Is Your Digital Marketing Strategy Outdated?

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Is Your Digital Marketing Strategy Outdated?

Richard Gerrettson-Cornell, Founder & Managing Director of RGC Digital Marketing, who have been connecting consumers to brands since 1998.

As a digital marketing expert, I’ve observed that many companies are still clinging to outdated strategies that no longer yield optimal results. Staying ahead is key for businesses to remain competitive. Let’s explore five key areas where your digital marketing approach might be falling behind and how to modernize it for maximum impact.

AI-Powered Marketing

Artificial intelligence has revolutionized digital marketing in more ways than many of us are comfortable even talking about. That being said, if you’re not leveraging AI tools for data analysis, customer segmentation and personalized content creation planning, you’re missing out on a significant competitive advantage. AI can help you understand customer behavior patterns, predict trends and automate repetitive tasks, allowing your team to focus on strategy and creativity.

To modernize your approach, consider implementing AI-powered chatbots for customer service. These can handle routine inquiries 24/7, freeing up your human agents to deal with more complex issues. You should also consider exploring machine learning algorithms for content recommendations, which can significantly improve user engagement on your website or app. While most people don’t realize it, algorithmic tools that marketers (including myself) often use, such as AnswerThePublic, are a form of AI help.

Remember, the goal of AI in marketing isn’t to replace human creativity but to augment it. I often use AI to handle data-heavy tasks and provide insights to clients, then let my team use their expertise to craft compelling strategies based on those insights.

Video-First Content

While written content remains important, video has become the dominant format for engaging audiences across platforms. If your strategy doesn’t consider video content, you’re likely losing out on significant engagement opportunities.

Incorporating short-form videos for social media platforms like TikTok, Instagram Reels and YouTube Shorts is advice I can’t help but give, especially in a world where attention spans are dwindling in all spaces of our digital environment. Videos can be used to showcase product features, share quick tips or give behind-the-scenes glimpses of your company.

Authenticity often trumps high production value, so don’t be afraid to create raw, genuine content that resonates with your audience. When posting, remember to optimize your video titles, descriptions and tags to ensure they’re discoverable in search results. And to help make your content more accessible, consider transcribing your videos.

Voice Search Optimization

As smart speakers and voice-activated devices become more ubiquitous, voice search optimization is important. If your SEO strategy doesn’t account for natural language queries and featured snippets, you’re missing out on a growing segment of search traffic.

To adapt, focus on long-tail keywords that mimic conversational language. For example, instead of optimizing for “best Mexican restaurant,” you might try and target the phrase “what’s the best Mexican restaurant near me open now?” Structure your content to answer specific questions. Use question-based headers and provide clear, concise answers immediately after.

For both our clients and our agency, FAQ pages are essential and nonnegotiable. FAQs help to address common queries in the industry. These pages are perfect for voice search optimization and can improve overall SEO performance.

Also, since many voice search queries are location-based, voice search optimization is particularly important for local SEO. Ensure your Google My Business listing is current and includes information like business hours, address, phone number and services offered.

Micro-Influencer Partnerships

While celebrity endorsements still have their place, micro-influencers often deliver better ROI for digital marketing campaigns. These individuals typically have smaller but highly engaged followings in specific niches.

Instead of pursuing costly partnerships with macro-influencers, consider collaborating with multiple micro-influencers who align closely with your brand values and target audience. This approach can lead to more authentic engagement and higher conversion rates.

I also find providing creative freedom to your micro-influencers is often really important. They know their audience best, so you need to be able to trust them to present your brand in a way that resonates with their followers. Always transparently disclose these types of partnerships to maintain trust with your customers and your influencer’s audience.

Data Privacy And Transparency

With increasing concerns about data privacy in mind, if your marketing strategy doesn’t prioritize user privacy and clear communication about data practices, you risk losing consumer trust and facing potential legal issues.

• Update your privacy policies. Ensure they’re written in clear, understandable language, not legal jargon. Outline what type of data you collect, how you use it and who it’s shared with.

• Implement robust data protection measures. This includes encrypting sensitive data, regularly updating security protocols and training your team on data protection best practices.

• Be transparent around your use of customer data. If you’re using data for personalization, explain how this benefits the customer. If you’re sharing data with third parties, make this clear and provide options for customers to opt out.

• View data privacy as an opportunity, not just a compliance issue. Brands that prioritize user privacy and are transparent about their data practices can differentiate themselves in a crowded market and build stronger, more trusting relationships with their customers.

Start Updating Your Digital Marketing Strategy Today

The digital marketing landscape is constantly evolving. By embracing the key areas above, and by staying adaptable and willing to embrace new trends, you can modernize your digital marketing approach and stay ahead of the competition. Stay curious, keep learning, and don’t be afraid to experiment with new strategies. Your ability to evolve with the digital landscape will be your greatest asset in achieving long-term marketing success.


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