It’s 2020 – and there’s no excuse for having a clunky, unappealing website!
Here are some Digital marketing tips to keep in mind.
Tip #1 You need a Superior Website
Themes (or templates) have made it easier than ever to create websites, allowing you to pick designs that most accurately reflect your brand’s “feel”. But their rise in popularity also means that your prospects can spot them easier – a sure tell on how much you’ve invested on your website.
If your website is a central aspect of the customer experience, these “turn-key” themes are inadequate. A well-designed, original site will not only increase conversion rates but also show your clients that you take them seriously and that you care about their experience. A website that’s custom-designed from scratch will invariably match your brand and its unique needs better than someone else’s theme.
The bottom line: it may be tempting and cost-effective to pick a generic theme, but designing an original website that truly stands out from the pack is a prudent long term investment
Tip #2 Higher Quality Content
By now, most companies have caught on to the fact that content converts. In fact, according to research by Hubspot, 41% of marketing budgets were spent solely on content in 2019.
Content for the sake of populating a website ends up generating little value and exudes unprofessionalism. Still, a substantially large number of marketers fail to accept this fact, opting to create content that isn’t underpinned by any strategic considerations.
To increase conversions and grow your brand, it’s imperative that marketers create content with purpose and substance. Figure out what your visitors are looking for by monitoring your search fields and analysing traffic on your pages, then offer them the insights they can’t find elsewhere.
B2B content, in particular, needs to offer as much value as possible for the least amount of effort. Don’t bore your clients with endless articles about well-known topics. Use your industry expertise to give them the valuable insights busy professionals seek.
Tip #3 Video Content
An increasing number of companies are embracing video content with good reason. Thanks to traditional social media platforms like YouTube and Facebook and new booming market entrants like TikTok, users are now accustomed to videos dominating their feeds.
But why is video good for business?
First of all, videos allow you to offer in-depth demos and tutorials of your products and services and even promote upcoming launches in a more appealing manner. And let’s not forget about live streams; they’re an important tool for creating genuine engagement with your followers. While you’re streaming, users can click on reactions or ask questions about your products in real-time. Live streams are also useful for promoting your events as they happen, Q&A sessions, and much more.
Tip #4 Personalised Communications
Personalisation is one of the most impactful ways to make your company stand out and accelerate conversion rates. In fact, The Salesforce State of Connected Customer Report 2018 revealed that 72% of business buyers expect communication that’s tailored to their needs.
It’s a safe bet that these buyers are likely to switch providers unless this need is met, so personalisation goes beyond driving sales – it also plays a critical role in client retention. Customers who feel that their unique identities and preferences are taken into account in communications are less likely to take their business elsewhere
Furthermore, now that every business is online, alternatives are easier than ever to find. Personalisation enables you to stand out to potential clients and create better experiences for your existing ones.
Tip #5 Consolidating MarTech
In the past few years, the marketing landscape has seen a proliferation in new technologies that were supposed to make marketers’ lives easier through automation and analytics – and for the most part, it has. However, working with several different tools to manage a campaign can be tedious, create compatibility problems, and make you deal with too many customer service representatives.
MarTech consolidation is the answer to the problem of operating too many disparate platforms. If you find yourself fumbling with too many software solutions, maybe 2020 is the year to step back and look for one solution that encompasses multiple functions within your campaign management process.
Aside from streamlining your MarTech capabilities, you’ll spend less time training new people to use multiple solutions, as well as get a clearer picture of your campaigns when all data comes from a single source.
Tip #6 Using Live Chats
Customer service representatives are the unsung heroes of every industry. They deal with disgruntled, impatient customers and they have to do it with a smile!
The only problem is that one representative can deal with no more than one caller at a time. Because of that, Chatbots powered by artificial intelligence are becoming an increasingly viable option for many businesses that want to reduce their customer service team’s workload
- Provide an immediate response (most critical)
- Answer basic queries and problem solve
- Redirect visitors to a representative if further help is needed
Not only do chatbots save precious time for your customer service team, but they also improve customer experience and speed up resolution times.
In short, Chatbots are a must-have benefit in 2020!
Tip #7 Email Marketing is still Viable Tactic
To the untrained eye, email marketing is like “shouting into the ether” hoping for an answer that may never come. Understandable as today’s inboxes are more crowded than ever – there’s a perceived virtual lethargy we all increasingly feel towards our inbox- our days seem to be spent almost solely focused on emptying them and as fast as we do this it fills up.
This sentiment, whilst hard to argue, doesn’t quite define the effectiveness of email marketing – which can still be linked to increased revenue, even though companies report struggles with catching their leads’ attention and email deliverability.
The key takeaway here is that while email marketing is ostensibly a relic of the past, it can still be a powerful tool in your content marketing arsenal if planned well rather than “we must send one each month-if we don’t we’ll be forgotten”
Rather than abandoning it, marketers should be optimizing its effectiveness by:
- Continually A/B testing subject lines, content, and delivery time.
- Strategically segmenting email lists in order to create personalised content that resonates with each unique segment of your target audience
Technology has revolutionised the way we work and marketing, in particular, has changed dramatically thanks to the proliferation of new tools. From smart websites and personalized emails to automation, these tools should be part of any innovative marketer’s arsenal.
Creating an original website built from scratch or a new MarTech platform will definitely enable you to phase out redundant technologies and keep up with (or ahead of) the competition.