What is machine learning?
Machine learning is a broad term used to describe any system that relies on complex algorithms to observe data, then finds natural patterns within that data, and then uses those patterns to predict and improve related outcomes.
In other words, computational scientists and mathematicians are designing systems that, like humans, will learn from experience — systems that will evolve their behavior over time, free from explicit programming. The more data the algorithm processes, the faster it learns to adapt.
This concept of machine learning is admittedly a little eerie, but it’s also become increasingly integral to tech effectiveness. Weather forecasting models, sports betting simulators, medical testing results, suggested GPS routes, voice/text recognition, and the accuracy of just about any software-related experience you can imagine is being shaped by tools that depend on ML-algorithms — and digital marketing is no exception.
The Top 3 Machine Learning Tactics and Tools to Improve Your Digital Marketing
With so many machine learning-based services and solutions to choose from, where do you begin? What’s the best way your business can implement a few basic tactics or tools that will deliver on your dime? We recommend you start here:
Organic Search
When you type a search term into Google and the results are shown, it’s considered organic search results. Organic search are search results that can’t be influenced by paid advertising and are ranked by Google’s algorithm in relevance to the search term you typed in. They give you links and websites that they think would be most relevant and helpful to what you are searching for. But- how do you make sure your website ranks well from a business point of view? To ensure your website ranks high on Google’s algorithm, it’s important to stay on top of your website’s development, user experience, and ongoing content creation to develop successful, longterm SEO results. These results will translate in terms of increased brand equity and sales for the business owner. To track your organic search results, software such as Google Analytics and Google My Business can give you insight on how you rank month to month. You can look at specific reporting data such as page views, bounce rates, and more.
Social Media Engagement
The internet, and social media specifically, has been up and coming for the past few years. Now more than ever, it’s important that you have your business listed on social media and that you are active and engaging with your audience daily. Involve followers in conversation, comment, like, and share things you think your customers will like. This will translate to more brand awareness and customer delight. It’s also important to have your own content on your social media platforms. This could be in the form of employee spotlights, products/services you want to showcase, or a current promotion you’re offering. In this case, content is king. To analyze your posts on social media Facebook, Instagram, Youtube and LinkedIn offer insights including profile visits, website clicks, engagement, reach, etc.
Email Marketing Campaigns
Another great way to reach your audience is to create campaigns that excite them through e-blasts. If your company recently started selling a new product, the perfect way to bring attention to it would be through an email marketing campaign. This would get followers excited about what you’re offering and give them incentive to stay in the loop through subscribing to your email list.Email marketing is a helpful tool to distribute content to a mass quantity of people. Tools such as MailChimp and Constant Contact can help you track your engagement progress and allow you to tailor your messaging through segments, lists, and other personalization tactics.
Let Us Help You Leverage Machine Learning
At DARCI Creative we have a team of experts ready to implement the strategies and solutions you need to get ahead and stay ahead. We’re well-versed in Google search, social media setup and management, email marketing automation, and much more. Contact us today with any questions or to get started on your next project. We’re here to help you make your business better. We’re here to be your partner.
