With the new year just around the corner, marketing teams all around Singapore will be busy making their plans for 2016. But with the entire digital marketing landscape transforming at such a rapid pace, simply keeping up with emerging technologies and platform developments is already a time consuming experience.
While many know that digital marketing is a must in their planning, just what are the areas they need to focus on to ensure success? To help marketers everywhere, we’ve distilled eight critical steps you need to take to bring about digital marketing success in 2016. There are also additional online resources to get more in-depth knowledge on specific areas too.
Let’s take a look!
Digital marketing success starts with understanding which strategies and platforms are a right fit for your business, product and service. By focusing your time and resources on improving the right areas, you’ll be on the way to achieving better results.
For B2B marketers concerned with lead generation and conversion, digital marketing strategies can be applied at each stage of the sales funnel, from increasing the number of qualified leads (SEM, content marketing), nurturing them (webinars, white papers), right up to conversion (retargeting, marketing automation).
For B2C marketers, social media and blogging are great ways to build brand engagement online. But you’ll need to develop a strong content strategy to continually keep your brand relevant and interesting to consumers, across all the media platforms they’re on.
They say if you don’t track and measure your digital marketing efforts, you might as well be flying blind. After all, you wouldn’t be able to tell which part of your digital marketing is working (or not). A good place to begin would be to look at your website statistics. For that, there’s Google Analytics, which is a free service and easy to install and use.
Once set up, you can start looking into your web traffic and figuring out what needs to be improved through UTM codes. These codes are additional text you add to a link, which allows Google Analytics to tell the source of traffic, as well as attributes such as which campaign, medium and keywords targeted). You can use Google’s URL builder tool to create your own UTM codes.
Finally, with sufficient data in place, you can start making sense of your digital marketing efforts. Some of the more basic metrics include page views, unique visitors, click-through rates, cost per clicks and conversion rates. Once you’re comfortable with them, you can advance to more advanced metrics such as cost per acquisition.
While research has shown that content marketing is highly effective in driving marketing results across B2B and B2C segments, there are still many marketers in Singapore who have yet to seriously embrace content as a part of their planning.
Much of this stems from misunderstandings on what content marketing is, how much it costs and just what kind of results it can bring. There are also marketers that are unsure just how to go about with their content marketing strategy.
But with traditional advertising and promotional tactics losing traction in a digital world, it’s important for marketers to just take a first step – any step – to get going on digital content marketing. For those who need a bit more help, there are many useful online resources for you to step up your content marketing game.
Learn More: Getting Started With Content Marketing
For many businesses, their websites are largely glorified brochures. However, by introducing marketing automation, it’s possible for brands to build meaningful conversations with prospects and customers instead, thereby increasing engagement.
Some of the more common marketing automation softwares out there in the market include HubSpot, Marketo, Eloqua and SharpSpring. But, whichever solution you choose, they should include tools such as web visitor identification and analytics, lead scoring, behaviour tracking, email automation and dynamic forms.
Done right, marketing automation can follow potential customers throughout the buyer decision cycle, delivering the right message through email at the right time. For B2B prospects, this is important given the high involvement for products and services.
Learn More: Guide To Marketing Automation
With more than 1.5 billion users, Facebook is cementing its position as the de facto social media network of our generation. Facebook’s ad platform has matured in the last four years. Besides dominating the mobile space, the social media network has also been introducing powerful new ad formats (carousel, lead ads) to complement its already impressive range of user targeting options.
Right now, Facebook is an ad platform you definitely can’t ignore if you’re looking to scale your website traffic, increase your leads and grow your business. Just remember to focus on driving targeted Facebook users to your marketing landing pages, instead of getting more fans or likes.
So your Search and Facebook ads are getting clicks to your landing pages. And you’re getting decent website traffic thanks to SEO and content marketing efforts. But did you know that for most websites, only 2 per cent of web traffic converts on the first visit?
Retargeting gives you a way to reach out to users who leave your website without converting. Retargeting is a cookie-based technology, which works by placing a small piece of code in your visitor’s browser, allowing ad servers to to show them your ads all around the web
Some of the common retargeting firms include AdRoll, ReTargeter and Perfect Audience, which offer retargeting options across search, banner display and Facebook too.
Learn More: Retargeting Website Visitors
With more people accessing websites on their mobile phones than ever, you may be missing out on a great deal of organic online traffic if your website is not mobile optimised. In April 2015, Google also rolled out its search algorithm tweak – the so-called Mobilegeddon – which prioritised mobile-friendly websites in search results rankings.
These factors have further accelerated the shift towards mobile-responsive websites, with many companies upgrading their websites accordingly. If you’re not sure whether your website is considered mobile-friendly, Google has an online tool that lets you check it out. So there’s really no reason not to go mobile-friendly if you haven’t yet.
Learn More: Mobile Responsive Design To Consider
In the last few years, we have witnessed video rising in importance in content marketing, especially across social media platforms such as Facebook, Twitter, Instagram and Vine. In many ways, video has become a vital medium for presenting information, interacting with fans, and telling brand stories.
As such, businesses need to find ways to embrace video in their content marketing strategies or get left out. Whether you chose to bring it in-house or engage content producers, budget should be no excuse either with the video recording and editing technologies becoming increasingly affordable in recent years.
Start increasing your chances of digital marketing success for the year ahead by incorporating these 7 steps to your digital marketing plan. Be sure to explore the additional online resources we’ve curated for your knowledge too!