While 2018 is just starting out, 2017 showed a couple of digital marketing trends; Users don’t want to see ads in their online experience, they are more conscious of how their information is being used, and big tech companies, like Apple, are blocking user information from marketers via Safari and Google plans to pre-install ad blockers in Chrome this year.
All of these factors have made digital marketing a little bit more difficult, but here’s some tips on how to leverage your digital marketing.
Make Changes (Big or Small) to Your Customer Acquisition Model
If time is money, then you’re wasting a lot of it by focusing on low intent prospects. Put your time/money into quality leads and make sure their needs are in-line with what you can offer. Also, it doesn’t hurt to focus on current customers who spend the most money consistently. Remember, it’s more expensive to entice and acquire prospects than it is to retain current customers.
Leverage Behavioral Emails
While sending batch email blasts may work for some, you may be catching some potential customers at the wrong touchpoint. To help manage this, start sending more action-oriented emails. For example, if someone abandons their cart, they will get an email a couple of minutes later reminding them. Or, in B2B, you can have an email sent after a prospect fills out a form for more information about your product.
Market to People, Not Cookies
In the digital landscape, it’s hard to remember sometimes that the information we receive is connected to a human being. Notice that your potential buyer has an identity. Pay attention to the pages they visit on your website, where they came from, and how they interact with your website in a session. Does it end in a form submission? Do they end their session, but come back again three days later? These are all things to consider and can help cater not only a more personalized buying experience, but can also help you determine whether or not it’s a qualified lead.
This can be a lot to consider and think about, but there are great tools that can help you leverage and automate all of these points. HubSpot is currently one of the best tools out there for identifying quality leads, nurturing, automated real time emails, website visits, and so much more. More importantly, with or without HubSpot, these are things to consider when leveraging your current digital marketing endeavors.
To learn more about HubSpot, click here.