The last few years have transformed the way businesses reach their target customers – and your digital marketing strategy should undergo a major shift as well. 

With a widespread shift toward online shopping, communications, and social interaction, your business needs to have a strong online presence in order to thrive.

As you develop your digital marketing strategy, it’s essential to consider how your company can use social media and other digital channels to generate leads, boost sales, and keep customers happy.

In this article, we’ll offer tips on how to adjust your digital marketing campaign strategy during this transformative digital era.

Signs you need a digital marketing strategy overhaul

If you haven’t looked at your digital marketing strategy in a while, now’s the time. Think about how your business is currently doing. 

Are you meeting important KPIs and overall objectives? 

Are there things that you can do better to improve that?

Here are some key signs that your digital marketing efforts need an overhaul: 

• You aren’t maximizing your ROI
• You have traffic, but no conversions
• You don’t have much traffic
• Your ROI isn’t great
• Your campaigns are reactionary
• You don’t show up in important SERPs
• You’re not hitting your growth goals

10 key ways to transform your digital marketing strategy

As you review your digital marketing efforts, consider each of these critical steps. Your bottom line will thank you. 

1. Perform a digital marketing audit

If you haven’t done so already, now’s the time to perform a digital marketing audit. Review the efforts you’ve been conducting for the last 1-2 years and evaluate your performance. 

What efforts have generated good results? 

Are there areas that didn’t perform well? 

Consider running separate audits for each area of your digital marketing strategy: 

• Social media
• SEO 
• Content marketing
• Website performance
• Paid ads
• Email marketing

What digital marketing efforts are you utilizing? Are there any that you should focus on more?

Performing a thorough audit of your efforts will give you a solid starting point for transforming your digital marketing strategy. 

2. Re-evaluate your marketing goals

Upon completing your digital marketing audit, you should re-evaluate your marketing goals. You’ve likely uncovered areas of improvement from your audit – work those into your new marketing goals. 

Let’s say your audit demonstrated that you are generating great clicks and impressions from your paid advertising channels. But your organic channels bring in little to no traffic. That’s a good indicator that you need to invest in SEO to bring up your organic traffic and leads. 

3. Update your buyer personas 

You should re-evaluate your buyer personas. Over time, particularly as technology continues to evolve, the interests and concerns of your buyer personas shift. Re-evaluate what matters to your target customers and how your business can continue to best address their problems.

To gain valuable insight into your customers’ top concerns, talk to your sales and customer service teams. Members of your team that interact directly with customers can offer valuable feedback based on the actual conversations they have.

4. Review Your Messaging 

Over time, the needs of our customers shift, and our brand messaging should shift with that. 

When was the last time you updated your ad copy, your website copy, or any other brand messaging? 

Your brand should be ever-evolving, adapting to the shifting needs of your customer base. Take the time to review your messaging and make tweaks as needed to get every in line with your new marketing objectives.  

5. Keep Your Information Up-to-Date 

Outside of your messaging, it’s important to check up on basic information across your website, social platforms, and advertising channels. 

If your business has undergone any changes since you last reviewed your online content, you’ll want to check that your information is up to date. 

For example, let’s say you opened a new location within the last few months. Some things you’ll want to check include: 

• Is it listed on your website?
• Do you have a new or updated Google Business Profile?
• Have you updated other online listings for that location with the right address, business name, and phone number?

6. Closely Monitor Your KPIs

When you create your digital marketing objectives, you should have key performance indicators (KPIs) that help you measure each goal. 

For example, let’s say one of your marketing goals is to improve your SEO to drive more organic traffic to your website. An important KPI to track would be your organic visitors each month. 

By closely monitoring your KPIs, you can gauge how well your current digital marketing efforts are doing. This will help you track your success and determine where to divert your efforts next; your digital marketing strategy should constantly evolve to meet the needs of your company. 

7. Invest in SEO to Boost Organic Traffic 

SEO takes commitment. It takes a long time to start seeing that ROI and the results that you want. Because of this, SEO often falls by the wayside when businesses evaluate their digital marketing efforts. 

