Link Building Strategies for 2023
In 2023, webmasters and digital marketers will increase a website’s search engine ranking and visibility by combining on-page and off-page SEO strategies. They will optimize website content for search engines using on-page SEO tactics. Likewise, they will make it easier for search engines to discover and understand web pages using off-page SEO tactics like link building.
What Should You Implement Link Building Strategies for 2023?
According to Wikipedia,
“Link building is the process of establishing relevant hyperlinks (usually called links) to a website from external sites. Link building can increase the number of high-quality links pointing to a website, in turn increasing the likelihood of the website ranking highly in search engine results. Link building is also a proven marketing tactic for increasing brand awareness.”
In addition to increasing its organic search engine ranking, link building strategies establish a website’s credibility and authority. Also, high-quality backlinks help the website get referral traffic and reduce bounce rates. In 2023, you can earn backlinks to a website using various strategies. But your link building strategies for 2023 must focus extensively on building quality backlinks organically and ethically.
What Should You Consider While Making Link Building Strategies for 2023?
While making link building strategies for 2023, you should focus on building a variety of links – backlinks, internal links, dofollow links, nofollow links, and referral links. But you must focus on earning relevant links from websites and blogs related to your business. Also, you should explore ways to earn high-quality links from websites with high-quality content and high domain authority.
Dominant search engines like Google use backlinks as one of the key ranking signals while ranking online content. But they emphasize organic link building. They advise webmasters to avoid building links with the intention to manipulate a website’s search engine ranking.
Google considers exchanging links randomly, buying links for ranking purposes, and creating links using automated tools or services as link spam. While making link building strategies for 2023, you must focus on acquiring relevant backlinks from external websites organically. At the same time, you need to ensure that none of your link building strategies results in link spam.
What Strategies Should You Use to Build Quality Link Organically in 2023?
Smart marketers generate quality backlinks organically and ethically in a number of ways. Here are some of the tried and trusted link building strategies you should consider while making link building strategies in 2023.
18 Actionable Link Building Strategies for 2023
1) Great Content Publication
Technology and industry trends these days change frequently. Both content creators and readers track emerging trends proactively. You can earn organic backlinks to your website by publishing content on the latest and hottest trends.
For instance, you can create link-worthy content on a trending topic like ChatGPT. When you publish content on new aspects of ChatGPT before others, your website will get relevant backlinks organically. However, you must focus on choosing the perfect topic and complementing it with engaging and insightful content.
2) Guest Blogging
Guest blogging is a commonly used content marketing strategy that creates link building opportunities. The strategy requires you to write articles/blogs and publish the content on an external website. You can earn backlinks organically by posting blogs on various websites. But you must not post the same blog on multiple websites.
Also, your link building strategy must focus on earning contributor status. The contributor status will enable you to post blogs/articles on a relevant website regularly and generate more backlinks. However, you can become a contributor only by forming partnerships with specific websites and writing guest blogs for them regularly.
3) Backlink Hunting
As the name indicates, this link building strategy makes you find relevant websites from which you will build backlinks. You can find relevant websites by shortlisting websites related to your brand or industry. Also, you can analyze competitors’ backlink profiles using SEO tools.
You can evaluate these web pages or URLs individually to identify opportunities to feature your brand and earn backlinks. You can earn quality backlinks by contacting the webmaster directly or targeting the website while planning content marketing campaigns.
4) Link Reclamation
The content posted on several websites refers to or mentions your brand or business. But many of these articles and blogs are not linked to your website. Link reclamation is a strategy that makes you generate quality backlinks by requesting bloggers or webmasters to complement the mentions with links to your website.
You can find websites and blogs mentioning your brand using SEO tools. You can further use the tools to identify the keyword used by the content creator while mentioning your brand. Hence, you can easily request the webmaster to insert a link to your website by sending an email.
5) Help a Reporter Out (HARO)
As an online service, Help a Reporter Out (HARO) is used widely by journalists to collect feedback and gather information. Journalists often gather information by asking questions on specific information. HARO sends notifications to subscribers each time a journalist asks questions relevant to your brand or industry.
There are always chances that your response will feature in the article written by the journalist. You can increase the chances of being featured by responding to the question early and providing information that is both accurate and valuable. The strategy will help your website get high-quality links from authoritative websites.
6) Infographic Promotion
While gathering information, internet users these days prefer infographics to text articles. Brands publish infographics regularly to increase website traffic to websites through social shares. There are many reputable websites that publish and promote infographics regularly.
You can get contextual backlinks by creating infographics and submitting them to these websites. Also, you can get more backlinks to your website by creating infographics on trending topics or emerging trends in your industry.
7) Podcast Hosting
Podcasts create opportunities for you to discuss many topics and trends with industry leaders and influencers. You can host podcasts regularly to enhance your brand’s online authority by discussing with industry practitioners. But you can use podcast hosting as a strategy to generate quality backlinks organically.
Once you publish the podcast, industry practitioners and influencers will share the URL on their blogs and external websites. The sharing will make your website gain organic backlinks from reputable websites. However, you have to explore ways to convince industry practitioners and influencers to participate in your audio shows.
8) Online Forum Posting
While indexing and ranking content, search engines prioritize certain websites due to relevance and authority. Search engines often prioritize the content posted on popular question-and-answer platforms like Quora and Reddit due to trustworthiness and neutrality.
The massive popularity of such platforms creates opportunities for you to get natural backlinks to your website by answering questions and posting content. However, you must focus on posting relevant and accurate answers to questions. The link building strategy will help you increase brand awareness and divert organic traffic to your website.
9) Industry Reports and Statistics
Most bloggers and writers these days back content with industry statistics and survey results. They create backlinks for websites that curate industry-related statistics and conduct market surveys. Your website can earn many natural backlinks when you publish industry statistics, trends, and predictions as well as results of surveys and opinion polls. Hence, the publication of industry reports is one of the easiest ways to get authoritative backlinks for your website.
10) Listicle Publication
Unlike articles, listicles present content to readers in list formats. Hence, modern netizens prefer listicles to articles to gather the required information in seconds. As highlighted by a recent study, listicles are more effective than articles in increasing website traffic.
Also, they generate 1.5 times more backlinks than articles and blog posts. Hence, you can get organic backlinks regularly by publishing listicles like “8 Free SEO Tools to Help You Improve Website Ranking in Google SERPs” and “9 Inbound Marketing Tools for Smart Marketers”.
11) Directory Submission
Wikipedia describes a web directory as a “list or catalog of websites”. There are many online directories with high domain authority. In addition to increasing your website’s search visibility, directories create opportunities for you to build links.
You can easily increase the number of backlinks by submitting your website to multiple online directories. But you need to ensure that important business information like name, address, and phone numbers do not change across directories.
12) Comprehensive Guides
Long-form content appears higher on search engine results pages (SERPs) than short-form content. You can boost a web page’s search performance using long-form content like guides. Elaborate and useful guides will help your website get organic traffic from search engines. Also, the readers and bloggers will generate backlinks to the website by linking to the content that provides complete information about specific topics.
13) Brand Reviews
Most brands these days impress and influence potential customers by sharing reviews, testimonials, and user-generated content. When you publish brand reviews or product reviews, your content will be used by the company to win customers’ trust. Your website will earn organic backlinks each time the business shares or uses your content for marketing campaigns.
14) Marketing Communities
Many brands these days generate organic backlinks regularly by partnering or collaborating with other brands. They collaborate with relevant brands by joining online marketing communities and social media groups.
The online interactions result in earning backlinks for a website from authoritative websites. However, you can make this link building strategy successful only by joining the right communities and remaining active.
