To kickstart digital marketing strategies that deliver results, you’ll need an effective plan that cuts through the noise, engages your audience effectively and wins their business.
We’re giving you 10 tips to build a well-structured digital marketing strategy that performs:
1. Unlock Your Data to Drive Conversions
Data is a vital pillar of any high-performing digital marketing strategy so that you can best understand your customers including who they are, where they’re spending their time, and what they want.
Dig through the data where potential customers are spending their time online (which social platforms and websites), and then target them with personalized, relevant content.
2. Create Long-Term Value
Short-term wins can be tempting, but when you’re making marketing decisions, you need to shoot for long-term value that will drive lasting results. Before pouring resources into a one-off campaign for a specific social media platform, you need to perform your due diligence and research to ensure your marketing investment will pay off in the long term.
3. Double Down on Customer Experience and Service
In marketing, customer experience has everything to do with you. Every single interaction a customer has with your brand shapes their overall journey and forms their experience.
Today’s brands have shown the importance of stellar service in e-commerce experiences. Digital marketers play a key role in establishing a customer-centric reputation for the brand. Whether this is through personalized emails, welcome pages, or customized product recommendations, that personal touch can make a huge difference in the eyes of the customer.
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4. Ultimate Omnichannel Customer Journey
Imagine a shopping experience so unique that each customer – whether they’re shopping on mobile or in-store – feels like it’s been crafted just for them. That’s the power of omnichannel marketing!
No matter where your customers choose to engage – whether it be opening an abandoned cart email on desktop or clicking a push notification upselling a product on mobile – the experience they receive will feel cohesive, connected and deliberate.
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5. Map Customer Touchpoints
Before you craft an omnichannel experience that hooks customers for life, you need to know what those touchpoints are.
Here’s how to make that happen:
- Collect comprehensive data from all interactions—website analytics, CRM systems, social media, and customer feedback—to fully understand where and how customers engage with your brand.
- Create a visual map of every touchpoint across the customer journey, from the first contact to post-purchase, to identify friction points and opportunities for enhancement.
- Evaluate the effectiveness of each touchpoint, identify areas of friction, and determine where improvements are necessary to enhance the customer experience.
- Implement strategic improvements: Apply targeted enhancements to optimize the performance of critical touchpoints, streamline processes, and increase personalization.
6. Cultivate Brand Connection with Storytelling
Effective storytelling is a powerful tool that can humanize your brand, build trust, and create deeper engagement with your customers.
You need to be authentic and genuine, and engage with your customers personally and emotionally. Your brand’s messaging should tell the story of why you started your company, why you do what you do, and how this helps your customers solve their problems.
7. Leverage Social Media Marketing
Put platforms like Facebook, Instagram, YouTube and TikTok to good use by building a social media content strategy that mixes engaging, informative and promotional content that builds trust, educates your audience on the benefits of shopping with your brand, and drives conversions.
Add paid social into your marketing mix which will dramatically expand your reach, and help you target new audience segments!
8. Negotiate Win-Win Partnerships
Establishing partnerships with other businesses, content creators and influencers can help you grow your audience and achieve your goals faster.
Start by making a list of potential partners who fit your brand and have complimentary audiences or products. Reach out to them with a clear proposal on how you planned partnership will benefit both sides.
9. Automate Your Email Marketing
Modern email automation platforms can save you significant time in tedious execution, allowing you to place your focus back on strategy and planning.
Start by segmenting your email list based on user behavior, preferences, and demographics to deliver more personalized messages. Use this segmentation to trigger specific emails based on actions such as signing up for a newsletter, making a purchase, or abandoning a shopping cart.
10. Get Better Quality Customer Data
To deliver tailored contents to customers, first- and zero-party data come into play.
By gathering data from website pop-ups, downloadable content, AI chatbots and even during checkout, you gain invaluable insights into the customers behind the metrics. With these new, more accurate customer profiles, you can target your audience with more meaningful, personalized content
This article is originally published by Emarsys:
Emarsys, an SAP company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drive business outcomes. We partner with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries.
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