Don’t make that mistake. 

SEO offers tons of benefits, including boosting organic traffic without the need for heavy advertising spend. Over 53% of website traffic comes from organic search. That’s a large share of traffic that you’re missing out on if you don’t utilize SEO. 

Through SEO, your company can show up at the top of search engine results pages (SERPs) for strategically important keywords. 

Consider how changes to your target customers’ daily lives have also altered the type of content relevant to their needs and concerns. Adjust your content marketing strategy to produce blog posts, videos, and other content that is relevant to their new normal.

8. Strengthen Your Social Media Presence

Think about your target audience and how they spend their time online. Social media plays a big role there. In fact, social media users are now spending an average of 2 hours and 24 minutes per day on an average of 8 social media platforms and messaging apps.

Simply put, if your customers are spending their time on social media, so should your business. 

Here are some tips for strengthening your social media presence: 

Make sure you are consistently active across your social channels. 

Having a social media account only works well if you utilize that channel to the fullest. You need to consistently post across each of your social channels and provide content that is valuable to your customers. 

Create remarketing campaigns. 

Social media offers powerful advertising tools to help you maximize your marketing budgets and stay top of mind with your customers. 

97% of first-time website visitors leave your website and never come back. Remarketing allows you to capture the attention of these visitors again and win their business. 

Consider utilizing new social media channels. 

Suppose you already have an established presence on Facebook and Instagram. In that case, it may be worth launching a digital marketing campaign on a new social media platform like TikTok or Twitter. But make sure you know where your target audience spends their time so you can make informed decisions about which platforms you use. 

9. Consider Implementing AI 

AI and ChatGPT provide numerous applications for any company’s digital marketing strategy. You’re only human, so take advantage of how quickly AI technology can analyze information and return new ideas. 

Here are just a few of the valuable applications AI can have for your marketing strategy: 

• Generate new content ideas for your content marketing efforts. 
• Analyze user search engine queries and identify new keyword opportunities. 
• Create engaging social media posts with a consistent brand message. 
• Automate ad copy creation for your paid advertising efforts. 
• Deliver personalized and engaging email campaigns. 

Check out our full guide on The Pros and Cons of AI and ChatGPT in Marketing. 

10. Utilize an omnichannel digital marketing approach

Digital marketing is not just a one-tactic strategy. If you’re not utilizing every tactic at your fingertips, then you’re missing out on valuable opportunities. 

Consider the following digital marketing strategies and the ways they can improve your efforts: 

SEO

SEO helps improve your organic online visibility in the search engines. Utilize this tactic to show up for strategically important keywords and generate a better ROI over time with organic conversions. 

Social media marketing

Meet your customers where they are spending their time with social media marketing. Stay top of mind with remarketing advertising campaigns and share content that engages and attracts your audience. 

Pay-per-click (PPC) advertising

Use PPC advertising to show up at the top of the search results immediately. This is particularly useful for keywords that are highly competitive or that you don’t yet rank organically for. 

Email marketing

Email marketing campaigns help you nurture relationships with new and current customers. With personalized messaging, targeted promotions, and helpful insights, you can increase customer retention. 

Affiliate marketing

Affiliate marketing allows you to capitalize on another brand’s customer base or followers. Through affiliate marketing, you can capture new customers with the added trust of a recommendation from a brand they know and love. 

Content marketing

Content marketing is crucial for any digital marketing campaign. It feeds into every other facet of digital marketing. Create engaging and meaningful content to share on your website, social media channels, advertising campaigns, and email marketing. 

Need a Digital Marketing Overhaul? Asset Digital Can Help!

At Asset Digital Communications, we pride ourselves as experts in digital marketing. We want to help you achieve your business and marketing goals through strategic efforts, thorough reporting, and ongoing support. 

Book a free consultation with one of Asset Digital Communication’s digital marketing experts to find the most effective strategy for your business in Canada.