4 Digital Marketing Strategies You Need to Grow Your Business

Find out how you can grow your business through digital marketing—plus we’ll be discussing how the right mass email plugin makes email marketing a cinch

Marketing is a constantly changing industry. Just a few years ago before 2020, marketing principles were very different. With less of a focus on physical marketing mediums, digital marketing has taken over as the primary avenue for businesses to communicate with their audience and win over new customers. Digital marketing has a few clear goals—and depending on your industry and current campaign intent you may find yourself implementing several different strategies to achieve the same goal. For example, some businesses may want to boost their conversions from their eCommerce site. Another business might want to send mass emails in Gmail to increase brand awareness and brand loyalty. No matter what your marketing goal is, you need to start by establishing a clear strategy and goal before you begin your next campaign. To help you structure your upcoming marketing campaign, we’re detailing some of the key marketing strategies you need to know as you plan your marketing campaign. Let’s get started by taking a look at email marketing and how you can find the right mass email plugin for your business. Are you ready to up your digital marketing game?

Email Marketing

Using a mass email plugin, businesses of any size can thoughtfully engage with their target audience

Mass email marketing is a low-cost and effective way to reach potential customers.

Email marketing comes in a variety of different forms. There are newsletters, abandoned cart reminders, shipping notifications, and several other methods for reaching your audience via email. Since we rely so heavily on email for our jobs and our lives outside of work, email marketing is one of the most effective digital marketing strategies out there. This is especially true for small businesses as email marketing is one of the less expensive digital marketing strategies.

To get started with email marketing, the first step is to set a goal. Are you trying to increase your conversion rate? Are you trying to update your audience with your newsletter?

Once you have used goal setting to inform the type of message you want to send, the next step is to find a mass email plugin to help you send your messages. Mass email plugins are powerful tools that allow users to design, schedule, send, and pull reports on their campaigns. In fact, without the help of a mass email tool, sending mass emails for marketing purposes is nearly impossible.

After you’ve established the why and how of sending your emails, you’re ready to take advantage of the benefits of email marketing. The average person spends more than 5 hours per day checking emails. So if you aren’t taking advantage of email marketing to reach your audience, you could be missing out on the potential for conversions and heightened brand loyalty. 

Social Media Marketing

We all use social media—which makes social media marketing one of of the most powerful tools for marketers to reach their audience

Social media ads get impressive results when shown to the right audience.

Widely used social media platforms like Instagram, Facebook, Twitter, and TikTok have become a major part of our daily lives. That makes the advertisements we see on social media also a part of our lives. Social media marketing has quickly become one of the most lucrative, and one of the most crowded fields for digital marketing. If you choose to pursue social media marketing, there are a few decisions you need to make to decide how you want to reach your audience. The first and most common example we’ll be discussing is social media ads. Social media advertisements come in several different forms—so before you start planning you need to determine which platforms and which types of ads you intend to run. For example, a Facebook advertising campaign will look a lot different than a TikTok advertising campaign. 

More than just a change in demographics from platform to platform, the ads need to be formatted correctly and be designed to make the most out of the few seconds your audience will see the ad. Since social media posts are often only viewed for a few seconds at maximum, you must make your ad impactful and easy to read. It is also important to segment your social media ads to appeal to the right audiences. To maximize the number of views, clicks, and other observable metrics, your ads will need to be designed for each audience you want to reach. For example, you may have an ad that you run that is designed to appeal to the 18-35 demographic and another ad designed to appeal to the 35-55 demographic. These ads will then appear in the feed or story of only that demographic, ensuring that all of your ads are being delivered to their intended audience. 

Just as important as segmenting your ads, it is essential to A/B test your ads to determine how your audience responds to different marketing strategies. For example, you may want to test out different images, copy, or color choices to see which ones your audience most prefers. Once you have the data from your audience, you can use that data to improve future campaigns. 

Influencer Marketing

People are more likely to trust influencers that are experts in their field

People look to social media for product recommendations.

Influencers—whether you love them or hate them in your personal life—make great additions to any marketing campaign. For one, influencers have large followings which makes them great assets to reach hundreds or thousands of social media users at once. Influencers also have strong personal brands that give marketers insight into who might be following them. To successfully pursue influencer marketing, the first step is to find influencers that align with your brand. While the influencer does not need to focus solely on the type of product or service your business provides, it needs to make sense that the influencer is discussing the product.

For example, you wouldn’t ask a fitness influencer to promote a brand of power tools—it just doesn’t fit. Once you’ve found an influencer—or a few influencers—that you feel work well within your brand mission, you need to send them a message to discuss compensation. Depending on the size of your business and the size of the influencer’s reach, compensation differs greatly. If you are a small business looking for small influencers to promote your product, something as simple as sending a product sample is sometimes enough for the influencer to dedicate a post to your product. If you are searching for someone with a large influence, then they will likely have a pay rate that they charge for dedicated posts, stories, and any other sort of promotion.

The great thing about influencer marketing is that you can adjust your strategy based on how much you can afford to pay. If you don’t have the funds to pay a massive influencer, you can always start with a set of smaller influencers to get your name out there.

Search Engine Optimization

Improving your Google results position gives your product or service added credibility

SEO requires extensive keyword research.

Search Engine Optimization is a common buzzword that is used in marketing settings. If you haven’t previously encountered SEO marketing, the goal is pretty simple—get your site or one of your site’s pages as high up on the Google results page as possible. While the goal is simple, the process is fairly complicated and takes a lot of research to begin an effective SEO campaign.

The first step in using SEO is to conduct keyword research and assess your site against your direct competitors. As you are conducting your research you want to see how your site and your competitors’ sites appear on the Google results page for common search phrases. For example, if you run an eCommerce site that sells women’s shoes, you want to explore how you rank for phrases like “high heel shoes” or “comfortable women’s shoes.” The key is to find a keyword that your competitors are not currently using and use that phrase to boost your position on the Google results page. Using our current example of women’s shoes, there may be a phrase like “women’s shoes for weddings” that you can identify and integrate into your site copy or content.  By incorporating this keyword into your site, you can expect that customers will be able to easily find you when they search the keyword you used in your campaign.

It is also beneficial to make sure that any blog content uses these keywords in a way that feels natural and avoids keyword stuffing. This practice is called content marketing and is a branch of SEO marketing that helps businesses build their search result placement over time.

Now that we’ve covered 4 of the most important digital marketing strategies you need to know, it’s time to get started on your next campaign. Whether you are entering digital marketing for the first time or starting a new business, you can use these methods to grow your audience and create conversions.

It doesn’t matter if your business is eCommerce based or brick and mortar—digital marketing is essential to reach people where they are, and where they are is often online. Unfortunately, businesses that refuse to adopt these strategies are likely to get left behind when it comes to reaching their target audience. So, don’t get left behind! By implementing these strategies, you can start growing your audience and creating conversions using digital marketing.

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