Digital marketing is getting more complicated. More media channels are becoming available to marketers as all the various devices and other formats that need to be adapted. Where should you start with digital marketing so that it can be effective?
The best answer to this question is that you should maximize the strategy that’s already proven. If you already have existing marketing campaigns, make sure you’re investing in maximizing the conversions and setting up resources to run smoothly. Once you’ve done that, you can start expanding on other digital channels.
After you’ve already have maximized your efforts in a specific media channels or you’re close to doing so, you should look for other channels that complement what you’re already doing. If you’re already doing well with SEO, you may want to make social media and content marketing the next channels to focus on. Content marketing will help you generate links while social media will help you proliferate your content.
Figure out a strategy that makes various channels integrate and work synergistically with each other. Digital marketing today is about marketing on a holistic level. Companies are starting to realize that everything is interconnected on the web in one way or another. Social media updates are sent by email, blog posts are shared on social media, content is spread through blogs, and content helps websites rank higher in the search engines.
But what should you do about all the other emerging channels like Snapchat and TikTok? It’s easy to create space for new channels that may have a lot of potential for your business. As mentioned earlier, you want to make sure that the channel can complement your existing efforts. With that said, there are always exceptions to the rule.
If you think that a new digital initiative can add immense value to your brand, you would want to spread out your resources and invest in experimenting. The mistake that brands often make is not doing enough or not experimenting with the new audience. Many marketers put in just a small effort and presumptuously determine that the channel doesn’t work for them. Consistency and persistence is the key.
Another idea is to work with a digital agency to help your marketing or work on aspects of your brand appearance. For example, if your brand is already doing a great job with email marketing, but not doing well with search, you can engage a digital agency. They have a larger team of experts to take care of search engine optimization; this is an easy decision for many brands because they may have the budget but not have the time, knowledge, or resources to pull it off on their own.
Overall, the big lesson is to start with a few primary focuses on your marketing. While all the various channels and digital marketing strategies may be tempting, it’s a better idea to build a foundation and expand from there. And again, it’s a smart idea to create space to experiment with new channels to find new revenue sources for your business.