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Modernizing Our Marketing – Out With The Old, In With The New

Torie Mathis helps entrepreneurs, like you, use digital marketing to grow their business without wasting time, money, or your sanity. She is a best-selling author, Army veteran, speaker + trainer, and digital marketing coach.

Executive Contributor Torie Mathis

As the digital landscape continues to evolve, so too must our marketing strategies. Sticking to outdated methods can not only hinder growth but also alienate a tech-savvy audience. Here’s a look at five outdated digital marketing strategies we're leaving behind and the modern, efficient tactics we're adopting in their place. Each section will explain why the old strategy has fallen out of favor, what we're doing instead, and why the new approach is more effective.

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1. From generic email blasts to personalized email marketing

Why it's outdated: Once a staple in digital marketing, generic email blasts have become less effective over time. These one-size-fits-all campaigns lack personalization and relevance, leading to high unsubscribe rates and low engagement.

What we're doing instead: Today, we're leveraging personalized email marketing. By using data-driven insights, we tailor our emails to meet the interests and needs of individual subscribers. This involves segmenting our email list based on user behavior, purchase history, and preferences to deliver targeted content that resonates.

Why it's better: Personalized emails boost engagement because they are relevant to the recipient. They have been shown to improve click-through rates and conversions, making email marketing a more powerful tool for building relationships with customers and driving sales.

2. Replacing keyword stuffing with content relevance

Why it's outdated: Keyword stuffing—loading web content with excessive keywords in an attempt to manipulate a site's ranking in Google search results—is no longer effective. This practice can lead to penalties from search engines and a poor user experience.

What we're doing instead: We're focusing on creating relevant and valuable content that naturally incorporates keywords based on user intent. This approach prioritizes the user experience, offering information that truly meets the needs of our audience. We're also optimizing for semantic search, which understands the context and intent behind users' searches.

Why it's better: Content that addresses the needs and questions of users tends to perform better in search results. This not only helps in ranking but also establishes our brand as a credible authority in our niche, encouraging user engagement and return visits.

3. Moving from broad PPC to laser-focused targeting

Why it's outdated: Using broad targeting in pay-per-click (PPC) campaigns can lead to wasted ad spend on uninterested audiences. This scattergun approach is less efficient and often fails to deliver significant ROI.

What we're doing instead: We are now utilizing more advanced targeting options in our PPC campaigns. This includes using demographic information, interests, and user behavior to create highly focused ads. Additionally, we're leveraging retargeting strategies to reconnect with users who have previously interacted with our brand but didn't convert.

Why it's better: Laser-focused targeting allows us to reach the most relevant audience, increasing the effectiveness of our ad spend. This leads to higher conversion rates and a better overall return on investment. By engaging users who are more likely to be interested in our products or services, we enhance the efficiency of our advertising efforts.

4. Switching from static to interactive content

Why it's outdated: Static content, while still relevant, does not engage users as deeply as new, interactive formats. In today's fast-paced digital world, engaging the user actively is more important than ever to stand out.

What we're doing instead: We're embracing interactive content such as quizzes, polls, interactive videos, and augmented reality ads. These formats invite user participation and can lead to higher engagement rates. They not only entertain but also educate our audience, making the content experience more dynamic and memorable.

Why it's better: Interactive content significantly enhances user engagement and time spent on our platforms. It provides value through engagement and personalization, which boosts brand loyalty and helps in collecting data about preferences and behaviors for further personalization.

5. From global to local SEO optimization

Why it's outdated: Focusing solely on global SEO strategies ignores the growing importance of local search, especially for businesses with a physical presence. Global SEO is broad and misses out on targeting local customers who are ready to convert.

What we're doing instead: We're putting a stronger emphasis on local SEO, ensuring our business appears in local search results and maps. This involves optimizing our website for local keywords, creating location-specific content, and managing our local business listings across all relevant platforms.

Why it's better: Local SEO targets individuals searching for specific services in their area, which means the traffic we gain is from potential customers who are more likely to visit a store or make a purchase. This not only increases visibility but also drives higher in-store traffic and sales.

By shifting from outdated tactics to these modern strategies, we're not only keeping up with the changes in digital marketing but also positioning our business to be more connected with our audience and more responsive to their needs. This proactive approach ensures we remain competitive and relevant in a rapidly evolving market.

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Torie Mathis, Digital Marketing Coach

Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity. She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART. Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their small business, with her husband Sean Mathis, and is the creator of SMART AF Magazine. Learn digital marketing for your small business at



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