Through the ebbs and flows of business growth, a marketing strategy should stand strong and help expand business reach and profitability. When businesses use new technologies and a more personalized marketing approach, they can expand their strategy to provide a full omnichannel customer experience. In today’s market, reaching customers where they are is the key to generating more conversions and leads, which increases profits and expands your customer base. 

Digital Marketing Maturity Creates Alignment

At Br8kthru, we have developed a Digital Marketing Maturity Model that aligns sales and marketing efforts with overall business impact. To determine digital maturity, we have three distinct stages that your business may fall in: Foundation, Acceleration, and Expansion. By aligning your organization’s sales and marketing strategies with digital marketing maturity, you can better understand your current capabilities. This will lead to more accurate goal-setting and decision-making that is aligned with overall business goals.  

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Expand Your Digital Marketing Maturity with Omnichannel Communication

If your digital marketing maturity is in the expansion phase, you are likely ready to explore unique ways to reach your customers and provide them with a more personalized experience. Expansion is a great stage to create an overall omnichannel journey for your customers. If you’re following our Digital Marketing Maturity Model, then you have your foundation set, and you’ve accelerated your strategy, so let’s explore ways to expand your maturity:

Conversation Marketing Chatbots

When a customer is on your website and is looking for immediate assistance, do they have a resource they can use? Today’s consumers expect quick communication and will choose companies that offer more immediate customer support over companies they need to wait for days to hear back from. Conversation marketing chatbots are a great way to give your customers a more immediate option for assistance. This creates a more personalized and effective user experience on your website. When consumers feel that their needs are met, they are more likely to convert, and the likelihood of retaining that customer increases. 

Account-Based Marketing

Account-based marketing (ABM) is a strategic marketing approach where businesses tailor their efforts to specific individuals or prospects. If you have tried a strategy that targets a wide variety of consumers and you haven’t seen the results you were hoping for, try more specific outreach with ABM. 

An example of an ABM strategy: identify a few key companies within an industry that are potential customers. To tailor your ABM efforts toward them, you might create customized content, attend industry events where these companies are present, and engage in one-on-one outreach to address the unique pain points and opportunities within their industry.

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AI and Digital Marketing

Artificial Intelligence (AI) can help you expand your digital marketing strategy with various tactics, from brainstorming to reporting. Businesses and marketers that have leveraged AI and digital marketing as a collective effort have seen increased ROI, productivity, and reach.

Here are a few places you can use AI in your marketing strategy:

  • Brainstorming and content creation

    AI tools like ChatGPT can help provide ideas based on prompts. These tools can also create content for social posts, blogs, web copy, and more. Marketers need to tweak the content before posting, as it often needs assistance capturing tone and messaging, among other things. 

  • Reporting and data analysis

    When your strategy has reached a more mature stage, there is a variety of data from several different sources that need to be considered when making future marketing decisions. Leverage AI tools to help pull in a variety of data and analyze it, saving you time. 

  • Customized experiences

    AI can be used to provide an even more personalized experience for customers on your website. A website was part of our foundational stage of maturity. Take it to the next level with items like dynamic pricing, product recommendations, and chatbots. 

Automation

Automation can be a valuable tool that not only saves your team time but allows you to reach customers instantaneously. A great example of the time-saving capabilities of automation is social media posting. If you plan your social posts, use a tool like Sprout Social or Hubspot to schedule content to post on specific days and times automatically.

Most commonly, we see automation used in email marketing. In this stage of digital marketing maturity, your email marketing program should be set up and actively sending at least a monthly campaign. To expand these efforts, consider leveraging automated workflows. To do this, you’ll set up triggers that start a customer's journey through the workflow. The customer will then receive a cadence of pre-defined emails before exiting the flow. Common examples of this include Cart Abandonment, WinBack, or Check-Out Reminders.

Digital PR

If your strategy is at the expansion stage, digital PR offers an excellent way to spread your business’s mission and increase brand awareness. The overall goal of digital PR outreach is to have more traffic and sources that direct back to your channels. For example, if your business is featured in an article, the source will often link back to your website, leading its readers to you. Using the same example, let’s say the news source shares the article on social media as well. Your business is likely to see higher tags and mentions, as well as engagement on social media. 

If you’re looking to expand to new markets or reach a wider net of potential customers, digital PR efforts would be a great addition to your overall strategy. 

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Is It Time to Expand Your Digital Marketing Strategy?

If you want to amplify your business’s digital strategies, the experts at Br8kthru can help. With subject matter experts (SMEs) who specialize in a variety of areas, we can cover key pieces – or all – of your digital marketing strategy and give you back valuable time. Team Br8kthru can help expand your maturity with new and unique efforts to help you curate the perfect omnichannel customer experience for your business. 

To get started, we recommend a Digital Marketing Gap Audit. The experts at Br8kthru will audit three different areas of your current strategy or assets as a complimentary starting point. Then, a dedicated Br8kthru representative will walk through the results with you.