Advertising has greatly evolved over time. It is no longer restricted to radio, TV, print publications, and static billboards. Emerging technologies have ushered in a completely new era of how advertising is done–digitally. This is allowing advertisers and marketers to reach their core audiences using new and innovative ways that facilitate more precision.
A digital marketing strategy is essentially a marketing plan developed from insights gathered from nearly every department in a company. Its goal is to not only design seamless brand communications but ensure its implementation across all digital channels.
Effective and successful marketing campaigns are always based on the integration of different channels. This ensures that the impact of the whole is much greater than any single channel. The modern digital marketing strategy requires a fine blend of tested best practices and new tools as well as a keen ear to the ground.
Organic Search and SEO
In digital marketing, the first step is to present your products or services in a way that appeals. That is achieved through organic search and for that to work, your website must be properly optimized. This helps the search engines in identifying what your site is about.
SEO, on the other hand, covers a broad spectrum of techniques used in getting your website to be found during online searches. If your company or business is not appearing in the search results, then it’s crucial to invest in SEO if you want to increase your brand exposure. The digital marketing field is witnessing lots of attention being directed towards local search marketing. This will continue to be an important factor in the years ahead as local businesses are increasingly realizing the value of being located by local consumers.
The SEO world is ever changing largely because Google never stops tweaking how their algorithms work. This underlines the significance of staying on top of the latest trends in the SEO field. Your business could also benefit from the services of an SEO expert or digital marketing specialist to bring the desired impact.
For your content marketing is to have the best outcomes, you need to not only have the correct content but promote it correctly. The buyer of today wants companies and brands to facilitate the process of buying through the provision of the information they need to make a buying decision with minimal effort on their own part. It, therefore, becomes prudent to generate diverse forms of content ranging from blogs, social media posts, photos, videos etc. Share them using multiple digital platforms if you to spread awareness about your business.
Online interactions are becoming increasingly sophisticated and using a direct promotional type of content rarely works nowadays. In fact, they can cause more damage to your business than good. Instead, focus on building relationships and being authentic.
Conversion Rate Optimization (CRO)
An effective or successful digital marketing strategy will basically depend on whether you have a website that is not only good but reputable. This is because all the other marketing elements will be pointing back to your website. Today, websites are at the very core of all digital marketing efforts. The goal of nearly all online marketing activities is to drive traffic to your website, and then converting new visitors into actual sales leads.
The most opportune time to begin thinking of Conversation Rate Optimization is when your marketing efforts start bringing in a steady flow of leads that your sales team can follow. It helps to remember that Conversation Rate Optimization is not simply about converting new visitors to leads. It’s also about converting those leads into sales, and more effectively. Once you have a broad idea of the volume of demand your service or product has, you can then plan the intensity of your CRO activities so as to benefit the most from this demand.
Also known as Pay-Per-Click (PPC) advertising, paid search is typically used in reference to the “sponsored result” that you see on the side or top of the Search Engine Results Page or SERP. Your PPC ads can be tailored to appear when the user enters specific search terms, enabling the creation of targeted ads for a particular audience.
Compared to an organic search, a PPC campaign will get your company or business to the pinnacle of search results instantaneously. Even though you pay for these clicks, this is an excellent way of getting valuable targeted traffic. In addition, it becomes a valuable tool when it comes to keyword research. Pay-Per-Click ads are visible, flexible, and perhaps more significantly, effective for a broad range of organizations.
Sending targeted emails to your audience is recognized as an effective way of boosting engagement, driving traffic, and bringing in more conversions. A robust and well-designed email marketing strategy adds strength and value to your overall digital marketing campaign. Through the emails, you can reach a broader spectrum of targeted categories, informing them about your products/services.
Email marketing is an element of digital marketing which, if used correctly, will reinforce your brand, keep customers interested and drive sales. The broad range of email automation tools that are available makes email marketing much easier as it doesn’t consume too much of your time or cost too much. With the ever-increasing usage of smartphones that facilitate instant email notifications, it is becoming even more effective.
Social Media Marketing
Social media marketing is an excellent channel to not only build but increase brand presence. In addition, it offers a very powerful tool for distributing content and sharing information about your products and services. When your business utilizes several social media platforms it creates new opportunities for connecting and interacting with clients and potential customers.
Social media is now accepted as a credible and reliable tool for digital marketing. It has the potential of greatly expanding and improving online brand recognition. Social platforms like Twitter, Facebook, Pinterest, and Instagram help you reach current clients and prospects better. This is powerful as it enables you to talk directly with your customers and even know their thoughts about your brand offerings; useful for growth strategies.
Everywhere digital marketing is used, it will always leave data footprints. This is what you can use to know whether your marketing efforts are having an impact. The data can help you to steer away from those actions where your business is not getting any traction. For that, you need, at the bare minimum, Google Analytics. This tool helps in tracking a broad range of stats such as traffic, page views, bounce rate, top pages, and average time on site.
Another useful tool is Alexa as it offers analytics that is helpful when you wish to compare your website against the competitors. The analytics data becomes vital when you want to boost your performance and generate more leads. Choosing the most suitable Key Performance Indicators (KPIs) – those which closely represent your businesses’ key target areas – helps you to remain on course and understand which among your marketing activities need improvement and which are actually working.
With so many elements, tools, and tactics to choose from, it can become quite complicated to bring together the right balance. Get the right blend and even with a comparatively small budget, you can have a huge impact. Get it wrong, however, and the digital marketing campaign you have probably spent months planning all gets swallowed up in an environment that is increasingly getting noisier.
The key to success lies in developing a digital marketing strategy that is customer focused. Remember, the ultimate objective of your strategy is to map out the most suitable actions that you need to take or implement if you are to realize your overall business goal.