Marketing in the current landscape can be challenging. No longer can you simply cast your net out and hope to catch your fish. It is now about well-thought-out strategies, targeted content, and digital marketing that portrays your brand.

Both new and established brands globally have expressed how tricky it is to keep up with global trends, engage customers effectively and reach new audiences. Not only does it take the right content, but your entire operation also needs to be focused on the customer journey.

We took a look at what successful brands are doing to reach their targeted audiences. So, what should you be doing to get qualified traffic to your site?

Start Focusing on Organic Followers

For years, key metrics for social media measurements focussed on the number of followers, likes and comments. While, yes that is still important to brands, the number of likes on a post shies in comparison to whether they have translated into traffic to your site. The bottom line is, it is easy to get hundreds of bot followers and likes on your social platforms, but you are literally speaking to a void.

Start focusing on real, organic people. Let's look at one of the most successful social media platforms at the moment - TikTok. This platform has absolutely exploded globally and brands have started hopping on this success. If you want to reach particular audiences, start curating interesting and entertaining content to grow your TikTok following organically.

Start attracting people who are actually searching for your type of content. Curate an audience whose interests fall in line with your brand; you will see your conversions increase. By appealing directly to your target market with content that interests them, you will attract traffic back to your site.

Realign Your Customer Journey

When was the last time you took a journey through your brand? Most companies we know neglect to look into this and understand what the customer is seeing from their side. Enter your site and brand from various points. Go through a Facebook post, find an article or enter your site organically and track what the journey entails.

One of the most important things is to look at the customer experiences at the various touchpoints. Are they receiving good customer service when they are contacting your representatives? Whether they are speaking directly to a representative or using a chatbot, is your brand messaging being conveyed? Maintaining this approach and keeping it uniform across your company is key.

Your customer journey should be particularly mapped out from the inception of your site. UX design is incredibly important when it comes to the layout of your pages, your sales funnel and what your customer sees as they work their way through your site. If you have an already-established site, it could be worth your while to do an audit of the journey!

Create Content Your Customer Actually Wants to See

We touched on this earlier, but let’s go a bit more in-depth. The quality of the content is extremely important when it comes to marketing. The first step is to actually know who your customer is. What are their demographics? What are their interests? How do they behave online? How do they behave in real life? With this information, you can start building content around them.

It is important to pay attention to the content that you are putting out there. Is it educational, is it informative and is it entertaining? Your customers and audience should be learning a bit from your content. While content across the various channels should be uniform, it should also be unique to each platform. Emails should hold tons of information and useful insights. Your blog should contain informative content about your products and services.

It could also be worth your while to partner up with micro-influencers. Choose one that fits your brand and products, and you will already be reaching highly targeted audiences. They will also be able to mold their content with yours, and heighten the scope of your audience. Partnerships of this kind have turned out to be extremely fruitful for brands globally. Not only have they reached new audiences, but they have gained valuable content and content ideas to use for the future.

The Bottom Line

It is important for you to keep measuring and monitoring everything that you do. Watch how successful your posts or emails are. If something seems to really draw traffic to your site and increases your conversions, put some money behind it and boost it for a larger audience. You can then place it in your content strategy for future use. What works before will work again, so keep on that trajectory and you should see your traffic and conversions increase.