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Segment your subscriber lists and target customers with messaging that is relevant to their unique needs.
Have you made your New Year marketing resolutions, yet?
The beginning of the year is a great time to set new goals for your business and tweak ongoing ones. In its 2016 State of Marketing Report Salesforce Research surveyed nearly 4,000 marketing leaders worldwide to determine how the industry is changing.
Here are some marketing resolutions we think are important for 2017 for email, mobile, social, and digital advertising.
Resolution 1: Invest in Email Marketing
Email is crucial to a successful digital marketing strategy in 2017. Salesforce reports that 80% of marketers agreed that email is core to their business. The number of marketers that say email directly generates ROI rose from 54% in 2015 to 79% in 2016.
To take your email marketing to the next level, segment your subscriber lists and target customers with messaging that is relevant to their needs. It goes beyond just personalizing the basics in an email. Each customer has a unique reason for interacting with your brand and the content they receive should reflect that.
Predictive Intelligence (PI) and real-time cross-channel inputs based on customer behavior are very helpful in customizing your email messages. The Salesforce Marketing Cloud’s Email Studio is a tool that can help you quickly build, send, and deliver personalized promotional, transactional, and triggered email messages. The Marketing Cloud integrates with multiple channels and platforms – mobile, social, PI, CRM and more. Contact ListEngage to learn more about Marketing Cloud and how it can help you reach your business goals.
Resolution 2: Develop Better Content
Improve your content strategy. Don’t create content for the sake of creating content. Create content that aligns with your organization’s objectives and meets your customers’ needs. Synchronize content across all digital marketing channels. Create and target content to specific audience personas. And, don’t forget to test, test, test! The Content Marketing Institute is a good resource on creating great content.
Resolution 3: Upgrade your Mobile Strategy
Increasingly more people are browsing the web through their phones. Mobile will continue to grow as a marketing platform. Plan to beef up your mobile marketing this year by:
- Aligning campaigns and tracking analytics.
- Using mobile push notifications.
- Utilizing geolocation technology to interact with customers in real time, even while they shop.
- Using deep links to drive app downloads.
- Syncing mobile campaigns with other campaigns across channels.
With Salesforce’s Mobile Studio you can engage customers in the moment with real-time alerts, notifications, and much more.
Resolution 4: Improve your Social Media Strategy
Social media is more popular than ever. According to a national survey conducted by the Pew Research Center, 79% of online American adults use Facebook, 32% use Instagram, 31% use Pinterest, 29% use LinkedIn, and 24% use Twitter. Just look at these statistics and you’ll see why having a social media strategy in 2017 is critical.
- As of September 2016, Facebook had an average of 1.18 billion daily active users.
- As of June 2016, Twitter had 313 million monthly active users, and 1 billion unique visits monthly to sites with embedded Tweets.
- LinkedIn has more than 467 million members in over 200 countries and territories.
- As of December 2016, Instagram has grown to more than 600 million users with the last 100 million users joining in the past 6 months of the post.
Social media is a great way to listen to your customers, find out what they’re saying about your brand, and identify trends. According to Salesforce the percentage of marketers reporting significant ROI generated from social media increased from 9% to 39% in 2016. Unite sales, service, and marketing with Social Studio, Salesforce’s social media monitoring software.
Resolution 5: Consider Adding Digital Advertising to your Marketing Mix
In 2016, marketers spent 70% of their total budget on digital marketing channels. Consumers increasingly search for products, services, and reviews on Google, other search engines, and on social media.
Most social networks now include paid advertising opportunities. Search engines and online ads use artificial intelligence (AI) and algorithms to determine whose brand ranks where on the page. AI gets smarter in its choices and rankings of ads as it learns a consumer’s search patterns and behaviors. And how that consumer is interacting with your brand across channels. Brand affinity dramatically impacts your company’s placement in the ranks. The more people know your brand, the more likely they are to click on one of your ads. A higher click through rate (CTR) can give you a nice bump in future ad placement.
Want to know how your Google ads rate? Check out WordStream’s free AdWords Performance Grader.
Ready to upgrade your digital marketing in 2017? Contact ListEngage for a FREE consultation and a Marketing Cloud demo.
ListEngage provides full-service digital marketing for businesses of all sizes and has been an award-winning Salesforce Marketing Cloud Partner since 2003.
About the Author
Ivana Karcevski is a Digital Marketing Specialist at ListEngage. She has a degree in Marketing and is certified in Google Analytics and AdWords. Ivana has specialized in marketing for small businesses with an emphasis in branding, website development, and social media.
Ivana is also a photographer and is passionate about design and imagery. She also creates and curates content and writes articles for ListEngage and several of its clients. Her main focus at ListEngage, however, is managing the company’s social media marketing.