40 Most Effective Digital Marketing Tactics and Techniques in 2021
Everybody wants to have the possibility of choice, but the paradox is that no one wants to be some random “one” in a crowd of a hundred. With this need of any digital marketer in mind, we’ve thought of giving you the opportunity of being just that marketer who stands out. The new year of H2H (human-to-human) approach is here and we should focusing our attention to build meaningful relationships with audiences in a creative way. After extensive research, we’ve put together a list with the top efficient digital marketing tactics and techniques, backed by some great case studies.
Below you can find the most effective 40 digital marketing tactics and techniques for a kickass start in 2020:
I. Content Marketing
- Re-optimize Your Content to Gain 70% SEO Visibility Increase
- Boost traffic by 300% While Using Editorial Calendars
- Use Content Syndication & Get a Constant Traffic of 250,000 Unique Visitors
- Promote Your Business with SlideShare to Drive 20% More Organic Traffic
- Sales Growth with 185% by Offering Highly Qualitative Case Studies
II. Search Marketing
- Build a Network of Partner Websites to Get Influence on the SERP and Jump up to 30+ Positions
- Rank Higher on Review Sites to Have an Average 18% Uplift in Sales
- Be Part of the 90% of Marketers Who Saw a Significant Increase in ROI by Taking Advantage of Trends for Traffic Generation
- Gain a Higher Advantage in Front of Your Competitors with AMP Receiving 40% Organic Traffic from the Whole Site Traffic
- Write on Medium to Get Awarness Through 6.2 Million Pageviews
III. Social Media Marketing
- Develop a Facebook Customized Page Tab and Engage 40% of Fans
- Write Valuable Content on Linkedin Pulse and win up to 1,900 Social Shares in 30 Days
- Use Reddit to Grow Your Business & Generate $6,188 in 3 Months
- Target the Online Communities and Hit 10.000 Monthly Unique Visitors
- Get Social Influence to Receive Higher Rankings by 15%
IV. Email Marketing
- Design a Smart Automated Reactivation Campaign and Boost Sales by 164%
- Get Personalized Emails to See an Average 19% Increase in Sales
- Reduce Friction and Increase by 100% Your Email Sign-Up Rate
- Use Segmentation to Increase Deliverability & Experience 141% Increase in Revenue per Campaign
- Increase Your Email Open Rate by 33% with a Subject Line That Triggers Curiosity
V. PPC & Paid Advertising
- Collaborate with Influencers to Write About Your Product to Generate Over $300.000 in 3 Months
- Have an Integrated Approach about Paid Promotion on Social Media
- Increase CTR with 64% in PPC Ads with Site-Links Extentions
- Use Emotion Triggers in Headline Ads to Get 6x Above Average CTR
- See a 32% Return on Investment for a Promoted Twitter Account
VI. Marketing Automation
- Set up Automated Behavioral Triggered Emails to get 71% Higher Open Rates
- Collect Customer Data Through a Transparent and Unique System to Gain Trust of 44% of Customers
- Make use of retargeting & Experience a 400% Increase On ROI
- Develop a Lead Scoring System to Generate 50% More Sales at Half of Costs
- Get More Social Exposure Through the Social Media Automation
VII. Online PR
- Encourage Brand Lovers to Support You Against Trolls
- Built a Strong Customer Following & Get Free Endorsement
- Gain Free Media to Get Everyone Talk About You on News and Get 5 Million Views on YouTube
- Create Fascinating Video Content to Attract Native Customers & Increase the Conversion Rate by 80%
- Use Webinars to Gain 16,394 new leads
VIII. Affiliate Marketing
- Start Running an Affiliate Program to Monetize Your Website & Get Extra $4500 Monthly Profit
- Generate Product Order Increase by 9.8% Through Voucher and Reward Sites
- Map out the Affiliates’ Value to Increase the Long Haul Share by 19%
- Reach Over 60% Social Engagement and Advocacy for the Brand with Respected Influencers Through an Affiliate Program
- Implement a Publisher Strategy to See a Monthly Revenue Growth Rate of 177%
1. Re-optimize Your Content to Gain 70% SEO Visibility Increase
Top positions in Google, Bing or any search engine are a pinnacle of today’s online success. After a lot of research and content experiments, we discovered that there is a strong correlation between content performance and rankings. So a few time ago, we decided to evaluate our content and re-optimize it.
We analyzed the positions and engagement for each article and decided which content needs to be refreshed and re-optimized. We proceeded with the keyword research using the Keyword Tool and Content Optimizer for the whole process:
- Firstly, do keyword research: we looked at keyword recommendations, volume, type of query and other relevant keywords for double optimization the same piece.
