5 WAYS TO REFRESH YOUR MARKETING STRATEGY
- Assess your brand positioning
- Analyse tools
- Optimise Content
- Optimise for mobile
- Focus On Conversions
You’ve already finished the spring clean, but now it’s time to start thinking about refreshing your marketing strategy. Does your plan look the same as it did a couple of years ago? You’re likely missing out on a few tools and digital marketing techniques that can help give your business a boost during this lockdown, even small tweaks can have the most significant impacts. Here are 5 ways to refresh your marketing strategy.
Where is your brand currently at, and how can you help your consumers whilst making the overall user experience easier and more functional? Make sure your brand positioning aligns with how you want it projected within the market. Are slight tweaks needed, or does your brand need a complete overhaul?
Determine what works, change it up a little bit, start A/B split testing, and see how consumers respond and engage. The next few months are ideal for understanding and connecting with your consumers.
Try sending out two mailers as an A/B split test at two different times and understand which gets the best engagement. You can also do this with your social media scheduling. When you start fine-tuning your marketing and understanding your audience, you’ll see an impact on conversion rates.
Assess your positioning over the next three months:
From a marketing perspective, you need to be looking and responding to the market digitally. As a result of the current pandemic, your events have either been cancelled, or are likely to be cancelled. We would advise looking to other channels like online webinars, live-streams, podcasts, and videos to try and engage with your audience. Video receives higher engagement rates, so start reviewing the quality of the video content that you’re pushing out.
Look at digital communication channels and creating compelling content to help drive consumer action. Start reviewing your website content, how many website views do you get per month? Start studying your SEO strategy and understand how you can increase conversion rates. If your consumers are dropping off, why is that? Is your website user friendly?
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Analyse the tools that work best for your marketing efforts. How many conversions on your website are you getting? Are you bringing in leads or sales from your marketing efforts? Identify which functions are bringing in leads and sales and utilise that.
Track and report on the success of your campaigns. Start using the likes of Google Analytics to track website conversions, visits, and audience profiles. Use it to analyse your content. How is your content ranking in terms of website views and conversions? How is your social media converting website visitors?
Create content that’s valuable for your audience, and that matches a user’s intent. Creating relevant content can help drive traffic to the website, increase conversions, and engage audiences. Make sure that the content created is in demand. Does it help consumers with a pain point that they have?
Build trust when connecting consumers with your content. Optimise trust by using user-generated content, for instance, start using testimonials in more content pieces, integrate that with calls to action throughout, and you’ll receive a higher number of conversions.
Content outreach will ensure increased content visibility, which will also help you to grow and earn inbound links to the website. Awareness will help to improve a website’s SEO rankings. One significant initiative is by partnering up with guest blogs within the industry. You can go about this by identifying a list of sites and contributing articles that you think correlate well.
Over the next three months, your consumers will, more than ever, be actively using mobile and tablets. Responsive web design has become so important, not just from a user experience perspective, but also from an SEO stand-point. Those websites also using AMP (Accelerated Mobile Pages) will automatically rank well on Google.
The first thing that you want to be doing is ensuring the mobile-friendliness of your website. You can do this by testing it on the Mobile-Friendly Test tool. You can also access the site via multiple devices and see how it works, is it responsive? Can you access all areas of the website? How does it aesthetically look?
Optimising for mobile can make a world of difference for a user on your site, it may also mean a lower exit-page rate, an increase in website speed and more considerable time spent on the site. When optimising images, make sure you get the balance between performance and quality (make sure you look at resizing images as well as compressing them). Using responsive images will enable you to lower mobile speed time and weight of an image while allowing your website to use more, higher resolution imagery. The best image vector to use for responsive sites would be .SVG, however, JPEG’s are most commonly used.
Start looking at how you are currently converting customers online, and start understanding how your digital ecosystem is helping to drive those. Begin understanding your conversions by reviewing your website, how many credible leads do you retain from your site and how much traffic do you drive to it? Look at the following areas to help convert your traffic:
Smart pop-ups is a great way to capture leads. Pop-ups can be used as newsletter sign-ups forms and exit-intent pop-ups. Pop-ups can be located on specific pages and targeted towards a specific audience, start by A/B split testing and see how you can generate leads/interactions. Be mindful of user experience and your customer’s journey when implementing pop-ups on your site.
A Facebook pixel enables full integration with Facebook and your website. Facebook pixels is a great way to increase conversions because you are sending your relevant target audience directly to your website page. This can also allow for more focused website retargeting.
Website Live Chat:
Website live chat, some love it, some hate it. It does however, increase interaction between the user and is a direct CTA on the website. This also allows consumers to have immediate answers to any questions that they may have, making the overall user experience more positive.