Digital marketing strategies have changed drastically in the last decade. Marketers have shelved questionable techniques such as black-hat SEO, deceptive advertising, mass emails, and content scraping, to avoid legal consequences (GDPR, CCPA, etc.) and being penalized by search engines and other digital platforms. As 2020 demands an authentic and omnichannel approach to marketing, here are the top 15 digital marketing strategiesfor the year with digital marketing strategy examples to inspire you.
15 Digital Marketing Strategies With Examples
Now that we know how digital marketing helps marketers achieve business objectives, lets look at fifteen digital marketing strategies for 2020. International social listening and analytics firm, Talkwalker, analyzed digital marketing campaigns in 2019 and listed some of the best and worst digital marketing campaigns in their peaks and pitfalls report. We looked at some of the best campaigns to bring you digital marketing strategy examples from BMW and Pepsi.
SEO and Content Marketing Strategies
Content marketing and SEO go hand-in-hand up to a certain extent. Lets look at three strategies that can benefit you in both these aspects:
1. Aim for Position Zero
Position zero is a featured snippet on the first page of Googles search engine result page (SERP). It appears at the top of the page before other organic listings like this:
The Position Zero Search Result Appears Above Organic Listings in Google
If your content ranks for position zero, your click-through rate (CTR) will immediately go through the roof. There is plenty of competition considering the apparent benefits, but here are a few tips to get you started:
1. Create content for WH-type queries (what, when, why, who, where, and how) and write your headlines accordingly
2. Create instructional or how-to content
3. Structure the content in a list format
4. Answer frequently asked questions in your niche
5. Since the rise of voice search, people look for information on the go. Create conversational content around such micro-moments.
2. Create Content for All Stages of the Funnel
If your content is ranking well in SERPs but faces a high bounce rate or low average session duration, this could very well be a case of expectation mismatch. The searcher lands on your website with an intention, and your content doesnt meet their expectations. Marketers spend plenty of time creating top-of-the-funnel (TOFU) content but dont address the middle- and bottom-of-the-funnel content.
Diversify your content mix in terms of formats and topics. Delve into infographics, videos, podcasts, along with text to improve the versatility of your content marketing initiatives. Similarly, address queries that are not only restricted to the TOFU. Create more in-depth content that will help you convert visitors into prospects and prospects into customers.
3. More Co-branded Content This Year
Co-branded content is simply a brand collaboration to publish a piece of content. It allows the participating brands to showcase their expertise and to create brand awareness. You can create comprehensive research reports or topic primers, host webinars, create a video or podcast series, and so on.
In the previous point, we talked about targeting the last two stages of the funnel. Co-branded content can help you do just that. And by utilizing content repurposing, you can amplify your content creation process for different digital marketing channels and boost your distribution efforts.
Example: BMWs #RoadtoCoachella (engagement: 30.9K) campaign featured a fleet of BMW i8 and BMW i3 models inspired by Khalids upcoming album Free Spirit on a road trip to the Coachella Valley Music and Arts Festival. Paris Hilton, Dorothy Wang, and other influencers documented the ride that included pit-stops with fan giveaways, concerts, food trucks, and exclusive experiences.
1. Brand collaborations coupled with experiential marketing could make a lasting impression and establish you as an innovator.