The age of digitization is upon us, and with it comes a myriad of new and exciting ways to reach the right audiences and get in front of your ideal customers. As digital marketing has become a commonplace component of any well-rounded marketing plan, it’s sometimes easy to focus on a single platform or marketing strategy that you know, despite the potential new options may hold. It’s working well enough, so why change? But the question isn’t one of changing, or sacrificing one platform for another, but rather amplifying your agency’s marketing strategy by adding advertising channels you may not have considered before.
The start of the year is a great time to explore new ways to make your agency more visible and discoverable and help your clients be more discoverable as well. Here are four ways to up-level your digital marketing strategies in 2020.
Utilize a number of advertising options, not just a single platform, to help expand your reach into new territories and audiences you didn’t know existed. Certain platforms have unique audiences that cannot be reached elsewhere. For example, the Microsoft Search Network has 37% of PC market share in the U.S.,* and 45 million searchers that cannot be reached on Google alone.**
Connecting to Microsoft Advertising’s unique user-base can help you reach a wider, more diverse audience. For example, the Microsoft Search Network audience is split evenly between males and females, half are under the age of 45, and 66% are college graduates. Also, 30% of the Microsoft Search Network audience has a high household income, exceeding $85k.*** Being able to reach a more diverse audience is key to expanding your reach.
By taking advantage of the data and reporting options available, agency marketers can use platforms like Microsoft Advertising to learn about their target audience, drawing connections between their product messaging and what’s resonating with their customers. This can be extremely helpful as you begin developing a robust marketing plan for your agency’s clients. Helping your clients understand more about their audience will only help you run more effective campaigns for them.
Take the time to research the variety of marketing technologies available, then refresh your business marketing goals, and select a few new strategies and tools to try out in 2020.
For example, PPC (pay per click) advertising can be a fast and effective way to drive the right kind of traffic towards your agency’s website and works incredibly well alongside your SEO efforts. And by using valuable data in the form of performance metrics and reporting within any platform, agencies can find ideal results. Using the top 5 reporting metrics - impressions, click-through rate, cost per click, conversion rate, and cost per conversion – you can quickly measure your campaign’s performance, making sure your investment is working for you while making small improvements along the way.
Many online advertising platforms have programs in place that provide marketers with a place to build community, learn about the best practices, and gain visibility and recognition for their marketing prowess. For example, the Microsoft Advertising Partner Program helps distinguish partners in the search advertising marketplace through free training opportunities, exclusive marketing, and sales resources and technical support. Participating in the partner program provides agencies with an opportunity to nurture and grow their intelligent search and digital business, gaining recognition for their work with Microsoft Advertising.
To learn more, tune in to our newon-demand webcast, and our experts will show you how Microsoft can help you extend your marketing know-how and impact your clients (and your own) bottom line with tips and details from the pros.
*** GlobalWebIndex, Crosstab Builder, U.S., Q3 2019; Microsoft Search Network represents unduplicated visitors to Bing Web Search, Yahoo! Web Search and AOL.com Web Search. Data represents desktop, mobile web, and tablet traffic.