Ash Salleh

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.


Digital is the norm in marketing. Everyone is online, and it’s difficult to find a business in 2019 that doesn’t have a website. That being said, having a working website and running a successful digital marketing strategy are two very different things.

In this post, we’ll teach you three digital marketing strategies that share a common and important factor: They will all drive success for your business—whether you’re a fresh business owner in search of ideas or a veteran marketer looking to change up your current game plan.

  • Adopt a mobile-first strategy.

As of 2019, there are an estimated 19 million smartphone internet users in Australia, which equates to around 76% of the country’s current population. Around the world, there are about 3.8 billion smartphone users.

Users now do everything on their smartphones, from paying their utility bills to shopping for shoes and clothes. If you still haven’t embraced a mobile-first mindset for your business, you are missing out on significant customer engagement and revenue.

That being said, mobility isn’t just about having a website designed for mobile. To be truly mobile in today’s ultra-competitive business landscape, you have to take a mobile-first approach to your entire digital marketing strategy.

This means:

  • Making your website mobile-friendly. 

With 51% of global online traffic in 2019 originating from smartphones, this strategy is key to driving valuable traffic to your website.

Source: Etsy

  • Optimise for local SEO. 

Mobile users are always on the lookout for local businesses, whether it’s the nearest café or auto repair shop. Take advantage of this by using Google My Business to get your business on the local map. Adding your business to the list makes it a whole lot easier for local users to discover you.

  • Use QR codes. 

Mobile users tend to be on the go, so they’d rather not spend a lot of time clicking and typing to land on your website. This makes QR codes the ideal tool to engage with mobile users. QR, or quick response, codes allow you to quickly transmit data. Instead of clicking and typing, users can simply scan your QR code and instantly be directed to your website. There are a ton of QR code generators available online, so you can get started making one for your business today.

  • Incorporate interactivity into your campaigns.

The sheer number of online ads, blog posts, and emails that consumers receive from companies every day can make it tough for your business to stand out. 

If you want to set your business apart from the competition, you need to grab your audience’s attention. One of the best ways to do this is to create interactive digital marketing campaigns that enable your audience to actively participate.

Active participation equates to improved engagement, which leads to a significant increase in revenue. A survey revealed that engaged customers purchase 90% more frequently, spend 60% more per transaction, and three times more likely to advocate your business to their friends and family.

The beauty of digital is that you can create interactive campaigns for a variety of marketing channels.

A good place to start would be email marketing. You can create interactive emails by including simple elements like GIFs, cinemagraphs (still images with one or two looping elements), and buttons that can be clicked, tapped, or swiped.

Source: Campaign Monitor

For a more sophisticated tactic and a deeper level of engagement, you can try applying gamification to your email marketing. Basically, you include gaming elements in your emails that give your audience the chance to play a mini-game within the email message itself. The games don’t need to be complex. They could be simple puzzles, quizzes, or instant “scratch” lottery-type games.

You can also incorporate interactivity into your content marketing. If you already have a high-quality blog post, you can take the same content and convert it into a video. Get someone from your team to narrate the content, then you can add graphics, images, and even some music. Alternatively, you can have someone from your team teach the content to the audience (similar to Moz’s Whiteboard Friday video series).

  • Combine your channels for maximum benefits.

There 5.6 billion active email accounts and 2.56 billion active social media users in the world right now. It only makes sense for you to integrate your email marketing and social media marketing strategies. When you combine these two channels, you maximise your reach, engagement, and revenue.

Here are some of the most effective ways to merge the two most powerful channels in all of digital marketing.

  • Build your email list through social media.

If you’re on Twitter or LinkedIn, you can share links to your signup forms and landing pages. Just make sure you include a short, persuasive call-to-action (CTA) in your post. 

If your audience is active on Instagram, you can try posting a high-quality, attention-grabbing image of your product, and then include a caption that directs people to your Instagram bio, where you’ve posted the link to your signup form.

Source: Campaign Monitor

If you prefer Facebook, then add a signup form right on your page. Use an email service provider that has third-party integrations that allow you to add email subscription forms directly to your Facebook page, which will appear as separate tabs on the page.

  • Promote certain emails on social media.

From newsletters to holiday emails to product announcements, you likely spend a considerable amount of time and effort in designing high-quality emails. Why not take the extra step and promote them on your social media?

Doing so will give social media followers who aren’t part of your email list yet a sneak peek into the amazing offers and promotions in store for them. This will likely encourage them to sign up to your list.

Conclusion

These are by no means the only strategies available to businesses, but these three strategies are proven, tested, and backed by data. If you try any of them out today, you can be sure that you’ll see a marked improvement in your web traffic, customer engagement, and revenue.