What is the concept of 'Low Hanging Fruit' in Digital Marketing?

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What is 'Low Hanging Fruit'?
In digital marketing glossary, 'Low Hanging Fruit' stands for those easily accessible opportunities that can be used for achieving quick results. Conceptually, it's like reaching for the fruit that is low enough on a tree for you to easily pluck it off without exerting too much effort or resources. Similarly, marketers identify easy targets in their campaign that require less effort but bring substantial results, terming them as 'low hanging fruit'. For instance, optimizing keywords that rank moderately but have great potential, can be seen as a low hanging fruit.
Quite often, these low-hanging fruits are the easiest way for companies to gain swift victories, whether it's reaching a new segment of customers, improving the website conversion rates or boosting sales. This approach is especially beneficial in competitive digital landscapes where obtaining significant results without burning a hole in the pocket is challenging.
Remember, the identification of low-hanging fruits in a digital marketing strategy is subjective and may vary from business to business. However, they all pivot around the foundational principle of less effort, quick results – and thus, are indispensable to a marketer.
'Low Hanging Fruit's' role in Digital Marketing
In the expansive field of digital marketing, focusing on the 'low hanging fruit' approach can kickstart the marketing strategies with assured success. This swift success at the beginning of a campaign can be very encouraging and establish a positive start. Also, given the constant changes businesses encounter, such as algorithm adjustments, competitor's strategies, or shifts in market behavior, optimizing the 'low hanging fruits' can be a dynamic solution to stay afloat.
Next, marketing budgets are often tight. In such scenarios, 'low hanging fruits' offer the advantage of cost-efficiency as they deliver a high return on investment. It equips businesses with a significant competitive edge, enabling them to gain maximum output from their marketing campaigns whilst keeping their expenses low.
Finally, identifying and optimizing the 'low hanging fruit' not only brings instant growth but also allows marketers to understand their target audience better. Whether it's about customer behavior, preferences, or response to a particular campaign, these easier wins offer valuable insights that further strengthen the marketing strategy.
Examples of 'Low Hanging Fruit' in Digital Marketing
A common example of 'low-hanging fruit' in digital marketing is to optimize the underperforming yet valuable keywords. While they might not be delivering the desired results presently, they have the potential to yield significant benefits.
Another example can be streamlining the checkout process on your website. Many online businesses lose customers during the checkout process due to complicacies. Simplifying the checkout process can result in enhanced user experience leading to a potential increase in sales.
Re-targeting customers who've previously shown interest in your product or service is also considered 'low hanging fruit'. These users are already half convinced and with a little push, can be converted into customers. Therefore, whether it is re-targeting ads, personalized email marketing campaigns, or follow-up calls, all can play a role in capitalizing on the 'low hanging fruit' tactic.