With the continual rise of social media, digital marketing has made its mark in the business world and it is certainly here to stay. Social media, advertising, SEO and PPC, content—these are all aspects of digital marketing that simply can’t be ignored. While many marketers have embraced digital marketing, others are lagging behind. And in the ever-changing world we live in, businesses can’t afford to fall behind. We’ve gathered a few tips to help you create a successful digital marketing strategy that can lead to increased brand awareness and engagement as well as conversions.
Google is Everything When It Comes To Digital Marketing
Google has dominated the search engine world for a while now and are still on top when it comes to search engine optimization (SEO). SEO is simply maximizing organic traffic to your site by ensuring that your site is as close to the top of search results as possible. This can be achieved a hundred different ways, including constantly monitoring your keywords, testing your links to make sure they work and having the right alt tags and meta descriptions.
Think of SEO as Google’s (and additional search engines) report card for your website. If you have effective SEO, you’re doing well. If your report card is showing Ds, you’re not going to have great performing SEO. This should be a huge part of your digital marketing strategy as it’s a major player in your site traffic. Because SEO encourages businesses to have highly functional websites, when users do visit your site, they’re more likely to stay there than if you had broken links or slow load times.
Content Truly is the Digital Marketing King
We have heard it time and time again: content rules marketing. Focus on content marketing. Create engaging content. We’re hearing it for good reason: content truly does rule marketing and affects every part of your digital marketing strategy. Just think about it; social media requires content, your site needs quality content for SEO purposes and a positive UX and advertising requires engaging content to capture your audience’s attention. Quite frankly, if you’re not producing content or you’re pushing out crap, you may as well stop digital marketing because your strategy will fall apart fast.
So how do you get your content game back on track? Entrepreneur suggests posting a blog post at least once a week to your site. Not only are you creating valuable content for your audience (that’s not self-promotional), you’re differentiating yourself from competitors by providing what they’re looking for instead of pitching your business. Entrepreneur also reminds us to optimize the content for SEO, but not to overstuff your content with keywords. After you’ve created an SEO-optimized, informative or entertaining post, share it across social media. This will give you a much larger reach and drive more traffic back to your site.
It may sound strange, but you also need to be posting to sites other than your own. Why? By guest blogging or writing articles for other sites, you’re increasing brand awareness by getting your name out there. You’re establishing yourself as a subject matter expert (SME) and you have the opportunity to build links back to your site. Entrepreneur suggests starting small with local organizations and niche publishers. Once you’ve established yourself there, continue on with more authoritative sources.
Go Where Everyone Else is on the Web
With our grandparents on Facebook and millennials overtaking Snapchat, it’s safe to say that everyone is on social media. Your audience may be on LinkedIn instead of Twitter, but, nonetheless, they’re on social media. It would make sense then that you’d incorporate social media into your digital marketing strategy.
There’s so much to cover with social media, so we have chosen a few aspects to summarize:
- Build a Following: through engaging, personal content, you’ll gradually build up a following that’s hooked on the content you’re creating and curating for them
- Quality Over Quantity: your audience is engaging with you because the content you’re delivering is entertaining, interesting or valuable. If you can’t maintain a daily or bi-weekly post schedule, focus on quality content. Nothing’s worse than pushing out content just to have it. Serve a purpose
- Site Traffic: by using social media to promote your site launch, a webinar you’re hosting, blog posts or anything else on your website, you’re encouraging your followers to check it out. This can help increase site traffic and your SEO campaigns. It’s important to remember though that social media is not for promoting yourself, so use the 80/20 rule when sharing news about products and services
- Word-of-Mouth (WOM): social media is known for generating word-of-mouth, which can increase brand awareness and brand loyalty. Master social media and you’ll likely see increases in WOM, site traffic and, potentially, conversions
The Whole is Greater Than the Sum of its Parts
Digital marketing is complex, but, done well, can be a business’s biggest asset. There are so much more involved than what we’ve summarized above, but if you take away just one thing from this article, it should be that everything works together. Having amazing content that isn’t shared on social media is pointless. Designing a gorgeous website that functions well doesn’t mean anything if you’re not utilizing SEO and social media to drive traffic to it. While each of these strategies can hold its own, when they work in conjunction with each other, magic happens!
Ready to Get Started?
Are you feeling amped up and excited to execute your new digital marketing strategy? Good! This article is by no means fully inclusive of all strategies, so if you’re still struggling to create a solid plan, check out our friends at Black Bear. They’re social media and SEO pros that have worked with clients on social media and marketing plans. They’re also pretty good with content; have you seen their social media pages?! Good luck!