There are hundreds of tactics available to digital marketers but which ones should you use?
Growth marketing agency Fractl surveyed more than 500 people in the US to find out what they thought of various inbound and outbound marketing tactics.
This is what they learnt.
1. Don’t just add to the noise
A tactic like email marketing becomes popular, everyone does it, the space becomes crowded and people start to look for other quieter channels.
This doesn’t mean the “noisy” tactics no longer work, it just makes it harder for your message to be seen or heard.
Take advantage of “quiet” channels but only if it makes sense for your audience.
2. Don’t be intrusive
Privacy is a hot topic these days but we shouldn’t just be focusing on GDPR and other regulations.
It’s not just about what’s legal, it’s also about what’s off-putting.
Unsurprisingly, people don’t like to feel they are being approached or “followed” online.
78% of people surveyed said they notice retargeted ads and 56% have negative feelings toward them.
3. Do prioritise search
89.5% of people surveyed used online search to find information about a product or company.
If you’re not showing up on the search results page, you may well be missing opportunities to increase your brand awareness and connect with potential customers.
If you’re finding it difficult to rank for your target keywords, focus on the long-tail for queries that are directly relevant to your business.
That way, you’re building authority with people who are already close to becoming customers or clients.
There’s no one-size-fits-all approach to choosing your marketing tactics. It really depends on your brand and your audience.
Spend time getting to know the attitudes and behaviours of your current and potential customers and communicate with them the way they prefer.