- Secondly, we added the keywords into Rank Tracking before re-optimizing to have an accurate view of where we started and how it improves after the re-optimization.
- Third, we started adding the content into the Content optimizer to see the performance score and find out how much we’ll have to optimize. We added the keyword recommendations and check it at the end by clicking on Check Score.
- Fourthly, we searched for the page in Google Search Console to make sure it is indexed, do a live test just to be sure everything is ok. We kept tracking of the keyword’s evolution in search engines.
After the keyword optimization was finished we saw a big increase overall for our whole website. Our rankings improved and our traffic increased by almost 70%. Below you can see a printscreen with our search visibility in Google from Site Explorer:
2. Boost traffic by 300% While Using Editorial Calendars
New content appears daily. You must bring something fresh every time. Investing in social media, sales funnel, conversion rate optimization, customer relationships, marketing budgets, web analytics; they are all keywords that pops in your head all the time. Yet, which are the most effective tactics one should use?
Scheduling your blog posts is mandatory, especially if you work with multiples copywriters. Make sure your marketing plan includes an editorial calendar for improving your results. Creating an editorial calendar is easier than you think. There are lots of apps that can help you with that. Meistertask is a task management app you could use to drag and drop tasks for each participant and create an editorial calendar easily. Below you can see a screenshot with an editorial calendar created in Meistertask:
Trello gives us another digital marketing technique example you could use to create editorial campaigns. CoSchedule has a Content Marketing Calendar component.
They used a process that helped them to increase traffic by 299%. Follow the next steps to achieve similar results:
- have a broad goal behind your calendar;
- set metrics to measure your goal;
- find your baseline performance of an average month for that metric;
- establish smart objectives for each blog post from your calendar;
- find out how many blog posts you’ll need to meet your aspirational goal;
3. Use Content Syndication & Get a Constant Traffic of 250,000 Unique Visitors
Content syndication is the process of publishing your content on third party sites. You need to find authoritative publications. The idea behind is to drive more engagement for your content. Outbrain and Taboola power your content on their marketing channel. Once you republish your article on a big site like those two, you are exposed to a new audience and could reach a higher traffic.
James Clear used this digital marketing tactic and built an email list of more than 100,000 with a constant traffic of 250,000 unique visitors per month on the blog. He republished a blog post on Lifehacker and got almost 99k views as you can see in the next photo. Quick tip: If you have an account on Google Analytics you can easily track your performance and see how many unique visitors you have.
Slideshare is the largest marketing platform for sharing presentations and it’s best suited for B2B companies. Didit Marketing, an advertising agency from New York, conducted a study showing that SlideShare gets 500% more traffic from business owners than Facebook, Twitter or Youtube.
An important fact you need to keep in mind is that SlideShare received billions of viewers every month and it’s a great way to connect with different specialists and find quality information in a friendly format.
Ana Hoffman, blogger at Traffic Generation Cafe, conducted a study showing how she received from 0 to 243,000 views in 30 days on Slideshare. The fun part is that you don’t need entirely new content to do a presentation, you can work through your old content displayed in a visual form to be easy to read.
20% of the SlideShare visitors come directly from Google. The rest come from social media and other SlideShare presentations. Always keep on eye on your metrics from Google Aalytics to see how are you performing in terms of organic traffic, paid traffic, visitors and so on.
5. Sales Growth with 185% by Offering Highly Qualitative Case Studies
Smart and effective digital tactics are a gold mine. Case studies as well. Not to mention the conversion optimization rates you can get with them. Case studies have a huge potential to grow traffic, sales, and revenue if you offer quality results and show your product brings value. The Content Marketing Institute conducted a research where they saw that 63% of UK marketers believe that case studies are an effective digital marketing tactic. Case studies are the fifth most popular marketing tactic used out of 12, after social media, newsletters, blogs and blog posts.
Neil Patel, one of the top 10 marketers according to Forbes, conducted a study to see the influence of the use of case studies on his own site. He witnessed a growth in his revenue by 185%.
6. Build a Network of Partner Websites to Get Influence on the SERP and Jump up to 30+ Positions
Brand mentions on well-known publications are important and hard to get. They could lift you up in ranking on the search engines for the right keyword phrases and you could improve your Search Engine Optimization (SEO) efforts. Usually, startups collaborate with content marketing specialists or firms because some of them don’t have the budget for a full-time person. Building a network of partner websites for a short period of time is an effective digital marketing technique to bring awareness and traffic to your site. The profile of the website could include publications, edu websites, web directory, blogs, forums, e-commerce and so on.
OutreachMama employed a study to see the results after their partnership with publisher Companies like Forbes and Huffington Post. In only 2 months they received 350 total backlinks from over 100 domains. Besides that, they saw a natural increase in their backlink profile.
