5 Strategies for Growing Your Business Through Digital Marketing

Digital marketing is a powerful way to connect with more people who are interested in what you have to offer. Growing your business through digital marketing can help you reach your ultimate goal: more revenue.

In fact, a study by StrategyR revealed that the compound annual growth rate of digital marketing from 2020-2026 is projected at 13.9%. This means more businesses will be embracing digital marketing and reaping its benefits.

Do you really want to be left behind?

A digital marketing strategy directs your focus to certain targets, priorities, resources, and actions, usually over the long haul. These strategies enable you to achieve your primary objectives and aim for next-level growth.

Read on and learn the five strategies that will help you in growing your business through digital marketing.

5 Strategies for Growing Your Business Through Digital Marketing

Here are the top five digital marketing strategies you can use to build your business.

1. Maintain an Active Social Presence

If you want to grow your business using digital marketing, it’s important to establish a solid online presence on social media and search engines. And an active one at that.

According to recent estimates by Statista, more than 4.26 billion people used social media in 2021, which is expected to rise to nearly six billion by 2027.

When you maintain an active online presence on social media, you’ll be able to attract attention to your company without making a huge financial investment.

Sharing valuable engaging content on social media platforms like Facebook, Twitter, Instagram, and LinkedIn is a great way to gain more online exposure.

Here are a few other ways to maintain an active online presence:

  • Keep up with the latest trends on social media
  • Regularly update your website’s blog and share it on social media
  • Create and share product demo videos

You can also put up captivating infographics that exhibit distinctive ways of establishing the relevance of your business and brand.

However, it’s important not to spread yourself too thin by joining every social media platform out there.

Stick to the channels where your target customers are most likely to be active. In doing so, you’ll be able to maximize the impact of your digital marketing efforts.

2. Recognize and Respond to all Consumer Feedback and Reviews

According to BrightLocal, more consumers are reading online reviews than ever before. In 2021, 77% of them always or regularly read them when browsing for local businesses (up from 60% in 2020).

Customer feedback and reviews are great as they can help with customer experience management. You can easily figure out what they need from their reviews and make the required improvements.

Additionally, responding to positive and negative reviews can also help you manage the perception of your business.

And that’s why you should prioritize learning how to respond to both good and negative customer feedback.

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The Ultimate Guide for Creating Diversity-Friendly Ads

Introduction

We live in the most diverse and multicultural times in the history of the world. Technology has helped people migrate from different countries with much more ease than ever before. In the United States alone, it is estimated that by 2044 the sum population of all minorities will surpass the population of white Americans.

Any savvy businessman or marketer knows that this means their brand needs to adapt fast or be prepared to get left behind.

We hope, with this article, to help your business transition its online advertising into a more diversified one.

Diversity in Ad Campaigns is a No-brainer

Diversity in Population is Growing Fast

According to Maryville University, current data shows that growth among racial and ethnic minority groups is outpacing that of Caucasians, indicating that America is becoming more diverse.

According to the U.S. Census Bureau in 2020, nearly four out of every ten Americans identify as belonging to a racial or ethnic group other than white, implying that the white population will have decreased for the first time in the country’s history during the 2010-2020 decade. Furthermore, another U.S. Census Bureau mentions that more than half of Americans will belong to minority groups by 2044.

Minority Consumers Relate With Brands That Understand Them

In a recent survey held among American Muslim consumers, 400 out of 400 respondents reacted to the statement “(a) I am a Muslim and (b) my choice of a brand or product is influenced by how Muslim-friendly it is”, with a “yes” for both “(a)” and “(b)”. Furthermore, in another survey, “Up to 83% of people pointed to better representing modern society as the reason marketing campaigns were impactful in a positive way”. Also, 70% of Gen Z consumers trust brands that show diversity in their advertisements.

Businesses have no choice but to update their promotional assets from a marketing standpoint. Since advertisements are at the forefront of brand efforts, diversity must be represented correctly in ad material. The only way for brands to remain relatable is to provide diverse content for diverse audiences in a way that accurately represents modern society.

