It felt like I was trying everything, but nothing worked. From TV commercials to radio ads, our company wanted to find a way to promote without breaking the bank, as well as gaining an ROI. However, as we learned, this was a common problem for a lot of businesses, which is why we decided to invest more in digital marketing. The results? Well, not only did we make more, but doing so in a way that was much more efficient and effective. Here’s how:
Although we knew digital marketing would be a much more efficient methodology, it was hard to know where to begin. After all, as we already had a digital presence, our struggle wasn’t necessarily in simply starting Facebook accounts or mailing lists, but in keeping our outreach consistent, especially in gaining more traffic. However, one of the first places to go with this was where we already were, which took a little bit of research on how to capitalize.
As our industry was primarily on Instagram, we figured this was the first good test market to explore. We took upon some simple strategies; for example, as noted by Sprout Social, Instagram posts with one hashtag have 12.6 percent more engagement than those that don’t, which helped us tremendously in experimenting with inbound from social. From there, we also utilized some Instagram Tools to study our audience and specifically come up with key points that they would gravitate towards. Even though this seemed hectic at first, with more practice, the more we were able to generate a following, which came as a patient process through time.
Diversifying Our Skillset
Another important aspect of digital marketing we knew was necessary was diversifying our skillset to ensure we were reaching the broadest audience. This included taking on everything from blogging to email, as well as making them all run tandem with one another to ensure they yield the best results. Even with wanting to produce content specific to certain mediums, it was crucial to make everything tie into specific campaigns, which can be much more difficult than you might imagine.
The best place to begin was with our content strategy, which as noted by SnapApp, is the number one strategy amongst 45 percent of marketers. With this, our core content medium stemmed from our blog, which was the primary place to learn about our brand, as well as subscribe to our different marketing channels. No matter if it was with social media, email, or blogging, we knew had to have an exceptional program per each medium, which took quite a bit of education.
Knowing The Mediums
As there are numerous mediums with digital marketing, it was critical to not only find those that had a high engagement but was worth the effort put in comparison to what it took to create the necessary materials. Furthermore, studying the mediums also came with knowing how specific behaviors vary depending upon both the platform and medium received. For example, as noted by Campaign Monitor, approximately 53 percent of emails are opened on mobile, which goes to show why being concise in your messages, as well as have a captivating messaging. Before we dive too deep into the specifics, however, first we decided to compile a basic understanding of the mediums we knew were effective.
We first listed out the specific mediums that already interacted with us, as well as which ones we knew would have active engagement. From there, it was all about compiling a message other people would gravitate towards that was consistent across all platforms, highlighting our brand’s strengths. Although it took some effort at first, the more we practiced these mediums, the better it became. After establishing a routine, all that was left was keeping things consistent.
With a routine in place, the biggest part of improving our digital marketing was making sure we stayed consistent with our efforts. Although that might sound obvious, it’s a part of establishing a digital presence, as many feel embarrassed posting a lot out of fear they might lose their following. And while that’s very much a legitimate concern, a consistent brand presentation can increase revenues by 23 percent, which means that keeping up with this practice can become advantageous quickly.
We decided to start out by creating a calendar of when and what to post. Through time this also meant varying up our strategy with content, highlighting different mediums of delivery such as video, photo, words, or any combination thereof. Even though we were stressing to gain an audience, our overall goal was to have fun with this project, which we felt like would deliver the best brand voice. From there, it was all about getting to know each customer, one step at a time.
What are some digital marketing strategies you’ve learned to gain a following? Comment with your answers below!