In the second month of the partnership, they saw that they money keywords jumped up to 30 positions in the search engine result page.
7. Rank Higher on Review Sites to Have an Average 18% Uplift in Sales
9 out of 10 people look at online product reviews before they make a purchase decision. According to BrightLocal, 72% of Consumers say positive reviews make them trust a business more. Other 88% say they trust customer reviews as much as personal recommendations.
Reevoo discovered through an in-house case study that online reviews bring an average 18% uplift in sales. In 2015, US e-commerce sales were about $341.7 billion showing an increase of almost 15% over 2014.
With a continuous growth in e-commerce sale, customer reviews (all reviews, not necessary the ones coming from some ideal customers) are a major factor, an efficient trigger and quite essential tools nowadays for e-commerce websites.
8. Be Part of the 90% of Marketers Who Saw a Significant Increase in ROI by Taking Advantage of Trends for Traffic Generation
Google Trends is a pocket of gold. You’ll find a lot of data to help you to generate content and see what’s trending to stay on top of your competitors. The particularity of this tool is that you’ll find real-time search data or help to gauge consumer search behaviors over time. Below you can see a screenshot from Google Trends with searches for 3 holidays: Halloween, Christmas and Thanksgiving.
You need to keep your eyes open for the marketing trends that will come. The marketing trends that will dominate 2020 include the Internet of Things, virtual and augmented reality, live streaming video, visual storytelling, native advertising, marketing automation, influencer marketing, mobile marketing.
Adopting multiple of these emerging trends is a smart move, and many digital marketers are syndicating content to make the most of the trends. For example, music photographer Matt Walter syndicates his photography podcast to audio platforms such as Apple Podcasts and Spotify, while also covering podcast content in different methods including dedicated live streams and through other visual mediums to maximise digital marketing effectiveness.
In 2016, video content was very popular and still is. Fire Brand proved that following trends can bring growth. The results showed that 90% of marketers have noticed significant increase in Return on Investment (ROI) through video content.
9. Gain a Higher Advantage in Front of Your Competitors with AMP Receiving 40% Organic Traffic from the Whole Site Traffic
AMP is a simpler and easier way to built light-weight web pages with static content that loads faster on mobile devices, due to its technology. The project is based on AMP HTML, new open framework built of existing web technologies.
The pages with an AMP version see a 2% higher CTR, which translates to more clicks, as you can see in the next screenshot.
AMP version has 40% of all the traffic for a page. It is an utterly amazing improvement for many sites because the content renders faster. The project comes to the rescue for a large number of publishers.
10. Write on Medium to Get Awareness Through 6.2 Million Pageviews
Medium is a network built out for people from people and offers a new kind of content – publishing, and social media synergy. Every day, there are newly published articles that could get you over 45,000 views.
Publishers can see 3 stats graphs on Medium for 30 days, minutes read, views and visitors. Ali Mese, startup marketer at GrowthSupply.com, created a report with the statistic for his best traffic-generator article. For an article of about 1,000-1,500 words, he received over 4 million pageviews and 144,920 followers on Medium as you can see in the next picture.
For a global audience, it’s best to publish your piece of content on Sunday at 0:00 GMT, because people look forward to reading something new as the week starts. To give it a kick, you should use an A/B emailing test sent at different hours to see which hour has the best open rate.
11. Develop a Facebook Customized Page Tab to Engage 40% of Fans
Investing in social media is a must. Yet, don’t know if you knew that a customized page tab gives you the advantage to offer exclusive information to fans. A personalized page tab can be used to promote registration for upcoming events, to bring fans to your website, to promote an app or a contest, create a content library, feature customers reviews or case studies and so on.
Socially Stacked demonstrated that a customized page for a discount can influence the engagement for that page. In the end, 42% fans liked the page to get a coupon or discount. On the same side, a case study by Wildfire Interactive showed that a Facebook coupon-based page tab received the highest engagement rates beside giveaways, sweepstakes, trivia Contests, Sweepstakes, Contest essays, photo contest, coupons, and video contest as you can see in the next graph.
LinkedIn Pulse is a professional self-publishing platform. At first, everyone could write and publish content without any approval. Currently, it is composed of 500 selected experts. According to Kapko, LinkedIn Pulse “lies somewhere between blog and social network”. Authors add a number of 50,000 articles on the platform every week.
Brian Lang, blogger at Small Business Ideas, conducted quite an interesting study on 300 posts featured on LinkedIn Pulse. Most articles from Pulse were about careers (42%), then about business (15%) and self improvement (9.33%) and other (33.67%) which includes technology, sales & marketing, current events, and productivity.
