Top 5 Cost-Effective Ways of Conducting Digital Marketing
Your sales forecasts may be on the track, but at the back of your mind a voice is warning you not to be contented. If you depend on that end-of-year bonus to cover the cost of your January vacation, you have to fix it. However, there are some cost-effective ways of spending your digital marketing budget.
Whenever you notice a seasonal decrease in the number of potential clients visiting your website, retargeting is the best strategy to improve your conversions. According to different academic studies, the first-time conversion rates for a good e-commerce site is 2%. Therefore, retargeting gives you a chance to continue reaching out to the reluctant shoppers who decide not to give out their contacts on their first visit.
You spent huge budget to drive traffic to your website, thus no reason to ignore anyone who leaves without buying. Having an unspecified browser cookie on visitors who come to your website enables your retargeting provider to drop your ads to them as they visit other sites on the Web. Retargeting does not rely on collected contacts; the cookie just confirms the area of your website that your viewers browsed, permitting your ad to be targeted accordingly.
The degree of buying portrayed by a visitor can also be used to influence the frequency with which your ads are served and the immediacy of any retargeting action. However, you should not overuse retargeting to avoid annoying visitors.
2. Targeted Conversion Rate Optimization Even if retargeting works, do not rely on it alone. Incorporate first-time conversion rates for your website. Instead of pursuing the 98% of visitors who leave without purchasing, focus on converting more of them the first time they visit your site. You can achieve this by identify the reason people leave without making a purchase and close the loopholes; this is known as conversion rate optimization.
Frequently, businesses fail to develop an online presence that mirrors their customers’ journey through the sale process. Ensure that your site is well synched with the current purchasing cycle. Ensure that your landing page corresponds with today’s customer needs. When your website disconnects over time, it will cost you heavily. Even if a thorough, professional review of your site structure, operation and content enables you to address these problems, you should examine each feature of your site, including:
- Visuals and Headlines
- Interaction and navigation
- Social proof, evidence, and case studies
- Easy to use shopping cart
- Content of landing page and call to action
- Analytics and data-driven initiatives
Conversion rate optimization should be affordable and time effective. When perfectly conducted, it will drive more visitors further into your sales funnel.
3. Evergreen Long-Form Content Is you plan to invest in content something that is suited for continued use, moving forward? Long-form content is the answer. The strength of a great content is to increase engagement with website visitors is well stored, but it does not end there. Long-form directs itself to repeated use as a brand-building tool, usually provided as an incentive to sign up to a mailing list or promotion; this is a position that offers continuous value on the back of a one-time investment. The main purpose of a long-form content is to establish credibility with your followers. One of its key features is its evergreen nature; it does not have defined shelf-life, thus can be repeatedly be used over a long period. The most common long-form content are:
- In-depth features
- Authoritative white papers
- Definitive guides
The length is not final. What is essential is to provide value to your visitors, increase engagement and increase the chances of converting them to become clients in due course. It is the type of content that gets downloaded, saved, bookmarked, reread and shared. Do not overlook the value of those shares. Every time your content reaches a new person, it increase traffic to your site, increase revenue growth and brand awareness. It is an ideal idea for your digital marketing investment.
4. Promotional Video Content Are you producing video content to promote your brand? If not yet, then you are missing out. According to comScore’s report, the video ads viewing increased by 37 billion in 2014 alone, and the trend will increase in future. Video-content sites like YouTube generated about 54 billion views in 2014. Video is the best strategy: it is easy to share, increase audience retention and an attention-grabber.
Due to the complication and functionality of traditional marketing, video continues to dominate, the in-play calls to action and other types of interactivity is now popular. The emergence of sites like Tumblr and Vine make it quicker, cost-effective and easier to produce video content that is short, widely shared and often quirky. Most brands like Oreo have adopted the genre, launching very popular and novel campaigns with minimal resources.
It is essential to remain focused on your objectives for using video content. Small clips work well for a specific promotional campaign, but for longer-term brand building, you require to identify the form of content that will work for your business. These may include informative or instructional videos instead of those developed with an aim of entertaining viewers. Every business can find a way of utilize video profitably.
5. Paid-For Twitter Promotion Paid-for Twitter has been overlooked in favor of the better-known pay-per-click option. However, Twitter’s advertising offers a good sense to business in almost every niche, including both B2C and B2B. Promoted Tweets are easy to use and cost effective while Promoted Accounts assist to develop brand awareness over a span of time. Twitter has a relatively unobtrusive nature of its advertising products; the ads are identical to an ordinary tweet. Engagement with the paid-for tweet is similar to that engendered by natural activity, thus making them a good choice for businesses that already have an operational Twitter presence. Even if Twitter’s targeting tools do not have the functionality of other PPC platforms, they are not that far away. Keyword and audience targeting is straightforward as Twitter offers segmentation by user device type, geolocation, interests, language and other features. You only have to pay for each reply, favorite, retweet or click for your tweet, so you can decide whether it is working.
There being no optimal tool to use, test water before settling on the tool that work for your business. The key aim is to spare some cash for your digital marketing budget.