We’ve become so digitally-centric that it’s hard to imagine the future of business without it. Just as it is impossible to imagine successful businesses without digital marketing.
As we look to the future of business, companies that have already embraced digital marketing will strive to perfect their strategies.
For these companies, the question becomes “what digital marketing strategies can we put in place today that takes the future into account?
We will explore some of these strategies here.
If you haven’t joined the digital bandwagon, well, it’s time you did or you risk losing substantial business opportunities to competitors who have already.
Data analytics is a strategy that will remain relevant for years to come.
It examines large datasets to draw conclusions about consumer behavior, rising trends, and untapped opportunities that your business can exploit.
So rather than digging up your information from whiteboards and papers, you digitize your data and let technology do the work.
The results are much more accurate and allow you to make research-based marketing decisions.
Decisions that facilitate highly optimized marketing campaigns, better value for customers, improved operational efficiency and increased sales.
Here are some ways data analytics can help your business:
- Improve sales forecasting. By comparing historical feedback (customer behavior, responses, complaints, and sales activity) and current circumstances, data analysis helps you understand your performance and even predict future circumstances. You can then make appropriate budget allocations.
- Improved marketing segmentation. Data analysis allows you to define your buyer personas and group potential customers into those personas. This enables granular-level message personalization that engages audiences and encourages engagement.
- Booster email advertising campaigns for better interactions. Email is perfect for reaching the public. Data analytics steps in to let you know which subject lines and messages are driving engagement, as well as the best days and times to send emails.
With the continuous development of artificial intelligence technology, chatbots are becoming increasingly useful in providing quick and effective solutions to site visitors.
The 24-hour uptime feature means your site serves customers and prospects non-stop, which boosts lead generation efforts and revenue.
To build an effective chatbot strategy, consider the following:
- Understand your users. Having the big picture of your customer, i.e. your buyer persona, should shape the reach and execution of this strategy.
- Define your goals. What do you want to accomplish? Reflect on your customer conversion process and work backwards to identify all touchpoints. What value can your chatbot offer? How can it drive site visitors to convert?
- Choose a platform. The obvious choice is your website, but you can also have them on your social media channels. On your website, consider placing the bot on high-intent pages (service pages, pricing pages, and landing pages), high-traffic pages, and blogs.
- Create chat streams. Create pre-planned conversations based on different customer responses for your chatbot to follow. You also need to program the chatbot to send requests it doesn’t understand to human agents.
- Build the robot. You can build your chatbot using a chatbot builder (like Chatfuel, Pandorabots, ManyChat, MobileMonkey, etc.) or purchase one. The two options have a different impact in terms of resources and skills needed, risk management and user experience.
- Test the robot. Use every possible interaction you can think of to test the chatbot before going live. This will help minimize errors when uploading.
- Watch your robot. Keep an eye on the bot once it’s live to make sure it’s working as expected. Update the bot with changing industry trends and common questions asked by site visitors.
Interactive content facilitates a two-way conversation with your audience. They don’t just read what you wrote, but can engage with it and try different results.
So, while static content works, consumers are increasingly interested in interactive content that gives them an idea of the products/services.
This type of content does a great job of grabbing audience attention and boosting lead generation while allowing you to collect user data.
You can incorporate them into your email marketing campaigns, landing pages, advertisements, and social media posts.
Examples of interactive content include interactive calculators, interactive assessments, interactive quizzes, interactive infographics, and interactive videos.
Benefits of using interactive content include:
- Attract and engage users. The dynamic nature of this content grabs attention and keeps your visitors engaged for longer. Audiences personalize content in real time for varied results.
- Lead generation assistance. Experiences like calculators and ratings provide real value to users, which means audiences are more likely to share their contact information for them.
- Help SEO efforts. Embedding interactive content and sharing it on social media, website, email, or paid ads can help improve brand visibility. Making your interactive content shareable can help increase backlinks and improve your SEO.
How is cold calling a strategy for the future?
As long as we build new businesses and seek solutions to improve operational efficiency and drive sales, cold calling has a future.
Sales and marketing teams will continue to prospect and reach out to companies they have never done business with before to share their unique value propositions
Communication is two-way in real time, allowing teams to get feedback and assess the quality of their leads.
This gives them a better understanding of their target market and how to develop personal relationships.
Here are some actionable tips to help you reach more leads and close deals:
- Pre-qualify your prospects. Research your target market to understand their needs, motivations, pain points, and the capability of your solution. This will allow you to spend more time talking with well-suited brands and not wasting time with those who are not interested.
- Know your offers. Keep useful data and statistics at your fingertips so you can share them with prospects. Go further and stay on top of industry trends, legislation and their impact on your brand/solutions.
- Use a script. Don’t read it verbatim unless your business requires you to, in which case you should try to sound natural. Cover all the points you want to discuss and include FAQs, objections and objective answers.
- Keep it simple. Most B2B needs and concerns revolve around improving operational efficiency, increasing revenue, or reducing costs. Explain in the simplest possible terms how your products/services solve these problems.
- Agree on the next step. Before you end the call, make sure you’re both in agreement on what’s going to happen next, and then act on it.
From customers and industry experts to company employees and journalists, B2B influencers are followed in their niche.
It may not be a huge audience like you would find in the B2C industry, but it is an engaged audience. And targeting an engaged audience is perfect for maximizing visibility, building credibility, and improving sales numbers.
Key considerations when implementing influencer marketing strategy include:
- Create reasonable deadlines. Although B2Bs are not likely to buy on impulse, an influencer they admire and respect is likely to influence their decisions. Keep this in mind, besides the fact that B2B purchases generally take longer to complete.
- Know who your customers and target audiences follow, listen to, read and watch. These influencers make excellent advocates because they have already established trust and authority among their followers.
- Set standards. Establish criteria that potential partners must meet to work with your organization. Examine the brand’s collaboration history, audience engagement rates, content distribution channels, and top performing content, among other pre-qualifiers.