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Diversity in Marketing Creates Significant New Revenue Streams

Entering new markets makes it easier to generate new revenue. More diversity and inclusion contribute to a more cohesive society and allow businesses to target new markets and increase response rates with relatable content, benefiting their bottom lines.

According to Heat, a Deloitte-owned research firm, brands with the most representative advertisements saw an average stock gain of 44% during the seven-quarter…

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The Biggest Ad Fraud Cases and What We Can Learn From Them

ad fraudad fraud

Ad fraud is showing no signs of slowing down. In fact, the latest data indicates that it will cost businesses a colossal €120 billion by 2023. But even more worrying is that fraudsters’ tactics are becoming so sophisticated that even big-name companies such as Uber, Procter & Gamble, and Verizon have been victims of ad fraud in recent years. 

So what does this mean for the rest of the industry? The answer is simple: every ad company, no matter their size or budget is just as at risk as the big guns – if not more. 

In this article, I summarize some of the biggest and most shocking cases of ad fraud we’ve witnessed over recent years and notably, what vital lessons marketers and advertisers can learn from them to avoid wasting their own budgets. 

The biggest ad fraud cases in recent years 

From fake clicks and click flooding to bad bots and fake ad impressions, fraudsters have and will go to any lengths to siphon critical dollars from your ad budgets.

Let’s take a look at some of the most high-profile and harmful ad fraud cases of recent years that have impacted some of the most well-known brands around the world. 

Methbot: $5 million a day lost through fake video views 

In 2016, Aleksandr Zhukov, the self-proclaimed “King of Fraud”, and his group of fraudsters were discovered to have been making between $3 and $5 million a day by executing fake clicks on video advertisements. 

Oft-cited as the biggest digital ad fraud operation ever uncovered, “Methbot” was a sophisticated botnet scheme that involved defrauding brands by enabling countless bots to watch 300 million video ads per day on over 6000 spoofed websites. 

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Due to the relatively high cost-per-mille (CPM) for video ads, Aleksandr and his group were able to steal millions of dollars a day by targeting high-value marketplaces. Some of the victims of the Methbot fraud ring include The New York Times, The New York Post, Comcast, and Nestle.

In late 2021, Aleksandr Zhukov was sentenced to 10 years in prison and ordered to pay over $3.8 million in restitution. 

Uber: $100 million wasted in ad spend 

In another high-profile case, transportation giant Uber filed a lawsuit against five ad networks in 2019 – Fetch, BidMotion, Taptica, YouAppi, and AdAction Interactive – and won. 

Uber claimed that its ads were not converting, and ultimately discovered that roughly two-thirds of its ad budget ($100 million) wasn’t needed. This was on account of ad retargeting companies that were abusing the system by creating fraudulent traffic. 



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Why SMS Marketing Should be Part of your Digital Strategy in 2023 & How to Make it Work

Short message service (SMS) is one of the most underrated yet effective mobile advertising channels. Research conducted by Statista in 2021 shows that SMS and texting experienced a 75 percent year-over-year increase in popularity among customers—higher than email and in-app messaging.

Similarly, as people become more comfortable interacting with businesses via mobile devices, now is an excellent time to leverage SMS marketing. As such, this article sheds light on why SMS marketing should be part of your digital strategy in 2023 and the diverse ways you can make it work.
Why SMS marketing should be part of your digital strategy
Irrespective of how sophisticated your digital strategy is already, you need SMS marketing in your arsenal. Here’s why:

1. Excellent open and read rates

Emails may stay unread for days, and customers will probably swipe past your sponsored social media ads without blinking. Yet, people read text messages almost immediately after they are received.

This is because people are more likely to open their default text messaging app than turn on their data connection to access emails and react to ads on social media platforms. Statistics also show that over 90% of SMS are opened within three minutes compared to 33% for emails.