On average, the articles from Pulse got 1,843 social shares, and only 10% had less than 500 social shares, which leaves almost 90% with more than 500 social shares. If you are featured on LinkedIn Pulse, it can bring you a good amount of social exposure. From now on, writing on Linkedin Plan should be a part of your marketing plan.
13. Use Reddit to Grow Your Business & Generate $6,188 in 3 Months
Reddit is a community that has been growing since 2005. Here you can meet people with similar interests. It’s a place where you could follow news in a thread categorized in “hot”, ”new”, ”rising”, ”controversial”, ”top”, ”gilded”, ”wiki” and “promoted”. The nice part is you could follow lots of subreddits depending on the industry you’re interested. There were numerous cases when different stories from Reddit became famous and gained many upvotes.
If you choose to post a link instead of a text you can link to your business and bring visitors to your website. Scott Keyes is an example of best practice in this case. He is a reporter for Think Progress and founder of Scott’s Cheap Flights. He turned an obsession with cheap plane tickets into a $1 million business in under 2 years. In 3 months he managed to make $6,188 only by posting on Reddit. According to what he said, his posting got him 1,000 free subscribers and 250+ premium subscribers.
14. Target the Online Communities and Hit 10.000 Monthly Unique Visitors
Online communities are a great way to grow your online presence and to catch insights. Being apart of an online community has its perks. Being around by people with similar interests and exchanging knowledge is a good way to develop yourself and the company you are working at.
The best online marketing communities you need to join are LinkedIn, Reddit, Quora, Slack, GrowthHackers and, Inbound.org, ordered in chronological order. A good example of using the last two comes from Grow and Convert. The company was born when Devesh Khanal and Benji Hyam met a few years ago. Since they launched their site, they were active in online marketing communities, Devesh Khanal on GrowthHackers, on the one side, and Benji Hyam on Inbound.org, on the other side.
They set up a goal of bringing 40,000 monthly unique visitors in 30 days. As you can see in the next picture it is not quite like that, but they were able to bring more visitors from online communities than from organic searches. That is a good start!
15. Get Social Influence to Receive Higher Rankings by 15%
There is a lot of fuss around the subject about the importance of social signals in rankings. We already know that investing in social media is an effective digital tactic that can help out with the conversion rate optimization. Moz study says that Google doesn’t use social share counts directly in its algorithm. Neil Patel, on the other hand, claims that there might be a connection between social shares and rankings as you can see in the next screenshot from a Quick Sprout gifographic.
A huge lift of almost 15% in rankings was the result of an increase of 100 Google Plus followers for a business page. Facebook brought a 6,9% increase in ranking from 70 shares and 50 likes. Lastly, 50 Tweets lift rankings with only 2,88%.
16. Design a Smart Automated Reactivation Campaign and Boost Sales by 164%
Each business makes its own format for newsletters, but designing a segmentation for customers that interacted with the site is a guaranteed path to lift the reactivation of inactive subscribers. The ideal customer will open all emails and buy your products every time, but that will happen in a month of Sundays.
The email marketing platform PostUp created an in-house case study for one of their clients to convert inactive subscribers. They built up an automated reactivation campaign and succeeded in boosting email-related sales by 164%. This is a great example of improving the conversion optimization of your inactive subscribers.
Eventful created a new approach to automated reactivation campaign where emails included recommended news based on the previous behavior of the users. Below, you can see an example of an email from them:
This campaign was a success. The recommendation performer alert produces 15% median open rate, 3% median click rate and the spike was a 400% increase in reactivation rates.
17. Get Personalized Emails to See an Average of a 19% Increase in Sales
Over the years there have been numerous studies showing that email marketing is the most effective digital marketing tactic for lead nurturing in your digital strategy. Personalized emails are more efficient than non-personalized emails and can bring relevant results. Personalized emails are based on a more in-depth research and understanding of customer behavior and marketing trends. Most important of all, it requires you to know your buyer persona to deliver relevant information.
You can see a comparison between segmentation and personalization below:
Dropbox uses personalized emails. See an example of this kind below:
According to a study from CMO.com, marketers who use personalized email see an average 19% increase in sale. Personalized emails have a 600% conversion rate, but the sad part is that only 30% of brands can use them.
18. Reduce Friction and Increase by 100% Your Email Sign-Up Rate
In marketing, friction means everything that slows down the process of a user to convert. The ideal marketing planning is not to have friction at all, but since that’s almost impossible, it’s best to have less friction so you could convert your leads easily.
The news company Quartz leads a research by reducing friction in email sign-ups. The changes they made to the sign-up process was to simplify it by using only an email address for subscription and moving to double opt-in (the user had to click on a link in the first email they received to activate subscription) to opt-out. When visitors want to subscribe, they go to a new landing page.