15) Expert Roundup Posts
Your organization can publish roundup posts to increase the number of backlinks to your website in a short amount of time. While creating roundup posts on topics relevant to your industry, you have to interview selected industry leaders and practitioners.
You have to include their opinions, insights, and prediction in the content to create roundup posts that appear definitive and authoritative. Your website will get many backlinks organically when content creators start linking articles and blogs to the roundup post.
16) Internal Link Building
Internal links make it easier for search engines to crawl web pages and for searchers to navigate the website. Your link building strategies for 2023 must focus on keeping in place an internal link structure by building different forms of internal links – navigational links, content links, taxonomy links, and recently-added links.
But you should create internal links that are relevant to the web page and add value to it. At the same time, you need to ensure that the internal link interlinks web pages organically. It is always important to boost the internal link structure by adopting a slew of best practices.
17) Broken Link Repairing
In addition to increasing the number of backlinks to a website, your strategies must focus on finding and repairing broken links. Broken links refer to the hyperlinks that divert website visitors to an external web page that no longer exists or is not accessible due to technical issues.
You can detect broken or dead backlinks using any of the widely-used SEO tools. You can boost your website’s search performance by deleting the broken link, redirecting users to another page, or fixing technical errors.
18) Paid Promotions
Search engines like Google advise webmasters to avoid purchasing and exchanging links. But they do not consider paid links or sponsored links as spam. As the name indicates, sponsored links for a product or service can be obtained by a webmaster after making payments.
You can buy relevant links from reputable websites in several ways. For instance, you can sponsor an article or blog related to coffee, if your business is dealing in caffeine products. Likewise, you can earn paid backlinks for your website by writing sponsored content for relevant websites.
As a tried-and-trusted off-page SEO tactic, link building will help you increase a website’s search engine ranking and visibility in 2023. You can improve the website’s search performance consistently only by getting relevant backlinks organically and ethically. While making link building strategies for 2023, you need to comply with the latest search engine guidelines and avoid link spam.
You can build high-quality backlinks organically in several ways. But you must not forget to optimize web pages while evaluating link building strategies. You can get better results in 2023 by complementing link building strategies with on-page SEO tactics. At the same time, you must evaluate individual link building strategies from time to time to know what is working and what is not.
Taxonomy in SEO
In biology, taxonomy refers to the classification of all living organisms based on their genetics, behavioral, and biochemical variations. But taxonomy in search engine optimization (SEO) refers to the classification of website content by grouping URLs based on common attributes. Site taxonomy boosts a website’s user experience by making it easier for visitors to navigate and find the desired content.
At the same time, taxonomy SEO helps a website get more organic traffic by making search engines identify and understand the content that the webmaster considers important. That is why; webmasters and marketers focus on a variety of factors while implementing taxonomy in SEO. Also, they can achieve multiple goals by grouping related URLs in the most appropriate way.
Major Goals of Taxonomy in SEO
A webmaster can achieve multiple objectives by building website taxonomy – keep website content organizes, keep website visitors engaged, and make the website searchable. Hence, webmasters often boost taxonomy SEO by focusing on content, users, and search engines.
Digital Asset Management
Content is the most valuable digital marketing asset. No business can boost the performance of digital marketing campaigns without managing content assets efficiently. Taxonomy helps businesses manage content assets efficiently by categorizing content using classification schema. Marketers can leverage taxonomy to update, alter, and reuse content assets easily.
Consumers these days expect brands to deliver personalized and customized content. But no organization can deliver personalized content or brand message to consumers without understanding the target audience clearly. Site taxonomy creates opportunities for creating more relevant content for consumers based on their profile information and content preferences.
Businesses generate, nurture, and convert leads by distributing fresh content regularly. But a website can convert visitors into leads or customers only when it keeps them engaged. Visitors often abandon websites that are unorganized or difficult to navigate. Taxonomy keeps website visitors engaged by making it easier for them to navigate the website and find relevant content.
Leading search engines like Google make it easier for their bots to crawl and index by issuing guidelines for webmasters. Taxonomy conveys a website’s structure and architecture clearly to search engine bots. Hence, bots can crawl and index the website effectively. Hence, search engines will increase the website’s search engine ranking by understanding and analyzing the site taxonomy effortlessly.
Different Website Taxonomy Structures
While organizing and classifying URLs based on common attributes, a webmaster has the option to choose from several taxonomy structures. She can boost a website’s user experience and search engine only by the right site taxonomy structure. Here are some of the taxonomy structures used by various webmasters.
Webmasters opt for flat taxonomy while organizing the content of small websites. As the name indicates, this form of site taxonomy does not differentiate top-level categories from subcategories. Webmasters simply add a list of sub-pages to the website’s home page. A visitor can access the desired content by clicking on the appropriate link on the home page.
Webmasters choose hierarchical taxonomy while organizing the content of large websites. They organize related URLs by creating major categories with multiple sub-categories. When a visitor clicks on a major category, she can access the sub-categories.
Also, she can see more sub-categories by clicking on the parent sub-category. The multiple levels often make it difficult for visitors to find and access the desired content. Webmasters boost user experience by reducing the number of levels and grouping URLs based on content type instead of keywords.
While organizing the content of larger websites, webmasters prefer network taxonomy. They build network taxonomy in different ways. For instance, some webmasters prefer connecting various categories while others create hierarchies.
A website’s user experience is impacted negatively when webmasters build complex network taxonomies. They boost user experience by connecting categories with common relationships. Also, they enable visitors to access popular and recently-published content when they access any URL.
Facet taxonomy is implemented by eCommerce websites and online sellers that allow customers to buy multiple products. While building facet taxonomy, webmasters create multiple content categories. Also, they group content related to specific products or attributes. Many webmasters organize website content more efficiently by combining multiple taxonomy structures and avoiding content duplications.
Best Practices for Implementing Taxonomy SEO
While building taxonomy on SEO, webmasters must define goals clearly and choose the best taxonomy structure. At the same time, they should adopt a slew of taxonomy SEO best practices to get more search engine traffic and keep website visitors engaged.
Consider Relevant Keywords and Topics
Webmasters organize content based on either keywords or topics. But they can make the taxonomy effective only by considering both keywords and topics. They should identify the right keywords to understand what visitors are searching for.
At the same time, they should conduct topic research to understand visitors’ interests and preferences. Keyword research and topic research help them group content by creating relevant topic clusters.
Keep in Mind the Target Audience
The taxonomy will keep website visitors engaged by making it easier for them to find relevant content. But webmasters must keep in mind the target audience while choosing taxonomy structure and creating content clusters.
They can boost taxonomy in SEO only by answering important questions like where website users come from, what they search for, how they search for information, and how long they stay on the website.
Keep the Site Taxonomy Simple
While organizing the content of large websites, webmasters often create a large number of categories and subcategories. The increase in the number of categories often makes site taxonomy complex. Also, it makes it difficult for both search engines and website visitors to find relevant information.
Webmasters can boost a website’s user experience and search visibility only by keeping the site taxonomy simple. They need to ensure that the taxonomy does not make the website difficult to navigate. In addition to reducing the number of main categories, they should consider increasing the number of subcategories.
Keep the Taxonomy Flexible
No webmaster can leverage SEO benefits by keeping the site taxonomy static. They must remember that number of URLs will increase as the business grows and the website ages. They have to add new categories in the future based on fresh and new types of content. Hence, they must keep the site taxonomy flexible.
The flexibility will help them scale site taxonomy by adding new categories regularly. At the same time, they can make changes to existing categories quickly according to changes in audience preferences. However, they must not change the site taxonomy regularly as it will affect the website’s search visibility.