Furthermore, texts reach the target audience faster than email or social media ads, as they are not subject to third-party algorithms.

2. Great for mobile optimization

SMS provides a better user experience because text messages go straight to consumers’ mobile phones. Customers do not have to download any app, put up with the noise on social media, or scroll through several emails to interact with your brand.

The text limit for SMS also makes your messages short and easy to read. In less than one minute, customers can get the intent of your message and respond if necessary.

Moreover, a recent survey by Statista had half the respondents saying that they spend five to six hours on their mobile phones daily. This is more reason to make SMS marketing part of your digital strategy.

3. Works very well with email marketing

You don’t have to discard email marketing when adding SMS to your digital strategy. As a matter of fact, SMS and email marketing work very well together.

Play the strengths of SMS to deliver time-sensitive news about events, service reminders, feedback requests, or other real-time alerts, then follow up via email for more detailed info.

Consequently, this goes a long way to boost your email engagements while maintaining your SMS open and read rates. You can also utilize the creative aspects of email marketing in SMS marketing. Consider using mobile-friendly designs and adding different forms of media (audio and images) to your messages.

4. Perfect for two-way conversations

SMS allows you to have real-time human interactions with your customers. When you send messages, customers can respond using number codes or keywords. These increase return purchases and…

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The Anatomy of High-Converting Sales Copy

sales copy sales copy

And no, you don’t need to be a copywriter or hire one. Yet.

Can this post alone help you write your high-converting sales copy? Keep reading.

Will it feel like a lot of work? Maybe.

Will it work? Yes.

When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.

Unfortunately, this is lazy. And lazy effort equals sluggish results. But you’re not lazy. You’re here to peruse this article and get to work right after.

Here’s what you need to do to nail your sales copy:

Doing Voice of Customer Research

This research involves learning everything you need to know about your current and prospective clients.

So that you can learn:

  • Their wants
  • Their needs
  • Their frustrations
  • Their successes
  • Their motivations
  • Their hesitations
  • Past failed solutions
  • What they are saying about your competitors
  • What they are saying about your brand
  • What they think about themselves

If you skip this step, you’ll risk not knowing what your ideal clients are saying or how they’re saying it.

Which means you’ll risk not connecting with them on any level.

Without this research, you’ll write copy blindly and guess your way through it rather than using your prospects’ words and phrases.

And guess what… this research alone can write 90% of your copy for you.

You can do this research in many ways. You can interview some of your clients and possibly survey them.

You can also read your positive and negative reviews and sort them based on the list above. Last but not least, you can read social media comments and even forums.

At the end of this research, you want to have an organized spreadsheet with the data you collected and sorted using the bullet points from above. Use this spreadsheet to help drive your copy.

The research above will tell you what to say and how to say it. If your biggest blocker around writing copy is not knowing what to write, you’ll eliminate it after doing your Voice of Customer research.

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Structuring Your Funnel

This is where you take a step back and wireframe your funnel before you work on your assets. Start with your traffic sources (social media, paid ads, blogs, etc.) and what their last step should be (purchase).

After you plot the beginning and end of your funnel, filling in what goes in between is easier. You’ll also be able to tell how many assets you’ll need.

Let’s say you’re selling a low-ticket product. Your simple funnel could be ads > landing page to lead magnet > email sequence > purchase.

If you’re…

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Freelance Writing Clients: 5 Pro Tips That Help You Find Terrific Prospects

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How to Create Evergreen Content That Generates Traffic to Your Site

Every digital marketer understands that publishing articles or blog posts on your website is an excellent way to create content for your SEO strategy and build awareness. On top of that, you also get to connect to your audience on a deeper level.

However, many marketers focus on publishing seasonal content or articles on trending topics, which can drive traffic, but only for a limited time.

According to HubSpot’s State of Marketing Trends Report (2022), 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means publishing fewer blog posts.

But if your content depends on trending topics, how can you create quality content that lasts? Enter evergreen content.