The results were quite satisfying; the daily subscriber rate has doubled. You can see a screenshot of their growth below:
Besides that, Quartz increased the number of people who subscribed on the weekend, when the activity was very week.
19. Use Segmentation to Increase Deliverability & Experience 141% Increase in Revenue per Campaign
If you aren’t able to use segmentation to target your audience, you won’t succeed in writing relevant subject lines. You can use segmentation based on interests, location behavior consumption, mobile marketing, keyword phrases, lifestyle or other factors.
There’s plenty of email marketing software on the market to help you segment your database faster and easier by connecting an individual’s social media profiles with their email address. MailChimp is a well-known option, but you may also want to check out the most popular alternatives.
Lyrics discovered that 4 out of 10 marketers who used segmentation experienced a higher open rate, 3 out of 10 marketers saw a lower unsubscribe rate and 2 out of 10 experienced better deliverability and greater revenue. Below, you can see the graph with all the segmentation results from the research.
Another research worth mentioning is the Johnny Cupcakes emailing campaign. within their digital marketing technique they used a segmentation for gender, customers interests, brand preferences and media habits and for the first time ran a product launch campaign with different emails for men and women. See below a screenshot of the email sent to women:
After they analyzed the results, they saw an increase of 42% in CTR, of 123% in conversion rate and 141% in revenue per campaign. These are quite some results for such small improvement.
Make sure you use segmentation in your digital marketing strategy.
20. Increase Your Email Open Rate by 33% with a Subject Line That Triggers Curiosity
Your subject lines are everything when you’re thinking about the email open rates. Everything comes from there. The call to action from the subject line must be relevant to your audience. Before you send the message to your list, think you’re sending the message to one person, someone you know. Keep in mind that your message shouldn’t be cold, no matter the industry you’re in.
A study from Informz shows how important a subject line is. 33% of email recipients open email are based on the subject line alone. So you can put your creativity to work or look for specialist advises making sure that your letter is well written, you are concise, you don’t use buzzwords and test.
Make sure you are concise, you don’t use buzzwords and test.
21. Collaborate with Influencers to Write About Your Product to Generate Over $300.000 in 3 Months
To create and maintain an online presence you must be one step ahead of the game and reach people.And influencer marketing can be of a real help in this situation. To create buzz in the online media, you should use influencers to help you to promote your business. A creative campaign with influencers was realized by Neil Patel, online marketing consultant. He spent $57,000 to models who posted a picture on Instagram with the message “Who is Neil Patel” and the hashtag #whoisneilpatel and earned $332,640 in three months.
This is just an example of a picture posted during the campaign:
Another example of influencers comes from people from your field of interest, specialists and experts in your industry. Another example of influencer marketing would be to use specialists from your field of interest, and experts in your industry.
22. Have an Integrated Approach about Paid Promotion on Social Media
Even though paid promotion is a digital marketing tactic used by numerous businesses, not everyone knows how to do it right. Having a large promotional budget is not a guarantee of success. The key is to address the right audience and engage with it.
In the 2016 Benchmarks, Budgets and Trends report from Content Marketing Institute, you can see that 51% of B2B marketers say social ads are an effective paid advertising method.
47% of B2B marketers consider that promoted posts are also effective, as you can see in the picture above. The results show that more and more marketers consider paid promotion on social media a must. You should focus your attention on your paid social campaigns since those efforts could see high returns, as expressed in the example above. To keep up, digital specialists should look for new ways of investing in social platforms to reach new audiences.
To get yourself ahead of the game you could start taking an interest in mobility marketing if you’re using mobile advertising. Mobility is a way of fulfilling customer’s needs to get tasks done on the move. Let’s take Facebook as an example. Has it ever happened to you to visit a new city and receive notifications in the app with recommendations of places to visit and restaurants where you could eat near you? Connecting with the user on the go through an mobile app is a great way to push them down the funnel.
23. Increase CTR with 64% in PPC Ads with Site-Links Extentions
Site-links extensions are a path to lead visitors to specific pages from your website directly from a PPC ad. They look something like this:
PPC Hero did an experiment to see the results after they added site links to their paid search ad. They saw an improvement; their CTR grew up from 1.16% to 1.9%. Only by adding site links, the CTR experiences an increase of 64%. Below, you can see the results before adding the site links and after adding them.
The case study also showed that there are situations where the site links have a lower CTR compared with the headline of the ad, but the CPA has a lower value. Even if the site links don’t get clicks near as much as the headlines, they do produce additional CTR and conversions.
24. Use Emotion Triggers in Headline Ads to Get 6x Above Average CTR
Either we are talking about a headline from a blog post, a newspaper, a book, a billboard, a PPC ad or a newsletter, headlines have a decisive impact whether the piece of content gets clicked or not.
