Attracting the attention of would-be customers can feel like a tall order in the competitive world of digital marketing. Data gathered by data visualization firm Statista shows that digital ad spending is predicted to rise from $667 million to $870 million as more firms commit to creating robust digital campaigns.
As a marketer in the digital realm, you can capture attention and drive growth by creating campaigns that resonate with your consumer’s interests and values. You’ll want to survey your current clientele and start producing materials based on popular topics like sustainability, “How-To” guides, and live events.
Investing in attention-grabbing marketing strategies will help you gather more consumer data, too. This is crucial in the age of personalization, where people are far more likely to buy from brands that understand their unique needs and interests.
Crafting Compelling Content
Bill Gates coined the adage “Content is king” in his 1996 essay on digital marketing. While much has changed in the web world, the principles behind that statement remain true—if you want to attract customers, you need to create high-quality, compelling content.
Producing high-quality digital content won’t just help you rise through the ranks on SERPs. Creating content that resonates with readers and genuinely adds to your customers' lives will ensure that customers come back to your business when searching for answers or entertainment. Good content effectively increases the power of your digital marketing magnet and means you’ll benefit from an uptick in customer loyalty.
If you’re working for a business that has a small digital presence, get the ball rolling by producing content themed around popular topics like sustainability. Modern consumers value sustainability and will be interested in hearing about eco-friendly practices like:
- Your resource conservation efforts;
- Recycling programs and other green measures you take;
- The efficiency of your facilities;
- The environmental impact of your sourcing.
Crucially, you should not try to overstate the eco-friendliness of your operations, as consumers will spot greenwashing efforts. Rather, be honest and forthcoming about your impact and highlight a few goals your business is working towards. This transparent approach builds trust and helps you create a stronger brand identity.
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Creating a Strong Brand Identity
Every marketer knows the value of a strong brand identity. Your brand identity is your sole connection to the outside world and is pivotal to your efforts to capture attention and drive growth. However, creating a brand image to rival titans like Nike, Apple, or Starbucks is easier said than done.
You can maximize your reach and capture the attention of new audiences by foregrounding social change in your marketing materials. Highlighting the positive impact that your business has on society is the easiest way to build interest in your organization and bolster your brand image. You can elevate your brand image and serve an important social purpose today by:
- Ensuring your marketing materials are inclusive and properly represent all demographics.
- Diversify your marketing team to ensure that the people making your branded content understand the needs of your audiences.
- Utilizing referrals and reviews that highlight moments when you’ve gone above and beyond to serve customers.
- Foregrounding conscious consumerism by cultivating brand activism.
Embracing inclusive, socially conscious marketing can protect your brand against major missteps, too. Doing so is key in the age of social media, where failing to produce inclusive, diverse marketing materials is sure to draw the much-deserved ire of consumers from across the globe.
You can make the most of socially conscious marketing by leveraging the fundamentals of high-quality content creation. This includes:
- A mixture of short-form blog content for mobile users and longer posts over 1000 words if you want to climb the ranks on search engines;
- Infographics that quickly break down your impact and aid your efforts to visualize your efforts to create social change;
- Properly formatting your web content with the correct level headings and paragraph structure;
- Hiring content experts to produce higher-quality prose for your blog posts or articles;
- Leveraging high-quality links to authoritative sites;
- Ensuring that your digital content adds real value to the lives of your readers.
At first glance, this may seem like a lot of hurdles to produce a blog post. However, with practice and refinement, you can form a strong content-creation habit that supports the growth of your business's digital presence. Creating a wide range of digital content can aid your hyper-personalization efforts, too, as you’ll have plenty of pages to attract and engage customers.
Hyper-Personalization for Growth
Digital marketing allows you to collect useful demographic data related to your consumers and clientele. Using this data effectively is crucial to stay ahead of market trends and create content that captures attention and drives growth. You can also use consumer data to embark on hyper-personalized marketing campaigns.
At their core, hyper-personalized campaigns leverage big data to tailor your marketing materials to consumers’ needs in real-time. This approach relies on a complex web of AI, data analytics, and high-quality content creation. Hyper-personalized programs draw from data points like:
- Purchasing behaviour;
- Browser activity;
- Response rate;
- Activity times;
- Demographic information.
Utilizing all of these insights can reduce customer churn and drive growth for your company. Shifting to dynamic targeting is a great way to account for the reality that consumer needs aren’t static. People who may have been interested in your staple product last year may be more keen to try one of your prototypes today, and those who quickly navigated away from your site previously may act differently now if their life circumstances have changed.
A hyper-personalized approach can predict these changes and give you a competitive edge when people search for your product or service.
Engaging, Interactive Marketing Materials
In the age of social media and short attention spans, interactive marketing is a tool you can’t afford to overlook. Interactive marketing strategies—like publishing videos, running competitions, or gamifying your content—are a great way to quickly engage consumers and improve your brand visibility.
Leveraging interactive videos and quizzes is particularly important if your business needs to educate would-be buyers before they make their purchase. For example, if you sell a product that solves a unique issue, you’ll likely need to demo the product and convince people they’d benefit from its use. The benefits of leveraging interactive marketing materials include:
- Improved conversion rates thanks to a greater understanding of your product
- Enhanced engagement when working through quizzes or surveys
- Increased availability of data as many people show their preferences when working through your interactive marketing materials
Tools like augmented reality (AR) shopping and virtual reality events are probably novelties that won’t consistently engage most of your customer base for years on end. However, that doesn’t mean you should overlook the importance of emergent technology like apps that use AR to show consumers how your product would work in their homes.
For example, if you’re trying to capture attention and drive growth for a fashion brand, you could consider working with developers to create an AR app that shows consumers exactly how your product will look on them before they buy. The novelty of this experience has the potential to draw thousands of users to your site. It is sure to increase your conversion rate, as people will love seeing the garments they’re thinking of buying superimposed on themselves.
Source: Shutterstock
Expanding Your Portfolio
Digital marketing is an ever-changing industry. As a marketer, you need to constantly revise the way you approach your work and the wider market. Staying at the cutting edge of digital marketing can help you benefit from a first-mover advantage when adopting emerging technology. Being a lifetime student is essential for improving your operational efficiency and capturing the attention of growing consumer bases.
Consider diversing your offerings to expand your marketing portfolio, explore new markets, and offer unique services. You can streamline the expansion process by partnering with other brands that already appeal to similar clients but exist in different markets. Doing so can help you discover new niches and may aid your efforts to re-engage existing customers in exciting ways.
If you want to expand your portfolio but are already close to your maximum bandwidth, consider utilizing automation to handle the heavy lifting for you. Automation tools can streamline your workflow and reduce your time responding to emails, brainstorming social campaigns, or analyzing data. Efficiency enhances your ability to pursue more creative projects and increases productivity.
Conclusion
An effective marketing campaign should act like a magnet to qualified leads and potential customers. Reliable strategies—like producing high-quality blogs and article posts—can be partnered with emergent strategies, like VR/AR experiences, to attract and engage modern consumers. Embracing cutting-edge marketing techniques such as hyper-personalization can increase the power of your marketing magnet and help you retain and reengage customers who have previously bought from your brand.
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