Compared to even just 10 years ago, digital marketing and returns on investment (ROI) have become increasingly complex. Back then, companies could build empires on the back of a single strategy. Unfortunately, this won’t cut it today, and the level of complexity is only increasing. This can cause a lot of confusion around strategy, investment, budgets, and more. It’s important to understand these constantly changing market principles to maintain success. Without them, it’s easy to fall behind, and your company may be toast. You can avoid that when you read more and learn the best marketing pairings to boost your ROI.
Table of Contents
- 1 Causes of Complexity
- 2 General Rules and Suggestions
- 3 Connect Paid Social Media Ads to Organic Content
- 4 Integrating SMS Texts into Email Marketing Flows
- 5 Algorithm Manipulation
- 6 Keep it in Scale
Causes of Complexity
Before going over the digital marketing ROI pairings, it’s important to understand the root of the intricacies we’re facing. For the most part, the continual, growing impact of digital marketing on the global economy drives these. This is further compounded by online expansion during the COVID-19 pandemic. With more growth, there’s more competition, regulation, and opportunities for investment. Regulations limit the business practices of major advertising platforms, forcing companies to resort to more advanced tactics. Privacy limitations on Facebook and other companies are a good example. As for opportunities, new content mediums and technology introduce new complications. The recent emergence of TikTok is one of these, and the platform is poised to be huge for advertising going forward.
General Rules and Suggestions
You don’t have to dive into the densest digital marketing ROI strategies headfirst to see results. There are plenty of general recommendations that can give you an advantage in the online marketplace.
Play to Your Strengths
Some marketing channels are more favorable to certain businesses or are complementary to one another. If you know what you excel at, look for similar ones and leverage those.
Up Your Video Game
Short-form video content isn’t going anywhere. It will continue to be an important marketing aspect for the foreseeable future. It’s something your company needs to succeed at.
Work on More Coordinated Campaigns
Digital marketing ROI efforts used to be able to follow a narrowly constrained plan, with one central message, audience, and goal. That’s not as feasible anymore. By coordinating more campaigns towards different themes and audiences, you provide a new way of evaluating digital marketing performance beyond today’s barriers.
Now, we can move on to the bigger concepts.
Connect Paid Social Media Ads to Organic Content
Over 90% of U.S. marketers utilize social media in their campaigns. One method is by paying influencers to advertise your products for you. Another is through content directly output by your own social media channels. The problem is, the message of these ads don’t always line up with one another. If your main content targets parents while your hired influencers appeal to a younger demographic that doesn’t have kids, these messages clash and fall apart. You can easily improve your digital marketing ROI by resolving these issues. Switch to parent-engaging influencers and your social media presence will be uniform, and much more likely to attract the parents that you’re targeting.
Integrating SMS Texts into Email Marketing Flows
Text and email chains are two popular methods of digital marketing ROI that contact users directly. Emails alone can yield 4400% ROI. However, despite advances in technology making it easier to unify these practices, we still see them operated independently. Combining the two creates synergy in your marketing campaign that has several benefits.
Some of the most successful examples of this pairing happen in abandoned cart flows. There will be a standard abandoned cart email that goes to the customer within an hour of their session. It includes a basic reminder that some items are left in the cart. The next step is offering a modest discount if the user completes the purchase. If this reminder is over text instead of email, there’s a 12% increased click-through rate.
Why this Works
Pairing SMS and email for your digital marketing ROI has a few key benefits. For one thing, people tend to be much more responsive to text messages than emails. Part of that is more emphasis on text over email on phones, and part of that is learned behavior to check texts more frequently. Email is also known for higher levels of spam. When you add them on top of each other, you get a more comprehensive consumer contact strategy that ensures they’ll see your marketing efforts.
Note that algorithm manipulation doesn’t mean attempting black hat techniques for your digital marketing ROI. It means taking advantage of intentional functions within the algorithm that you can influence organically across platforms. The idea here is that most algorithms today respond to certain organic behaviors by consumers based on what they’re seeing, causing favoritism for certain profiles, brands, or sites. Make a calculated change somewhere, and that can balloon into a bigger online presence. All it takes is knowing what kind of change to make and where.
The Google Effect
Google will change organic site rankings based on public trends on certain social media platforms. This happens where it believes the trend indicates newsworthiness or value for search users, particularly when paired with unique branded search queries. You can use this to your advantage for your digital marketing ROI with sponsored content. There are multiple instances where a product or brand has been sponsored on TikTok and increased its Google ranking. You may get diminishing returns with this technique over time, but it’s a good way to get a boost for your site upfront. However, there’s still potential for long-term benefits, especially since search is the number one driver of traffic, beating social media by 300%.
Keep it in Scale
Whatever digital marketing ROI strategy you opt for, it’s crucial to consider scale and popularity in the equation. The more niche a product you offer, the fewer changes you’ll need in buying or audience behavior to result in a positive outcome. The broader your audience and popularity, the bigger the scale of input has to be. Most likely you can rely on a gentle touch, thanks to the cascading nature of the internet and algorithm manipulation. The most important thing to remember is that consistency and synergy are key. Make sure all your messages line up, and you’ll reach many more consumers. If you’re feeling overwhelmed, don’t hesitate to consult Coalition Technologies and guarantee better results for your business.