Taxonomy as an SEO strategy helps webmasters boost a website’s user experience and search visibility simultaneously. A webmaster can achieve multiple goals by implementing taxonomy SEO. Also, she can group related URLs by choosing from multiple website taxonomy structures. But webmasters must remember that they can achieve better results only by building site taxonomy that can be modified and scaled on demand according to emerging needs.
Personalization in Marketing
Wikipedia defines personalization as “tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.” At present, personalization is one of the hottest trends in marketing. Enterprises combine digital communication tools and data analytics solutions to influence customers and prospects by offering individualized product offerings and brand messages.
Why is Personalization in Marketing Extremely Important?
Many surveys have highlighted the ineffectiveness of old-fashioned marketing strategies in influencing customers and prospects. In the digital age, no brand can boost customer acquisition by basting generic advertising messages at regular intervals. Customers and prospects these days expect brands to provide personalized experiences.
Leading brands have already switched from traditional marketing to personalized marketing. They meet the expectations of prospects and customers by implementing personalization in marketing in various ways. Here are some important statistics that depict the huge significance of personalization in marketing.
- 90% of consumers in the USA find marketing personalization very or somewhat appealing.
- 80% of consumers prefer brands that provide personalized experiences.
- 91% of consumers shop with brands that provide relevant offers and recommendations.
- 72% of consumers engage only with personalized messaging.
- 63% of consumers abandon brands that use poor personalization tactics.
At the same time, a significant percentage of consumers are ready to share personal behavioral data, purchase history, and preferences with brands to get personalized experiences. That is why; no business can drive customer acquisition and customer retention without investing in personalization in marketing. They must create individualized experiences for prospects to convert them into customers.
How Brands Implement Personalization in Marketing?
Leading brands already boost customer acquisition and revenue growth by running personalized marketing campaigns. Ecommerce companies recommend relevant products to customers based on their purchase history and preferences. Likewise, streaming platforms use recommendation engines to increase subscription renewals.
However, every enterprise implements personalization in marketing in a distinct way. They invest in data analytics tools to plan and execute personalized marketing campaigns based on real-time data. We can understand how brands improve personalization in marketing by discussing some of their strategies and best practices.
Data Collection and Analysis
The outcome of personalized marketing campaigns depends on meeting customers’ needs and expectations. Brands need to identify potential customers along with answering important questions like what they have done, what they want, and what they expect. Marketers answer these important questions using specialized software like data management platforms and data analytics solutions.
Data management platforms help them collect real-time information about customers and marketing campaigns. At the same time, data analytics solutions help them gain insights and detect trends by analyzing large volumes of customer data. These personalized solutions make it easier for marketers to send the right message to the right prospect/customer at the right time.
Buyer Persona Creation
The real-time data creates opportunities for marketers to represent the ideal customers in a semi-fictional way by creating buyer personas. Buyer personas help marketers answer important questions like what customers do, what they like to do, and how they spend their time. Hence, it becomes easier for marketers to know the ideal customer and personalize marketing messages according to her needs and preferences.
While planning marketing campaigns, brands target customers with varying needs and preferences. They divide customers into multiple segments based on their interests, needs, and preferences. Marketers often segment customers according to their current position in the buyer’s journey. The segmentation makes it easier for them to send messages and content tailored according to customers’ interests and preferences.
Web Behavior Monitoring
Brands divert visitors to their websites by running multichannel marketing campaigns. Websites create opportunities for them to monitor and understand the behavioral pattern of customers and prospects. There are many tools that help marketers collect and analyze information about website visitors. These tools help marketers understand customer behavior using important metrics like time spent on the website, pages visited, and bounce rate.
Sending the right message to the right customer through the right channel is the basic principle of personalization in marketing. Brands make marketing messages more impactful by focusing on deciding the right time of the day and the right day of the week to send them. International brands consider time zones when deciding when to send the marketing message. They send messages to customers at the right time using location-based targeting techniques.
Targeted Email Campaigns
Most websites request customers to share personal information using sign-up forms. The information shared by a prospect helps marketers understand a prospect’s needs and expectations. Marketers leverage this information to influence potential customers by sending personalized email messages. They deliver a variety of content to the prospect according to her position in the buyers’ journey. Brands invest in email marketing automation tools to send individualized emails to customers at the right time.
Custom Video Messaging
Modern consumers spend most of their digital media time watching videos. The massive popularity of online videos creates opportunities for brands to engage potential customers by sending videos with custom messaging. The personalized message makes the prospect connect with the brand and remember it while placing orders. But businesses have to invest in additional resources to scale customer video messaging campaigns.
Social Media Marketing
Social networks create opportunities for brands to collect customer information along with keeping the customer engaged. A brand can keep prospects and customers engaged by posting a variety of content. At the same time, marketers can send personalized messages to customers on social media. They continue the conversation as customers respond to the messages. The information collected from social networking platforms helps marketers deliver personalized messages to customers through other marketing channels.
Personalization is currently one of the hottest marketing trends. Businesses personalize various marketing campaigns to improve customer experience, influence purchase decisions, and drive sales conversion. But a brand can implement personalization in marketing in a variety of ways. Every brand should decide the right way to personalize marketing campaigns by understanding customers and prospects based on real-time data collected from diverse sources.
Google vs ChatGPT
Google currently dominates the worldwide search engine market with a 92.58% share. Google was launched by Larry Page and Sergey Brin as a web-based search engine in 1998. On the other hand, OpenAI launched ChatGPT (Chat Generative Pre-trained Transformer) as a large language model chatbot in November 2022.
ChatGPT created a buzz by crossing over one million downloads in less than a week. Also, Tech bloggers have created hype by describing ChatGPT as “the New Google” or “the Google Killer”. Recently, ChatGPT surprised everybody by clearing the MBA test for one of the top business schools – the Wharton School of the University of Pennsylvania.
However, a leading cyber security firm has highlighted that cybercriminals have already used ChatGPT for developing malicious tools and executing hacking frauds. However, the massive popularity of ChatGPT may not mark the end of Google Search. We can discuss Google vs ChatGPT based on some of the major differences between the search engine and the chatbot.
Google vs ChatGPT: Major Differences We Should Not Forget
Google displays search engine results pages (SERPs) to a searcher based on the search query entered by her. The SERP includes organic search results, paid search results, and pay-per-click (PPC) ads. Google supports text search, image search, and voice search. Hence, a searcher has the option to get desired information by typing a search query or giving a voice command.
Google generates organic search results by crawling, indexing, and ranking billions of web pages. It considers over 200 ranking factors to identify the website content that matches the search query. Also, Google delivers more relevant search results to users by updating its search algorithms regularly.
Unlike Google, ChatGPT does not display search results pages. It responds to users by answering the questions asked by them through human-level bilateral dialogue. Hence, it neither crawls nor indexed billions of websites like Google. Hence, searchers who want more relevant and helpful search results will prefer Google Search to ChatGPT.
Human-Level Bilateral Dialogue
Google provides a wide range of information about a topic. The searcher has to find the required information by filtering through many search results. But a searcher can use ChatGPT to understand complex topics directly by getting naturally-sounding answers to her questions.
Also, she has the option to ask follow-up questions. ChatGPT uses advanced AI algorithms to understand the context of the question asked by a user. It has the ability to differentiate a statement made by the user from the question asked by the user.
OpenAI made the chatbot understand a wide variety of topics deeply by getting it trained on over 175 billion texts. Hence, it responds to questions directly based on the information scanned and processed by it. Many users prefer ChatGPT to Google Search to understand concepts in a human-like way.
