HOW TO IMPROVE YOUR DIGITAL MARKETING TACTICS

Looking for digital tactics to help increase brand awareness? Whether you deploy some of these tactics yourself or hire a website contractor for others, check in now to improve your digital marketing.

Website Essentials

If you still think there is no need for a website, think again, even if you have a brick-and-mortar establishment. It is an affordable marketing tool; review it frequently to ensure it is adequately serving your business needs.

Here are some terms you have likely heard of but do not necessarily know how to implement yourself. Be a better critic of your website by knowing them, even if you are working with a hired webmaster or website host company:

Navigation: the layout of your site and ease with which visitors can find the content they seek.
Keywords: Words and phrases that enable search engines to find your pages.
Long-tail keywords: These are phrases that contain more detail and are more specific. They can draw in people who are ready to buy, not just browse. An example is “GMO-free grain cereal for toddlers” which. Due to its specificity, makes it less competitive to bid on, therefore more likely to appear nearer the top or with fewer company names on the top search results than a short-tail term, such as grain cereal.
Let visitors get to know you by including your bio and/or company story and never hide behind an avatar.
Prominently place your contact information, including your phone number.
Make sure key information is regularly updated (hours of operation, staff profiles)
Use landing pages to highlight new products and offers and special events.
Put the most important or newest content, such as a video, the call-to-action, above the fold of the page. People are busy, have shockingly short attention spans, and want to read quickly.

Email Marketing

Use your own company name as your domain. It is more professional than Gmail, yahoo, or hotmail email addresses. Many website firms include your company domain this in their hosting packages or separately for only a few dollars a month.

Email Messages

No matter how interesting you think your content is, your audience won’t open it without a well-written, and concise subject line. It can be formal, humorous, even bordering on the irreverent but relevant to the message itself. Email providers (e.g., Vertical Response, MailChimp-Intuit, Constant Contact) monitor the relevancy of subject lines during their review process.

In addition, WVF highly recommends that you:

Personalize messages. No matter how corny you believe personalization is, do not abandon it; we like to be addressed and recognized individually. We just do!
Do not automatically schedule messages to be resent to non-responders. Our experience is significantly lower open rates than the original campaign. Change the subject line. Randomly split the non-responsive list and test only a portion of it. Then, depending on your KPIs, decide how many of the subset of members you want to resend the original message to. Why waste marketing money?
On the other hand, treat your “openers” like gold. Keep these contacts as a separate list and continually add to it in subsequent campaigns.
Keep messages short. If your message is so complex, then introduce the topic in a short message and link to a long form version, such as a white paper, detailed instruction guide, or the relevant section of your website. It’s harder to create short copy but your readers will thank you for respecting their time.
Test elements to create more successful campaigns. Use randomized data to be able to read the test results correctly. Within your email platform are instructions on how to correctly randomize a list. A most importantly, only test one element of your campaign at a time—price, offer, subject line, design, etc.

Digital marketing is a hugely broad topic. We’ll continue to break it down into subtopics, like executing content with generative AI and using search engine optimization to improve your search engine results. Through webinars, live training, guides, and more articles, WVF will help grow your marketing knowledge and, ultimately, your business.

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