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The 5 Most Effective Digital Marketing Strategies to Try In 2023

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The 5 Most Effective Digital Marketing Strategies to Try In 2023

More established businesses changed their attention from traditional marketing to digital marketing. And that’s why having a thorough digital marketing strategy is more important than ever.

Many businesses have implemented a digital marketing strategy to deal with the complexities and uncertainties of today’s business situation. However, for digital marketing success, It needs a set of instructions, certain objectives, and effective strategies.

You do digital marketing and you want to be successful, right? If so, you need a strategy, it’s essential because it will help you in expanding your business. And most importantly, a digital marketing strategy may help a company outperform its competitors.

The Objectives of Digital Marketing Strategies

With the use of online resources, marketers may accomplish the following objectives with a digital marketing strategy:

  • Increase brand exposure and authority by engaging users.
  • Understanding your target audience.
  • Save both time and money.
  • Create fresh leads and potential customers.
  • Increase the potential of ROI.
  • Staying ahead of your rivals.
  • Define your advantages, disadvantages, opportunities, and dangers.

5 Effective Digital Marketing Strategies

Let us look at some proven and effective digital marketing strategies that can help you in planning an efficient digital marketing campaign.

1. Content Marketing

To begin, keep one thing in mind, content should not be an afterthought! Make it a point to provide high-value content in order to get the appropriate engagement and so establish trust.

The 5 Most Effective Digital Marketing Strategies to Try In

A digital marketing strategy that lacks the right mix of effective content is doomed to fail. However, simply generating content may not help you reach your objectives! Create content that supports your marketing objectives.

Create content to deliver solutions by understanding what people require. Conducting online Q&A sessions is one of the popular content marketing tactics.

If you’re still asking, “Does content marketing matter in the digital marketing strategy?” No doubt, the simple answer is YES!

Consumers are shown through content how your products and services will enhance their quality of life. This is how content marketing increases the number of quality visitors to your website, resulting in increased exposure, quality leads, and sales.

Most Effective Content Types

If we agree on the content marketing strategy’s effectiveness, let’s talk about which types of content to focus on, which gives us an advantage in being successful in marketing. These are the most important content types for 2023.

Videos

A video is an excellent tool for showing a brand’s culture and purpose, as well as inspiring consumers to purchase products or services. Furthermore, a recent Statista analysis predicts that digital video viewership will reach 3.48 billion by 2023.

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If you are a brand that is looking to establish a digital presence on the internet, then using video marketing will yield the required results. It will also help in the spreading of your brand to customers across various niches.

Blogs

People have traditionally used blogging to express their ideas on certain topics, but in recent years it has grown as a key communication platform for businesses as well.

Blogs are a powerful sort of long-form content that is ideal for businesses that deal with niche topics. If people are looking for info about what you do, a blog is a perfect way to provide what they need, as a result also building confidence in your brand.

Financial and professional services such as home improvement, automotive, and software are examples of businesses that might benefit greatly from blogging.

The two content types that I mentioned above are very important to implement for the coming year. However, there is a ton of content types, I listed some of them here:

  1. Email Newsletters
  2. Webinars
  3. Podcasts
  4. eBooks
  5. Downloadable Guides
  6. Tools and more.

2. SEO & Search Engine Marketing

SEO serves as the basis for all of your marketing strategies and serves as the central point for integrating all aspects of your marketing campaign.

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When SEO is the driving force behind your marketing plan, all of your efforts will be directed toward the same objectives. An SEO campaign’s aims frequently involve increasing the usability of your website in order to create a favorable user experience, generate leads, and boost conversion rates.

Users are more likely to visit your website than your rivals’ if your SEO approach effectively places your website at the top of the search engine result page (SERP) since people trust search engine suggestions.

To put it simply, SEO successfully helps your company by doing the following:

  • Boosting website traffic.
  • Developing authority and credibility.
  • Increasing visibility for a wide audience and more.

Types of SEO

SEO is not an easy task, it needs a lot of learning and experience to master it. Here are the types of SEO that you need to focus on specifically.

