Digital marketing tactics

Digital marketing tactics
11th June 2020

Discover the tried and tested digital marketing tactics that help businesses boost results and increase ROI.

No one knows your business like you do. Your digital marketing tactics will also be unique to your business. Ultimately, this is what forms your wider digital marketing strategy.

We’ve split our tactics into four easy to understand categories; content, social media, SEO and analytics.

Content marketing tactics

1. Use video to engage a busy audience

Its estimated that by 2021 the average person will spend 100 minutes every day watching online videos. A 19% increase on 2019’s viewing figures.

Although the internet is built on written content, think about your mobile-scrolling audience who have only a moment to digest your brand. Visual content is 40 times more likely to be shared than other types of content. Engage your audience this way to reap the rewards.

With 95% of marketers planning to increase or maintain their spending on video marketing in 2020, it’s important that organisations react now to optimise their video output, or risk being left behind by more digitally savvy competitors.

2. Build consumer trust with reviews and testimonials

91% of consumers trust online reviews as much as personal recommendations and 93% of people say online reviews impact their buying decisions. So, as a marketer if your brand isn’t actively managing online reviews, you’re already behind the curve.

Your customers should be your organisation’s biggest fans. Make sure your business’ website is optimised by linking out to verified trusted review sites such as Trust Pilot or Google. Ask your customers to leave reviews and testimonials whilst you are fresh in their minds. With a wealth of user-generated content from your ‘fan base’, you’ll radiate trust and respect. You’ll also generate some valuable extra traffic that’ll help boost your organisation’s search marketing performance in the process.

3. Frequent blogging is still essential

Even with the rise of video content, traditional copy driven content marketing is still a big player in digital marketing tactics.  With 47% of buyers reviewing three to five pieces of content from a brand, before engaging with a representative, it’s crucial that businesses maintain an active blogging schedule.

Google actively looks for individuals or organisations that are experts in their field, that freely share useful information from their website that Google’s users are searching for. If your website provides Google with well written, valuable information – Google will reward you by moving your content to a higher position in the search results.

When thinking about the ideal length of your blog post, keep in mind that in 2019 the average blog post was 1236 words long, 53% higher than the average when surveyed six years earlier.

Companies that published 16 or more blogs each month generated three and a half times more traffic and four and a half times more leads than those publishing less than four.  With more than half of marketers listing blog content as their top inbound marketing priority, content looks like its staying comfortably in its role as king of the digital marketing tactics.

Social media marketing tactics:

4. Flip your social media on its head to tap into new audiences

A solid understanding of the different audiences that exist on different social platforms is key. The same messages have been hammered home for the last few years. ‘LinkedIn is where the professionals are’, ‘younger users are dropping off Facebook’ and ‘Instagram is where the traffic is’. Whilst all these may still be correct as overarching truths, research has shown that some trends contradict this.

Take LinkedIn, it has an impressive 575 million members and more than 260 million monthly active users. 40% of these users actively visit the platform each day however they spend on average only 17 minutes per month on the platform. If you want to use LinkedIn to target your audience, you only have a few minutes to make an impact.

Facebook, a platform that many consider less relevant than it once was, had 2.6 billion monthly active users in the first quarter of 2020 and 90 million small businesses using the platform. That’s a hell of a lot of potential audience / customers that would be missed if Facebook is ignored as a platform. Highlighting that audience and demographic research is needed before abandoning any of the social platforms from your social media strategy.

Video platforms such as YouTube and TikTok should be on every marketer’s radar. YouTube is the world’s second most popular search engine after Google. The Google owned video platform attracts two billion monthly users and one billion hours of video watched on the platform daily. With the increased popularity of users consuming video content via a mobile device, YouTube is a must for any organisation to consider in their strategy. The potential for SEO value is huge with video content too. What content does your audience need? With some research businesses can quickly identify content areas that would resonate with their audience, whether it’s ‘how to’ tutorials, product reviews or interviews, the possibilities are endless in creating a better experience for customers that can drive conversions.

In the first quarter of 2020, the TikTok app was downloaded 315 million times and is said to have over 1 billion users worldwide. If your business wants to target anyone between the age of 13 and 30 and has a suitable product or service that could lend itself to this rapidly growing platform – now is the time to consider your TikTok approach.

