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Five Ways to Give Your Digital Marketing Strategy a Refresh

Date Wednesday, 12 February 2020 Victoria Cummins , In: Digital Marketing

Like all things digital, marketing tactics are rapidly evolving. Techniques that worked a few years ago – or even a few months ago – might not be getting the traction they once did.

To keep ahead of the curve, it’s a good idea to give your marketing strategies, tactics, and research a refresh every few months. By doing this, you’ll be able to see what is or isn’t working for your brand, and make tweaks and changes to ensure you constantly meet the needs of your target audience.

To kick your marketing refresh into gear, we’ve pulled together five simple ways for you to give your digital marketing strategy a boost.


Refresh Your Target Keyword List

Researching, understanding, and using keywords are essential to the success of your business’ search engine optimisation (SEO) strategy. Keywords are how search engines determine the relevancy of your website against the search terms used. So it’s important that you’re targeting the right keywords.

Because of their importance, it’s essential that you review your target keyword list on a regular basis. The way people search for things online is constantly changing and evolving, as is what they’re searching for. In order to continue boosting and maintaining your search rankings, you need to be using the most effective keywords.


Create Content That’s Valuable to Your Audience

Content marketing is a long-term strategy to build lasting, strong relationships with your target audience. Content marketing is a perfect tool to gradually drive people through your buyer journey, building brand loyalty along the way. Delivering high quality, relevant content on a regular basis drives potential customers to your website and keeps them coming back for more.

The content you produce – whether it’s a blog, e-guide, infographic, or video – needs to be relevant to your target market and address a pain point or issue they may have. Then, to make sure your content is successful, apply the E-A-T principles to convey a level of Expertise, Authoritativeness, and Trustworthiness.


Outreach That Content!

Once you’ve created your valuable content, you need to make sure that your audience finds it! Outreaching your content will increase your brand visibility online, earn inbound links to your website, and improve your website’s SEO rankings. One of the simplest and most effective outreach tactics is to offer guest articles or blogs to other reputable sites in your industry. Use guest posts as an extension of your own blog – keep your copy relevant to your intended audience, and naturally link back to related content hosted on your own site.

Research potential websites where you’d like to appear. Understand the type and style of content they create. Then, send a personalised email and pitch your guest article idea. Do bear in mind, you won’t have a 100% success rate with your outreach attempts, but keeping your pitch appropriate for their site and audience, you stand a good chance at securing a guest post.


Give Your Top Performing Social Posts a Boost

Social media is a great, cost-effective tool to increase your brand visibility and awareness. By frequently sharing your content, product information, team updates, and any other business news, you’ll stay at the forefront of your audience’s mind.

However, remember to keep an eye on the success of each of your posts! Whilst you may think it’s best to give a paid boost to your social media posts which aren’t faring too well, the opposite is actually true. If a post is performing well, it means that you’ve really hit the nail on the head with giving your target audience what they want. By giving that post a paid boost, you’ll be able to reach a wider audience and increase your conversion or engagement rates.


Write More Compelling PPC Ad Copy

Pay-per-click (PPC) advertising is a great way to feature at the top of search engine results and increase your brand visibility for your top keywords. Using the keywords you identified as part of your SEO strategy is a great starting point. Your PPC campaigns will also help you to optimise your SEO keyword targeting; you’ll quickly learn which terms bring in traffic to your website, and which should be rethought.

To make your PPC ad copy more compelling, mirror the searcher’s intent. People use search engines to find answers and solve problems, so make sure the words used in your advert address just that. Focus on the benefits of your brand, provide relevant information which shows why your solution will make their lives simpler. And remember to optimise and update your copy on a regular basis.


Fancy Some Extra Support?

At Blue Frontier, we have a dedicated team of digital marketing specialists who are experts in SEO, content marketing, digital PR, PPC and social media. We work in partnership with you to learn more about your target market and develop a range of digital marketing solutions and strategies to steer your campaigns in the right direction.

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Victoria Cummins

Victoria Cummins

Digital PR and Marketing Specialist

Victoria joined the Digital Marketing team at Blue Frontier in January 2020. She’s an experienced digital PR and marketing professional with a passion for creating engaging content. Victoria plays a core role in supporting clients to boost their brand awareness and visibility online.