The challenge of staying current with changes in marketing, let alone staying ahead of them, is tough for most businesses. In an era where the digital landscape evolves as fast as a consumer’s wants and needs, it might seem like a full-time job to be effective in your digital marketing tactics.
Adapting to Change
According to a survey carried out by the Content Marketing Institute and MarketingProfs, B2B and B2C marketers were quite adept at taking on challenges forced upon them at the onset of the pandemic. In short, they were forced to adapt or fold.
So, how did the ones who made it out come through the other end with their heads above water? Marketers said they increased the amount of time they spent talking to customers, changed their products and services to meet evolving needs, adjusted their editorial calendars, took a fresh look at the customer journey and customer and buyer personas and much more.
One of the top lessons was that digital marketing requires being prepared for anything, particularly what triggers the content marketing landscape, such as Google’s search generative experiences.
Developing a Strategy
You don’t have to be a Fortune 500 company to follow the lead of chief marketing officers who work at these large companies. For example, the average tenure at these companies is only 4.2 years, and only 3.1 years at “consumer-heavy top 100 advertisers,” according to a recent article in Search Engine Journal.
These are companies where high-achieving marketers know they may have a short time to make a strong impact, which is why they are focused on developing an intentional strategy for digital marketing success.
These strategies focus on some key areas that include:
- Content
Developing quality content that speaks directly to the target market, but in such a way as to optimize SEO, as well as fill out the content calendar efficiently. - Market Research
Taking the time to get to know the target audience, their behaviors, pain points, wants and needs. - Decisions Based on Data
Utilizing analytics tools to their advantage, digging deep into the metrics to see what works and what doesn’t work. - Social Media
Not only do top companies know where their target audience lurks, they know what kind of content is a fit for each social media platform, and overall content preferences are leaning heavily towards video. - Continuous Monitoring
A digital marketing strategy is constantly evolving, as the wants and needs of the target audience evolve.
SEO and Analytics
SEO experts know how important it is to stay on top of the algorithm changes and adapt to the constant change. There are advantages to be had by thinking more geographically in your SEO tactics rather than globally. And perhaps most importantly, take advantage of analytics, such as Google Analytics 4, which replaced Universal Analytics and brought the following advantages:
- The event-driven model allows every user interaction to be tracked as an event.
- Deeper audience insights and segmentation provide a deeper understanding of how users interact across touchpoints.
- Machine learning capabilities offer predictive analytics and automated insights.
Outsourcing Advantages
Digital marketing can be a highly technical process that provides few advantages if not carried out properly. If you’re looking for a way to influence a larger audience or just make a bigger impact on your current audience, contact us at SJC and let’s build a strategy that boosts your digital marketing results.