Digital marketing is all about balancing strategy, creativity, and analytical thinking. With the right tools and knowledge, your company can take full advantage of the opportunities to interact with your customers. Below you can read about 14 ways companies can improve their mobile and digital marketing in 2021. However, you don’t need to do it all on your own. With Perform Practice Solutions, you can have all your physical therapy marketing taken care of. Every single thing, from blogs to newsletters to social, by a team who knows PT.
More than ever before, consumers are turning to the internet to find information and engage with brands and other consumers. With the right tools and knowledge, your company can create digital and mobile marketing strategies that effectively capture the attention of digital buyers.
To take full advantage of the opportunities to interact with customers and prospects online, you have to make sure your strategy will help you reach your target audiences where they are. Below, 14 members of Forbes Agency Council discuss effective ways for companies to improve their mobile and digital marketing in 2021.
1. Leverage Tech To Guide Decisions
Leveraging technology to make data-driven decisions is one of the most important things business owners can do to put themselves a step ahead of their competitors. Your customers now live in an on-demand world and need to be able to easily find you, contact you, buy from you and leave you a review. Active participation on all new advertising channels, such as Google Local Services Ads, is a must. – Michael Sauer, scorpion.co
2. Focus On What’s Already Working
Often, we get so busy with new ideas that we forget to look at what we can take away from the efforts of the past. Our customers leave a footprint of what’s impactful, so do more of that. Analyze information such as web traffic, clicks and email open rates to determine what has worked. Don’t work to reinvent the wheel when you can expand on what’s been successful to date. – Carm Lyman, Lyman Agency.
3. Build A Strong Brand Image On Social
Double down and build a brand image on social media. Most consumers are constantly on their phones and spend a majority of their time on social media platforms. So, to optimize marketing for your business on mobile, focus efforts on making your brand on social media as strong, consistent and engaging as possible. – Tony Pec, Y Not You Media.
4. Adopt A Conversational Marketing Approach
Companies will need to move past the one-way mindset of simply “pushing” a product toward a customer and shift their focus toward engagement in order to drive customer loyalty and increase satisfaction. Adopting a conversational marketing approach enables companies to effectively communicate with existing customers and prospects in a more personalized and interactive manner. – Matt Ramerman, Sinch for Marketing.
5. Utilize Artificial Intelligence And Machine Learning
Embrace the power of artificial intelligence and machine learning technologies to better personalize experiences for users. Move away from the mass marketing tactics where your company delivers one message to a set target audience; instead, deliver tailored messages to individuals based on their trackable behaviors. – Russ Williams, Archer Malmo.
6. Diversify Ad Spend Across Channels
One great area to improve your digital and mobile marketing this year is to diversify your ad spend across various channels. Long gone are the days when it was just Facebook and Google reigning supreme. Pinterest, LinkedIn and TikTok, to name a few, are all showing promising returns on ad spend. Create mobile-specific content and diversify ad spend across platforms to increase ROI. – Krishan Arora, The Arora Project.
7. Create Content That Aligns With Your Values
First, ensure that your messaging and content align with the mission, values, culture and value proposition of your company. Second, ensure that every asset you produce consistently meets your brand and style guidelines. Third, maximize your opportunities to reuse and repurpose assets for cross-channel syndication while ensuring that they are optimized for each platform and device. – David Hall, GeniusVets.
8. Track Traffic To Optimize For Organic And Paid
Optimize your website for organic and paid traffic by tracking mobile page load speeds, implementing design and layout with mobile users in mind and using UTM codes to accurately track traffic. It’s imperative to know where traffic is coming from and which marketing efforts are actually working. – Melissa Litchfield, Litchfield Media.
9. Keep An Eye On Competitors And Emerging Tech
It is important for companies to keep up with the latest trends in digital and mobile marketing. Three ways that your company can improve its digital and mobile marketing this year include improving customer data, keeping an eye on competitors and taking advantage of opportunities with emerging technologies, such as 5G, AI and machine learning. – David Rollo, Acronym.
10. Review The Past Year’s Data
Take a look at your statistics from the past 12 months and identify key areas where you can improve in the next six months. Data will show you what’s actually working with the new norms of digital marketing and point out areas that you’re losing customers along their journey. Test everything on mobile devices with real customers and ask the hard questions at each click. – Darrell Keezer, Candybox Marketing.
11. Repurpose Content Into Different Formats
As brands work to create engaging content despite fewer resources and reduced budgets in 2021, there will be a bigger focus on repurposing content. By turning one asset into something else—say, a blog post into a podcast episode or YouTube video—you’ll maximize the investment and give your brand a holistic feel that will drastically improve user experience. – Donna Robinson, Collective Measures.
12. Optimize The Post-Click Experience For Mobile
A post-click experience is essential and must be optimized for mobile. Nailing the ad and getting the user to click is just half the job; the other half is getting people to purchase on your landing page or website. The post-click experience has to be seamless and frictionless to maximize conversions. – Ralph Burns, Tier 11
13. Examine Audience Intent Data
The most important step you can take is to better understand your audience, and quality data offers the most effective way to do that. We recommend intent data to fuel campaign efforts across all stages of the buyer’s journey and, above all, to understand and identify decision makers who are ready to buy. This level of insight gives marketers greater accuracy in targeting and higher campaign ROI. – Paula Chiocchi, Outward Media, Inc.
14. Maximize Media Efficiency
The key to improving digital and mobile marketing is maximizing media efficiency; that is, make sure that every media buy targets your ideal customer and is delivered at the right time and to the right place. To do that effectively, consistently and at scale, companies should utilize the analytical and self-optimization capabilities that AI and deep learning have to offer. – Jeremy Fain, Cognitive.
Set the perfect digital marketing strategy for your clinic with Perform Practice Solutions. We can truly help you build your business with efficiency and success. Give us a call today at (833) 764-0178 — and also we’d love to see you join our Facebook community.