5. Use a content calendar to cut down on time

Far too many digital marketers find themselves stuck for content topic ideas week in week out. Cut down on time scratching your head by creating a content calendar. By sticking to a rigid schedule, it takes thinking out of the equation, freeing you up for more productive marketing tasks.

Aim to work like a media owner. Publishers and broadcasters leave nothing to chance. Everything they publish is organised weeks in advance and they are prepared for every eventuality.

Being the first the publish an article on a big world event with high search volume will give you an edge on competitors. Claim your keyword-optimised URLs in advance to stay one step ahead of the game.

Search marketing tactics:

6. Provide genuinely purposeful content for long-term organic success

Always remember the two sides of writing great content: writing great content and making it searchable. However, it is easy to place too much importance on optimisation and not enough on creating purposeful content.

40% of marketers admit that the most challenging obstacle in SEO is Google’s constantly changing algorithms. With criteria for penalties ever evolving, a sensible tactic is to first and foremost create your content for your audience.

Conduct proper keyword research and optimise later of course, this is crucial, but future-proof your content against penalties by writing for people. This may seem like an obvious choice, but the truth is that it can easily be forgotten when creating a batch of new pages, blogs or whitepapers.

Google will always change its algorithm but shouldn’t ever penalise good content.

A bonus point here is to think of engagement in a proactive way. It’s easy to fall into thinking that because no one engages with your content, all hope is lost. But ask yourself this: ‘who does your business engage with?’ Content is a two-way street. Engaging with other content sources build natural relationships.

7. Improve your PPC ads for 50% more conversion rate

With all the benefits of organic search in mind, sometimes competition is just too tough and time is tight. It could take you months to overtake your biggest rival in the search engine results page, and this is where PPC comes in.

PPC visitors are 50% more likely to make a purchase then organic visitors, and to make the most of this potential traffic, there are a few things worth noting.

Firstly, CTR (Conversion Rate Optimisation) is higher for search ads than it is for display (1.91% vs 0.35%). Secondly, display ads can often be blocked or hindered due to slow website loading times, too many ads on webpages and security settings. Focus your efforts on search ads and really optimise them to bring in the conversions.

Express your USPs and make it extremely easy for your audience to understand your product. With an ad you’ve got the top spot, you just need to make them click.

Analytics tactics:

8. Reduce your bounce rate for better results

It’s commonplace for marketers to take advantage of analytics tools, without it, you’re putting a whole area of your digital marketing down to chance. Key metrics aside, an area of analysis that can often be left by the wayside is bounce rate. This is usually because pages with a high bounce rate can still have high traffic. It’s easy to ignore the negatives and focus on the positives, however this can be detrimental.

Ignoring bounce rate issues can have a knock-on effect leading to penalisation. Combat this by going through your pages each month and making changes to the worst offenders.

9. Deliver multi-channel, automated experiences based on research

When a perfectly-timed, well-executed marketing email lands in your inbox, it has the power to convert. Through careful targeting, segmentation and research, you can reach out to people with the right offer or content, at the right time.

A combination of careful planning, uniform branding and tone of voice means your customer base will never feel as if they receive a disjointed brand experience.

An example of a joined-up brand experience is an optician website that sends you a timely email reminding you of your due contact lens prescription.

By careful logging of customers’ buying habits, an optician company can email a customer a week before they buy contact lenses. At this point in their journey, they’re 100% going to purchase contact lenses within the next week. Don’t leave your customer retention to chance, control it and make it successful.

How effective are your organisation’s digital marketing tactics?

Whilst some core digital marketing tactics are consistent in how to best deliver a campaign, the tools and audience preferences will continue to change. It can be challenging for some businesses to keep their digital strategy optimised if they don’t have the expertise or resource in-house. Working with a specialist digital agency can take away the pressure. At Kagool, we have been helping enterprise level organisations achieve their digital goals with Sitecore for over 20 years. Book your digital marketing audit today to find out how effective your existing tactics are.

Alternatively, contact us to learn more about how we can help you get the most from your Sitecore website and digital strategy, we’d be happy to help.