- Improve Customer Experience with Videos
A key element of a brand’s digital marketing is to understand your audience. Who they are, where they are, and what motivates them. With in-depth knowledge, you can devise a marketing strategy that takes your audience from prospect to buyer. To do this well, be authentic in your approach. Video helps you do this. Video helps you showcase real life case studies, using the people behind the brand and storytelling to emotionally connect your audience to your brand.
When Beeline Films launched the studio shoot days where businesses turn up at the studio to make their promo videos, we found almost all of the businesses creating videos to be used for their marketing funnel. Businesses are recognising the importance of creating human connection within their funnels. According to HubSpot, embedding videos in landing pages can increase conversion rates by 80%, and 64% of customers are more likely to buy a product online after watching a video about it.
- 2. Diversify Traffic Sources
Look into the different ways to generate leads; paid traffic (Facebook Ads, Google AdWords, LinkedIn Ads etc), organic traffic (blogs, podcasts, search engine optimisation), and affiliate marketing (JVs & partners actively promoting you).
Your digital marketing strategy should capitalise on each of these traffic sources to optimise your reach without depending on just one medium. The next step should be tracking performance (for example, using Google Analytics) on each of the mediums to see which is generating and converting potential buyers into sales.
- 3. Integrated Approach
For effective digital marketing your strategy must be integrated and aligned for consistency and efficiency. To do this, you need some essential tools.
This includes having a CMS system (e.g. WordPress, Joomla, SharePoint) which allows you to manage your website content, a CRM system (e.g. Salesforce, Zoho, Pipedrive) to monitor communication flow and leads being generated, some marketing automation tools (e.g. HubSpot, ClickFunnels), and most likely some scheduling tools (e.g. HootSuite, Calendly) to help schedule appointments or content publishing.
- 4. Up to Date Digital Marketing Tools
Consider more edgy, up to date approaches to digital marketing and tweak your strategy accordingly. Think data analysis, integration and personalised user experience with tools such as Bots or Artificial Intelligence (AI) and responsive mobile website interfaces.
These tools and applications are advancing the game of digital marketing as they can analyse and work with large amounts of data, personalise experiences, and direct audiences based on different criteria. You can apply this to your social media engagement (e.g. ManyChats which can achieve an 80% open rate) or website engagement (e.g. Chatbox with over 40% open rates)
- 5. Call to Action
It is very easy to get lost in the action of being seen and growing numbers on digital platforms without getting a return on investment (ROI). You must get into the habit of having a call to action supported by strong, value added content. A few ways to do this include; call to actions and clickable links in your videos, using a landing page or sales page for your ads (instead of directing to a website), and inviting direct engagement within your content.
Your followers should be motivated to take action. To do this effectively, your content marketing should be linked to your overall business bottom line. The more your audience/ followers see a call to action within your content, the more they get used to taking action – thereby going deeper into your marketing funnels. This itself can raise the ROI from your digital marketing efforts significantly.
By Folake Bee. Folake Bee is a video and digital expert, and the founder of www.beelinefilms.com. who has worked with the likes of Tony Robbins and more.