Brainstorming for compelling headlines is mandatory. Copyblogger said that on average, 8 out of 10 people read the headline, and the rest 2 out of 10 read the rest.
Larry Kim, founder WordStream, saw that using negative emotional triggers in a PPC ad can score impressive results. By using the hero/villain persona to express anger/revenge, the next ad got 6x above average CTR.
If you use fear, you could see a 125% increase in appointments booked, and 170% increase in call volumes. See the paid search ad used for this experiment below:
Wordstream offers a free version of the tool Adwords Performance Grader to see how your ads are performing. You can use it to make a test before the changes you make in Google AdWords and after, based on the recommendations you receive.
25. See a 32% Return on Investment for a Promoted Twitter Account
Nowadays, everyone knows about Twitter. If you want to run an advertising campaign on Twitter, there are three ways to do it: promoted trends, promoted accounts and promoted tweets.
Hubspot, inbound marketing pioneer, wanted to find a more effective way to:
- generate new leads;
- engage existing followers;
- grow the sales conversion rate;
- improve ROI.
The solution was to use the promoted accounts advertising type from Twitter to target B2B decision-marketing users that are interested in marketing subjects. To deliver better results, the campaign included promoted tweets with a specific call to action such as webinar invitations, free e-books. After the campaign had ended, it resulted in 150% increase sales, 46% lower cost-per-read and 32% ROI.
Reaching new customers with Twitter promoted accounts is an effective digital marketing technique indeed.
26. Set Up Automated Behavioral Triggered Emails to Get 71% Higher Open Rates
For an email to be effective, marketers knew that emails see a better open rate if they follow the behavior of the users on the website.
According to Unbounce, automated behavioral emails are triggered by multiple events:
- a user abandoning the products from their cart;
- a subscriber becoming inactive;
- a subscriber purchasing a product that needs a replenishment.
See an example of this kind below:
Emails that use automated behavioral triggers have 71% higher open rates and 102% higher clicks than non-triggered emails.
This technique delivers value because it’s sent in the moment of utmost relevance and needs to your prospect. 39% of marketers say “automatically sending emails based on triggers” is the most effective technique for having a higher email engagement.
27. Collect Customer Data Through a Transparent and Unique System to Gain Trust of 44% of Customers
Along the years, studies reported a decrease in the visitors’ level of trust in brands and companies. Edelman Trust Barometer showed that 44% of customers express trust in business, which is almost a half of the audience.
Informatica surveyed 2,000 UK adults and found out that almost 6 out of 10 people are concerned about the use of the personal information they shared with brands. Another interesting result from Informatica shows 7 out of 9 people admitted they were cautious with the information they share with brands.
Thread, U.K. online personal styling service for men and women, has a unique and transparent system of collecting customer data. Now it is available only for men. After you enter the site you select menswear:
They use this system to offer custom product to help your stylist find the best clothes for you, such as which trouser fits you like or how open are you to try more daring clothes or how much you usually spend on clothes and other specific questions.
In the end, you’ll be asked to leave your email address for further actions.
28. Make use of retargeting & Experience a 400% Increase On ROI
The retargeting method is used when you want to convert a user after entering the site. The process is quite easy; the user comes to your site, a cookie is set to their browsers. Afterward, you can track him to show him ads on the website he’s visiting. Based on the activity he had on your site you can deliver specific display ads. Below you can see the most effective types of retargeting:
Niche Hacks tried retargeting pixel to send visitors back to the email opt-in page. They converted 51,54% of all retargeted visitors into new subscribers, even though the ads were basic, landing page was basic, the stock images were simple. Basically, everything was average. In spite of all of this, they converted quite a large number of people.
American Apparel used Perfect Audience platform on Facebook retargeting and saw a 400% increase in ROI, converted new customers and increased the revenue.
29. Develop a Lead Scoring System to Generate 50% More Sales at Half of Costs
Lead Scoring is a system where every company can rank prospects according to a scale based on the value they represent for that company. Lead scoring can be implemented in numerous marketing automated platforms. For example, you can to assign a value to social media interactions or specific website behavior. Based on the results, you can see which lead must be pushed down the funnel or contacted directly by a sales representative.
By integrating your CRM system with a lead scoring system, you can create advanced sales analytics reports that reveal which channels produce the most lucrative leads, and which bring mostly useless ones. While setting up lead scoring can be a complicated process, it’s definitely worth your time and effort. Once you have lead scoring analytics in place, your sales team can stop wasting their time on prospects who are not likely to convert and focus instead on those who are more likely to buy now.
Studies revealed that companies with well-put lead nurturing system see 50% more sales at a 33% lower cost. Lead Generation Marketing Effectiveness Study showed that 68% of successful marketers say lead scoring is the most effective method to improve the revenue contribution from lead nurturing.
