Despite ever-changing customer sentiment and significant economic turbulence, best-in-class digital brands persevere and establish a benchmark for excellence.
Recognizing what these brands do better than their competitors can assist CMOs in developing roadmaps and leveraging best practices to enhance the digital maturity of their own brands.
Let’s check out the three key factors that can help in optimizing digital marketing performance.
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1. Knowing When To Speed Up and Slow Down
Top digital brands don’t solely rely on a quick ad-based approach or a long-term content strategy. They adopt a hybrid approach that combines both strategies. They prioritize speed for Google search advertising and media campaigns by aligning ads with trending interests.
In addition to that, they divide their content strategies to generate both slow and fast content, gaining visibility on trending topics while also building long-term credibility. This approach allows them to achieve higher efficiency and traffic per ad impression, outperforming their industry peers.
2. Prioritizing Customer Data Acquisition
Organizations that prioritize first-party data capture retain customers better. Therefore, gain a competitive edge by offering smart value exchanges for data. Clearly communicate how data will benefit customers. Also, provide high-value gated content and interactive tools to help customers achieve their goals.
3. Designing Customer Journeys
Marketing leaders find managing customer journeys challenging, which is why they need to focus on key touchpoints along the purchase journey to succeed.
They can start with personalizing journeys to match audience needs and create unique moments to help customers complete tasks.
Furthermore, they can offer clear next steps through multiple links on different pages and channels. They can also use course changers like virtual reality tools, real-time advisors, and interactive diagnostics to support customer tasks.
All the best B2B brands provide self-serve information to meet the needs of rep-free buyers.
Optimizing digital marketing performance requires a hybrid approach to content strategies, prioritizing customer data acquisition, and designing personalized customer journeys. Best-in-class digital brands prioritize these factors, setting a benchmark for excellence that other brands can follow to improve their digital maturity.