By Keith Trivitt | Director, Marketing and Communications
Does your brand’s online marketing strategy give you night terrors? If so, you’re not alone. According to a recent report from Adobe, more than half of marketers claim they are losing sleep over their brand’s digital marketing strategy.
The research report, “Digital Distress: What Keeps Marketers Up at Night?” (PDF), shows that only 9 percent of respondents strongly agree with the statement, “I know our digital marketing is working.” On top of that, 66 percent of all marketers think their companies won’t succeed unless they have a successful digital marketing approach.
So what can marketers do to alleviate the stress caused by their online marketing campaigns? Here are three strategies we recommend:
- Have a good customer acquisition strategy in place. If your online advertising campaign is doing more to build your brand’s online street cred than it is to help you acquire and attain customers then you’re wasting a lot of time and money. While digital branding is important, it shouldn’t take precedent over your customer acquisition efforts. Make sure your emails, social media posts, landing pages and other digital assets are optimized in such a way that your brand is represented in the best possible light and customers and prospects have a clear opportunity to give you their business.
- Optimize for mobile. We can’t stress this enough: one of the most important things any marketer can do in 2013 and beyond is to ensure every page on their site – especially landing pages – is optimized for mobile. The desktop Web is giving way to the mobile Web. Make sure your brand is ready for this change and is primed to take advantage of its many opportunities.
- Make email a social and mobile affair. Stop writing your marketing emails as though we still live in the desktop era. We don’t. It’s now the mobile and tablet era. This requires a new way of thinking about your email marketing. Write short, simple emails that provide a clear call to action or offer. Use click-to-call to give consumers the ability to quickly reach your company or make a purchase. And don’t forget that most of your customers will be reading your email on a screen smaller than their palm. Get to the point and place your offer or call-to-action at the top of the email to ensure visibility.
The digital age of advertising offers numerous exciting opportunities for companies to engage, acquire and retain customers more profitably. But its challenges are significant and not to be underestimated. By utilizing the above three strategies, you will ensure your company is prepared to take advantage of new and improved ways to acquire more leads and sales.
Are you losing sleep over digital marketing? What are your strategies to cope with the non-stop onslaught of new platforms, services and shiny objects? Share your thoughts in the comments.
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