03rd Nov, 2021
, , Designation
- With businesses gravitating aggressively towards digital marketing in the last year and a half, revamping existing tactics holds key to driving sales momentum in 2022
- Optimizing existing tactics using modern technologies like AI and AR will boost customer engagement, online lead generation, and conversions
- Businesses need a mobile-first digital strategy to target ever-increasing smartphone customers
As 2021 comes to a close, businesses are looking to recoup, recover, and start fresh in the new year. As marketers deliberate about building brands in 2022, it is crucial to understand the role of digital marketing in pushing the boundaries of marketing, especially in the SMB segment. An important mystery for businesses would be to figure out their digital marketing strategy in 2022.
In the last year and a half, businesses have adopted digital marketing as a frontline sales strategy, but it needs to be re-engineered for new market requirements. Customers today are devoting more time and resources to owned digital channels like websites, mobile apps, and customer service channels. Furthermore, a sizeable increase in sales conversion is witnessed through social and digital channels driving the highest ROIs. However, traditional digital marketing strategies must be replaced with tailored, data-driven tactics through integrated social and broadcast media channels.
Despite the easy accessibility of digital marketing channels, companies struggle to create personalized messaging at a large scale and engage the prospects. They often lack the expertise to use digital marketing for driving online lead generation and strengthen the sales pipeline. Businesses fail to understand the larger market demand due to the laser-focused approach deriving value from that one MQL. This myopic approach not just hurts the overall marketing progress but also increases overheads reducing the ROI.
In the light of current digital marketing roadblocks, here are some strategies for businesses to cut short the journey between digital demand generation and conversions.
Funnel-based content marketing
Businesses have invested heavily in their digital infrastructure in the last year and a half. It is only appropriate that they can be located across digital channels with ease. Businesses can fill these gaps with relevant, engaging, and SEO-friendly content. The right content has a perfect blend of information and promotion that can educate and sell simultaneously. An ingenious content marketing strategy that addresses the target audience’s pain points and market demands will increase audience trust and drive conversions. A funnel-based approach allows companies to breakdown the customer journey and craft content accordingly at each stage.
Furthermore, Google search rankings will still be crucial in 2022 for businesses to be findable through target keywords. Powerful content pieces are a mandate to improve search rankings and drive organic traffic. Written content pieces like blogs and whitepapers are no longer sufficient and must be bundled with video and audio content for increased engagement.
Data-driven strategies for scalable business benefits
The foundation of every digital marketing strategy is laid out on the bedrock of complete, accurate, and updated data. In the absence of real-time structured databases, marketing campaigns become ineffective, and online lead generation capabilities get hurt. Going forward, businesses need data-oriented strategies that can synthesize customer data across different touchpoints for targeted campaigns.
Furthermore, a robust database management program must be implemented as part of the marketing process to eliminate information silos among marketing and sales departments. Leveraging data-driven marketing tools, companies can enable independent and timely execution of campaigns. Also, tracking and measuring key metrics across different digital channels gives a profound picture of organic and paid campaign performances.
Artificial intelligence and augmented reality
AI and AR are new buzzwords across industries and departments. The infinite possibilities possessed by these two technologies can be harnessed to augment digital marketing strategies and improve the ROI. AI-controlled automated chatbots will interact, inform, and guide customers to the right products. It will also mine singular bits of data and use the information to build an elaborate database and improve live chat experiences on the website.
Businesses can exploit augmented reality to replace images on their website with digital catalogues and 3D renderings. It allows customers to visualize products and positively influence their buying decisions. Additionally, deploying AI tools will streamline programmatic ads with real-time bidding to augment customer experiences.
Performance marketing to boost customer experience
Performance marketing is one of the most underutilized tools in the SMB segment. It uses actionable and quick-impact levers to continuously improve marketing stats and performance metrics like activations, churn, and upsell along the buyer journey funnel. Through methods like digitizing interactions and a quick response customer-service team, it drives customer experience at the lower funnel interventions. However, companies need to be wary of vanity metrics such as shares or traffic and identify a vital metric indicative of the business’s success. Companies can enlist the services of an expert digital marketing agency to better manage their campaigns and ROI whilst focusing on their core business goals.
Around 60% of Google search traffic comes from mobile devices, and 52% of global online traffic comes from mobile. In the last year and a half, the dependence on digital channels has increased sharply, and the trend will only rise further. Also, with mobile-first indexing, Google predominantly uses mobile-friendly content on web pages for ranking and indexing purposes. Brands, therefore, must prioritize mobile-responsive websites along with AMP functionality to attract and engage ever-increasing smartphone userbase.
Additionally, check out our step-by-step guide “5 Top Demand Generation Tactics to Boost Your Revenue” to get a deeper run down on some industry-proven tactics that can ramp up customer demands and modernize online lead generation for increased conversions.
Outdated digital marketing strategies plagues not just marketing performances but also diminishes sales growth. In an internet-driven marketplace, digital is the best way forward to grow businesses across all sectors. Whether it is B2B or B2C, SMBs or MNCs, every company needs to reroute their business resource to successfully harness the potential that the vast digital space offers. Advancing in 2022, a digital-first approach will be paramount to drive online lead generation, demand generation, and maximize conversions. Reluctant companies can enrol the services of a professional digital marketing agency to engineer result-oriented processes for hyper-targeted outreach and customizable lead nurturing strategies.
For more information on our digital marketing services, connect with our digital ninjas now!