30. Get More Social Exposure Through the Social Media Automation
As the name says it, social media automation means using tools to automate the social marketing process by making your account stay active without manual posting and monitoring. On January 2016, We are Social said that 31% of world’s population (7.395 billion) were active social media users. With such a large audience you can’t stay up all night to make sure you post at the current local time when there is a peak of your audience. The automation appears at a time of need to make things easier.
A unique approach to the automation process on social media platforms happened in 2012 when Barack Obama’s social campaign used the Dashboard.
It was an online registration platform where volunteers could make an account to support Obama’s candidacy. Everybody with an email address could register and see news, political and election events. Through that platform, Obama’s team collected data about the activity of the volunteers such as phone calls, donations, and tasks. Afterward, it was very easy for the team to target only the volunteers that were interested. The results of the automation process were remarkable not to mention that in the end, Obama became president. Great digital marketing technique, isn’t it?
31. Encourage Brand Lovers to Support You Against Trolls
Brand lovers are those who play the role of brand advocates and define the term evangelism marketing. They are highly satisfied customers and identify themselves with the brand. They are an asset because they promote the brand waiting for nothing in return. McKinsey and Company say 70% of purchase experiences are based on how the customer feels. It is bloody important to provide value and customer fulfillment.
Besides the fact that brand lovers will make sure to tell everyone your product is the best, they will support you against trolls. Nowadays, people on social platforms are very critical, and a single wrong comment or tweet can ruin you. Some haters and trolls can make your life a living hell on the social media. But, thank God for brand advocates!
OldNavy, an American retailer, got socially trolled. The company tweeted an upcoming sale with an interracial couple image, and then a group of racist people started posting negative tweets about the brand with hashtags #whitegenocide and #miscegenation. Before the team from Old Navy began to respond, some advocates of the brand started supporting the company by posting their own pictures with interracial couples they have in the family. In times of crisis, it is best to have your brand lovers that can make a powerful statement.
32. Built a Strong Customer Following & Get Free Endorsement
Millennials are a socially conscious generation. Embracing a cause might be just the answer you’re looking for if your brand addresses the Y generations. If they believe in a cause, they are willing to pay more and even a premium price. Knowing they give something for a better cause makes them feel valuable.
The shoe brand TOMS created a campaign based on a cause that brought endorsement from celebrities and famous people. They created a new concept ‘One Day without shoes’, meaning that for each purchased pair of shoes, another pair goes to a child in need. People from all over the Globe started a word of mouth campaign and even walk without shoes the whole day.
Charlize Theron became a strong supporter of the cause, alongside a lot of other celebrities, such as Lenny Kravitz, Chaske Spence and Julia Jones from Twilight, Dawn Olivieri from the Vampire Diaries, plus Cheryl Tiegs, Gillian Zinser, Jason Mraz, Tara Mercurio and Lacey Chabert, Thomas Jane, Matisyahu, Living Things and Tory Burch.
33. Gain Free Media to Get Everyone Talk About You on News and Get 5 Million Views on YouTube
Earned media or free media is a term that describes all the publicity that is not paid but rather gained through promotional efforts. Earned media happens when you make people talk about your brand no matter where it appears. Earned media happens after you make smart and creative ads or involved in successful real marketing actions, created impactful events and so on.
Avon used a digital marketing tactic that generated massive amounts of earned media. “Choose Beautiful” reached over 5 million of views on YouTube and the term <Dove ‘choose beautiful’> received more than a million entries on Google. Hundreds of media outlets covered the video; numerous news websites claimed that “proves beauty is a choice”.
The ad received a lot of free media. Ad Age named it the best advertising campaign of the 21st century. People started to talk about it on Buzzfeed saying “Not everyone is beautiful and that is perfectly okay”. Some of them were encouraging the message “I find it odd that people disapprove of an ad whose whole purpose was to get women to all realize that they were beautiful”.
The psychologist Nancy Etcoff and self-esteem expert Dr. Tara Cousineau, together with Dove, created a toolkit named “Mindful Me” designed to help women manage thoughts and feelings in order to offer them the confidence to feel beautiful.
Send a powerful message to your audience and then expect to gain free media.
34. Create Fascinating Video Content to Attract Native Customers & Increase the Conversion Rate by 80%
Video content started to gain a lot of attention in the past few years. Almost 1 billion unique monthly visitors are on YouTube, 130 million on Vimeo, 100 million on Dailymotion, 45 million on LiveLeak and 42 million on Vine. That is a lot of viewers! Let’s not forget the social video part, 100 million hours of video are watched on Facebook, and 82% of Twitter users watch video content on Twitter. In 2013, Instagram introduced videos in addition to photos and more than 5 million videos were shared in the first 24 hours. Video consumption on Instagram has increased by 40% in 2016.
