Does the constant influx of new buzzwords in digital marketing make your head spin? If so, you’re not alone. But, tuning it all out is a mistake – the latest digital marketing trends and techniques help you understand prospect behavior, attract leads you’ve lost and move customers through the sales process with purpose.
Here are three of the latest digital marketing trends that – if deployed properly – will make a huge impact on your business:
Pixels are snippets of code that, when incorporated into your website, collect information about your visitors, what drives them to you and how they move through your site. Pixel data allows you to target advertisements to the right users, personalize experiences on the web, gauge the effectiveness of ad campaigns and identify digital marketing efforts that simply aren’t converting. Facebook Pixel is particularly popular, as it allows you to track the activity of Facebook users on your site and retarget them on the social media platform (more on that later). Once your pixel tracks 100 converted users, Facebook gives you the option to create a “lookalike audience” of users who match your current customer base.
Since pixels are capable of collecting such granular user data – down to the times they visited a website, their IP addresses and the operating systems they used – some people prefer not to be tracked. Provide the option to opt-out and honor it promptly.
Now, what do you do with your pixel data? One option is retargeting – advertising to people who have already interacted with your brand online. Have you ever viewed a product on a website, only to be “followed” by ads for it across the Internet? Then you’ve seen retargeting in action.
Many users aren’t ready to commit to a sale or business partnership on the first website visit, but retargeting keeps your brand top of mind until they are. Display ads aimed at bounced users have click through rates up to ten times the industry average, and retargeted website visitors are 70 percent more likely to convert on your website. These ads can be customized for each stage of the customer journey – for example, you may show different ads to users who read a piece of content, started to fill out a contact form or added items to a cart. Whatever the target, provide a compelling offer and direct users with a clear call-to-action.
If you have a process for moving clients from first contact to conversion, you already have a funnel. The standard AIDA model – awareness, interest, desire and action – was proposed in 1898, so it’s not a new idea. But, the availability of information online is drastically changing the way an effective funnel operates. Much of the customer journey is now self-directed, and prospects often skip stages, alternate between stages or stay in one stage without progressing.
So, how can you position yourself as their first call? Make yourself available at every stage with helpful resources such as blog posts, charts and recommendations. It’s not about aggressively selling yourself – the goal is to become a reliable resource and build trust with prospects. Show your differentiators, answer questions and address concerns. And, when they’re ready, you’ll be in prime position to move them along to the next step of the process.
Want to make pixels, retargeting and funnels work for your business? If you’re not sure where to start, don’t worry – Marketopia’s team of digital marketing experts know the latest and greatest techniques to get you the best ROI on your marketing. Contact us today to see how we can upgrade your marketing.