Marketing Made Easy

Marketing is easy to overcomplicate. But, in reality, it’s most effective when you focus your resources and efforts on a few key channels and strategies. 

In other words, choose your tools, nail your message, and hammer it home.

Below are three simple things you can do to enhance the impact of your digital marketing efforts:

1. Be as organized as possible

Without doubt, one of the most effective ways to improve your marketing efforts is to build effective processes. For example, Artlogic’s email marketing tools, allow you to organize mass email sends to a huge database of potential or existing customers, helping you to create actionable workflows that take the lift out of each big send.

Top tip: organize your imagery, copy, subject, and send lists, ahead of time and make good habits stick.

Setting clear goals and objectives also helps to improve your efforts over time. Set targets pertaining to open rates and link click through rates to see how impactful your messaging is. If you’re stumped on how to improve, try looking at your tone of voice – are you writing for you or are you writing for your reader?

You can also schedule social media posts ahead of time using tools like Later and Hootsuite, so that you can ensure a regular output across multiple platforms at a frequency that will deliver maximum impact. Not only will this save you time on admin and streamline repetitive tasks, it will free you up to devote more attention to creative aspects of marketing, like crafting compelling content. 

2. Don’t waste time and effort on the wrong things

You won’t always know what’s going to connect with your audience, but you should use data to assess what’s working and what isn’t. For example, social media engagement and email open/click through rates will tell you a lot about the marketing that resonates with your audience, as well as telling you what doesn’t. 

If you’re finding that, no matter what you do, your Facebook posts get zero engagement but the same post gets loads of traction on Instagram, this tells you that your audience primarily uses Instagram, and you should therefore focus your efforts there. 

Further, take a look at the email subject lines that generate a high open rate and which don’t. You can even A/B test the same post or email with different variations of the same messaging to see what lands: use that data to better-inform future output.

3. Combine paid and organic efforts

Some brands see great success with a purely organic (meaning website traffic that comes through un-promoted search results rather than paid advertising) strategy, but don’t be afraid to put a little bit of spend behind a paid campaign. Paid advertising allows you to massively increase your exposure to a targeted audience, typically one you have identified as being highly receptive to your product or service. 

At the same time, stick to a routine of good organic practices like Search Engine Optimization (SEO) for your website, and publishing regular blog posts around topics that your target market is likely to be searching for. Combining both paid and organic marketing can be a great way to enhance the effectiveness of both approaches.