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What is a digital experience platform?



What is a digital experience platform?

digital experience platform

A digital experience platform, also called a DXP, is software that enables the creation, management, delivery and optimization of digital experiences in a variety of channels and contexts. A DXP differs from a content management system (CMS) in that it delivers to multiple digital channels, has commerce built-in and scales, among other things.

The core capability of the digital experience platform is managing and delivering the digital user experience — primarily web pages, but also mobile apps and other types of content — a need that has long been served by content management systems (CMS). While the growth of CMSs let marketers wrest control over websites from the IT department, which was largely in charge of the early web, marketers’ needs have grown beyond CMSs’ ability to meet them in recent years. Over time, businesses have undergone digital transformations to drive efficiencies, remain competitive in the marketplace and respond to changes in customer behavior. To perform everything expected of a modern marketing operation, marketers adopted adjacent technologies to enhance what their CMS was able to do.

For example, Web analytics helped marketers gather data about user behavior and the conversion funnel, with more sophisticated optimization systems allowing for A/B and multivariate testing. Customer journey analytics (CJA) gave marketers a more sophisticated sense of the path users take on the route to purchase. For many businesses, e-commerce capabilities became essential to their digital operations. Connecting all the data in these systems to the right customer or prospect and keeping track of it all required a customer relationship management (CRM) tool or even a customer data platform (CDP).

Applying the insights gained required another set of tools for orchestration, and making sure digital platforms were safe, reliable and fast required technologies like content delivery networks (CDNs).

Though each of these technologies provides a way to improve the user experience and helps modern marketers meet the demands now placed on them, this hodgepodge of systems has increasingly become a liability. In some cases, marketers are weighed down by the costs of licensing all of these disparate systems. With so many moving parts, there are more opportunities for things to go wrong.

These challenges, along with developments like the increased digitization of business brought about by the COVID pandemic and ever-heightened customer expectations, are some of the factors that have led to the rise of the DXP.

What is a digital experience platform

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What DXPs do

A DXP enables the creation, management, delivery and optimization of digital experiences in a variety of channels and contexts. It serves as the hub that brings together capabilities from multiple applications or modules to deliver a seamless digital experience.

Marketers considering the adoption of a DXP should understand that the way these platforms have come together — through acquisitions and integrations, for the most part — means that native capabilities differ from one offering to another. Additionally, the modularity of these offerings is a point of differentiation — some vendors offer more composable configurations than others. However, all should feature either native functionality or connections that enable the full range of capabilities explored here.

The core capabilities of DXPs, provided either natively within the platform or via an integration include:

  • Content management, which may include digital asset management and/or product information management (PIM)
  • Support for multiple platforms and types of experiences
  • Delivery, presentation and orchestration of content and experiences
  • Personalization
  • Analytics and optimization
  • Search and navigation
  • Customer data management
  • Strong functionality for integration and extensibility

Additional capabilities which may or may not be part of a DXP are:

  • Commerce capabilities, including payment gateways
  • Customer relationship management and communications
  • Campaign management
  • Marketing performance management
  • Development platforms for multiple types of experiences, including low-code application development
  • Data enrichment

Let’s explore each of these capabilities in more detail.

Content management

Digital experience platforms provide CMS functionality such as an interface for inputting and editing textual content. This may include built-in or customizable workflows for collaboration, editing and approvals. Because this content repository will store elements to be delivered and displayed on multiple platforms and in a variety of contexts, the tools typically allow for extensive customization of the fields associated with an individual piece of content.

Functionality also often includes the capability to re-use and re-purpose modular content blocks within larger assets.

Like CMSs, DXPs will always include some sort of media library supporting images and videos, but some go further by integrating full-fledged DAM or PIM solutions. Support for more advanced types of content, such as 3D objects, VR or AR will differ from solution to solution.

What is a digital experience platform

Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms.

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Support for multiple platforms and types of experiences

One of the developments driving the growth of DXPs is the proliferation of devices and platforms to which marketers must deliver content. DXPs enable the same content, or versions of the same content, to be delivered to websites, mobile apps, smart speakers, podcasts and OTT. They may also support platforms, such as in-store kiosks or drive-through displays, that take digital content into the bricks-and-mortar world.

The DXP may incorporate functionality to convert content from one format to another (PDFs to JPGs, for example), or from one language to another, to facilitate the customization of content to the place where it will be consumed.

Delivery, presentation and orchestration of content and experiences

In addition to serving as a repository for content of all types, DXPs must be able to (either natively or through integrations) deliver experiences that utilize personalization and context awareness. Many players favor a headless or hybrid approach, which allows for flexibility in presentation and enables marketers to more easily make shifts to respond to changes in the marketplace. This element may include or link to a content delivery network, which can
improve the speed of delivery and redundancy.


Key to that delivery and presentation is the ability to leverage data and insights to tailor experiences to the needs of the content consumer. This capability may be enhanced by artificial intelligence or machine learning, which can enable automated personalization.

Personalization features tie closely into the analytics and optimization functionality as well as customer data management.

Analytics and optimization

DXPs may include features for A/B or multivariate testing and optimization, as well as analytics to provide insight on customer journeys, campaign optimization and the business impact of content.

Search and navigation

DXPs include features that enable sophisticated site search by indexing content and interpreting search queries, as well as presenting results. This can also include category pages to aid navigation, as well as filters that let users drill down to find the information or products they’re seeking.

