As technology becomes increasingly integrated into our everyday lives, marketing efforts have shifted accordingly. Digital marketing communication is highly effective, but the barrier to entry is lower than ever.
The result is a space filled with heavy competition from other brands and a lot of noise that you have to battle if you are going to capture the attention of your customers.
Regardless of whether you are communicating via email marketing, social media, or digital ads, there are always ways to improve your messaging. To learn how to do just that, we sat down with 11 digital marketing professionals and collected their best tips on how to amplify your messaging and maximize your conversions!
What is digital marketing communication?
Digital marketing communication is what content marketers use to promote a brand’s products and services through digital media channels. The goal is to create valuable content that conveys your brand message, encourages engagement, and generates leads.
Authenticity is vital to building a successful digital footprint, nurturing customer relationships, and fostering brand loyalty. Some examples of common digital marketing communication channels include:
Email marketing: One of the most effective digital marketing communication channels is email marketing, giving you the ability to build meaningful customer relationships through direct, personalized messaging.
Social media marketing: Businesses looking to increase brand awareness and salience leverage social media platforms as a channel for reinforcing brand relationships and reaching new audiences.
PPC advertising:Online advertising, whether through Google, social media, or mobile apps, offers the ideal channel to target specific audiences and place your brand and products in front of them to boost lead generation.
Search engine optimization (SEO): A foundation of online marketing, SEO or SMM (search engine marketing) is an organic marketing channel where marketers use various tools to optimize their web content for higher search engine rankings.
Digital public relations: Businesses use public relations strategies to promote their products and services to online media channels in the hopes that they will mention and link to their services favorably.
Websites: A company’s website is its online storefront or office, a critical touchpoint, and a channel through which the organization can influence buyer behavior and encourage positive customer experiences.
DOWNLOAD
Want to generate more leads? (Of course you do.)
The B2B Marketer’s Toolkit collects 120+ of the best lead generation tips ever published on the Nutshell blog. Download it today!
11 digital marketing communication tips from experts
Let’s take a look at what the experts have to say about it and the advice they offer to businesses that want to maximize their digital marketing communication efforts.
1. Make the Benefit Clear
In your copy, make sure you describe what the benefit will be for your customer if they purchase from you so that they feel comfortable and certain about their decision. For example, if you are selling an experience, describe how the trip will make them feel refreshed and reinvigorated, ready to return home with new energy. For most goods, explain how that product will make their life better or easier. If you can tell them what’s in it for them, it will be easier to turn their leads into conversions.
2. Include a Credible Subject Line From a Trustworthy Email Address
When creating a mass email campaign, stop to consider all the barriers to opening an email in the first place. People tend to avoid emails with spammy subject lines and questionable email addresses. As you set up your campaign, test your subject lines with small groups or ask your coworkers in other departments for their feedback. Choose an email address that is professional and checked frequently as the source of your campaign. These two tips will make you more credible and trustworthy, leading to higher conversion rates.
Leads don’t necessarily care about you. They care about how your business will be the right solution to their wants or needs. When presenting copy in an email campaign, blog post, or landing page, it’s important to build a strong narrative rather than just asales pitch. Your storytelling must genuinely convince someone that they need your product or service to make their lives better. In the story of marketing, you’re not the hero—the client is.
Content marketing is not a passing trend—it is something that has proven to be successful for the businesses that utilize this technique. Creating engaging content that attracts quality users to your site, who are likely to be interested in your products and services, is a sure way to get those people to convert. When creating content, don’t forget to add links to product pages or a call to action at the end to turn those blog readers into paying customers.
The subject line is the first thing any email campaign is judged by in the eyes of the consumer. If your subject line is boring, uninformative, or just too long, you lose. Take a risk, make a joke, use emojis. Do something no one else is doing, and you’ll get views no one else is getting.
Nutshell Campaigns plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!
Be sincere and acknowledge certain limitations of the method you’re using. For example, mass emails will always get a feeling of mass-produced goods. Cheap, copy-paste, made without much love. Rather than trying to cover that and make it look like you’ve “handwritten” each of the messages, be sincere and get to the point without trying to fool your recipients. Acknowledging these limitations and not making your customers feel like dummies can take you far in the marketing game.
I’ve found the more personal you are with your outreach, the better you can expect your conversions to be. It may be more time-consuming, but that extra effort goes a long way, especially compared to the endless amount of spammy or mass-written emails marketing professionals have to sift through every day.
The best way to increase conversions is to look at the data and see what your areas of improvement are. For example, if it’s open rate, focus on pithy, curious, or even quirky subject lines to spark interest. If it’s conversion rate, make sure the CTAs on your landing page are visible, compelling, and consistent. And always remember that you are solving a problem for your customer, not talking about yourself. Focus on solutions, not accolades.
Increasing conversions is always a trial process as to what works best. Sometimes, with email campaigns, it is the time of day or day of the week the email is sent, as well as the subject line. Also, be sure that the call to action is in the center of the email and right at the top so the reader can click without reading through the bottom of it. You may have to A/B test emails to see which headline works best, as well as which day and time it was sent on that gives you the best conversion rates.
Storytelling is hugely powerful. If the medium and the format of the communication are conducive to providing a relatable narrative, then there is a better chance that the audience will pay attention and engage more deeply with the message. Good, positive storytelling causes someone to think back on similar situations in their own lives, creating a powerful connection in the person’s mind. Wrapping a marketing message in a good story makes it more “sticky”—and more effective.
The best marketing communication comes from listening to exactly what your clients have said in their own language. An investment of time listening to prospect challenges pays wonderful dividends for months and years to come. I have observed when prospects hear their own language in communication, conversion cycles (especially for more complex sales processes) are drastically reduced. Effective marketing communication creates a deeper connection to your prospects wants and needs.
Boost digital marketing communications with CRM integration
Your customer relationship management (CRM) platform is where your customer data lives, and this data is vital to informing your digital marketing communications strategies. Bringing the two together can strengthen your business’s decision-making and problem-solving abilities.
Regardless of your preferred marketing communications channels, your CRM system can act as a central hub linking critical customer data with your brand messaging and interactions.
Easy access to this data allows you to personalize your messaging to form deeper connections with your customers. You can also draw pertinent insights from or to your CRM software for more detailed and accurate reporting and analysis.
