The digital landscape can be an intimidating place. Things move quickly, and what worked well in the past might suddenly stop due to factors outside your control—like the recent drastic algorithm changes on Facebook.
Now more than ever, success is all about being nimble and adaptable. Here are three ways you can improve your digital efforts immediately.
Diversify your channels
It’s important to develop multiple mediums through which your business can communicate and connect with customers. That way, if a big change happens on any one medium, you will still have other options.
Make a list of all your communication channels and note whether you “rent” or “own” that space. For example, you “own” all of the blog content on your website. Whereas, you “rent” anything your share on social channels. Then, take some time to think about how you can optimize each channel to better connect with your target audience.
Some different digital mediums include:
- Blog
- Email Newsletter
- Social Channels (Facebook, Twitter, Instagram, LinkedIn, etc.)
- Social Advertising
- Facebook and LinkedIn Groups
- Slack Communities
- SMS Marketing
Personalize your marketing
In public relations, we talk a lot about sharing your message with the right people, in the right place, at the right time. Data has made doing that a lot more precise. You can combine sales, social, and behavioral data to uncover meaningful insights about customers and determine the probability of them responding to different types of messaging.
If that all sounds a little overwhelming, there are two things you can take right away.
Segment your market: Determine the sub-groups within your broader target audience and communicate to them directly with tailored messaging. You can segment on a variety of channels, such as email, social, and paid search.
Build buyer personas: Develop detailed personas that identify specific attributes of each audience segment. Then, craft messaging that will resonate with them.
Tap into new networks
We are all familiar with networks like Facebook or LinkedIn. But ask yourself where else your target audience may be frequenting online. A great example of this is Quora. People use Quora to ask specific questions about products or challenges they are having. Savvy businesses realized the potential and began providing answers. And when those answers were useful, it meant thousands of views every month.
Today, Quora has more than 400,000 topics and 100 million unique monthly visitors, giving companies a unique opportunity to tap into a massive resource.
Want some more detail on any of this information, get in touch.