First, let’s be honest; creating evergreen content isn’t a walk in the park. Many marketers have tried creating this type of content on their websites but can’t seem to get the results they need.

So how do you create something that doesn’t age?

In this article, I’ll discuss what evergreen content is, why it is important to have one, and how you can create one that will give you lasting results.

Let’s get started.

Evergreen Content Explained

I’m pretty sure many of you have heard this term many times already, and some of you might have an idea of what it is.

But for those still unfamiliar with it, evergreen content is search engine-optimized content that is relevant all year round and can stay fresh over an even longer period. Some may argue that any content is sustainable, given that it remains published once you upload it to your site.

But evergreen content isn’t just any other content. It continues to be of interest to your target audience even after its publication date, attracting more visitors over time.

The topics used in evergreen content are those that many users will search for at any time of the year, making it an excellent strategy for SEO and content marketing.

This type of content comes in many shapes and sizes. Depending on your products or services, evergreen formats can range from listicles, how-to guides, tips, reviews, and videos. Something to note is that producing these formats doesn’t automatically make your content evergreen.

The main ingredient to making evergreen content is the topic, which should stand the test of time.

To understand this better, let’s look at seasonal content. This type of content contains topics tied to a specific time of the year, a trending item, or even in the news or social media. The hype on these topics usually dies down once enough time is passed.

For instance, marketers often produce content for various holidays like Thanksgiving or Christmas.

Content around these times can often generate traffic, but once the holiday is over, it’s unlikely that level of traffic will continue.

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Content Proofreading Tips: Catch Goofs with These 10 Writing Essentials

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How to Cure “Lonely Marketer Syndrome”

If you feel lonely as a digital marketer, you are not alone.

According to an ongoing survey conducted by CareerExplorer, marketing managers rate their career happiness at 3.1 out of 5 stars, which puts them at the bottom 40% of careers.

Why would a job that involves the most entertaining and fun aspects of business, that being growth, change, and interaction between business and customer, lead to such an unsatisfactory rating?

Further, how could a job that is perfectly suited for remote working still rate so low?

Why Marketers Are Unhappy

There are lots of reasons why someone could be unhappy with their job, but for now, let’s focus on the five core factors that generated a 3.1 star rating for marketing management. We’ll expand it a bit to accommodate soloprenuers/consultants and marketing agency owners as well:

  • Compensation & Revenue
  • Meaningfulness
  • Personality Fit
  • Work Environment
  • Skill Utilization

Marketing Compensation & Revenue

Marketing Managers aren’t happy with their salary, even though they rate very high according to CareerExplorer’s survey. With an average of $135,000, marketing managers are the highest among similar careers like management consultants, investment fund managers, online merchants, operation managers, advertising managers, human resource managers, and project managers.

On the marketing business side, marketing agency revenue has continued to increase as well. According to Statista, digital advertising agency revenue grew from $5.69 billion in 2012 to $30.6 billion in 2022, an increase of 437% over 20 years (22% average annual increase).

Even so, they’re not happy!

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Meaningfulness

Do marketing managers find their work meaningful? Most of them don’t according to the survey. They ranked meaningfulness at 2.7 out of 5 stars.

Personality Fit

How about the personality fit of people who are marketing managers? According to the survey, marketing managers rank fit as 3.8 out of 5 stars. Not bad considering! Still not great.

Work Environment

What about the work environment of marketing managers? That’s not bad as well, with a rating of 3.5 out of 5 stars. Even so, it could be better.

Skill Utilization

Finally, let’s talk about skill utilization. Do marketing managers feel that they’re using their skills to an adequate degree? They have skill utilization a 3.5 out of 5 stars. Again, not bad but not great either.

Overall, marketing professionals are missing on a lot of the key factors that lead to job and life satisfaction. Could there be a root cause for the disconnection?

Why the Marketing Profession is Awesome

We now have some insights into why the marketing profession may not be ideal, now let’s examine why it’s a really, really good job…

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