Digital marketing encompasses a long list of tactics that you can implement to build your brand and business. From content and social media to advertising and email, there are so many opportunities to connect with your target audience!
Now is the time to do an audit of your digital marketing plan. Are you utilizing a diverse array of marketing tactics to attract and engage with your best customers? Do you know who your best customers are? If you don’t, then you need to back up and figure it out right now!
Once you know who you want to talk to in order to achieve the highest return on your marketing investment, it’s time to start implementing your digital marketing tactics. Here are 10 that most brands (including personal brands) and businesses can use to increase brand awareness, recall, purchases, and loyalty.
1. Social Media Updates, Sharing, and Engagement
If you’re not active on the most popular social media sites, then you need to get active as soon as possible. Spend time every day publishing original updates, sharing other people’s content, and engaging with people through comments.
Also, make a point to share content from and interact with online influencers whom your target audience already knows and trusts. Getting on their radar screens can give your own content a big bump in the future if an influencer shares it with their audience!
2. Social Media Promotions
Facebook is one of the best social media sites to offer promotions. Hold contests and giveaways directly through your Facebook Page. Use the header image in your Facebook Page for special promotional messages. Just make sure you’re following all of the Facebook Page Guidelines!
3. Blog Posts
There is no better place to demonstrate your expertise than your blog. Consistently publish useful, meaningful content that solves your audience’s problems and helps to reduce their pain points. And don’t forget to share your posts through your social media profiles and pages!
Video content is incredibly popular, so if you’re not publishing any videos, you’re missing a big opportunity to give your target audience a specific way of consuming your messages that they want. Your videos don’t have to cost a fortune to produce. Once you’ve created a video, upload it to YouTube or Vimeo, share it on your blog, and be sure to share it on your social media profiles and pages.
People love to see information in visualizations such as charts, slide shows, presentations, and infographics. Visualizations are particularly popular for data-heavy content. Review your content for opportunities to turn text information into eye-catching visualizations. Of course, publish your visualizations on your blog and share them on your social media profiles and pages.
Podcasts give people a chance to consume your content through audio. The key to successfully publishing a podcast is to be consistent and publish a new episode with useful and meaningful content on a regular basis. Make sure you make your podcast available on iTunes (it’s free), and promote it on your blog and social media profiles and pages.
7. Display Ads
Display ads are banner ads. You can create a variety of display ads to use in all of your digital advertising from Google AdWords and Facebook to direct placement on highly targeted blogs and websites where your target audience spends time. You can even include them in your email newsletter to promote certain products or services at specific times
8. Pay-Per-Click Advertising
Google AdWords is the most popular pay-per-click advertising option, so it’s a great place to start. Be prepared to experiment a lot! Pay-per-click advertising is tricky, so you’ll need to invest a lot of time to get it right.
9. Social Media Advertising
Facebook advertising is highly effective for both business-to-business and business-to-consumer brands. LinkedIn advertising is also effective for business-to-business companies. Other social media advertising options to consider include Twitter and Pinterest. The trick is to always publish laser-focused ads that are shown to highly targeted audiences.
10. Sponsored Blog Posts
Sponsored blog posts are legal and very effective, but only if you follow some rules. Make sure you only publish sponsored blog posts on quality sites that clearly disclose the post was paid for. This is required by the U.S. Code of Federal Regulations.
Don’t publish self-promotional content or no one will read it. Instead, publish useful information and include a link within the content to a highly relevant page on your website or to a customized landing page created for the specific sponsored post.