Google displays search results as lists or tables. A searcher has to click on individual links to gather information about a topic by reading blogs, articles, and other resources. But ChatGPT displays information as paragraphs.
It composes the paragraph by summarizing information related to the topic or query. Hence, users find it easier to gather information using ChatGPT. But they have to put in extra time and effort to ensure that the information is accurate and reliable.
Information Accuracy and Reliability
Most searchers look for online information about a topic in the age of fake news. Hence, they look for options to get accurate information from reliable sources. Leading search engines like Google deliver accurate and reliable information by crawling and indexing billions of web pages regularly.
Also, they flag up fake news using sophisticated fact-checking tools. ChatGPT lacks the capability to ensure the accuracy of the information. Also, the chatbot currently does not detect fake news using fact-checking tools. Hence, people will continue to prefer Google Search to ChatGPT to get accurate information.
Google crawls websites several times a day. It indexes and crawls new websites in 3 days to 7 weeks. Also, it re-crawls important websites more frequently. Hence, Google is effective in providing up-to-date and relevant information about any topic.
The information delivered by ChatGPT depends on the texts used by OpenAI for training. It currently lacks the capability to update information. OpenAI needs time and resources to make ChatGPT algorithms update information and data regularly.
Google does not focus on answering the questions asked by searchers directly and quickly. Instead, its search algorithms focus on making search results more relevant and useful. Individuals using Google can find accurate and reliable information by accessing content published by neutral entities.
But ChatGPT focuses on answering questions asked by users just like a human being. It does not verify the accuracy of information and credibility of the information source. Also, ChatGPT will give different answers to the same question across sessions. Hence, Google Search will remain popular with users looking for reliable information.
ChatGPT impresses users by responding to queries instantly. But the paragraph-format answers make it difficult for it to process a large amount of information quickly. On the other hand, Google search algorithms are effective in fetching millions of search results in seconds. Several bloggers have highlighted how search engines can curate results much faster than language-generating chatbots.
Many developers help users view search results and ChatGPT responses simultaneously by launching Chrome extensions. For instance, one can use ChatGPT for Search Engines or ChatGPT for Google to see ChatGPT responses along with search results generated by several search engines, including Google and Bing. In addition to supporting Google, these extensions request users to improve ChatGPT by giving feedback. Many users will leverage these Chrome extensions to bridge the gap between Google Search and ChatGPT.
Google vs ChatGPT: Conclusion
While discussing Google vs ChatGPT we must remember that we are comparing the world’s most popular search engine to a recently-launched chatbot. Hence, the comparison seems like comparing apples and oranges. Many analysts believe that it is too early to describe ChatGPT as the new-generation alternative to Google Search.
Alphabet has showcased several AI models that are more powerful than ChatGPT. For instance, the company has already unveiled a transformer-based language model called LaMDA in 2021. LaMDA functions just like ChatGPT. Google has been finetuning conversational AI models to enhance reliability and eliminate social biases.
Decoy Effect Marketing: A Quick Guide
While making a purchase decision, consumers compare multiple options. They finalize two options after conducting a cost-benefit analysis. But they often change their preferences when they are presented with a third option that is less attractive than the two options. Decoy effective marketing focuses on making a customer choose the most-expensive option by presenting a less-attractive option.
According to Wikipedia,
“In marketing, the decoy effect (or attraction effect or asymmetric dominance effect) is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.”
Most retailers these days increase sales revenue by introducing decoy products. Leading academics have shown how companies boost the sale of products and services by introducing decoy products. They use decoy effect marketing strategies to make consumers choose a more expensive or profitable option by changing their performance.
How Does Decoy Effect Marketing Work?
Decoy effect marketing focuses on changing a consumer’s preferences by introducing an inferior third option. We can understand how decoy effect marketing works based on the often-cited example of popcorn. For instance, a consumer is comparing a large bag of popcorn and a small bag of popcorn.
The large bag of popcorn costs $6.5 while the small bag of popcorn costs $5. The consumer will opt for the small bag of popcorn to save $1. But the seller will make her buy the large bag of popcorn by introducing a medium bag of popcorn that costs $6.
The medium bag of popcorn will make the consumer feel that he becomes profitable by buying the large bag of popcorn. Hence, the decoy effect is a psychological pricing strategy that makes consumers consider price instead of value while buying a product or service.
How Do Businesses Use Decoy Effect Marketing?
Enterprises from various sectors use decoy effect marketing techniques to increase sales revenue. They launch decoy products that appear similar to high-value products but differ in a single feature like volume or price. But every company uses these psychological pricing strategies in a specific way.
For instance, some businesses introduce a single decoy product to keep a consumer’s decision-making process simple and fast. At the same time, many companies introduce multiple decoy products to make the consumer feel that she is buying the most-expensive product at a good price.
While planning decoy effect marketing campaigns, decision-makers focus on choosing the best-suited price and offering it at the right price. In addition to considering the prices of other products in the set, they review the pricing strategy of competitors.
What are the Major Advantages of Decoy Effect Marketing?
At present, leading e-commerce companies and cloud-based software providers leverage decoy effect marketing to get incremental revenue. At the same time, decoy effect marketing techniques are used widely by enterprises from various sectors to make consumers buy profitable products. Hence, decoy effect marketing helps businesses leverage a slew of benefits.
Reduces Available Options
Too many options often make a customer’s decision-making process complex. Also, additional options increase the chances of a consumer abandoning the profitable product. Decoy effect marketing helps brands reduce the number of options available to a buyer. At the same time, the brand can influence the consumer’s preferences by offering limited and selected options.
Boosts Sale of Profitable Products
Businesses do not expect consumers to purchase decoy products. Instead, they launch decoy products as a psychological pricing strategy to make customers buy more-expensive products. Hence, decoy marketing strategies help businesses increase revenue and profit simultaneously by boosting the sale of profitable products.
Sell Low-Performing Products
Multiple products launched by the same company differ from each other in the category of sales numbers. Businesses find it challenging to increase the sale of certain products despite running multichannel marketing campaigns.
They can boost the sales number of such products using decoy effect marketing techniques. They can make consumers buy the underperforming products by showing decoy products with higher price tags.
Increase Sales Revenue
Brands use decoy effective marketing techniques to boost the sale of high-performing and poorly-performing products. They can make customers buy profitable products by introducing decoy products. Likewise, they can boost the sale of poorly-performing products by increasing the price of decoy products. Leading ecommerce companies leverage decoy effect marketing to increase sales revenue consistently.
What are the Major Disadvantages of Decoy Effect Marketing?
Leading brands use decoy effect marketing strategies to boost the sale of their products and services. But businesses can leverage this psychological pricing strategy only by overcoming some of the major disadvantages of decoy effect marketing.
May Impact Customer Experience
While creating decoy products, companies often prioritize price over value. They make consumers opt for more-expensive products by influencing their subconscious minds. But consumers expect additional benefits or values while paying more for a product.
Some consumers further impact brand reputation by posting negative comments and reviews. Hence, a business cannot retain customers without adding more features to high-value products. Its decoy effect pricing strategy must focus on value and pricing simultaneously.
Needs Solid Strategizing
As noted earlier, the decoy effect is a psychological pricing strategy. The strategy will fail when a business does not set the price of decoy products inaccurately. A business can leverage the strategy only by determining the right prices.
Decision-makers need to review their own and competitors’ pricing strategies to ensure that the decoy product will make the consumer choose the most expensive option. Hence, businesses have to invest in sophisticated tools to make data-driven decisions while launching a decoy product.
Decoy effect marketing focuses on making consumers choose a more expensive product by presenting them with a less attractive option. Companies and startups across sectors use decoy effect marketing techniques to increase revenue and profits.
