3 Steps to Successfully Navigate the Digital Marketing Landscape of 2022

3 Steps to Successfully Navigate the Digital Marketing Landscape of 2022

There’s no denying that digital marketing is constantly changing. The landscape of the industry has completely shifted since the early 2000s. It can be hard to keep up with emerging technologies, new platforms, and an ever-evolving set of rules. However, there are ways you can stay on top of all these changes and know what to do when your business reaches a crossroads in marketing. Here are three steps for navigating the future of digital marketing in 2022.

Know the marketing environment in 2022

It’s essential to understand the digital marketing landscape when planning for the future.

One way to do this is to look back at what has changed in the past. For example, social media platforms have seen a lot of changes over the past decade. Facebook, Instagram, and Twitter have all had their ups and downs regarding who’s using them and what content they allow on those sites.

It’s also helpful to look at the most popular digital marketing techniques from the 2000s and 2020s to see how those techniques have evolved. This can help you identify aspects of digital marketing that will be different in 2022 and give you an idea of what your strategy should look like when you’re ready to jump into the future.

You need to be following your customer’s behaviors, which means researching the newest and emerging trends in digital marketing such as Yelp advertising, creating video content, utilizing AI, and paying attention to your customers’ needs in a more personalized way.

Be a visionary

The future of digital marketing is constantly changing. One week, you might be doing Facebook advertising; the next, you’re doing email marketing. 

It can be hard to keep up with all the changes, so it’s essential that, as a business owner, you take time to envision where your business will go and what technologies will be relevant shortly. Look to your competitors to see what is and isn’t working for them to give you a better idea of what to incorporate and what to avoid.

Take time every quarter or year to imagine what kind of digital marketing strategies you want to invest in and how they’ll continue to evolve with time. This will help you avoid making short-sighted decisions and wasting resources on projects that won’t work in the long run.

Stay on top of your marketing strategies.

It’s easy to get caught up in the day-to-day of marketing and forget how your business has grown. It can be tough to know when it’s time to change your company’s marketing strategy. When you feel that it is time for a change, take a step back and look at your business’s overall goal.

If you’re not sure what your goal is, try answering these three questions:

1) What is my number one priority?

2) What are my overarching objectives?

3) Where am I headed?

Once you have the answers, evaluate whether your current marketing approach is helping you achieve those goals. If it isn’t, it may be time to update your strategy.

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8 Things Your Business SHOULDN’T Be Doing During Covid-19

8 Things Your Business SHOULDN’T Be Doing During Covid-19

Many companies have had business disrupted by Covid-19 this year. As a result, they have had to adapt their ways in order to keep making revenue. While some businesses have managed to adapt successfully, others have made costly mistakes. Here are some of the mistakes your business doesn’t want to be making during Covid-19.   

Raising your prices

To help cover the costs of covid-19, some businesses have responded by hiking up their prices. It makes sense to try and earn some extra money this way (it’s certainly easier than trying to sell more products), but consider the impact that it may have on you current loyal customers. Those that are already financially struggling due the impact of the virus could see this as an extra kick in the teeth – which could have a negative impact on your customer satisfaction. If your competitors choose not to raise their prices, you could see a lot of your customers abandoning your service to try out that offered by competitors. Try to focus on reducing costs and finding new income streams rather than upping your prices. 

Cutting back on marketing

When considering cutbacks, you should avoid cutting back on marketing. In fact, now is the time to spend more money on marketing. With less people mingling, you’ll find it harder to attract customers via old-fashioned word of mouth – which means that you have to advertise and promote your brand yourself. Cut back on marketing, and you could see a dramatic reduction in the amount of new customers you receive. Unless you really don’t want to attract new customers at this moment in time, refrain from cutting back.

Investing in offline marketing

Now is not the time for offline marketing tactics. With social distancing laws in place, marketing events are generally not feasible. Meanwhile, billboards and posters are less likely to get spotted due to less crowds on the street. You’re much better off pouring your time, energy and money into digital marketing during Covid-19. Strategies such as social media marketing, SEO and email marketing are likely to have a much bigger impact given that people are spending more time indoors and more time on digital devices. Allow yourself to get creative when pursuing digital marketing strategies. 

Arranging in-person meetings

In-person meetings are also not practical in a pandemic. This could be a team meeting with employees or a meeting with clients. Unless the task can only be carried out as a group in person, you may as well conduct the meeting via video call or phone call – or you could simply have an email exchange. Some clients may be put off if you insist on having an in-person meeting. Some employees may also feel that you are putting them in unnecessary danger and could possibly sue. If you do have to arrange large meetings in person, make sure that everyone has PPE.

