Hubspot released some statistics that most start-ups won’t find surprising. Of the businesses surveyed, only 22% were satisfied with their conversion rates. When developing a digital marketing strategy there are many pieces that can easily be overlooked which will result in low conversions. Matei Gavril, a creative marketing manager, recently outlined some areas where start-ups and other organizations should focus when they attempt to strengthen their digital marketing strategy. Some of the ideas aren’t new but a few stand out.
A digital marketing plan is almost as important as a start-up’s service or product. As such, a business needs to develop their marketing plan early on and dovetail that plan to the business’ overall growth plan and mission. Gavril also suggests hiring the people you need before you need them. In other words, build up a team or find a skilled individual who is capable of providing digital content, tracking conversions and analyzing metrics. Hubspot’s statistics showed that less than half of all marketers surveyed said “they were able to measure their social activities.” Start-ups should find and hire people who can do the job. Without accurate measures of investment returns, a digital marketing strategy can become a loss rather than a gain.
Another insight that is rarely discussed is the need to focus on one concern. Digital marketing encompasses a wide range of areas, including shifting demographics, multiple platforms, various ad payment options and that’s only a few of the pieces needed for successful marketing campaigns. The options are overwhelming. Gavril suggests sticking to one aspect at a time and doing it well. If you know your industry appeals to a certain demographic then spend your time researching that demographic and establishing a niche. Focus on building that campaign, monitoring its effectiveness and nurturing conversion rates before moving on.
We all know never to judge a book by its cover, but you have to admit, the books with the eye-catching covers always make their way into your hand, opposite your pumpkin spice latte during your unfamiliar brisk weather stroll through Barnes & Noble. So what if we are attracted to mentally stimulating objects, people, and places? Well for starters it means that smart marketers will look to lure us with visually striking design that appeals to our very heart strings.
It’s no secret that we all like to be paired with good-looking partners and likewise, wear good looking clothing but we can use other ways of assigning value to the like. For instance, its also important to have a partner that is funny, caring, and gainfully employed. This means that looks are acceptable at sub-par levels if made up for in other areas. Clothing that is high in cost assigns a higher value to what could ultimately be described as rags. When we begin to explore things like food, beauty products, and electronics or anything else that is seemingly one dimensional and/or finite in its nature, we have been conditioned to think that what we see is what we get. In this situation, there are no other attributes to these items that make them valuable to us. So its best to love, and not just like, what we see. Marketers are hamming this up and rightfully so.
Think back to the last time you purchased a new brand of shampoo without prior suggestion by anyone. Just on the spot, spur of the moment- what was the first thing you looked for as you scanned the overwhelming selection? Was it color? Size or bottle shape? I can assure you with astounding certainty that you weren’t looking for “volumizing” before your eyes were drawn to a particular visual identifier.