Establishing a marketing plan to stand out from the competition and have a sustainable impact is a demanding task requires vigorous planning, and the marketing team will need to set the ball rolling in the right direction.
When diversity becomes a problem, many marketers start running around in panic. However, more often than not, digital marketing campaigns lack diversity which can be a huge setback for your strategy. Here are five tips to increase diversity and avoid stagnation in your digital marketing.
Conversational commerce is becoming more common as big and small companies adopt chatbots and live chats to interact with their audiences more actively. That being said, conversational commerce is, in fact, much bigger than simply chatbots – it is a complex tactic that you can use in your campaign, though chatbots are probably the easiest way to start using them in your strategy.
One of the most important things you should understand about your audience is that they spend a lot of time on social media, but messaging apps take up even more attention and time.
This is why expanding to messaging apps with the help of chatbots can help you diversify your marketing tremendously. This will also allow you to reach your audience on their preferred messaging apps (e.g., WhatsApp, Messenger).
An interesting thing about chatbots and live chats is that you can integrate them across different channels, including your website, social media platforms, messaging apps, etc.
If you make sure to use chatbots and/or live chats across all of these, you will be able to maintain a reputation of a business that is always available for its customers and willing to answer any and all questions they might have.
The best way to use chatbots and live chats is to combine them. For example, when your website visitor wants to ask questions, you will need to send them to a chatbot that will answer them.
Then, once they have more questions that they want to ask a customer support agent, you will need to add a button for your site visitor to “summon” the agent to the chat who will continue the conversation with them.
#2 User Experience
You have probably heard that personalization and personalized content is the most influential trend in digital marketing in the past few years. It eventually became the standard for any respectable company, big or small, starting out online.
However, if you want to take this trend even further, you need to start thinking about what kind of user experience you provide and how to improve it.
Integrating a user-led design on your website, customizing your emails to fit the specific needs of the different segments of your audience or even every customer separately, and providing one-on-one customer support 24/7 – all of these contribute to creating a much better user experience that modern customers are looking for. Consequently, you must adopt useful tactics to improve your overall user experience.
Diversification of your digital marketing strategy should not come at the expense of the quality of content you provide – on the contrary, the quality of your content, from emails to tweets, should always be your main concern.
To improve your content, you need to hire a professional writer from an online writing review service like Writing Judge who will have enough experience and skill to create comprehensive pieces for every part of your campaign (i.e., website, blog, emails, social media, and so on).
What you should also think about is the design of your website. You will be amazed at how much a good user experience on your site can improve the impression your site visitor – and potential customer – gets, which will determine their further actions. Find a web designer who will be able to make your website look up-to-date visually and who will be able to eliminate any bugs your site has.
#3 Data Usage
Now that we’ve covered some key points for what your digital marketing should look like on the outside when it is diversified, it is time to look at the internal causes for an online marketing campaign to start stagnating. Using the data, you collect about your audience along the way says a lot about how much time and attention you spend on improving your strategy.
You have probably noticed how much personal data you constantly collect from your customers and potential customers. It could be something as small as their name or email to whether or not they have peanut butter sandwiches. In fact, because you are collecting so much information, this big data can quickly become overwhelming, hard to track, and too complicated to understand.
This is when you should start sorting the data you collect and separating useful information from secondary or disposable information. For example, if you sell apparel through your online store, knowing what coffee brand your customers prefer will be irrelevant to you, whereas knowing what colors they prefer wearing will be way more useful because it will help you design clothes they will be interested in purchasing.
Remember that your aim is to find value in the information you collect by carefully assessing this data and making logical conclusions about your potential or current customers' interests, habits, and other characteristics.
Once you know these things, you will be able to use them in a conventional way to improve your online marketing and find unique approaches, perhaps even by breaking some stereotypes to truly diversify your marketing.
#4 Voice Search Optimization
With voice search assistants like Google’s Assistant, Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana being present in our daily lives, it is only natural that business owners and marketers are looking for new ways to adapt to these new circumstances and make sure that their content is just as effective as it used to be when voice search wasn’t as widely used, and voice search optimization wasn’t widespread.
One thing you should understand about voice search is that it functions very similarly to regular search.
This means that if you worked on your search engine optimization and bade sure that your content is searchable, has all the necessary keywords, has a good backlink profile, is formatted well, and corresponds to all the basic standards of SEO, you can expect it to rank well in voice searches. That being said, there are still some differences to remember.
Perhaps the easiest way to optimize your content for voice search is to find a specialist who knows how to do it. It is still somewhat of a niche skill, but if you find a professional who knows what they are doing, you will be able to adjust your content to correspond to voice searches.
You can do this with the help of a writing review service like Pick The Writer or try to find something on your own, which might take you more time.
If you decide to take the harder way and do the job yourself, you should remember three main things. First, voice search optimization will ensure that your SEO is no longer outdated and hasn’t stagnated much.
Second, there is no need to go over the top with your VSO – if your SEO is good, part of the job is already done. And thirdly, people use different queries with voice search compared to normal search, so keep that in mind.
#5 Use Multiple Channels
Last but not least, using multiple channels is perhaps the most common way of diversifying a digital marketing campaign, yet many business owners and entrepreneurs seem to keep avoiding or overlooking it.
Of course, there are some setbacks when expanding your campaign to other channels, but it is worth it in the long run, which is why you should seriously consider diving deeper into multi-channel marketing.
The biggest concern for marketers looking to expand their campaigns to new channels is the cost of such a change and the amount of time and effort that will need to be put into this new strategy.
You will have to ensure that all of your content is published regularly and maintains consistency across all the marketing channels, but if you manage to coordinate your actions, you will gradually get used to this new schedule.
The advantages of multi-channel marketing ultimately outweigh the challenges you might have to face. Here are different marketing channels you can use and what you can use them for in your digital marketing campaign:
Website/Blog: Use this as your primary platform. Put all the necessary information on your website and publish regular articles or posts on your blog to generate traffic.
Social Media Platforms: Use these to grow your online audience, build your following, and reach potential customers.
Email Marketing: Use this to have your current customers come back for more and keep them interested longer.
Chatbots in Messaging Apps: Use these to send small updates or improve your customer support.
Pay-Per-Click Ads: Use these to generate additional traffic to your website.
To make real progress with your digital marketing, follow the tips in this article to make real progress. Not only will you see real progress, but you will also diversify your strategy and avoid stagnation in your online marketing.
William Rodgers is a content writer working for Writing Judge, a writing service for reviews. As he knows several foreign languages, William's main focus is writing SEO articles for businesses that want to drive their brand in the international market. His goal is to continually help more marketers fill Google search results with content that really matters.