Digital is the modern marketer’s most powerful and versatile tool. It also carries the double-edged sword of being a constantly changing and evolving medium. On the one hand, this constant variation makes it difficult to stay ahead of the curve. If, on the other hand, you balance a forward-looking strategy with a few bedrock fundamentals, you can stay ahead of your competitors.

Create a Targeted Social Media Niche

Unless you have an unlimited digital marketing budget, you probably can’t maintain a meaningful presence on every conceivable social media platform. With almost any size budget and some planning, however, you can maintain a strong presence on one to three that most align with your target audience. Take the time to research current trends in social media advertising and usage to see where there is opportunity, and conversely, where there is oversaturation. Tailor your content to the platforms where your most valuable customers spend time. You can afford to ignore the rest. Here’s why.

Understand the 80/20 Rule

The “80/20 Rule” is just as true of digital marketing as it is in any other medium. Simply put, the idea is that 80% of your business comes from just 20% of your advertising outreach. Exposure and awareness are certainly important but make them simple and turnkey to focus on making 20% of your efforts targeted, impactful, and urgent. This is where focusing on specific platforms, apps, and websites is crucial.

Take Steps to Improve Your Organic SEO

Let’s talk about search engine optimization (SEO.) Is it important? Absolutely. Is spending a significant chunk of your digital marketing dollars on pay-per-click ads so you appear on the first page a wise investment? Not necessarily, since you can accomplish some momentum in search rankings organically. Tag the individual pages of your website with strong keywords and locations. Make sure each page has some fresh content weekly if not daily. Repeat valuable keywords often. These steps will can help you land on the front page of the big engines if done consistently.

Don’t Ignore the Power of Email Blasts

Finally, don’t fall into the trap of thinking that email is an antiquated marketing tool. You still open yours, don’t you? A targeted email blast with a beneficial discount or other promotion is an extremely effective weapon to keep in your digital arsenal.

Digital requires a well-thought-out strategy and commitment to achieve ROI. Keep these tips in mind, and you will be better positioned to get the results you want!