Digital Marketing Tactics: 9 Things that ALWAYS Work (Pt. 2)

This is Part Two of a two-part series. Read Part One here.

With each passing month, the standards for digital marketing change. At one point, everyone was obsessed with domain authority. Now that’s gone. There was a time when keyword stuffing kind of worked. That ended up getting torched really fast.

The point is: digital marketing tactics often disappear as quickly as they appear.

In this article, we’ll discuss the marketing strategies that have stood the test of time and are still relevant today.

Kim Cooper
Director of Marketing, Amazon Alexa

Single Grain enables us to increase our impact without increasing our headcount

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5 More Marketing Tactics that ALWAYS Work

Let’s take a look at five more proven marketing tactics that have consistently delivered results, even in a recession!

1) Repurposing Content: Amplifying Your Reach

Developing original and specialized content for each social media site can be a challenging task in today’s fast-paced digital environment. The time and effort needed to create unique content strategies for different platforms might divert funds from other crucial marketing initiatives.

But content repurposing is a method that can help you increase your reach without spending a lot of time or money on it.

To reach a larger audience, existing content can (and should) be modified for use on various platforms and formats to get more mileage out of the material you develop. Another way of describing this is called repurposing pillar content.

Let’s take a look at a couple benefits that come from repurposing existing content.

Handling Time and Resources Efficiently

Repurposing material does not include copying it exactly from one platform to another. Instead, it entails tailoring your content’s structure and main points to each platform’s particular needs. The important principle to abide by is that the core message shouldn’t change even if the presentation and format are modified.

Here’s an example of what we’ve done at Single Grain. CEO Eric Siu used to film a YouTube Live simulcast to Facebook and Instagram, so with one Live, we already put out content to three channels at once. Then we continue to repurpose the content:

SG content sprout example

Leveraging your existing content and adapting it to other platforms can drastically help you improve brand awareness and create a unified brand identity that connects with your audience by reiterating the same message across numerous placements.

You may even modify and repurpose current material to fit other platforms without having to create it from new, which will save you time and money. This will extend the value you get out of pieces of content and simultaneously free you up for other things.

Reaching Diverse Consumers

Different social media platforms attract a variety of consumers, each with their own interests and consumption patterns. You can convert your material to suit the tastes of the users on each platform by repurposing it in different formats:

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Here are a few ideas:

  • For individuals who prefer text content, you might convert a podcast episode into a blog article.
  • You can also do the opposite by adapting a blog article into a podcast.
  • You could also cut your videos into shorter pieces for sites like YouTube shorts and Instagram Reels.

This process also expands the discoverability of your content, allowing it to permeate more placements.

Related Content: 6 Tips for Scaling Up Content Production without Sacrificing Quality

2) In-Person Customer Visits: Building Strong Relationships

While this item may not technically qualify for our “digital marketing tactics” list, it is still poignant in a digitalized marketing theater. Even with how many business relationships are done virtually, there is still a lot of value in meeting with people face-to-face, even to discuss digital strategy.

In-person meetings provide an opportunity to establish genuine connections with your customers. It goes beyond mere online interactions and allows for deeper engagement and understanding.

Meeting face-to-face enables you to read non-verbal cues, gauge emotions, and develop a sense of rapport that is difficult to achieve through digital means alone. When you sit down with your customers or clients in person, it creates a cooperative environment for open and honest dialogue.

Face-to-face meetings also help build trust and credibility, which are paramount in any business relationship. When you invest time and effort to visit your customers in person, it showcases your dedication and commitment to their satisfaction. It humanizes your brand and demonstrates that you genuinely care about their success.

Trust is the cornerstone of any successful business relationship, and in-person visits provide a powerful opportunity to strengthen that trust.

3) Upselling and Cross-selling: Maximizing Revenue Potential Through Digital Channels

While expanding your customer reach is important, you also want to keep in mind ways to grow revenue through your digital marketing activities. The messaging you invoke through marketing may be the first time many of your audience ever learns about you, but it can also be a terrific avenue for cross-selling and up-selling your audience as well.

McDonald’s is a prime example of a business that excels in upselling techniques: which add 15-40% in annual revenue!

Next time you visit one of their locations, observe how they offer complementary products or prompt you to consider additional items. They consistently ask, “Do you want to supersize that?” or “Would you like fries with that?

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When it comes down to it, all McDonald’s is doing is asking their customers if they want more of the thing they came in for. That’s all they’re doing. They’re just asking questions and offering more options.

Here’s how you can do the same thing, even if you don’t sell fries 😉:

  • Create Alternative Payment Options: Another effective technique is to leverage financial tools like “buy now, pay later.” By providing flexible payment options, you empower your customers to make larger purchases without feeling the immediate financial burden. Offering installment plans or deferred payment options can entice customers to spend more, ultimately boosting your revenue. Just make sure the financial tools you offer align with your customers’ preferences and needs.
  • Personalize Recommendations: Tailoring your recommendations to individual customers can significantly impact their purchase decisions. Leverage customer data and insights to provide personalized product recommendations based on their past purchases and preferences. Netflix does a great job in recommending videos based on a person’s past viewing history:

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  • Create Loyalty Programs: Implementing a customer loyalty program can incentivize repeat purchases and encourage customers to spend more. Reward loyal customers with exclusive discounts, early access to new products, or special promotions. This not only enhances the customer experience but also increases their motivation to choose your brand over competitors. Starbucks does this well with a mobile app for their loyalty program:

Starbucks' gamified mobile app

It is wise to approach every selling opportunity as an opportunity to present alternative options. This is where we get the idea of cross-selling. It’s been a tried and true pillar of marketing and will continue to be so.