But decoy effect marketing, like other marketing strategies, has its advantages and disadvantages. A business can increase sales revenue consistently only by implementing decoy marketing techniques in the right way and under the right circumstances.
Also, it needs the pricing strategy regularly to influence consumers psychologically to buy profitable products. Leading brands ensure that decoy effective marketing techniques boost sales without affecting customer experience and customer loyalty.
How to Create a Digital Marketing Strategy?
Digital marketing methods create opportunities for your business or startup to communicate with existing and potential customers in a cost-effective and measurable way. But consumers these days interact with your business or brand using multiple channels and touchpoints.
Your business can boost lead generation and sales conversion only by delivering the right message to the target audience through the top digital marketing channels. Hence, you can streamline communication and marketing activities across channels and touchpoints by implementing a digital marketing strategy.
In addition to boosting lead generation and conversion, the digital marketing strategy will help your business accomplish multiple goals – enhancing online presence, reaching a wider audience, growing market share, improving brand recognition, and gaining a competitive edge.
Before making a digital marketing strategy, you must answer important questions like who is the ideal customer, what your ideal customer wants, where to find ideal customers, and how to influence their purchase decision. At the same time, you should create a solid strategy by integrating crucial components of a digital marketing strategy.
9 Critical Components You Must Integrate to Create a Solid Digital Marketing Strategy
1. SMART Marketing Goals
Your digital marketing strategy can drive lead generation and sales conversion only by covering multiple channels and touchpoints. Hence, you must set specific, measurable, attainable, relevant, and timely (SMART) goals.
The specific and measurable marketing goals will help you plan the tasks and activities to be performed by digital marketers. Also, you can schedule marketing campaigns to achieve predefined goals in a specific timeframe.
2. Competition Analysis
In addition to engaging customers, the digital marketing strategy must focus on outperforming competitors. While making the strategy, you must conduct research to identify the channels and strategies used by your online competitors to acquire and retain customers.
You can make the marketing strategy more effective by emulating the tactics that work for competitors. However, it is also important to outperform competitors by refining their strategies based on the latest data and emerging trends.
3. Buyer Persona
You can influence and engage customers more effectively only by understanding their purchase behavior, buying patterns, and paying capacity. For instance, you can decide the time a customer takes to make a buying decision based on her buying behavior.
Likewise, you can understand why and how a customer purchases by understanding her buying pattern. That is why; your digital marketing strategy must focus on identifying and depicting the ideal customer based on real-time data and market research.
You can identify the ideal customer for your product or service by creating detailed buyer personas. As a semi-fictional representation of the ideal customer, the buyer persona will help you identify and define the ideal customer based on important information like age, gender, marital status, education level, location, household income, preferences, and pain points.
Also, you can use the buyer persona as a tool to decide where to find ideal customers, how to communicate with them, and how to influence their purchase decisions by delivering the right content and message.
4. Channels and Touchpoints
Customers these days interact with a brand using various channels, touchpoints, and devices. Your digital marketing strategy must focus on connecting and communicating with the target audience through their preferred channels.
It is always important to communicate with customers using multiple channels – organic search, social media, paid ads, and online forums. At the same time, your strategy must focus on delivering messages to the target audience at the right time and through the right channel.
The digital marketing strategy will focus on diverting more traffic to your website. But you can convert the website visitors into leads and customers only when your website keeps them engaged. While creating the digital marketing strategy must focus on boosting the website’s user experience consistently.
In addition to making the website easy to access and navigate, you must create high-quality website content. Also, you should test the website regularly to identify and fix the issues affecting its user experience and digital marketing performance.
Businesses these days operate in volatile environments where market trends and customer preferences change frequently. You can make a digital marketing strategy successful only by meeting the existing and emerging needs of customers.
You must make the digital marketing strategy data-driven using data analytics. Data analytics tools identify patterns and detect trends by analyzing large volumes of historical and real-time data. They make it easier for you to refine digital marketing strategies by providing actionable insights.
7. Key Performance Indicators (KPIs)
You can never predict the outcome of a digital marketing campaign accurately in an evolving digital environment. You can know what is working and what is not working only by measuring the performance of individual digital marketing campaigns regularly and accurately.
Your strategy should define the KPIs to be used for measuring the performance of digital marketing campaigns. For instance, the strategy should define different sets of KPIs for SEO campaigns and paid advertisement campaigns.
Some digital marketing campaigns are more expensive than others. For instance, you have to incur additional expenses to run paid advertisement campaigns than search engine optimization (SEO) or content marketing campaigns.
Hence, you need to combine the right digital marketing methods by conducting a cost-and-benefit analysis. Your digital marketing strategy must focus on combining the right digital marketing methods to achieve goals without going over budget.
You have to deploy skilled content creators and experienced digital marketers to perform communication and marketing activities. Also, you have to focus on boosting their productivity and creativity consistently to boost digital marketing campaigns. Your organization can save both resources and costs through digital marketing automation.
In addition to automating routine tasks, digital marketing tools help you plan and build campaigns based on real-time data. Also, you can use the tools to get higher returns by tracking, measuring, and refining digital marketing campaigns regularly.
A formal digital marketing strategy will help your company or startup accomplish SMART marketing goals. But you can make the digital marketing strategy more effective by leveraging cutting-edge technologies and real-time customer data. Also, you must keep the digital marketing strategy flexible enough to adopt emerging trends and new channels.
Customer Journey Tracking Tools
Every customer takes specific actions before and after making a purchase decision. Marketers influence the purchase decision of a customer only by delivering personalized and targeted content according to her preferences and behavior.
They prepare customer journey maps to understand her expectations and optimize her experience according to the current stage in the buyer’s journey – awareness, consideration, decision, retention, or advocacy.
You can automate customer journey tracking and mapping across channels using specialized software solutions. The customer journey tracking tools collect important information about customers across channels.
Also, they help you convert leads into customers by identifying the most effective channels and touchpoints. You can track and map customer journeys using different categories of customer journey tracking tools.
For instance, you can get a unified view of the customer journey using customer journey analytics tools. The analytics tools combine marketing, sales, and customer data gathered from various sources. At the same time, you can use customer behavioral tracking tools to understand, measure, and analyze customer behavior.
We are making it easier for you to automate customer journey tracking and mapping by discussing some of the widely-used customer journey tracking tools.
7 of the Widely-Used Customer Journey Tracking Tools
The customized templates provided by Lucidchart help you create customer journey maps in minutes. Also, you can assess customer experience accurately by creating customer journey maps from the perspective of buyers.
You also have the option to boost engagement and increase revenue by targeting specific buyer personas. In addition to facilitating customer journey visualization, Lucidchart enables you to share customer journey maps with teams managing specific channels or touchpoints.
Hence, you can make comprehensive customer journey maps based on the input shared by various teams. Your organization can use Lucidchart by choosing from four pricing plans – free, individual, team, and enterprise.
Smaply comes with built-in tools for generating customer journey maps, customer personas, and system maps. You can use the customer journey mapping tool to identify business opportunities by discovering customer pain points.
Likewise, you can understand a customer’s needs and preferences using the personal mapping tool. At the same time, the system mapping tool helps you visualize the entire ecosystem consisting of employees, clients, and suppliers.
You can evaluate Smaply by choosing the free version. But the free version allows you to create 2 persona maps and 3 journey maps. You can generate more customer journey maps by upgrading to the basic, pro, or enterprise edition of the software.
3. Microsoft Visio
Microsoft Visio comes with tools to simplify the development of diagrams and flowcharts. But leading companies use Visio to visualize customer journeys. The software makes it easier for marketers to create customer journey maps by accelerating repetitive tasks.