According to Hyperfine Media, 90% of users say that product videos are helping them in the decision process and almost 40% of online consumer trust video ads as you can see in next infographic.
Most recent studies show that a video placed on the landing page can increase conversion rate by 80%. 96% of B2B companies use videos in their marketing campaign, and 73% say this improved their ROI.
35. Use Webinars to Gain 16,394 new leads
Organizing webinars can produce juicy content. They are great to deliver useful content to your readers and engage with them. Practically you can give a presentation to them and then discuss to see their main points. This is a great way to receive hot information, smart insights and see what topics you can debate on the blog in order to push the leads down the funnel.
Basically you need a microphone, a PC/laptop, and you’re set. Then use a service like AnyMeeting or GoToWebinar to connect with your viewers.
Webinars are such and effective digital marketing technique that could bring you 518,399 visitors and 16,394 leads from 77 webinars as KISSmetrics experienced. Neil Patel, founder at KISSmetrics, estimated that those webinars generated $1,638,000.
36. Start Running an Affiliate Program to Monetize Your Website & Get Extra $4500 Monthly Profit
There are upsides and downsides of an affiliate program in your digital strategy. The upside of this marketing technique is that it can generate high revenue and the downside is that it doesn’t work for all kinds of business.
For example, the popular web hosting service Bluehost gets new customers through its affiliates. Shopify uses an affiliate program that rewards its affiliates with $2,400 per sale.
A study from NichePie by Luqman Khan shows how you can generate a monthly profit of $4,500 in 4 months. See the statistics in the next screenshot.
He posted 8 articles and 1 infographic and received 14,206 unique visitors in 4 months.
37. Generate Product Order Increase by 9.8% Through Voucher and Reward Sites
In 2015, the Internet Advertising Bureau (IAB) released the Online Performance Marketing study showing that 57% of product orders were through voucher and reward sites. Thomas Cook, one of the world’s leading leisure travel, developed a campaign based on the use of voucher codes to encourage users to buy online tickets. They wanted to keep the cost-per-order (CPO) lower than £65. As a result, the orders increased by 9.8% while the CPO decreased, thus keeping it under £65.
Thomas Cook Airlines has a long activity in the affiliate marketing area, and this led the company to always improve their marketing strategy. They learned that knowing the values of their affiliates is highly important. One of their affiliate campaigns had the next objectives:
- minimize the average cost-per-sale (CPS);
- increase the number of long-haul bookings (meaning the bookings for travelers that last a long period of time);
A way to do that was to map out the affiliate’s value. For that, all the bookings from 2014 were analyzed to see the path to conversion for each affiliate. This helped the company to discover the CPS and the contribution brought by each affiliate. The results were quite impressive: they kept the average CPS below 2% of revenue and reduced the cost-per-click by 73% while increasing the long haul share by 19%. On top of that, they sold thousands of seats from routes that weren’t performing well at all.
39. Reach Over 60% Social Engagement and Advocacy for the Brand with Respected Influencers Through an Affiliate Program
The affiliate agency Schaaf-PartnerCentric conducted an in-house study based on REACH (Relations, Exposure, Advocacy, Connection, Hype) program that provides customized outreach and guarantees placement on influencer websites for a boutique fashion retailer. The client has proposed to increase the exposure and advocacy within a short period of time with the help of influencers.
The campaign raised 63% social engagement in the first week after the big launch. Instagram saw the highest engagement, with 92% of the social interactions. Pinterest increased up to 6% social interactions.
40. Implement a Publisher Strategy to See a Monthly Revenue Growth Rate of 177%
Cost Plus World Market is a furniture store that implemented a publisher campaign through an affiliate program. The online retailer has been in the furniture market for almost 30 years now and has had more than 100 brands and thousands of products. They implemented a publisher program with the help of Schaaf-PartnerCentric team. Only after 90 days, the company’s results were highly visible. The monthly traffic increased by 100.7%, the monthly sales increased by 257%, and the monthly revenue grew by 177%.
Creating engaging content with relevant data and juicy tips will always be effective. Let’s face it – we crave creativity. Creativity in all forms: for making your business better, for getting everyone to talk about you, for inspiring others, for earning free advertising, for becoming an asset in your industry. If you follow some of the digital marketing tactics and techniques from the list we’ve created, you should see improvements shortly.
Create a list of the most important digital marketing tactics for you. Chose those that are easy for you to implement, and then take action. Embrace the fact that you need to make changes to deliver higher CTR, higher open rate, revenue growth, higher conversion rate, more unique daily viewers, more leads and so on.
Good luck! Maybe you will be the next case study for an effective digital marketing technique.