14th Jan, 2021
Marcom, , Designation
The pandemic has limited physical marketing channels and has shifted the focus of marketers towards digital marketing strategies. However, digital marketing also comes with its own share of woes and challenges. To avert those hurdles and project sales trajectory higher, here are some cardinal techniques for enterprises to rebuild their clientele.
While the pandemic loomed like a dark cloud upon the globe, many enterprises scrambled to find a strong foothold over what was normal. However, savvy brands switched to digital marketing. Undoubtedly COVID-19 threw a spanner for most industries, but it also glued the modern customers to their screens. Consequently, digital marketing gained traction, and the conventional marketing budgets were allocated for digital marketing.
Digital marketing is established as a frontline sales strategy for several organizations, but will it be the same after the pandemic vanishes? No, it won’t be. Enterprises will face challenges in creating a tailored message at a large scale and engage the prospects. Besides, some enterprises struggle with a myopic approach that makes it difficult for them to break through the online clutter and reach the audience. The myopic approach here means that organizations are getting so focussed on individual customer experiences that they are insufficiently aware of the larger market. Providing personalized customer experiences work when marketers identify where the real demand lies, but without understanding the demand in marketing, tailored solutions have no value.
In view of the ongoing digital marketing challenges, here are some digital marketing strategies for businesses to shorten the path to purchase and drive revenue.
#1 Interesting and relevant content
Businesses try their very best to make their marketing channels flawless. However, at some touchpoints, customers find it challenging to be on the same page with the sellers. Marketers can fill these gaps with relevant and engaging content. A well-designed content marketing strategy is the heart of every digital marketing campaign. So, businesses must craft content that is insightful, interesting, and inspiring. The right content is the perfect blend of information and promotion, so the content should educate and sell concurrently. Digital marketers must understand the leads, segment them, and then craft content accordingly.
Almost 88% of the B2B companies are using content marketing strategies these days. As the shift towards content marketing strategies is massive, the competition is also cut-throat. Thus, old-fashioned Content Management Strategies won’t work anymore. To leap the traditional CMS strategies, the Headless CMS procedure can be an exceptional idea.
What is a headless CMS strategy?
Basically, CMSs consist of two halves: a front and a back. The front end relates to how the content is presented, and the back end relates to how the content is managed. In the headless CMS, the front end is chopped. So the system becomes a back-end only CMS built from the ground as a content repository in which the content is accessible via RESTful API (JSON, XML) on any device. Because of this approach, a headless system doesn’t govern how and where the content gets displayed, it is simply concerned with the storage and delivery of content. The headless CMS offers greater scalability, flexibility, and security, and it allows content to be created and stored on a central hub before being published across several channels. This increases profitability and streamlines the workflows of content management systems.
#2 Unleash the potential of data
Smart marketers know how to club their digital marketing avenues with prospect intent. Conversion capabilities become timid when databases aren’t kept nimble and structured. Every digital marketing campaign stands on the pillars of a complete, structured, and up-to-date, contactable database. Due to the lack of real-time data, marketing campaigns land in limbo. Databases become misinformation minefields when they lack the ideal customer information, and a data-driven ICP strategy sufficed with Whitespace Discovery can fill these data gaps.
In the sales terminology, whitespace refers to the space in the prospective customer database that hasn’t been discovered yet. With the gigantic amount of data under the lens, tapping the potential customer using whitespace discovery is like a gateway to an enormous reach. Whitespace discovery is a step-by-step approach that starts with data mining and big-data consolidation and ends at making sense of the data and pulling insights to define the output potential. Then the predictive modeling is utilized to foresee the future trend of the data and define lead nurturing segments. With acquired access to the undiscovered potential prospect database, whitespace discovery assures higher sales force productivity, enabling sales intelligence. Hence, businesses must use whitespace discovery sufficed with capabilities like database cleansing and profiling to make their customer info up-to-date. In-house sales and marketing teams need to be coordinated to make database management more straightforward. Otherwise, organizations can also opt for specific vendors who ace in modernizing databases according to the industry requirements.
#3 AI and AR
AI and AR can help businesses to increase conversions to revenue opportunities by providing personalized experiences. Wondering how? AI and AR enable businesses to deploy live automated chatbots that inform and guide consumers to the right products. What’s more interesting is while businesses help customers, they can also build data for their marketing team for building an elaborate database and enhance chat experiences.
AI helps enterprises to gather consumer data and enhance the consumer journey. But with a massive amount of data, privacy regulations also come as a concern. Businesses, thus, have to ensure that consumer data is protected. Via AI and AR, organizations can deploy programmatic ads with real-time bidding to enrich customer communications.
#4 An Optimized Mobile experience
Almost 60% of Google Searches are done via mobile devices, and 52% of all worldwide online traffic comes from mobile. As per App Annie, mobile app usage has increased by 20% in 2020, and the growth curve isn’t expected to decline anytime soon. So, brands have to work to prioritize mobile functionality and make their websites mobile-responsive. Prospects frequently make a purchase when apps include product information, a structured product inventory, and push notifications. Therefore, businesses must develop apps to lower costs and provide a seamless user experience for customer retention.
Outdated digital marketing strategies don’t just make marketing performance stagnant they also restrain sales growth. Therefore, businesses need to think beyond the box to make their digital marketing campaign successful. An omnichannel approach is necessary to make digital marketing campaigns successful, and Denave leads in enabling end-to-end integration.
Get in touch with the experts for an ROI-driven digital marketing approach and experience hyper-targeted outreach with tailored lead nurturing strategies.