The world of marketing has shifted considerably since the digitalization of most large-scale businesses. Now we can’t rely on simply catering to the residents of just one country or the speakers of just one language. The massive globalization we’re experiencing has brought us enormous benefits. However, we need to learn how to access them by adapting and improving our marketing efforts.
The central idea behind improving your marketing strategy is adapting to the ever-changing digital medium. In this article, you’ll find the essential aspects, which may need to be improved in your marketing strategy, in order to be in sync with the current economic ecosystem.
1. Don’t sleep on content and focus on value
Content has been and remains king, when it comes to properly spreading the word about your company, along with building an excellent public image about your business.
If your company has never had a consistent influx of good content or even a blog section, do consider this ASAP. Good content improves your business in a very holistic way. First off — it’s essential for search engine optimization. A blog section, when curated correctly, touches on topics that are relevant and important to a particular community. This is why Google, Bing, and other major search engines analyze your content and promote it to the top of the search results, given that you produce good articles and videos.
That, however, doesn’t mean that the search engines’ algorithms are rudimentary and easy to trick. There are over 200 different signals, which they rank websites based on, just to ensure that when opening the websites at the very top of the search results will find exactly what they’re looking for and will have access to high-quality content.
“Working with good writer and investing time and effort into creating a strong content strategy, in order to improve your marketing efforts overall.” — says Senior Editor at Pick Writers.
On a similar note: improve your CTA’s
The devil is in the details. Probably one of the most critical text elements of your website or app is the call to action. It is impossible to underestimate the value that a strong CTA brings to your business. This is why it is imperative to enter a long streak of A/B testing sessions to find which one works best for you.
2. Be mindful of the Pareto distribution
If you’ve gone to business school or studied statistics, you may have heard about the Pareto distribution, otherwise known as the 80/20 principle. The 80/20 rule states that the top 20 percent of your customers generate 80 percent of your income and vice versa, the bottom 80% of your customers provide you with 20% of your income. Yes, it certainly sounds bad, but “top and bottom” customers is just a statistical representation.
So the central idea behind the distribution and its applications in business is that it’s essential to focus on the customers that provide your company with most of its income. Considering how complex and competitive the current business environment is, it’s vital to reward your top customers for their business adequately. Here are a few ideas:
- Offer special discounts
- Offer referral bonuses
- Write personalized messages
- Send them a little gift with their next order
- Feature them in your content
Customer care is more important than we think
The list goes on, and it all pretty much depends on your creativity. That doesn’t, of course, imply that the rest of your clients should be neglected, but it does suggest where most of your focus should be directed towards.
There is a large body of research that reveals that only a quarter of consumers consider that their opinions are taken into account, and nearly 30% feel that they are valued as customers. To be honest, it’s easy to do better than that. Use all of the channels of communication to show your appreciation for the customers’ business, along with taking the chance to ask the customers’ opinions on specific facets of your service to substantiate the fact that their opinion is important to you.
3. Make good use of the tools
The exponential growth of the tech market wouldn’t be possible without the broad spectrum of research tools that have been developed within the last decade. Use these tools to research your competition’s behavior and progression, along with opportunities for your own growth.
Search engine optimization tools like Moz and Ahrefs will provide you with a host of valuable information on your competitors’ blind spots in their presence online, the opportunities for your own development, along with the websites your competition collaborates with, which provides you with valuable hints for potential partnerships.
Researching your competition’s behavior on Adwords will provide you with lots of ideas for content, the importance of which we spoke about previously. It is always a good idea to identify unexplored “territory” in terms of videos and articles. The same can be applied to your copywriting. Thoroughly analyze the terminology that your rivals use in order to better calibrate your own.
When it comes to marketing, keeping our fingers on the pulse is essential for a prosperous marketing strategy. Furthermore, we need to stay acquainted with all the innovative tools that keep flooding the market and try to make use of them to gain a slight edge over our competition.
The new way to better market your products is to focus on value, partly due to the ecosystem that search engines have created to favor the user and maintain the internet an environment for the people, not corporations (they aren’t exactly successful in achieving this, but this is a topic for another article). Thus, if you focus on providing valuable information to the user through your content, or focus on providing your customers with excellent service and reward them for their business — they’ll sense the excellent intention and convert to return customers.
Furthermore, things aren’t likely to change in this respect. Not any time soon at least. Good luck.
Kristin Savage nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she had found herself as a freelance writer. She observes with a special interest how the latest achievements in media and technology help to grow readership and revenue and shares her opinion. You can find her on Facebook and Medium.