Digital marketing in 2020 will be prominently multi-channel focusing on omnipresence and personalization. Firms need to smartly concentrate on digital marketing to establish a market presence to create a loyal customer base.
Listed below are the top 10 strategies recommended by experts based on market observations in 2019 that will lead to increased conversions across all of the digital channels that the firms decide to embrace.
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Personalization is the key to conversion rate optimization
Experts and digital influencers consider personalization as a powerful hack to revive unconverted leads. Sending a personalized text message with the recipient’s first name maximizes the chance of a conversion. Analyzing how people consume information and getting to bite-sized, tap-and-swipe-worthy content is a cakewalk after this personalization.
The best-selling author Mari Smith observed that stories are becoming a leading content format. Firms should, instead of worrying about the time taken to create content, concentrate on developing ways to repurpose that content. Currently, advertising in stories is also relatively cheap as inventory is high compared to the number of advertisers who target the format.
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Delegating outcomes, not tasks
Advisor and expert agency mentor Jason Swenk confirmed the top productivity tip as hiring people smarter than the employers and allowing them the freedom to find the best path to reach the designated goal.
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Using creative calls to action when using videos to spark engagement
Molly Mohoney, the founder of Prepared Performer, noted that comments with multiple words drive vitality in today’s Facebook algorithm. Facebook penalizes reach on posts asking for shares, likes, or comments to keep creators from gaming the system. Mohoney suggests that firms use unique words that fit the brand.
When using the recorded video conference, use collected client testimonials. Misfit Media co-founders Brett Linkletter and Jace Kovacevich advise interviewing clients to prompt the responses that will be most impactful. Giving clients a list of guidelines before their testimonials are a must to create more impact.
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Don’t waste time to make content perfect, or the industry would have already talked about the topic
Randi Zuckerberg, the creator of Facebook Live, confirms how every underdog can leverage media and brand to excel in today’s tech landscape. The competition is high, so firms need to focus on instant publishes and not wait.
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Numbers don’t matter if the topic is not engaging
Stellar Media Marketing owner Kelly Mirabella recommends firms avoid building large audiences for vanity’s sake instead filter down to those that are regularly engaged. Leading social platforms now limit or amplify reach based on user engagement as smaller messenger audiences mean low sponsored ad fees and lower subscription costs. Also, social posts with high engagement get rewarded with more organic reach and higher email open rates helping the messages to hit the primary inbox.
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All firms should invest in automation
Matt Leitz, CEO of Per BotBuilder, states that automation conserves resources, allowing human interaction to happen when it’s most fruitful. Automate virality by inserting share buttons at the end of any flow help users find valuable.
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Sandwiched Video Ad
Ezra Firestone, Smart Marketer CEO, states that the best performing video ad sandwiches a product demo between two groups of video testimonials. For example, firms can stick to five testimonials per group, each less than 10 seconds.
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It’s the cost per conversation that matters
John Bellamy, CEO of John Bellamy Consulting, acknowledges that LinkedIn advertising is almost eight times more expensive than ads on Facebook. However, he assures that the only real way to determine if LinkedIn ads are a good fit for firms is by comparing the cost per conversation of creating targeted B2B leads.
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Setting reminders while using Messenger for lead generation
Orca Marketology CEO Mackensie Liberman points that if a completed registration includes name, email, phone number, and schedule a phone appointment, marketers should set a reminder to fire seven minutes after starting the chatbot flow if a name isn’t received. Regular pre-set reminders are essential to push the entire marketing and sales cycle forward towards closure.
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While reaching for online connect, always plan for extreme success that could come with a great delivery.
Philippe LeCoutre and David Sambor from Messenger Marketing Experts showcased a chatbot that sold over three million dollars in one hour. Such a high-profile launch was likely to overload the sales system APIs, so when the system became overloaded, the bot alerted the user that too many people were buying at that moment and requested the user try again in 10 minutes. This prevented an otherwise poor user experience converting it into positive social proof and FOMO. All firms should similarly focus on enhancing the user experience to guarantee user retention.