Customer data management

Customer data management in a DXP is often offered via a built-in or integrated customer data platform, which collects data from across the enterprise and resolves identity to create individual profiles. Features include the development of audiences that can be utilized in the orchestration of campaigns or experience personalization.

Strong functionality for integration and extensibility

This is probably the most important capability offered by DXPs, because it is fundamental to their role of bringing together all of the technologies that contribute to a customer-centric experience. To fulfill this mandate, many vendors offer pre-built connectors, plug-ins or advanced integrations that have already been created and proven reliable. Such capabilities can speed implementation and time to realizing value.

When pre-built connectors aren’t available, DXPs have APIs that enable integrations, though setting these up will require application development.

It should be noted, however, that all APIs are not equal. While a REST API has become standard for nearly every martech application, many developers don’t consider it adequate for the content management use case because it is relatively indiscriminate in the data it returns for queries. Some vendors offer the newer GraphQL API, which is more flexible, allowing more specific queries that deliver more granular results. This efficiency reduces the
load on the webserver and therefore results in a faster experience.

Another related capability — stronger in some vendors than others — is the community of developers, systems integrators and agencies that vendors have fostered. In many cases, especially for customers with complex business needs, the support of strategic and integration partners will be critical, especially at the start of DXP adoption. In short, the more developers out there familiar with the ins and outs of a vendor’s technologies, the easier it will be for a customer to find assistance at a reasonable price point.

Low- or no-code development platforms

While this capability is not universal among vendors, it’s an area that appears to be gaining steam. These platforms allow non-developers to create applications and experiences in a more user-friendly interface — more user-friendly than writing lines of code, anyway. Using these platforms still requires a fairly sophisticated understanding of technology, however.

What are the benefits of using digital experience platforms?

Modern marketers are called upon to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before. Enterprise digital experience platforms can help marketers in this pursuit by providing the following benefits:

  • Faster, higher-performance websites with better search engine optimization. Traditional CMSs have become a pain point for marketers seeking to speed the delivery of their content — especially on more bandwidth-constrained devices like smartphones. With Google penalizing slow-loading sites by ranking them lower in search results, failing to achieve speed benchmarks can have serious revenue implications. Adopting a more modern headless or hybrid architecture that shifts the computing heavy lifting to earlier in the publishing process — well before the end-user device requests the content — can improve speed, and with it, revenue, dramatically.
  • Ability to deliver a better user experience. Beyond the speed improvements offered by headless and hybrid CMSs, they also allow developers to tap into more modern programming languages and frameworks. Additionally, developers can be more creative and craft solutions that are more tightly tailored to a business’ needs, rather than being constrained by the limitations of a traditional CMS.
  • More stability and reliability. Traditional CMSs deliver websites from a single server or a few redundant servers. With the DXP approach, content can be delivered from a highly distributed content delivery network, where one server can pick up the slack if another is down, ensuring that the site is never unavailable. This benefit can be especially compelling for e-commerce sites, which risk customers buying elsewhere if they have technical difficulties.
  • Easier delivery of content to new and emerging platforms. The number and types of digital devices — from desktop computers to in-store kiosks to VR headsets — is inevitably going to continue to grow. Rather than develop an entirely new CMS to deliver content to these new device types and apps, a DXP allows brands to utilize the existing content repository with a new presentation layer designed for that particular form factor. This also saves the ongoing time and resources that would be required to copy content from one platform to another when it’s meant to be delivered to multiple destinations.
  • Enhanced ability to reuse and repurpose content, leading to greater ROI. What a digital asset management system can do for visual content, a headless or hybrid CMS can do for textual content — it can serve as the single source of truth for brands’ content strategies. With tagging and other capabilities built into these platforms, it becomes easier to find, reuse and repurpose pieces of content for other devices and locales (sometimes automatically), resulting in greater revenue driven from the initial investment in creating each piece of content. Given the fact that DXPs often incorporate DAM or PIM capabilities, these benefits carry over to content in other formats, as well.
  • Fostering a modular, more agile approach to content. While it’s difficult to quantify, another benefit of these systems is that they encourage marketers to think about content in a more granular and agile manner. The more flexible architecture and general approach enables regular learning and iteration, and may help marketers gain a different perspective.
  • Unification of analytics, giving marketers a more comprehensive view of strategy and spend. DXPs also unify analytics so the task of evaluating the ROI delivered from content can be done on a single platform, rather than shuttling data from one system to another.
  • Improved personalization, optimization and the unification of customer data. A DXP’s approach to managing customer data — especially those with full-fledged CDPs as parts of the platform — brings with it the benefits of unifying data across the enterprise. This allows marketers to get a more comprehensive view of the customer journey which, in turn, lets them customize the user experience to deliver the next-best-action for each individual.

1643752149 694 What is a digital experience platform

Explore platform capabilities from vendors like Sitecore, Optimizely, Pantheon, WordPressVIP and more in the full MarTech Intelligence Report on digital experience platforms.

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About The Author

1641869137 309 Does your marketing team need an SEO platform

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

1701077164 213 10 Advanced Tips for Crafting Engaging Social Content Strategies

Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

1701077165 831 10 Advanced Tips for Crafting Engaging Social Content Strategies

Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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