Quick: List five things more critical to your business than digital marketing opportunities.
That’s probably because there aren’t many things more important.
The good news?
There are lots of opportunities to seize.
Here are four of the most important.
Put Your Digital Marketing in Context
Digital lives as part of your marketing campaign to advance your business interests.
Before you know which digital marketing opportunities to seize, you need to see just how digital fits.
It sounds so obvious.
But for operations without dedicated marketing specialists, it takes a little homework.
So spend a few minutes thinking out and writing down your company’s response to each of the following:
- Your business objectives (e.g., earn a profit).
- Numeric targets for each goal.
- Your target markets.
- The key performance indicators (KPIs) are specific to each campaign element. (When you get to digital, note your digital indicators: traffic, SEO rank, etc.)
- Targets for your KPIs. These are answers to the question, What does success look like?
- Your analytics platform.
Know what you want your marketing to do? Then study your analytics, adjust your digital marketing as necessary and repeat.
Connect With Influencers Effectively
At one time, it might’ve been enough to send a friendly email to an influencer asking for a link.
But connecting with the right influencers is still possible. And it can be very powerful. Here’s how to do it:
Make a list of the blogs and bloggers you like and follow. (And remember to think about people, not just sites.)
Expand the list if necessary. If you need inspiration, try Googling your keyword plus phrases like “top posts of the week,” “link roundup,” etc. Make a note of the results.
Select a manageable subset of the two lists and follow them.
Break the ice by writing something you think will be helpful or interesting.
This isn’t an email blast. It’s a customized message to an individual. It might be a comment, some information or a relevant link. But don’t ask for anything yet.
Do this several times. Then, once you’ve established yourself, ask for the link.
Use PR to Leverage Digital Marketing Opportunities
True, press releases don’t directly affect SEO. And there aren’t any ready analytics to measure results.
But if a journalist or popular blogger sees and uses part of your release, you’ll build links and potentially many views and shares.
Writing effective releases is a skill, and distributing them can grind.
But online tools help with writing and distributing press releases without hiring a PR agency.
Stay Current With Digital Trends
It can get confusing, especially when it comes to social media.
But it can work to your benefit to get in on a trend before everyone else.
For example, industry watchers predicted a big year for live media streaming and augmented reality.
But the hottest trend may be in native advertising.
If you’re scratching your head, you’re not alone.
Almost half of the marketers in one study knew nothing about native advertising.
That’s about to change.
Native advertising is paid content with a difference. It’s so aligned with a page’s character and design that the viewer doesn’t consider it advertising.
It doesn’t disrupt the user’s experience.
It just seems to belong there.
And while it’s an old and proven technique, it’s new territory to many marketers.
Which may make it ideal territory for your marketing campaign.
Each of these opportunities is important and timely. But we’ve just scratched the surface. You can leverage plenty of other tools and options to grow your business.
Check out our other blog post on 7 digital marketing trends that will dominate 2022.
Give us a call. We’re here to help.