Working with different Lithuanian and international companies and aiming to stay ahead of competition – yours and ours – we have the opportunity to monitor changing tendencies in the market. As we’ve been wanting to say a sincere thank you to our clients for keeping us around, we decided that we would share the 6 key digital marketing insights of 2015 that we’ve learnt by monitoring various campaigns and solutions we’ve implemented and learning something new by other digital agencies.
Three out of four marketing experts prioritize inbound marketing.
Inbound marketing is the method of attracting traffic to come to your side of the playing field, instead of using external space to advertise. Such things as blog posts, e-books, white papers, newsletters, published research, SEO, physical goods and gifts, like stickers, social media and such all fall into the inbound category. This method gives the ability to measure ROI much more easily and it also invites the visitors into your house, where you set the rules. This is a little easier to manage, as you have all of your digital platform tools at your disposal to do the magic you do best with the incoming traffic.
Inbound and outbound experts agree that paid advertisement is a bit overrated.
Paid advertisement is a great method to spread the news about special offers, discounts or special news, that are useful for the customer, but relying purely on paid advertisement can be the undoing of your digital tactics. Sometimes we get tempted to bask in the glory of increasing traffic and forget to measure the actual conversions and the long-term benefits of the campaign – it’s a dangerous method to apply and it can be a little bit overwhelming. Set the metrics for each campaign, set the timeline, add milestones and adjust each campaign according to the results – static and short-term isn’t reliable and it isn’t useful when dealing with ever-changing digital realm.
Proving ROI paves the way for bigger marketing budget. But oddly, not everyone measures campaign success.
This one seems fairly intuitive, but we still get surprised by occasional client, who’s led many campaigns, but has no historical data to support the campaign success. Time and again, these marketing teams complained about not having had a budget increase for years. Just like after starting a diet, you account for the positive change by jumping on the scales every once in a while, it is important (vital, even) to set the goals and metrics for each campaign you lead. When we manage a campaign for our clients, first thing we agree on are the goals and metrics that will indicate, how well our campaign is performing. Only then can we define the tactics we will use to achieve those goals. And every time we’ve finished such a campaign for our clients, they return with an increased marketing budget the next year, after proving the ROI – everyone’s better off – we have a good reference point of what worked and you have a bigger budget.
Marketing specialists admit, that inbound marketing is a long-term strategy. Both successful and unsuccessful campaigns directly influence the budget and next tactics.
We all want results in a flash, but everything that has any value required hard work. We’ve had experience with companies that used tactics because the same ones were used by their competition to achieve great results, and also seen some that only paid attention to one tactic, like paid search or just paid ads. These are quick and simple methods, but don’t necessarily provide the long-term benefits most companies are looking for when developing a digital marketing strategy. From our experience, the one’s that were doing best this year, were those who had an integrated digital marketing strategy: SEO, bringing in constant quality traffic, social media management, dependable on the market trends and preferences, interactive advertisement, engaging visitors and a constant stream of relevant content, creating synergy between all aspects of the business. Both previous success and failures has pointed us in the right direction when developing digital marketing strategies for our clients, so don’t take it too hard, if something fails – it will be a valuable lesson for the future.
Inbound marketing is preferred by both B2B and B2C, big and small businesses.
Bigger companies usually have a significantly bigger digital marketing budget, therefore can allow to splash for a sales force, personalised calls center or big banner ad campaigns, which is a lot of fun. However, both big and small, B2B and B2C implement and focus more on their inbound marketing tactics – more and more seem to notice that relevant content is the king of the web now. Starting with customer reviews, to informative and engaging news articles to being accessible and at the top in search results, we’ve all learnt from changes last year and adjusted accordingly.
Inbound marketing methods are a better investment, despite the size of the company.
Correctly developed and managed inbound marketing campaigns target correct interest groups that already are looking for what you’re selling. So whether your business is small or big, developing inbound marketing strategies will allow you to focus on the quality traffic. Even if you are a big company that orders large banner ads displayed on the bus stops or the main intersection, chances are you still have a social media team, that engages customers online and put big money into SEO. Same goes for smaller companies – especially with smaller budget, you have to focus on quality, not quantity, so choosing inbound ends up being the better worth for your money.