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4) Conversion Rate Optimization: Enhancing User Experience

Optimizing your website’s conversion rate is a game-changer for your online business. Even small improvements in conversion rates can have a substantial impact on your bottom line, translating into significant gains and increased profitability.

To improve your website’s conversion rate, you need to employ proven strategies that capture visitors’ attention, instill trust, and entice them to take action.

Here are some powerful techniques to supercharge your conversion rate:

  • Simplify Headlines: Your headline is often the first point of contact with visitors. Make it concise and clearly communicate the value proposition of your product or service. Keep it simple and compelling, ensuring that visitors immediately understand what you offer and how it benefits them. Avoid jargon or complex language that may confuse or alienate potential customers.
  • Clarify Benefits: Clearly articulate the benefits your product or service provides. Focus on how it solves a problem, addresses a need, or improves the customer’s life. Use persuasive language and concise messaging to highlight the unique value your offering brings. Help visitors envision the positive outcomes they can achieve by choosing your product or service over alternatives.
  • Optimize Page Loading Speed: A slow website can significantly impact your conversion rate, as visitors are likely to abandon your page before it even loads. Optimize your website’s performance by compressing images and minimizing code. Ensure a seamless and speedy user experience that keeps visitors engaged and encourages them to explore further.
  • Leverage Testimonials: Social proof is a powerful tool in building trust and credibility. Feature customer testimonials prominently on your website to showcase positive experiences and success stories. Testimonials provide validation and reassurance to potential customers, demonstrating that others have benefited from your product or service. Include testimonials that highlight specific benefits, results, or unique aspects of your offering.

SG client testimonials

  • Create Compelling No-Brainer Offers: A no-brainer offer is an irresistible proposition that makes it difficult for visitors to say no. Present offers that provide exceptional value and incentivize immediate action. This could include limited-time discounts, free trials, exclusive bonuses, or bundled packages.
  • Optimize Call-to-Action Buttons: Your call-to-action (CTA) buttons play a crucial role in guiding visitors toward conversion. Use clear and concise copy that conveys the desired action, such as “Buy Now,” “Sign Up Today” or “Get Started.” Experiment with different button colors and placements to find what resonates best with your audience.
  • Streamline the Conversion Process: Eliminate any unnecessary steps or barriers in the conversion process. Simplify forms by reducing the number of required fields, thereby streamlining the checkout process. The smoother and more effortless it is for visitors to convert, the higher your conversion rate will be. Remove distractions and guide visitors toward the desired action with clear and intuitive navigation.
  • Implement Trust Signals: Establishing trust is essential for increasing conversions with people who are new to your brand. You should display trust signals such as security badges and multiple payment options prominently on your website. Highlight any industry affiliations, awards, or reputable partnerships that add credibility to your brand, making it easier for people to engage.

trust-badges

  • Test, Analyze and Iterate: Don’t forget to A/B test all this! Conversion rate optimization is an ongoing process. Continuously test different elements of your website, such as headlines, CTAs, layouts, and offers, to identify what resonates best with your audience. Analyze data and gather insights to understand customer behavior and pain points.

5) Partnerships: Collaborating for Success

Collaborating with non-competitor businesses that cater to the same target audience but offer complementary products or services can open up new avenues of success.

Instead of viewing other businesses as competitors, consider them as potential allies in your journey toward mutual growth, provided that your goals are aligned.

One of the most effective ways to leverage partnerships is through joint webinars or cross-promotions. This not only allows you to tap into each other’s customer base but also showcases your credibility and positions you as a trusted authority in your respective fields.

The synergy created through such collaborations can drive brand awareness and ultimately increase conversions.

Cross-promoting each other’s offerings is another powerful strategy within partnerships. This involves promoting your partner’s products or services to your own customer base while they do the same for you. It’s a win-win situation where both businesses benefit from increased exposure and access to a wider audience:

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What makes partnerships particularly attractive is their cost-effectiveness. Unlike traditional paid advertising campaigns or affiliate marketing, partnerships often involve minimal or no financial investment. Instead, they hinge on the simple premise of give and take.

Brands that can cooperate well with each other will always have something to gain from the partnering brand and bestow benefits to their ally. This creates opportunities ripe with potential and expands audience reach by extension of the partner brand.

Remember, partnerships are not limited to a specific industry or niche. They can be formed across various sectors, allowing for creative and innovative collaborations.

For example, it would make a lot of sense for a brand selling high-quality toothbrushes to partner with a toothpaste brand that shares a commitment to oral health.

When seeking potential partners, look for businesses that:

  • align with your brand values
  • have a similar target audience
  • offer products or services that complement yours

Conduct thorough research and due diligence to ensure that the partnership will be mutually beneficial and that you can deliver value to each other’s customers. Building strong relationships and clear communication are essential for the success of any partnership.

Final Thoughts on Digital Marketing Tactics That Are Here to Stay

A lot of what goes into effective marketing is understanding what is likely to work well and then tossing your brand’s flavor into the mix. That’s what you ought to achieve in your own digital marketing efforts.

Remember, effective digital marketing is an ongoing process that requires continuous evaluation and adaptation. Stay informed about the latest trends, experiment with new strategies, and monitor your results to ensure your marketing efforts remain relevant and effective.

This is Part Two of a two-part series. Read Part One here!

If you’re ready to level up your brand, Single Grain’s digital marketing experts can help!👇

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Repurposed from our Marketing School podcast.

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