While mapping the customer journey, you have the option to use a variety of shapes, stencils, and objects provided by the software. But Microsoft Visio, unlike other customer journey tracking tools, does not provide ready-to-use templates.
You have to start creating customer journey maps from scratch while using the software. Your organization can use Microsoft Visio based on various subscription and one-time purchase pricing options.
Reveall simplifies customer journey tracking and understanding by unifying data from diverse sources. You can use the software to create a centralized data repository by importing real-time customer data across channels.
The centralized data repository makes it easier for you to understand customer problems and key customer findings. Also, you can leverage real-time data to create customer journey maps and product roadmaps aligned with customers’ needs.
You can boost data collection and centralization by integrating Reveall with many widely-used data storage tools and apps. Your team can evaluate the customer journey tracking tool on a free trial basis.
5. Adobe Customer Journey Analytics
The customer journey analytics solution launched by Adobe visualizes customer journeys based on real-time data collected across engagement touchpoints. Adobe Customer Journey Analytics unifies data collected from various sources.
Hence, it becomes easier for you to understand and track customer journeys completely. The software enables you to visualize the customer journey end-to-end and get actionable insights gained using artificial intelligence (AI) technologies.
In addition to tracking customer journeys, you can use the software to discover high-value customers. Also, you can boost customer experiences by making data-driven decisions based on real-time customer interactions. However, you have to access the features of the customer journey tracking solution as a core package.
InMoment helps focuses on boosting customer experience by leveraging human expertise and cutting-edge technologies. The software simplifies customer journey tracking and mapping by gathering data across touchpoints.
The data unification helps you create marketing programs that meet the needs of your customers and business. Your employees can use InMoment to recognize important customer moments and respond to the moments proactively.
Hence, they can grow the number of most-valued customers consistently by connecting with them in the most-effective way. You have the option to choose from three editions of InMoment – CoreCX, Enterprise, and Custom. Also, you can evaluate each of these editions by requesting a demo.
Optimove modernizes customer journey tracking and mapping using artificial intelligence (AI) technologies. Like other customer journey tracking tools, Optimove unified customer data collected from diverse sources.
But it helps you find customer engagement opportunities by providing actionable insights gained by analyzing cross-channel data using intelligence technologies. The non-technical users can leverage smart insights to understand customers and boost their experiences.
Likewise, marketers can leverage actionable insights to influence customers by sending optimized messages through multiple channels. Optimove helps your business track customer journey and boost campaign performances accurately using self-optimizing algorithms.
You can understand customer behavior and optimize customer experience using specific customer journey tracking software. But customer journey tracking tools differ from each other in many aspects, including features, usability, integration options, and pricing.
Also, certain tools track the customer journey across specific channels or touchpoints. Hence, you should compare this widely used customer journey tracking solutions elaborately. The comparison will help you invest in a customer journey tracking tool that fits your precise needs.
What is Domain Warming and how does it affect Email Deliverability?
87% of marketers disseminate different forms of content by sending emails. But they cannot make email marketing campaigns successful only when the right customer receives the right content at the right time. Email marketers have to overcome many challenges to ensure that the right content is delivered to the target audience.
Many bloggers cite improving email deliverability as one of the major challenges in email marketing. Emails marketers find it more difficult to send emails from new domains than from aged domains. They use domain warming or IP warming as a strategy to increase the delivery rate of emails sent from a new domain or unused domain.
What is Email Warming?
Leading email service providers consider emails sent from new or unfamiliar domains as suspicious activities. They block the emails sent from domains with no reputation to protect recipients from spam. Also, most email inbox providers block a large number of emails sent from a new domain.
Email marketers increase email delivery rates by developing a new domain’s identity and establishing its credulity by warming up the new or unused domain/IP. Domain warming can be described as the process of developing the identity and credibility of a new domain with email inbox providers.
How do Email Marketers Warm up New Domains?
Email marketers gain the trust of email inbox providers by warming up a new or unused domain over a period of time. They initiate the email warming process by sending a lower number of emails from the new domain.
They increase the number of emails sent from the domain gradually over a period of time. Also, their domain warming strategies increase email deliverability gradually by focusing on some important factors.
While planning the domain warming process, marketers send a lower number of emails from the domain. But they often find it challenging to determine the right email volume. Most marketers determine the right email volume using analytics. Analytics makes them decide the number of emails being delivered to the recipient’s inbox instead of going to the spam folder.
Marketers lack the option to follow any preset rules or standards while deciding the frequency of emails to be sent from a new domain. But they ensure that the email service providers do not suspect their activities by not sending emails every day. Many marketers these days set the email cadence at three days while initiating the domain warming process.
A high bounce rate makes marketers put in extra time and effort to warm up a new domain. Hence, marketers evaluate the accuracy of the email list before sending emails from the new domain. Also, they use analytics to identify the engaged recipients and the type of content they access. Email marketers focus on keeping the bounce rate low by sending emails to the right recipients.
The decline in human attention span makes it essential for email marketers to ensure that recipients can consume the content in seconds. While making domain warming strategies, marketers opt for email templates that are slim and concise. They share specific content with subscribers by sending individual emails. Also, they keep recipients engaged by making them access the content without scrolling.
Many marketers prefer shared IPs to dedicated IPs to avoid additional expenses. But dedicated IPs, unlike shared IPs, enable marketers to send emails from a unique and exclusive IP. Marketers also have the option to enhance the reputation of the dedicated IP gradually. While the planning domain warming process, marketers send emails from a dedicated IP to increase email deliverability by winning the trust of inbox service providers.
How Domain Warming Boost Email Marketing Performance?
Often bloggers describe domain marketing as a strategy to boost email deliverability. But businesses boost the overall performance of email marketing campaigns in several ways by sending emails from a warm domain.
Increased Email Deliverability
Domain warming emphasizes on increasing the number of emails sent from a new domain gradually. Hence, marketers send emails in small volumes from a new domain. The decrease in the number of emails creates opportunities for them to track the number of emails being delivered to inboxes and going to spam. Marketers can refine domain warming strategies by adjusting email volumes based on real-time data.
Higher Open Rate
The outcome of email marketing campaigns depends on the number of recipients opening emails. In addition to improving email deliverability, domain warming strategies help marketers increase email open rates. Several studies suggest that the email open rate increases by 40% when messages are sent from a warm message.
Email Content Optimization
Email marketers find it challenging to track the performance of email content when a large number of emails are sent from a domain regularly. Domain warming process makes it easier for them to measure the performance of email content using important metrics like clickthrough rate and conversion rate. They can improve the metrics by refining and adjusting the email content.
Whitelisted Email Campaigns
Marketers often explore ways to increase delivery rates by whitelisting email campaigns. They whitelist email campaigns by increasing the number of approved or safe email ids. Domain warming process makes marketers send emails only to subscribers. Hence, email inbox providers start trusting whitelisted email campaigns due to low bounce rates. The whitelisting helps marketers boost email deliverability in the longer run.
How do Email Marketers Speed up Domain Warming Process?
The time required to warm up a new domain depends on the size of the email list. An email marketer needs more time to warm up a domain with a one million contact list than a website with a 50000 email list. But email marketers must remember that there is a slew of factors that prolong the domain warming process.
For instance, the domain warming process is extended when they send choose an email frequency that email service providers find suspicious. Likewise, they will need more time to warm up a domain when emails are sent from multiple email ids. At the same time, email marketers can reduce domain warming time by reducing email bounce rates and improving email address list quality.
