Digital Marketers: Stop Ignoring These Things. Today, I will share some essential things digital marketers often ignore but shouldn’t be missing.
So let’s kick things off with the first thing that often gets overlooked: platform intent. Now, you haven’t heard of platform intent. That’s because I just made it up.
Nevertheless, it’s one of the most common and essential things that digital marketers ignore, whether in the beginner or advanced categories.
So, what is platform intent? Platform intent refers to a user’s subconscious plan when they go to a specific platform. For example, when you log in to Pinterest, you look for visual ideas or inspiration. On Google search, you’re looking for straight-up answers to problems. And on YouTube, you may want to be entertained or learn something.
We go to different websites with different intentions. When you create marketing campaigns, you should match your format and messaging to the primary platform intent so you can connect with people at that moment where they are.
For example, Rebecca, who manages our Twitter account, repurposed this blog post into a tweet thread. And rather than copying and pasting everything from the center, she gets that many Twitter users log in for snackable advice. Digital Marketers: Stop Ignoring These Things. And that’s precisely what she’s done. She summarized each point with only the most essential information.
Competitors in different niches
So the next time you want to take one piece of content and turn it into 47 different ones, remember that “repurposing” is not “republishing.” The second thing digital marketers ignore is competitors in various niches.
Now, watching your direct competitors, learning from the good, and ditching the bad makes sense. But it’s also essential to monitor what marketers in other niches are doing. Otherwise, you’ll miss out on some super-smart strategies that can be applied to your business.
For example, you might have heard of Canva, a popular design tool for non-designers. Digital Marketers: Stop Ignoring These Things. If you’re anything like me, you may have stopped using their device and completely forgotten about them. But did you know that they’ve grown organic traffic to nearly 100 million monthly organic visits?
I know. I was in complete shock and knew I had to dig deeper. So I reviewed the Site Structure report in Ahrefs’ Site Explorer. After about 10 minutes of research, I developed content ideas for a completely unrelated niche and product – a dating app.
Here’s what I mean. Canva has done an excellent job scaling based on a verb related to design – create. You can create logos, resumes, posters, you name it. They have landing pages for them all. Now, for a dating site, you can apply the same principle with verbs like “date” and “marry.” Let’s take common phrases using those words and variations of those words and run them through a search in Keywords Explorer.
Now, if we head over to the matching terms report, you’ll see many keyword ideas that get millions of searches every month in the US alone. Create content for these pages that matches searcher intent and can help with conversions, and you’re now on your way to replicating Canva create a subfolder.
Omnichannel user experience
The next thing digital marketers should pay attention to is the omnichannel user experience. When people think of UX, they often think of apps, onboarding, sign-up forms, or landing pages. But today, user experience needs to be looked at more holistically. Let me explain.
Around a decade ago, marketers would look through Google Analytics and put all their efforts into improving metrics like time on page and bounce rate because they felt these were indicative of a visitor’s experience. And it made sense because if people stay on a website for a long time and navigate to other pages, they may have a good user experience.
Today, marketing focuses more on customer journeys and experiences than one-off pageview or GA metrics needing more context.
We want people to have a positive experience every time they interact with our brand, whether with our product, content, through social media, or directly on live chat with customer service. I think using some common sense is the best way to “optimize” for so-called omnichannel UX.
For example, we add chapters to nearly all our blogs because we live in a world of power skimming. So do the same for blog posts by using a table of contents that floats with you so you can jump up and down to the places you want to go. We avoid pop-ups because marketers don’t like them, and that’s who we’re marketing to.
We have live chat 24/5 because we understand people want to get help with our product as soon as possible. These experiences accumulate to how people see Ahrefs as a brand; for many, it determines whether they want to do business with us.
Because common sense is only sometimes so common, I recommend finding ways to validate your ideas. You can collect user testing data, heatmap data, or user-generated feedback. For example, this rating system at the end of our blog posts gives us an idea if people liked or disliked our content. And we do the same through live chat.
Speaking of feedback, one of the most important things marketers neglect is talking to customers. And the reason why this is such a huge mistake is that you can only do good marketing if you know exactly who you’re marketing to. Digital Marketers: Stop Ignoring These Things.
By conversing with customers, you get to know their problems and needs, and you can even ask selfish questions like how they found you or what made them choose you over another company.
This is precisely why at Ahrefs, all of our content marketers spend their first two months in support of helping our customers. And it continues after two months. I still read through support chats and monitor our company’s Twitter mentions. And occasionally, I’ll jump on an Enterprise call to better understand more prominent companies’ needs.
Learning how best to serve different types of customers through your marketing is essential, and it should be an ongoing process. If customer conversations are something you’ve put on the back burner, I recommend sending an email or two to schedule some calls.
Alright, the next thing I see marketers repeatedly ignore is their product. Often, digital marketers need help with the metrics. We obsess over traffic, views, likes, comments, subscribers, and anything else that looks cute and clickbaity in a title. And that often comes at the cost of forgetting that there’s a product we should be marketing.
When your product is no longer at the center of your marketing, things get fuzzy, and you start chasing vanity metrics that won’t drive any value to your business. That’s why at Ahrefs, we don’t just create content just for traffic.
Nearly all content we create is product-led, ensuring our marketing efforts are meaningful because they’re centered around what matters most in our company: our product. Now, if you want a blueprint to create product-led content so you and your team can maintain that 100% laser focus in your marketing, then you need to read our blog on product-led content, where I break down exactly how we use it to grow our revenue. I’ll see you in the next blog.
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