We all know about the effectiveness of digital marketing campaigns in the modern business environment, but it isn’t always easy to come up with ways to market your company online. With that in mind, we have compiled five of the best digital marketing strategies to help you come up with the idea that will suit your business.
The digital business landscape is constantly changing and evolving, so it can be tough to keep up with what’s hot and what works, especially if you are running a small to medium-sized business that doesn’t have millions to spend on marketing.
It doesn’t have to be that complicated, though, because thousands of businesses are doing it online every day; you need to take note of what is working for them and think about how it can be applied to your company. However, it is essential to identify the successful campaigns because emulating a poor marketing strategy will be worse for your business than doing nothing and can waste a lot of money.
Zappos And Focusing On The Customer
Online retailer Zappos has a fascinating take on digital marketing because they aren’t aggressively advertising their products. Instead, the company is leaning completely into its stance to put customers first. They offer a full money-back guarantee for an entire year and pay for shipping both ways if a customer wants to return a product.
This focus on taking care of their clients has created a situation where they have to do very little digital marketing themselves because their happy customers are more than happy to sing their praises for them online. And word-of-mouth advertising among friends and trusted contacts is one of the best ways to get your business out there.
When they delve into marketing campaigns themselves, the message is all about what the customer wants, not what they are trying to sell to the customer, which solidly reinforces the image they have built for themselves.
GoDaddy And Working With Celebrities
GoDaddy is the world’s largest domain registrar and recently launched a new digital marketing campaign to help inspire businesses in India to create an online presence. To reach as many businesses as possible, GoDaddy enlisted the help of India international cricket star MS Dhoni, which is a genius move considering their target market is India.
Dhoni is still an active professional and plays in the Indian Premier League for the Chennai Super Kings. The IPL is huge in India, which is why many of the best IPL betting sites like 1xBet offer free match tips for the league.
People love seeing familiar faces on the campaigns, and those who are watching Dhoni playing cricket almost daily will certainly trust GoDaddy being a legit brand, giving the campaign way more legs than a standard marketing strategy.
American Express And Becoming An Authority Online
American Express has long been at their strategy of creating great content explicitly targeted at their potential customer base. For some, this might seem like a frivolous strategy because it can get costly, consistently pumping out good content that people want to engage with.
However, it is a genius digital marketing strategy because the more content you create in that vein, the more people will start coming to you for that kind of advice organically. This creates a situation where Google’s crawler bots will begin identifying the portal as an authority on a specific topic and guiding more people that way, thus creating a snowball effect and a massive digital marketing windfall that will make all the investment worth it.
Airbnb And Making The Most Of User Generated Content
Even though Airbnb, for example, could benefit from becoming, say, a travel authority online, they have gone a different way. A much cheaper way. They are very active on social media, far more than most, and the vast majority of that activity comes from content generated by their customers.
While they have always allowed users to personally share their travel experiences of Airbnb on their own social media channels, the company has taken it to another level by finding the best pictures and video and sharing them on their channels.
What makes this such a clever strategy is that enticing holiday and travel pictures and videos will encourage others to make bookings to go away through Airbnb. Not only that, but people love it when others share their experiences, so you are creating goodwill with your existing customers at the same time.
Sephora And Doing A Little Bit Of Everything
Committing fully down one path of digital marketing can be beneficial for some companies, as evidenced above, but it isn’t the only way. Sephora, a French multinational beauty products retailer, has flawlessly executed what is known as an omnichannel strategy.
This means that not only are they using any and every channel available to them to market their products, but the execution also involves multiple channels at the same time. For example, they might run a fun interactive quiz on social media that will end up recommending the best product for you and then direct you to a page where you can buy it, maybe even at a discount.
Or they’ll publish a tutorial video on how to correctly apply a specific type of makeup, both indirectly marketing the product and establishing themselves as an authority. They use Instagram to sell products, use targeted ads for their physical stores and have great user experiences on their website. It is the whole package.