Digital marketing strategies can be considered marathons rather than sprints. You’re in it for long-term wins. Still, you want to be as efficient as possible, as you may be creating and launching multiple strategic campaigns at once. Being efficient at your job means you need to be up on the latest topics, trends, and tools.
You’ll get better at formulating, executing, and achieving your strategies with technology designed to enhance what you do. By expanding your marketing capabilities, you can increase efficiency and effectiveness. Let’s examine four types of tech that can help boost your marketing strategies.
1. Content Research Tools
Content marketing strategies allow you to captivate an audience while moving them further down the sales funnel. In theory, content marketing sounds simple. You discover what topics your audience wants to engage with and create content about those subjects. But behind the scenes of every top content team are hours of research, experimentation, and the perfection of ideas.
It doesn’t always involve the quickest or most airtight processes. Keyword research alone can turn into a rabbit hole without an end in sight. When trying to pick up the pace, distractions are the last thing you need. A demanding content calendar, a new high-stakes promo campaign, or a website overhaul call for some degree of automation.
When executing content-rich strategies, you’re in a time crunch to create several flawless pieces. One example is writing landing pages and blogs that will serve as content pillars for your website.
You don’t want your team to get bogged down in keyword research, content gap analysis, and creative briefs. Content research tools can streamline these tasks, getting writers to the draft stage sooner. They’ll have a blueprint to work from instead of having to guess what to write.
2. Email Marketing Software
Estimates peg email marketing revenue at over $10 billion. Email is one of the top digital marketing channels, with 80% of experts using email newsletters in their strategies. Using the channel effectively requires solid database management, among other things. You’ve got to choose your template designs wisely, incorporating visuals, call-to-action buttons, and words strategically.
There’s also the question of personalization. Figuring out what forms of personalization strike a chord with your audience can take some trial and error. A/B testing is there to help you learn what email content makes audience members sit up and pay attention. It can also allow you to segment your database, increase open rates, and craft better content.
Needless to say, attempting to manage all the aspects of email marketing campaigns manually will turn into a time hog. Database management by itself requires precise expertise. If you have email marketing software performing most of the legwork, you have more time for strategy.
Of course, the software can do more than manage your contact lists. It can make template design a breeze, produce insights from A/B test results, and provide information about email best practices.
3. Digital Advertising Tools
You can design award-winning ads until the cows come home. But what wins awards with industry judges doesn’t necessarily bring in revenue. Winning with the people who vote with their checkbooks means reaching them at the right time with the right message. Obviously, it can be challenging to do this in crowded digital spaces.
Advertising tools built into social media platforms and search engines help fine-tune your media placement. Maybe it makes more sense to have ads that only reach an audience within 50 miles of a specific zip code.
With another campaign, you might want to target a combination of interests and age ranges. You can also A/B test different versions of an ad to see which one resonates the best.
Using digital advertising tools means you don’t have to do as much guesswork. Your ROI can go up across campaigns when your messages are more relevant. The more diverse your audience segments are, the more likely every ad won’t be for everybody.
For example, you may have services targeted toward specific age ranges, occupations, and customer lifecycles. Tools that enable you to choose the best platforms, messaging, and timing for each ad will improve your results.
4. Predictive Analytics Platforms
Predicting human behavior is part art and part science. You can’t be 100% certain your gut will lead you in the right direction. However, gut feelings sometimes come from prior experiences with similar situations. At times, data analytics and scientific insights can confirm people’s hunches.
Predictive analytics platforms give marketers a hand by analyzing data about past human behavior. They consider the variables at stake, predicting how an audience is most likely to respond. For instance, if product A is launched with X price in December, then sales among segment B will increase.
Behind predictive analytics is AI-driven technology. It combines several data sources to allow the algorithms to produce predictions much faster and with higher accuracy than human experts.
If you know a move is more likely to be successful, you’ll better align your strategies with your goals. Benefits from predictive analytics include highly targeted messaging and real-time actionable insights.
Improving Your Marketing Strategies
Using technology to aid in the design and execution of your marketing strategies can improve your team’s efficacy. Content research, email marketing, digital advertising, and predictive analytics tools are just some of the technologies you can use to perfect your techniques. The more you do so, the more favorable outcomes you’ll see.
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