The quest to effective marketing is a never-ending journey. Marketing tactics may vary depending on the company and industry, but one thing that all marketers have in common though, is the desire to improve ROI from their marketing efforts.
Ematic is equipped with a broad range of digital marketing experts from SEO, performance marketing, CRM to social media marketing. In this article, we asked our in-house consultants to share their tips and advice for effective marketing actions. Read on to know what they suggested!
When we talk about SEO, keyword optimization is what probably comes first into your mind. Back in the day Google used to evaluate a page’s topic based 100% on keywords, and there was a lot of emphasis on using keyword-rich phrases (also known as keyword stuffing) to try ranking your content better.
Although Google has been using intent-based search for many years, many businesses seem not to realize it.
Thanks to advancements in machine learning and introduction of BERT (Bidirectional Encoder Representations from Transformers), Google understands context and intent faster and better. Looking ahead to 2023, we encourage you to move beyond the old keyword optimization techniques and start implementing a semantic SEO strategy.
- Research and understand intent behind keywords: Research and map keywords into clusters based on their various intents e.g. Navigational, transactional. Small tip – ChatGPT can help you group keywords based on intent, as well as some other SEO tools out there.
- Build and optimize content clusters: Put related content together into groups, and map them to the respective important pages. Create content based on the f grouped topics to show search engines the bigger picture and how important your website is.
- Utilize Schema/ structured data to help pass better semantic information and create better data relationships: You can use a schema to pass context to Google that you are referring to Apple (fruit) in your content via schema without having to explain that the Apple you are talking about is the fruit in your content. Less keyword usage but enough context passed.
- Take a Look at Google “People Also Ask” Boxes: People Also Ask refers to the questions that searchers are asking about the keyword. Consider these related questions as a way to expand the scope of your topical content and respond to as many as you can.
💡 What is semantic SEO
Semantic SEO is the process of building more meaning and topical depth into web content. By doing so, you help Google crawlers better understand your content. You also help them see it as high-quality and thus promote it more often in the SERPs.
Want to grow SEO in line with the latest trend? Consult our SEO experts to build a future-proof SEO strategy.
Gone are the good old days of easy online advertising.
As you must be aware of, digital advertising is getting more expensive due to intense competition, and ad performance is becoming harder to measure under the growing concern about data privacy.
Further complicating matters is the impending demise of third-party cookies, the technology that underpins many ad models. Looking ahead to 2023, performance marketers need to pivot their ad strategies to prepare for the soon-to-be cookieless world.
- Incorporate zero-party and first-party data into your ad strategy: Stats has shown that campaigns that leverage first-party data can boost Facebook’s custom audience match rate from 25% to as much as 80% while lowering cost per purchase by 35% (CustomerLabs CDP). As third party cookies begin to crumble, make sure you invest in first-party data collection and utilization for more effective ad campaigns.
- Embrace contextual advertising: For advertisers trying to employ efficient, privacy-first targeting tactics, contextual advertising is becoming a more appealing alternative. It works by matching the content of a web page with the content of an ad and does not rely on third-party data to be effective. With the phase-out of 3rd-party cookies, contextual advertising is making a new rise (again) and shouldn’t be missed in your paid marketing strategy.
💡 What is first-party data
First-party data is the data you collect directly from your customers with consent, such as their purchase histories and website browsing behaviors, etc.
💡 What is contextual advertising
Contextual advertising matches the content of a web page with the content of an ad by using AI and deep-learning algorithms. It informs advertisers about what users are currently interested in rather than relying on past behavior, and thus does not rely on third-party data. It also offers the audience an enhanced user experience by discovering ads related to the content they are reading.
Wish to maintain or even improve your advertisement ROAs? Consult our performance marketing experts to build an effective ad strategy in the post-cookie world.
The last few years have seen a lot of buzz around personalization, as if it were the only aspect of CRM that mattered. But before we talk about those high-cost, low ROI optimization techniques that require too much investment, technical resources, implementation time and ongoing management, we want to bring your focus back to the foundations.
Essentially, CRM is a meticulous system of engagement. The key to your CRM success first and and foremost lies in being able to execute on data and orchestrate the system effectively and flawlessly.
- Grow your database consciously: If your subscriber database is small, no matter how advanced your CRM program is, it will not move the needle. There are numerous tools and tactics available to help you grow your subscriber base (get some tips from us), but you need to recognize that database growth is as important as your other engagement metrics and proactively grow it.
- Maintain data hygiene and metric health: Clean and centralized data is the first step in successful inboxing. It is reported that data deteriorates by an average of more than 30% a year. Your consumers might alter their residences, email addresses, hobbies, or enter into a new life stage at any time. Without adequate data synchronization to your CRM, it can lead to ineffective communication or even harming your domain’s reputation.
- Blast campaigns are still the cash cows: While segmentation and personalization sounds more fancy, blast messages still represent 65-90% of your revenue/ engagement opportunity. If you could, keep your mailing frequency of blast emails to 2-3 times a week in order to vigorously test and optimize.
Maintaining a precise CRM system and keeping your data up to date is a never-ending struggle. Consult our CRM experts to get your CRM off the ground.
Social media marketing
Social media is one of the most vigorous and fast-paced fields of digital marketing. With so much content competing for attention across various social media platforms, both marketers and consumers are feeling overwhelmed.
As a result, today’s audience is looking for more meaningful connections to the brands. Simply being entertaining and creative is no longer sufficient to engage your audience on social media. Brand persona and authenticity will be the key components to your social marketing strategy.
- Be authentic: In an era where people are bombarded with countless advertisements and marketing messages every day, consumers are looking for brands that feel genuine, trustworthy, and relatable. However, authenticity is not simply a matter of being transparent or sharing unscripted content. It requires a deep understanding of what resonates with your target audience and what values they care about.
- Strengthen “edutainment” content as social media rises as the new search engine: We used to think of social media marketing as “push marketing,” with the primary goal of attracting attention, but that perception has changed. However, nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google’s internal data. Create “edutainment” content that is not only entertaining but educational and optimize them for search will help you gain a lot more new traffic and potentially beat the “death of organic reach”.
A good social content strategy can help you stand out in the highly competitive social landscape. Consult with our social media experts to create an engaging relationship with your social audience.
Connecting the dots
There’s a lot that can be done to boost marketing performance! We hope the tips on the essential marketing pillars we offer here will give you some inspiration.
If you lack sufficient team resources or domain knowledge to drive the significant growth you desire, our entire arsenal of digital marketing consultants is at your disposal. We are experts in full-funnel marketing optimization and are here to help you with issues you encounter at every level and on any channel.
Contact us today to see how we can assist you.