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Digital marketing is an ever-growing part of business success. According to Statista, in February 2020, U.S. marketing executives were devoting a whopping 13.2% of their company’s revenue toward marketing budgets.
In comparison to previous years, the allotted budget was 7% to 10% higher. According to statistics websites, digital marketing is growing while traditional channels are shrinking.
Even if a company invests in digital marketing in the present and the past, these facts continue to highlight the importance of continuing those efforts online.
Jason Hennessey knows this is an ongoing phenomenon. The CEO of and founder of digital marketing agency Hennessey Digital knows that online marketing isn’t a “set it and forget it” kind of deal. It takes patience and constant attention over time.
Digital Marketing Tips From Marketing Master Jason Hennessey
Digital marketing must be continuously improved in all areas. Here are some tips Jason Hennessey found useful as he reverse-engineered Google’s algorithm and continues to improve the digital marketing efforts of his company and many other businesses.
Top 5 Ways to Improve Your Digital Marketing Efforts
1. Put Conversions First
Convert, convert and convert. This is the golden rule for online advertising and all marketing. If you don’t convert the traffic or attention you get into sales, it doesn’t really matter what.
This is why conversion rate optimization is critical to consider, particularly once your digital marketing is up and running. You’ve probably already created landing pages, short- and long-form content, as well as contact forms.
It’s now time to tweak the formula and see what works for your digital marketing efforts. This will optimize every aspect of your marketing collateral, and help to drive action from consumers.
This process includes analyzing and tracking data. We’ll go into more detail in a moment. This is the main message: Keep your eyes on conversions at every cost.
It’s now time to tweak the formula and see what works for your digital marketing efforts. This will optimize every aspect of your marketing collateral, and help to drive action from consumers.
This process includes analyzing and tracking data. We’ll go into more detail in a moment. This is the main message: Keep your eyes on conversions at every cost.
2. Prioritize Continuity
It’s easy for digital marketing to forget about continuity. It’s simple to put everything together when you have an initial marketing strategy. It is easy to understand brand messages, visions, logos, color schemes, and other details.
As you create your online content across various marketing channels, though, it’s easy for things to begin to drift. Your brand’s digital content can be affected by the demands and focus of each platform.
If you’re trying to improve your digital marketing efforts, consider reviewing your continuity. You can identify areas in which your branding has changed over time and take steps to correct them.
3. Follow the Data
Modern marketing is based on data. This can be especially useful when you are trying to improve your ongoing digital marketing activities.
SEO is a great example of the value that data offers. Your SEO will pick up speed as your digital marketing gains momentum. Once this happens, it’s possible to adjust your SEO efforts to improve your results.
You can do this by using SEO and analytics tools to research industry-specific keywords that you should try to rank for in search results pages(SERPS.) Analytics can be used to track traffic, engagements, heatmaps, and set up A/B tests. No matter what the details, data, and analytics can help you improve your digital marketing.
4. Focus on a Big Picture Strategy
Digital marketing can be exciting and flashy in the short term. PPC campaigns are a fast and efficient way to get traffic. Interactions on social media are interesting, but they can be fleeting. Although emails can be answered, they are not lasting.
You must invest in and keep a long-term strategy if you want your digital marketing efforts to be successful. You should continue to plan promotions and campaigns for the short term. But make sure they are part of a bigger digital marketing strategy.
Your audience should be the focus of your communication. Keep up-to-date with your customers’ needs, pain points, and interests. Keep a fleshed-out and updated buyer persona to inform your digital marketing efforts, as well. Make sure you invest in long-term marketing activities such as brand awareness, content, and SEO.
5. Create a Complete Customer Journey
Make sure your digital marketing does not stop at the point where a sale is made. Your digital marketing efforts should be part of a comprehensive, unified customer journey if you want to maximize the benefits.
You don’t have to be everywhere to serve your customers via every communication channel. When writing about his personally coined term harmonized retail, strategy and innovation consultant Steve Dennis explains that “the customer is the channel.”
Dennis elaborates that “a great customer experience has never been about being everywhere and being all things for all people. It is about showing up in extraordinary ways for the right customers where it really matters.
Digital marketing should not be an isolated effort to generate traffic to your site or sales. It should be part of a bigger, more comprehensive customer journey that begins with the initial contact and continues through the sale.
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