, be heavy on marketing automation. This is most applicable to a promotion, people, and operation. Automation is crucial in various marketing approaches, such as email marketing, telemarketing, and social media marketing. It’s an excellent way to boost efficiency and improve your ROI. Having the right tools for data capture and management is also very helpful, as you can use it to map your customer and learn even more.
Work closely with your sales and product departments
If you're a digital marketer in a traditional company, you may have understood that there's an excellent firewall between you and your peers, a.k.a the sales and product departments. More often than not, you should be working very closely with these guys. This is one of the aspects of optimization that many companies tend to overlook. If sales and marketing work separately, without close coordination and collaboration, that will be detrimental to your conversion rate and other metrics.
You need to make sure you both have access to the same data and can communicate regularly about their targets/goals. They will usually have pitch ideas that can be very helpful in everything you do. Think that sales guys often can give you powerful insight into every move you make: if you're having difficulties selling the project in a manner, you might feel the same. Those guys have the touch with the customer that we often lack as digital marketers. That intelligence is challenging to gather.
Also, they must understand that you're able to maximize their efforts and make their work reach more people. You can also allow them to reach influential people and start a new conversation with highly qualified leads. There are many ways outbound can be used to significant effect by digital marketers.
Optimizing digital marketing: how each channel works?
If you're up to optimizing your digital marketing strategy, you must understand how every channel works for you, and plan accordingly. Here we have a brief explanation on the most common channels:
- Strong Content
Strong content is at the heart of every digital marketing campaign and is the one major element that will remain constant despite the many changes that occur in the marketplace. With useful, high-quality, and relevant content, your website and other Internet marketing real estate will generate considerable inbound traffic from highly targeted audiences – all of which can be potential customers. Content includes text, graphics, videos, and other related materials people are looking for and are very interested in.
- Email Marketing
When a business performs lead generation and other marketing strategies, they collect contact information like phone numbers and email addresses from potential customers, including permissions to send them updates and additional information through email. Email marketing is one of the most effective digital marketing channels, with an ROI of over 4,400% on industry averages.
- Pay-Per-Click Advertising (PPC)
Paid advertising channels like Pay-Per-Click advertising deliver highly targeted traffic of potential customers within a short period. This method, however, is driven by how much you are willing to invest in bidding and placing ad placements, as well as how much you are ready to pay for acquiring one customer. One mistake here can be very costly.
- Search Engine Optimization (SEO)
SEO involves several activities like keyword research, including on-page and off-page optimization, linkable assets creation, organic link building, and other related activities. It's "free" once it starts running and it has excellent results, as it attracts many qualified leads that are already looking for something.
- Display Advertising
Many people visit blogs, forums, and other websites that are interesting or useful to them. Digital marketers can reach out to these potential customers by placing relevant display ads on these third party sites. These include banners, boxes, interactive ads, video ads, interstitial ads, overlays, and other similar ads linked to a landing page or website.
- Social Media Marketing (SMM)
Social media is one of the most remarkable things to happen in the digital arena that business owners and digital marketers can leverage to create brand awareness for their products and services. Through Social Media Marketing (SMM), digital marketers can reach out to highly targeted potential customers through direct and person-to-person engagement.
As you can see, they're all different from each other. You have to understand and mix them over time: someone found your website through Google (SEO)? Make sound, appealing, and robust content that will make them subscribe to an email list where you can warm this person until they become your customer - again with excellent material that gets him engaged. That's very central to effort on optimizing digital marketing.
Don't let your Email Marketing fail
One last thing that you have to take care of is constant email validation, so the most precious of your channels don't die out. That's what we provide, by the way. What is email validation, you may ask? Well, to put it simply: imagine that you have an email list for over one year. You started with 0 emails, and now it has 30,000 emails. Without validation, you will send emails to all these 30,000 addresses, and some would return - those are invalid emails. Over time it's costly (as mail SaaS are usually pricier when you have tons of emails), and it damages your sender reputation.
With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails, and false addresses). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over a year, those 30,000 emails turned into 22,000 legitimate emails, because 20% of emails are not authentic after a year, and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. We have algorithms and technology that do that in a few seconds and very efficiently, with 99,9% success rates.
In the long run, this makes a massive difference for your business. Don't ever be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances of being read. Write good content, and those users will bond with you and turn into costumers! We call it a good email marketing strategy that converts and helps you build your brand. In the long run, that's what you want.
You have to do it from time to time, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If hundreds of thousands or millions of emails are on your list, it might be better to do it every month or fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.
If you do these four things from time to time, yes, you will be helping your email marketing strategy to survive in the long run: you may avoid big problems. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, every time you have to set up a new server, it may be a few thousand dollars that go away needlessly. Many users are using email marketing again because of email validation. We're glad to help you in optimizing digital marketing.
We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have custom plans which can be very helpful to your company. Good luck!