You can find out about what happened at Engage Now part one here.

Episerver’s David Knipe lead a session that asked the question - “Is best practice killing your marketing?”. It focussed on the reluctance of businesses to change or innovate. Brands are reluctant to learn from their customers through determining what works and what doesn’t. Fear of change and changes in the approach to marketing can be harmful.

If you’re a marketer and any of the following applies to you when producing marketing campaigns, you might just fall into the category of “marketers who know they could do better”:

  • Creating “me too” campaigns
  • Using lazy stereotypes
  • Creating content nobody reads
  • Emails nobody wants
  • Outdated web pages
  • Web pages that never change

Ultimately, marketing should be about finding new ways to give your brand the edge and that requires innovation and risk taking.

In order to succeed, your best practices need to consistently be reevaluated. Stephen Cassin, Managing Director at Engage introduced the following ten themes for digital success in 2016:

  • Digital transformation - creating a culture of change
  • Embracing change and threats through innovation
  • Staying relevant by seizing opportunities to create experiences
  • Knowing what to do with data
  • Understanding customers by constantly expanding profiles
  • Creating experiences that start with the customer (as opposed to your business)
  • Using online personalisation to create unique experiences
  • Driving value from opportunities
  • Focusing on what is attainable
  • Being agile to react to change

How do you engage your audience?

Starting with your audience means finding the best way to give them value. Niall Carlin from Double Jump studios reckons that if you don’t include video in your marketing mix. You’re doing something wrong:

  • Using video in the subject line of email can boost open rates by 19%
  • Video keeps customers engaged
  • Daily video views on Facebook have doubled from 4 billion to 8 billion views during 2015
  • Watch time on mobile grew 60% in 2015

The brands that benefited from quality video

Dropbox went from 0 to 100 million users in just five years using a single video and no advertising budget. The more people who understood how Dropbox worked, the more people signed-up.

Dollar shave club currently have over 22 million views of a video on Youtube that saw them sky rocket to over 1000 orders per day.

Top tips for your next video

People love to listen and share - they have favourite content creators and are short on time. Video is incredibly easy to share.

1) Stop selling - Giving customers value through information, explanation, humour or intrigue will be far more engaging and persuasive than talking about yourself.

2) Be playful - Dollar shave club dramatically increased sales by creating two videos that made viewers laugh and share.

3) Establish your tone of voice and create engagement through asking questions and including a call to action at the end.

4) Identify your audience - This should revolve around your business objectives, what you want to say and who you want to reach.

The Digital Marketing Strategy

Video marketing is part of the digital strategy. I lead the session on digital strategy and tried to defined it as follows:

“A plan to make something happen using digital channels”.

A straightforward idea. So we thought we’d better make it slightly more complicated.

  • Plan - involves a who, what, where, when, how.
  • The “Something” needs to be measurable and actionable
  • Digital channels need to help you to achieve your business goals

Tactics vs. Strategy

In our experience people confuse the two.

Do you do PPC? Are you happy with clicks and impressions or does PPC fit into your marketing strategy, targeting, segmenting and positioning your brand at every stage to increase your return on investment?

Is your site optimised for Google? Or do you recognise that experience optimisation and customer service are ongoing processes and your site is never just “optimised for Google”.

Is your website finished? Or do you have a flexible platform that is scalable - tailoring content to users needs and automating email based on demographics and actions.

Where to start

Our strategies commonly start by asking three simple questions:

1)    Where are you now? Which channels is your brand active on at the moment?

2)    How do you currently engage customers online? E.g. offers or personal experiences

3)    Who or what is currently the biggest competitor for your customers time online?

We can then understand the purchase process.

You need to be aware of the purchase process and and how you communicate with customers at every stage: Exposure, discovery, consideration, conversion, customer relationship, retention and advocacy.

This isn’t just about your industry

If you want to engage your customers for longer, increasing the lifetime value, you need to understand that this is about more than just your industry.

For example, at Engage we can’t just sell digital marketing tactics, we need to sell the concept of business growth, using design and technology to offer our clients more ways to reach, engage and persuade their customers. Can you think of three industries closely related to your own, that your target customers are interested in? For example in our case, customers are likely to be looking for:

  • Advertising
  • Customer Service
  • PR

Make a first impression with customers 

When a visitor sees your site or a social channel or interacts with you online, what do you want them to know about you, think about you and commit to doing?

Digital Success Strategy Questions

  • How will you reach new customers when they are searching or browsing the web?
  • How will you get customers to act? How will you use content to start persuading customers.
  • How will your user experience convert website visitors?
  • How will you engage customers to ensure they buy more from you for longer?

For more information on designing a digital success strategy, ask us a question here.