Reducing staff, but not reducing the workload

As a way of saving costs, some companies have furloughed or even laid off staff members. This can sometimes be a necessary cut back, however you need to be sure that the workload is also cut back. If you demand the same workload from your remaining employees, they will likely struggle to get it all done. You need to have a team that’s large enough to take on all the day-to-day roles. If employees are having to take on responsibilities on top of their existing responsibilities, they’ll get overly stressed and likely hand in their notice. This is something that you definitely don’t want to happen. 

Micromanaging remote employees

Many companies have allowed employees to work from home. While this has helped to keep people socially distanced, it has made team communication a little harder. Less trusting employees may feel that they have to keep communicating with employees to check that they are still on target. This style of remote micromanaging could be stressing out your employees and may be something that you want to limit. So long as employees are meeting targets and deadlines, there’s no need to keep checking up on them. Your employees are likely to be more productive if you’re not constantly trying to have conversations with them.

Not supervising remote employees at all

While you shouldn’t micromanage remote employees, you also don’t want to ignore them completely. Some of your employees may realise that they’re not being monitored and may take advantage of this. This could result in corners being cut and certain work not being done. Using some form of software for tracking employee activity will allow you to see how far projects are coming along without having to constantly chase up employees via phone or email. There are lots of software solutions out there that can do this. 

Ignoring the pandemic altogether

The worst thing you can do is ignore the entire pandemic and try to continue on as usual. You’ll likely get into legal trouble and it could negatively affect your reputation. For instance, if you run a restaurant and decide to put absolutely no measures in place, you can expect a lot of customers to not feel safe and some may report you to the police (especially if there’s no attempts to abide by social distancing rules or supply hand soap). Employees may even leave if they feel that you are not taking the virus and their health seriously.

Conclusion

If you want your business to keep making money through the remainder of Covid-19, you need to make the right changes to your business model. Anything that involves or inspires social gatherings cannot go underway. If you choose to take on a remote workforce, you need to understand how to manage them without micromanaging or being too relaxed. You also need to resist increasing your prices, instead finding other ways to recover from the costs.

Image: Pexels. CCO Licensed.

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3 Important Ways Your Business Should Be Using Data

3 Important Ways Your Business Should Be Using Data

***Contributors Post***

Modern businesses collect a huge amount of data about themselves and their customers. Whenever you have an interaction with a customer, regardless of the nature of that interaction, you’re storing some kind of data. You also have a wealth of data about your own business operations to draw on. But this data revolution has happened so fast that a lot of businesses don’t know how to effectively make use of it, which is a big problem. If you know how to utilize all of that data properly, it can bring about massive improvements to your business. If you haven’t put much thought into it before now, these are some of the most important ways that your business should be using that data.

Master Data 

One of the reasons that businesses struggle to manage and use the data that they hold is because there is simply so much of it and it’s spread all over the place. Most businesses have a lot of different software applications that they use. You’ll have one program that manages your marketing, one that manages sales, a different one for your accounts, and then you’ve got loads of emails and social media interactions as well. When your data is split between lots of different applications, it can be hard to use it to answer simple questions like, ‘which customers responded best to our recent marketing campaign.’ But if you can bring all of that data together, it’s a lot easier to use, that’s where master data comes in. A good master data management can bring information from all of those different applications together under some simple headings. For example, you can view all data that relates to your customers as a whole, which makes it easier to base decisions on it. It streamlines the process so you can start using that data to make improvements to the business. 

Targeted Marketing 

When you’re developing a marketing campaign, it’s important that you target it toward the right people. Data is such a big help here because it gives you such a good insight into your customer’s mindset. You can look at your previous campaigns and which aspects connected well with customers. When you’re trying to decide which digital marketing tools to use, knowing which of them offer a good return on investment and which don’t helps you to allocate resources effectively and reduces waste. 

Developing New Products 

The first step in developing a new product is identifying a gap that needs to be filled. You need a problem that you can create a solution for, and customer data can really help here. If you can see what kind of products your customers are buying from you and see where the gaps are, you can start developing new product lines to fill those gaps. You can look at social media posts and reviews of your products to see whether there are features or capabilities that people are asking for. You can also see which products aren’t connecting so well so you know what to avoid. Incorporating that data into your product design process will help you to create something that is more likely to resonate with customers. 

