As 2019 comes to a close, it’s time to reflect on both the mistakes and successes of the past year while also looking forward to the year ahead. Make the most of this opportunity for a fresh start by creating a marketing plan that sets your company up to thrive in 2020.
Digital marketing is a dynamic field that is constantly changing, and it’s important that your marketing plan is driven by optimal marketing tactics that reflect these new developments. In order to create an effective marketing strategy for the new year, you’ll need to do some big-picture thinking.
Start by taking a look at the goals you’re aiming to achieve, and work backward to determine the types of tactics that can make those results a reality. This method can also help ensure you’re building a budget that enables you to maximize your efforts rather than hindering your progress.
Keys to a Successful Marketing Strategy
Because change is a constant in the world of digital marketing, it’s sometimes difficult to know which strategy changes are worth making and which elements should stay the same. Read below for some tips that can help you make the most of the many opportunities that digital marketing offers.
You company’s website can either act as an open door for potential customers or an obstacle that they need to overcome. Small details like quick load time and bold visuals can have a major impact on customers’ ability to interact with your website and ultimately connect with your company. It’s important to look at website design through the lens of digital marketing, so don’t forget to include website optimization as part of your 2020 digital marketing strategy.
The popularity of programmatic advertising is in perpetual growth thanks to its effectiveness at targeting and converting consumers. By utilizing programmatic ads, you can accurately target consumers at a variety of touchpoints throughout the decision-making process. Multiple touchpoints allow you to reinforce the benefits of your brand’s product or service and encourage the conversion from shopper to customer.
With mobile ads outpacing desktop ads and mobile devices comprising the majority of internet traffic, making mobile your main area of focus is key. However, that doesn’t mean that desktop is dead. In fact, desktop often plays a huge role in the final purchase process. Aim to develop a marketing strategy that is fluid enough to follow users as they shift between platforms.
Location targeting has made it easier to market business services to a specific area. Of course, this tool needs to be used correctly in order to reap the benefits that it offers. For example, brick-and-mortar businesses should target a smaller radius, while companies that can deliver their services throughout a broader area, such as a lawn care company, can focus on multiple neighborhoods.
Taking the time to segment your audience beyond a few general groups enables you to personalize the messages that you send to these micro-segments and nudge them towards a purchase. After all, not all potential customers are ready to “Buy Now!”. Some need to be directed to specific information or services before they make a decision. By understanding the needs and preferences of different segments within your audience, you can increase your ability to reach a greater number of people.
Even some of the best digital marketing strategies aren’t immediately effective, and that’s ok. It takes time to make different tactics work for your business. You’ll need to go through a process of testing, assessing, and honing your strategy before you begin to see results. Avoid abandoning new methods without investing enough time for them to be fruitful.
With more and more data available at your fingertips, you may not know how to put it all to use. Hiring an experienced digital marketing agency can help you accurately assess data, implement effective tactics, and streamline your overall strategy for success in 2020.