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Digital Marketing Best Practices to Improve Your Marketing

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Marketing has a long history that spans centuries, but in the past decade, digital marketing has become a crucial investment for nearly every business. Let’s explore a compilation of the most effective strategies in the realm of digital marketing.

1) Understanding the Target Audience
Before launching a digital marketing campaign, it’s vital to define your target audience. Determine the campaign’s objective: acquiring new customers, reengaging former ones, or retaining current customers. Tailor your message and business offering to align with the target audience, making it more relevant and specific.

2) Crafting a Content Marketing Strategy
Effectively marketing your content can attract prospects and guide them through the marketing funnel, ultimately boosting sales and business growth. Content creation extends beyond blogs and articles; it involves a full-funnel approach that delivers quality content to customers throughout their journey with your brand.

3) Creating Relevant Content
Digital marketers recognize the importance of creating relevant content that addresses specific audience needs. Nearly 72% of digital marketers consider relevant content as the most effective SEO tactic. Such content enables customers to connect with the actual benefits of significant trends, products, or services. Blog posts, articles, whitepapers, webinars, and other formats can serve as vehicles for this type of content. This practice holds particular value in the Business-to-Business (B2B) sector, where customers seek solutions to achieve their business goals.

4) Implementing SEO Strategies
Online search results drive substantial traffic to websites, surpassing social media by over 300%. Given the reliance on search engines like Google and Bing, search engine optimization (SEO) has emerged as a profitable aspect of digital marketing. However, improving search rankings requires expertise. Developing an SEO/SEM action plan involves trained professionals analyzing search reach, understanding search algorithms, and employing effective content placement strategies to generate optimal returns on investment.

5) Embracing Omnichannel Marketing
Omnichannel digital marketing involves advertising across multiple platforms, creating numerous touchpoints between businesses and potential customers. This approach yields various benefits, as studies indicate:

– Higher engagement: Automation workflows with a single-channel engagement achieve an average engagement rate of 5.4%, while those employing three or more channels achieve an engagement rate of 18.96%.
– Increased purchase frequency: Customers interacting with three or more channels make purchases 250% more frequently.
– Increased average order value: Customers engaged with campaigns featuring three or more channels tend to spend an average of 13% more.
– Higher customer retention rates: Buyers interacting with three or more channels are 90% more likely to become repeat customers.

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6) Leveraging Accurate Data
Data accuracy is vital for effective data-driven campaigns. Roughly 20% to 30% of email addresses become obsolete in a year. Ensuring data accuracy requires eliminating inaccuracies, typographical errors, syntax errors, and more through data cleansing techniques. Additionally, enriching existing data with relevant information, such as physical addresses, contact numbers, and social handles, helps target and engage audiences precisely. Specialized companies offer services like regular email hygiene and email appends to maintain the accuracy and integrity of data.

7) Harnessing Email Campaigns
Contrary to outdated perceptions, email marketing remains a powerful tool in digital marketing strategies. When executed effectively, email marketing boasts a median return on investment (ROI) of 3,800%-4,400%—four times higher than any other marketing channel. To achieve such results, master the basics:

– Ensure email deliverability by avoiding spam folders.
– Craft strong and personalized subject lines to maximize open rates.
– Encourage interactions within emails to prompt desired actions.
– Automate the process to enhance efficiency.

8) Capitalizing on Chatbots
Chatbots offer a convenient means for new leads to interact with businesses. They provide a direct line between consumers’ problems and the solutions offered by businesses. Chatbots possess customizable features and automation actions, simulating in-person conversations and improving user experiences. However, deploying chatbots effectively—ensuring logical scripts and seamless interactions—is crucial to maintaining consistent and efficient user experiences. By resolving queries before prospects engage with the sales team, chatbots automate tasks and facilitate business growth.

9) Implement Audience Segmentation and Targeting
Chances are, unless you’re targeting a group of identical individuals, your audience is composed of diverse demographics. And as any savvy marketer knows, different audiences require tailored marketing messages.

Let’s consider a SaaS company as an example. If you operate a SaaS company, your ideal clients may be small or medium-sized businesses. However, relying solely on demographic information is not sufficient to build an effective marketing campaign.

To create highly converting messages, you must delve into the intricate details of your audience and segment them accordingly. For instance, marketing to an SMB in the food industry will differ significantly from marketing to a retail business.

To break down your audience into specific segments, you need to develop customer avatars or audience personas. These “imaginary people” represent large groups within your target market.

Learn as much as possible about your audience. Understanding their needs, motivations, and preferences is crucial for crafting tailored marketing messages. For instance, knowing that David, your average customer in the legal industry, has two sons and desires more vacation time enables you to personalize your marketing approach.

While not every customer fits perfectly into one persona, it still provides valuable insights. If a significant portion of your customers struggles with inefficient business operations and wasted time, this knowledge becomes “marketing ammunition” to emphasize and address their pain points.

Gathering information about your audience is not overly complicated. Utilize your existing customer base to gain insights into your target audience. Additionally, consider surveying customers or tracking prospect activities at each stage of your marketing funnels. Remember, the more data you have on your target audience, the better you can refine your marketing efforts.

10) Harness Retargeting for Increased ROI
Prospects who engage with retargeting advertisements are up to 70% more likely to convert compared to those who are not retargeted. Considering that the majority of customers do not make a purchase during their initial site visit, this statistic is significant.

Retargeting is a powerful strategy that amplifies the impact of your other marketing channels. It is a must-have for brands aiming to maximize their profits. If you haven’t allocated a portion of your budget to retargeting campaigns, now is the perfect time to plan for it.


The Benefits of Digital Marketing
Establishing a robust digital presence offers multiple advantages for businesses:

– Enhanced awareness and engagement pre- and post-sale.
– Conversion of new buyers into loyal customers.
– Accelerated word-of-mouth advertising and social sharing for expanded reach.
– Streamlined buyer’s journey through timely and relevant offers.

In conclusion, this comprehensive guide provides valuable insights into the realm of digital marketing, equipping businesses with the knowledge needed to thrive in the digital landscape.