On-page SEO

On-page SEO refers to internal site practices that help improve ranking and visibility. Keep the following crucial things in mind while improving On-Page SEO: keyword research, pictures, meta description, title tags, and so on.

Off-page SEO

Off-page SEO, also known as external practice, takes effort outside of your website to improve search engine results pages (SERPs). Build backlinks from other websites to inform search engines that your website is of higher quality and more important in off-page SEO.

Technical SEO

The last kind is Technical SEO which may help you optimize your site’s indexing, crawl pages, site performance, security, interpretation, website layout, and so on. It takes the most important role in improving the visibility of the site.

3. Social Media Marketing

Social media marketing has made several things easier for digital marketers. Marketers that are ignorant of the relevance of social media marketing in today’s world miss out on the opportunity to attract the ideal clients and satisfy their wants. Social media platforms are crucial for information sharing and reputation development.

Before making a purchase decision, 54% of customers use social media to gather information about your brand’s products and services. So it’s better if you don’t lose out on the free promotions and advertising that come with having social media profiles.

Furthermore, When using social media marketing, you need to be careful to share the right content with the targeted audience.

Ideal Social Media Platforms for Digital Marketers

When developing your marketing strategy, it’s important for you as a digital marketer to think about which social media platforms will be most effective.

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The platforms we believe are the most useful for digital marketers are listed below. It is clear that all of these platforms are extremely powerful, yet some are somewhat superior to others.

1. Facebook

Facebook is the most popular platform for building brand communities, with 2.96 billion monthly active users.

2. YouTube

YouTube has almost 2.1 billion users, making it the second most active social platform. YouTube is used by around 79% of internet users.

3. Instagram

Instagram is a good platform for marketers to develop a brand. Instagram, which is based on visuals, is a platform that may help you establish your brand’s identity. To be successful on Instagram you need to be consistent. You can use the Instagram scheduler to automate your posting.

4. TikTok

TikTok has already surpassed Instagram as the fastest-growing social media platform in the last year. The app is favored by the younger generation, and with older viewers increasing month after month. TikTok is the go-to platform for digital marketers seeking to maximize organic reach within a short period of time.

5. Twitter

Twitter is known as a “Micro-Blogging Site.” Twitter is a powerful tool for proper interaction and brand growth. Twitter is used in the marketing strategy of 65% of marketers.

4. Email Marketing

According to Campaign Monitor, 57% of small businesses use email marketing as their primary marketing strategy, and email may help all businesses. When it comes to digital marketing, email is one of the first places that all small businesses should start, whether it’s to share business news, follow up on purchases, or create a newsletter.

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Email marketing is the use of emails to build a strong relationship between your business and customers. To properly sell your brand, you must first create an email list. This should include all clients to whom you want to send newsletters.

A sign-up form on a company’s website is the most effective approach for them to acquire contacts. People will offer you their email addresses in exchange for something they value. This might include tips, a discount code, information, or guides.

5. Podcasting

Creating a podcast may provide several benefits to your business in unexpected ways, making it an excellent investment. According to 2022 statistics, there will be around 424.2 million podcast listeners worldwide, which means 20.3% of internet users listen to podcasts. That is a massive number, which indicates the public’s familiarity and trust in them.

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An excellent podcast will provide clients with useful information. They will return to your website for more content, or they will subscribe to your podcast on a podcasting platform.

Listeners are more inclined to purchase your offers if you consistently provide engaging and entertaining information. Not only that but the more people that come to your podcast’s website, the more traffic your website will receive.

In another way, podcasts provide great and diversified opportunities for digital marketers to advertise brands, products, or services. Compared to leads from conventional website traffic, leads from podcast advertising have a conversion rate that is seven times greater.

Final Words

Digital marketing is the most effective solution for business. However, by implementing the above-mentioned digital marketing strategies, you may achieve success and build brand recognition. You should work on several areas, so try not to become frustrated. Consider that, you can outsource experts for some of your specific tasks.


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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