As a tried-and-trusted digital marketing strategy, email marketing helps businesses generate leads and increase conversion rates. But companies or startups can increase email open rates without warming up new domains. Businesses these days develop a new domain’s identity and reputation using many domain-warming strategies. Businesses also can follow these email marketing best practices to obtain better results.
But no email marketer can warm up a new domain in a short amount of time. They must remember that age is one of the key factors that impact domain reputation directly. Hence, their domain warming strategies must focus on improving domain reputation gradually. They should identify and avoid certain things that disturb or prolong the domain warming process.
9 Inbound Marketing Tools for Smart Marketers
In addition to generating 54% more leads than traditional marketing, inbound marketing tactics help businesses curtail lead generation costs by 62%. Also, they create opportunities for companies and startups to increase brand awareness, boost sales conversion, and sustain competitive advantage by building long-lasting relationships with consumers.
But inbound marketing, unlike outbound marketing, delivers results in the longer run. Marketers can accomplish desired results only by ensuring that the right content is delivered to the right customer at the right time. Smart marketers boost the performance of inbound marketing campaigns through automation.
They automate recurring and routine marketing activities using inbound marketing tools. The inbound marketing software solutions further make it easier for users to nurture leads and personalize customer experiences by leveraging a large amount of real-time data. We are making it easier for you to automate inbound marketing activities by discussing some of the widely-used inbound marketing tools.
Overview of 9 Inbound Marketing Tools Hugely Popular with Smart Marketers
Integrated customer relationship management (CRM) software helps marketers access the contact information of prospects and customers collected from various sources. Sales and marketing teams leverage customer data to increase sales conversion rates by sending personalized content to every customer according to her current position in the buyer’s journey. Also, sales and marketing teams can share up-to-date customer information with various stakeholders. Salesforce boosts inbound marketing campaigns using AI-driven prompts that make users take the right action at the right time.
2. Google Analytics
Marketers convert leads into customers by sending personalized and targeted messages across the sales funnel. They must understand a customer to personalize messages according to her position in the buyer’s journey. The web analytics service launched by Google is used widely by inbound marketers to understand customers based on website and mobile app data. Google Analytics uses artificial intelligence (AI) and machine learning (ML) to provide actionable insights that help marketers boost the performance of marketing content and campaigns.
In addition to facilitating email marketing automation, MailChimp boosts the performance of email marketing campaigns using AI and data analytics. Marketers can use the standalone email marketing tool to send the right message to a large number of customers at the right time.
At the same time, the software helps them optimize email content by giving AI-assisted suggestions and simplifying A/B testing. Marketers can use MailChimp to track the performance of individual email marketing campaigns using important metrics like open rate, clickthrough rate, and unsubscribe.
Businesses these days run paid advertisement campaigns to diver more visitors to their websites. Marketers engage and convert website visitors by building and optimizing campaign-specific landing pages. Unbounce makes it easier for marketers to build custom landing pages by providing industry-specific templates.
Also, the software uses AI technologies to optimize each landing page based on insights gained by analyzing real-time campaign data. Unbounce eliminates the need to perform A/B testing by sending website visitors to the right landing pages detected using intelligence technologies.
Inbound marketers use Buffer to automate common social media marketing activities. They use the software to publish and schedule posts on popular social networks like Facebook, Instagram, Pinterest, LinkedIn, Twitter, and Tik Tok. Buffer makes it easier for users to track social media marketing campaign performance by generating reports.
Also, marketers can use the inbound marketing tool to engage customers on social media by navigating and responding to their comments. At the same time, the tool provided by Buffer enables marketers to create customized landing pages for social media ads in minutes.
SEMrush is one of the inbound marketing tools that help users automate multiple campaigns – search engine optimization (SEO), social media marketing, and PPC. Marketers use the all-in-one software to automate recurring SEO activities like keyword research, competitor analysis, website audits, and search rank tracking.
At the same time, the software facilitates SEO-friendly content generation by identifying relevant topics, measuring content performance, and providing actionable tips. Marketers can use SEMrush to post and schedule content on popular social networking platforms and analyze the performance of social media posts.
AdRoll makes it easier for marketers to plan, manage, and improve a wide variety of ad campaigns. Marketers can use this advertising platform to run brand awareness ads, connected social ads, and retargeting ads. AdRoll makes it easier for users to show relevant ads to each lead by tracking the behavior of identified contacts and the activities of unknown contacts.
Also, it divided the target audiences into relevant segments based on their behaviors and attributes. The bidding AI used by the software helps marketers reduce ad spending by making frequent predictions based on the latest data. At the same time, marketers can use AdRoll to complement paid ad campaigns with email marketing campaigns.
Smart marketers opt for Hubspot to automate inbound marketing campaigns using a variety of tools. Hubspot facilitates inbound marketing automation by providing content management software, marketing automation software, and CRM software. The marketing automation software makes it easier for users to attract website visitors from organic and paid marketing channels.
Also, users can convert website visitors into customers in a variety of ways – delivering targeted content, sending emails, and optimizing landing pages. Hence, marketers can use Hubspot to run multichannel campaigns without investing in additional inbound marketing tools.
The marketing automation solution launched by Oracle comes with features and tools to boost B2B lead conversion. While planning inbound marketing campaigns, marketers use Marketo to create rich buyer personas based on behavioral and firmographic data collected from many sources.
They create dynamic marketing campaigns based on these buyer personas. Marketo makes it easier for users to create important marketing assets like emails, landing pages, and forms. The software uses advanced AI algorithms to target the right audience, prioritize qualified leads, and send targeted messages.
Smart marketers boost lead generation and conversion through the automation of individual inbound marketing strategies like search engine optimization, social media marketing, content marketing, email marketing, and influencer marketing. Hence, they combine a slew of free and premium inbound marketing tools to automate various activities. But they always evaluate the pros and cons of each inbound marketing tool to automate the desired marketing activities successfully.
Startup Marketing Strategy for 2023
Eminent researchers believe that the world economy is headed for a recession in 2023. The global recession will decline the valuation of startups. Also, the huge funding crunch will make it challenging for startups to sustain business growth. Entrepreneurs and founders can overcome the funding crunch only by achieving profitability.
They will try to survive the funding crunch by accelerating customer acquisition and increasing sales revenue consistently. Likewise, they will try to maintain a positive cash flow by curtailing upfront and ongoing costs. Hence, startups will explore ways to promote and sell their products/services aggressively without escalating marketing costs.
While making a startup marketing strategy in 2023, you should focus on interacting with existing and potential customers using multiple channels and touchpoints. But your digital marketing strategy for startups must curtail costs and increase returns by combining a slew of low-cost and budget-friendly marketing tactics.
15 Tactics to Consider While Making a Startup Marketing Strategy for 2023
1. Website Optimization
You can divert visitors to the start-up’s website using many digital marketing tactics. But the digital marketing strategies cannot convert visitors into leads and customers if the website does not deliver an optimal user experience. You need to ensure that users can access the startup’s website seamlessly on desktops, laptops, smartphones, and tablets.
At the same time, your strategy should focus on improving the key factors affecting the website’s user experience – speed, usability, content, security, and credibility. Also, you have to implement the latest search engine guidelines to increase search engine traffic to the website organically. Hence, your startup marketing strategy must make user experience optimization an ongoing process.
2. Search Engine Optimization (SEO)
SEO is one of the digital marketing tactics that help businesses reduce customer acquisition costs significantly. In addition to reaching out to a wider audience, SEO tactics boost a website’s online reputation and credibility. Your startup marketing strategy must boost the website’s search visibility using on-page, off-page, and technical SEO techniques.
However, you must remember that Google and Bing these days update their search algorithms frequently to boost search experiences. Hence, you must keep the SEO strategy flexible enough to accommodate the changes required to boost customer acquisition. In addition to using different forms of content, you must optimize the content for textual search, image search, voice search, and video search.
