In the dynamic discipline of digital marketing, future proofing is a strategy that helps your marketing tactics stay relevant and produce lasting results. The 5 pillars of digital marketing are: Website, Social Media, Search Engine Optimization (SEO), Email marketing/automation, and Paid Ads.
These pillars of digital marketing consist of layers and layers of content, and the better understanding you have of your target audience, the more value you will get from each dollar spent. That’s why keyword research, persona clarification, and analyzing results are the critical fundamental activities in Future Proofed Marketing.
Keywords are the words and phrases that actual prospects and customers use when searching for products and services on the web. Finding appropriate and value-added keywords requires intensive research and testing. If you don’t know how to do this, get some help with it. An outsourced keyword report is worth its cost many times over.
Personas are the general characteristics of a prospect. Impactful digital marketing requires that you thoughtfully choose who you are talking to, how you will talk to them, and where you will communicate. For example, if you’re selling French wine, the where how you advertise will be vastly different than if you’re selling burritos. The best way to fully understand your target market is to establish three to five key prospect personas. If you don’t know how to do this, I recommend you get some help with it.
Google’s Zero Moment of Truth study showed on average, a buyer required seven hours of interaction across multiple channels of advertising (e.g. newsletter, social ad, radio ad) in four separate mediums (e.g. email, website, in person) before being seduced into a purchase. What this tells us as marketers is that we need to embrace multichannel marketing and continue to stratify our markets with targeted promotion.
Since Marketing is more measurable than ever, we need to actively collect data and create a plan to review, analyze, and take action from it. Google Analytics and Facebook Insights are important first steps. Also, a tool like Google Trends, which allows you to see what people are actually searching for, can help you align your content plan to actual prospect behavior. In addition, taking time to review email statistics and utilize A/B testing whenever possible will help to verify your best guesses and, of course, track sales per ad channel.
Keyword research, persona clarification and analyzation are the critical fundamental activities in Future Proofed Marketing. If you are not an expert in email marketing or copy writing, consider outsourcing some or all of your marketing activities. Increasing the efficacy of your marketing spend will give you more dollars to spend on marketing and other essential business activities. Future Proofing your marketing is essential for success … if you don’t know how to do it, get some help.