Last week I listed my top three picks for the marketing tactics that will help you succeed as a digital marketer. If you missed it, you can read it here.
Today, I continue the list, giving you my final three recommendations for a strategic marketing plan that will connect you with your prospects and customers.
My picks include…
Email marketing
Email remains the most common activity on the internet across all age groups, tying with search, according to a Pew study.
Email allows you to send highly targeted messages to your most receptive audience at a fraction of the cost of other marketing channels. With email services such as AWeber, it’s also easy to track your results, making email marketing a good way to connect with your customers.
With email, you get a 23% open rate and nearly a 5% click-through rate, according to the Epsilon “Q2 2011 Email Trends and Benchmark”. No other channel offers this level of readership. That’s because email is a subscription-based channel, so you’re communicating with a warm audience.
It’s this ability to connect with consumers and integrate with all other marketing channels for a comprehensive sales strategy that makes email marketing a must-have addition to your marketing plan.
Landing pages
Content marketing, social media, and email help you connect with your ideal customer and drive traffic to your website. Once they are on your website, you can direct that traffic to landing pages, where the offer is made.
This is the culmination of all your relationship-building efforts. You want to use all the knowledge you’ve gained about your community to address their wants and needs, and to let them know you have a solution.
Don’t forget to add direct mail if it’s appropriate for your audience. According to a study conducted by marketing analysis firm Brand Science on behalf of Royal Mail, by combining direct mail with other channels, you can increase campaign payback by up to 20%.
Search engine optimization
The purpose of content is to educate and inform the consumer. To do that, it must be found.
Remember the statistic above? Search now ties with email as the top activity being conducted online. Advertising online allows you to place your promotions where your audience is spending their time: online and on search engines. And it allows you to drive them to powerful landing pages that move them to buy.
It’s for this reason that I rank these internet strategies as a necessary ingredient in your marketing plan, particularly when you have a special promotion in mind.
Take an integrated approach
With your website as the hub of your marketing plan, you need to integrate a variety of digital tactics to create an integrated approach that get’s you found.
I highly recommend building your plan around content marketing, social media and email marketing, using SEO to get found and direct response landing pages to drive sales.
Now it’s your turn. What’s working for you?
Need help with integrating your marketing for the highest rate of success? Contact me today to discuss your options.
