Four dos and 3 big don’ts for digital marketing

Everyone does digital marketing these days—from Nike, Spotify, and Weight Watchers to your favorite local coffee spot. But not everyone is getting the most out of their digital marketing efforts. That’s because they’re not taking advantage of these 4 digital marketing dos and staying far, far away from these don’ts.

The dos

  1. Try a giveaway: People love to get things for free. It can be 20% off their next order, a chance to win a new piece of tech, or a free download of an eBook or white paper written by your organization. Giveaways are a simple way to build engagement with clients and prospects, reach untapped target markets, and gather key information that can help you prospect. This information might include email addresses and the names of the companies the people who respond to your offer work for.
  2. Talk back: A lot of organizations post great digital content, but they don’t offer the people who view it the chance to comment or ask questions, which is the first step in building a relationship with them. The other lost opportunity: posting content but not taking the time to check comments and answer them, even if it’s just to say, “Thanks for letting us know you’re enjoying your new kicks!” And if someone has a complaint, ask for their direct contact information and find out if you can make it right. Done right, that kind of interaction builds a lot of good will.
  3. Keep email in the mix: Email marketing isn’t new and shiny, but it’s extremely effective. The most recent Email Marketing Industry Census found that email returned the best ROI of any marketing channel. That doesn’t mean you should spam your clients and prospects. You need a targeted, creative campaign and an offer that your clients are likely to respond to. Remember to track response rate data so you can figure out if email marketing is working for you.
  4. Give podcasting a try: Podcasting—whether a Q&A format, a conversation between 2 hosts, or just someone on your team sharing their thoughts on a trending topic—can be a great tool for encouraging people to spend time on your site and to think of your organization as a good resource for information or entertainment. Another plus: podcasting is inexpensive. All you need is a decent microphone and recording software.

The don’ts

  1. Don’t overlook mobile: Reading this post on your phone? You’re not the only one. According to comScore, people spend on average 69% of their media time on smartphones. Make sure your website and all online content is optimized for mobile. If it makes sense and you can do a good job, develop an app for your business. A good app can become your clients’ go-to way to get information and complete tasks. Remember when you had to go to the bank to deposit a check? Photo deposit revolutionized that task.
  2. Don’t keep it too brief: If you’re going to post blogs or articles, make them at least 500 words. Well-thought-out, well-written content that’s got some meat to it will help you become a reliable resource. And good quality, longer posts earn higher Google rankings and get shared more often.
  3. Don’t be afraid of video: While some people hesitate to make videos for their site and social media (is that really what I sound like?!), you’re missing out if you don’t include video in your digital marketing. Videos, whether scripted or live, catch and hold the attention of people who visit your site or social media channels. Video leads to a 157% increase in organic traffic from SERPs (search engine results pages), while videos on the landing page can increase conversions 80% or more.