Data is one of the best tools that you have at your disposal so it’s important that you make sure that you’re taking full advantage of it.    

 

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Is Your Website As Secure as It Could Be?

Is Your Website As Secure as It Could Be?

***Contributed Post***

If you are running a digital business, it is important that you keep your content, your sales funnels, and your clients safe. Unfortunately, hackers are usually a few steps ahead of software developers, and it is important that you pay attention not only the price of your site and hosting, but also the safety features that will keep your virtual shop window generate a steady income. Below you will find a few tips on what to check.

Software

If you are trying to get visitors for free, chances are that you have one or more SEO software installed. The good news is that these tools can be useful when you are trying to determine what your potential clients are looking for and what the most popular content is, but some of them will collect information about your users and your site, and you might not even know about this. Make sure that you read the user guide and documentation before you install any software.

Security Upgrades

In case you are blogging remotely through an app or even Google Docs, you might not log in to the site and update your software on time. Some of the updates are there for improving your site’s security, while others will just improve the user experience. However, before every major upgrade, you should create a backup of your files, or you might face disruption when your site crashes.

Encryption

Image via Pixabay

In case you are selling physical products or services online, you will need to ensure that all the information sent through your site is secure and encrypted. You will need to have an SSL certificate for eCommerce sites, and ensure that your subscription is renewed automatically. Your clients will look for the “https” before they hit the buy button/

Server

Next, you will have to check how safe the server where your site is hosted is. You might need to add further security software and create a scan for your site content to avoid having a problem in the future. If you are not confident that you will find the issue yourself, you can get in touch with Matrium Technologies network security services and get a professional assessment and identify your main risks.

Member Accounts

If you have implemented membership options in your digital marketing sales funnels, you will need to encrypt your clients’ details and personal information. Do you remember the scandals large companies had to face when their user data got compromised by hackers? Avoid having the same problems and always use a safe membership program that will help you maintain your reputation. Membership sites can be profitable, but if your users are not feeling safe or are facing technical issues, your retention rate will suffer.

Making your website work smoothly and keeping your customers and visitors safe is your responsibility as a business owner. Pay attention to the above areas, and you will keep your business assets safe from malicious attacks and prevent your site from crashing.

Featured image via PxHere

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Exploring Your Digital Marketing Options

Exploring Your Digital Marketing Options

***Contributed Post***

The time has come for you to start advertising online, but you’re not sure where to start. You have so many options available to you that it seems almost impossible to know which one is best for you. Exploring those options and conducting your own research is the key to unlocking the full potential on the digital marketing world and allowing your business to fully prosper online. So, let’s take a look at some of the options available to you as you start your campaign. 

Firstly, we are going to discuss social media. If there was ever an example of too many options when it comes to online marketing, then this is the one. Facebook, Twitter, YouTube, LinkedIn, Snapchat, Instagram and so on. There are so many social media websites that knowing where to start is going to be nigh on impossible without doing your research and understanding the USP of each one. 

For example, younger users use Twitter to access their news while older internet users are the driving force behind Facebook’s continued growth. Understanding your own abilities is going to be key with social media as well. If you don’t know how to create video content, why would you spend time on a YouTube channel now? When you’re starting a digital plan, you want to make sure that you’re targeting what is useful for you.

 

Moving away from social media and looking at the alternatives. Search engines and email marketing are two tried and tested ways of advertising directly to your target market. For starters, you should be exploring Search Engine Optimisation. This is the art of improving your website’s online visibility so that it yields better responses in unpaid searches. This is a good way of saving some money on paid marketing while also getting your website up to speed. 

Email marketing should be familiar to anyone who has shopped somewhere in the last ten years. Targeted campaigns will be sent to your customer’s inbox and you base that on their shopping habits or to encourage repeat business. Getting the timing and content of these emails right is vital to their success because the last thing you want is for it to look like junk mail and be discarded without consideration. 

The options available to you might seem too many to comprehend and actually make you struggle on where to start. That is why there are companies out there with the aim to help you with your decision making. Comparison websites like Growth Supermarket, for example, look at all the digital marketing opportunities available to you so that you can make an informed decision. After all, information is crucial to getting the most out of your advertising budget. 

Looking into your options can seem a little daunting when you first embark on a digital marketing campaign, but it doesn’t have to be. Research will get you where you need to be with a little bit of trial and error to carry you over the line.

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