3. Social Media Promotion
The average time spent by internet users on various social networking platforms has increased to 2 hours and 29 minutes in 2022. Hence, your startup marketing strategy must include an organic social media plan. You can promote the startup on social networks organically by posting and sharing a variety of content – posts, stories, memes, photos, and videos.
However, your strategy must focus on posting the right type of content on the right social networking platform at the right time. In addition to posting content regularly, you need to optimize the content and engage with the target audience. Audience engagement is essential to enhance your brand recognition and visibility and produce user-generated content.
4. Influencer Marketing
Many individuals and enterprises have become social media influencers by establishing reputation and credibility in a specific sector. They help businesses promote their products and services on social media through posts, mentions, and endorsements. Your startup marketing strategy must consider this distinct form of social media marketing to promote products/services to a wider audience.
You can leverage this marketing tactic fully by long-term partnering with the right influencers. The partnership will result in the publication of authentic influencer content according to your marketing strategy. However, you must allow creative freedom to enable the influencer to create content that keeps the audience engaged and deliver your marketing message.
5. Content Marketing
In addition to connecting startups with the target audience in a cost-efficient way, content marketing boosts the performance of SEO and social media marketing campaigns. Your marketing strategy for 2023 must make the creation, distribution, and promotion of multi-form content an ongoing process.
But the startup can win customers’ trust and build long-term relationships with them only by producing relevant, valuable, and consistent content. Hence, this marketing tactic requires startups to produce high-quality content by deploying seasoned content creators. Your strategy must leverage real-time data to produce content that the target audience wants and prefers.
You must publish and promote the content strategically to ensure that the target audience can consume the content using their preferred channel and devices. At the same time, you should identify the high-performing content and focus on optimizing the underperforming content by monitoring the performance of each form of content.
6. Email Marketing
Email marketing is one of the tried and tested digital marketing strategies. Over 87% of marketers distribute various forms of content organically using email marketing. In addition to connecting with the target audience, email marketing helps startups keep recipients engaged and influence their purchase decisions.
While making a startup marketing strategy, you should opt for email marketing as a low-budget marketing budget to build, nurture, and sustain customer relationships. But your email marketing strategy must focus on sending the right message to the customers at the right time. Also, you can get better results by combining email marketing and SEO.
7. Video Marketing
This marketing strategy requires startups to incur video costs. Also, startups have to spend more to improve video quality. But you must remember that 54% of consumers want brands to publish video content regularly. Hence, a startup cannot meet the expectations of consumers without investing in video marketing.
However, your marketing strategy for startups must focus on controlling video marketing costs by adopting best practices like keeping videos short, producing videos in-house, procuring economical equipment, and spending time on pre-production. At the same time, you must increase ROI by implementing a slew of video marketing strategies.
8. User-Generated Content
Consumers find user-generated content more authentic and impactful than brand-generated content. Your startup marketing strategy can influence the purchase decision of consumers by using brand-specific content created by consumers in various marketing campaigns.
You can boost brand loyalty and brand growth in a cost-efficient way by posting positive reviews on websites, social networks, and online forums. However, your strategy must make it easier for consumers to create brand-specific content by providing clear instructions.
9. Hashtag Campaigns
Hashtag marketing is a form of social media marketing. As the name suggests, this marketing tactic enhances the visibility of content on social media by embedding hashtags. Your startup marketing strategy should consider hashtag campaigns to create brand awareness, build communities, and promote products/services.
But you can make the hashtag marketing strategy impactful only by selecting the appropriate hashtag for a campaign and posting content featuring the hashtag. You also have the option to use multiple hashtags according to precise marketing goals. At the same time, you need to ensure that the target audience can interact with the hashtag seamlessly.
10. Referral Programs
This marketing strategy drives customer acquisition and sales conversion by encouraging and incentivizing existing customers to recommend products/services. While making referral programs for startups, you should focus on converting happy and loyal customers into brand advocates.
The existing customers will help the startup acquire new customers by recommending products/services to their friends, coworkers, and family. But the startup can persuade existing customers to recommend only by giving incentives like a surprise gift, option to upgrade, or attractive discounts.
This marketing tactic emphasizes brands promoting each other’s products/services by marketing partnership. A startup can promote its product/service in a cost-efficient way by forming marketing partnerships with similar or relevant businesses.
The strategy will make another business promote the startup’s product/service to its customer base. But the startup has to promote the product/service of the partner to its customer base in return. Hence, cross-promotion creates a win-win situation for both partners without escalating marketing costs.
12. Business Awards
Many governmental and non-governmental organizations these days recognize the outstanding achievements of startups by giving awards. These awards enhance the reputation and credibility of winners in a short amount of time.
A startup can use the award as a cost-efficient marketing tool to attract new customers and retain existing customers. It can impress and influence visitors by displaying the awards on its website. But a startup can leverage this marketing tactic only after winning business awards.
13. Network Events
In addition to enhancing brand awareness, network events create opportunities for entrepreneurs to make connections in the industry. Startup founders can leverage this low-cost marketing tactic by organizing local events as well as attending network events.
While attending business networking events, entrepreneurs should showcase their expertise by participating in genuine discussions. At the same time, they must build business connections by sharing their contact information and staying in touch with other participants.
14. Personal Branding
Many entrepreneurs and founders have become celebrities in a short amount of time thanks to Social networking platforms and business reality TV shows. Likewise, many founders enhance brand recognition and customer acquisition through personal branding.
While making marketing strategies for startups, you focus on branding both founders and startups. Your personal branding strategy for entrepreneurs should focus on highlighting their struggles, past experiences, success stories, failures, and future plans.
At the same time, you should enhance the founder’s personal brand by distributing a variety of digital content – articles, blogs, videos, podcasts, case studies, and infographics – across customer communication channels and touchpoints.
15. Low-Budget PPC Campaigns
PPC is not one of the low-budget digital marketing strategies for startups. But no startup can garner instant results without running paid advertisement campaigns. While making a startup marketing strategy, you should focus on controlling costs by running low-budget PPC campaigns.
Leading search engines and social media enable you to control PPC campaign costs in a variety of ways. For instance, you can control PPC marketing costs by targeting the best keywords, opting for manual bidding, and targeting limited locations. However, you must monitor and refine the PPC campaign performance regularly to get better results.
While making a startup marketing strategy in 2023, you can overcome budgetary constraints by combining a slew of low-budget digital marketing techniques. But your strategy can increase ROI only by focusing on two important factors – digital marketing automation and digital marketing performance measurement.
Digital Marketing Performance Monitoring
Your digital marketing strategy for 2023 must define the metrics or KPIs for monitoring digital marketing performance. The KPIs will show the performance and outcome of digital marketing campaigns in numbers. Hence, it becomes easier for you to know which digital marketing techniques are working and which are not.
You can make the strategy more effective by increasing budgetary allocation for high-performing digital marketing campaigns. Also, you can achieve predefined marketing goals by improving the performance of underperforming digital marketing campaigns by making data-driven decisions.
Digital Marketing Automation
You curtail the manpower and resources required to run multichannel digital marketing campaigns only through automation. The digital marketing tool will help you control staffing costs by automating routine communication and marketing activities. Also, you can use the tool to generate, nurture, and retarget leads more efficiently.
At the same time, the software will provide you with actionable insights by analyzing large volumes of customer and marketing data collected from various sources. You can generate automated reports to boost digital marketing performance by making the right decision at the right time. Hence, you can power up the startup marketing strategy for 2023 by investing in the right digital marketing tool.