The importance of digital marketing to your business cannot be overstated. More importantly, its relevance is increased by the fact that it cuts across every industry, making it a must-have on your ‘to-do’ marketing list. However, there are as many ways to pursue online direct marketing as there are reasons why you should do it. Below are the most common examples of digital marketing strategies you could do:
Search Engine Optimization (SEO)
If you’ve been in business long enough you’ll know that the most common method of researching practically anything is online. You have therefore decided to open a website for your business. Good. But so have thousands of your competitors. So, how do you stay ahead of the curve? How do you make sure that your website is the most visible when a customer types in something related to your business in the search bar. Enter SEO. This is considered as one of the hardest yet most effective digital marketing strategies.
SEO gives your website better ranking in search engines, making it more visible. This means more traffic for your website and increased chances for conversions since more people will become familiar with your website. Research indicates the top 3 results get slightly over 60% of all clicks on the first page and less than 10% of search engine users get to the second results page. If this is not adequate motivation to ensure your website ranks up there, I don’t know what is!
SEO can be actualized in a number of ways:
On-Page SEO: On-page SEO focuses on content that is visible to the website viewer. Aside from providing high-value content to your target audience, find certain keywords that are used in the search volume and curate your content around these words. This allows you to rank higher in search engine results pages (SERP).
Off-page SEO: Apart from on-page SEO tactics, there are other methods of improving your rankings. An often overlooked yet very effective method is link-building. A link is a HTML object that allows the user to jump to a new page by simply tapping it. It is often represented on the page as underlined words in blue. Link-building is therefore the process of building hyperlinks to your own. There are a number of ways to build links to your website. The success of this strategy in improving your ranking rests on two metrics: the number of websites that link back to your blog and the relative authority of these websites.
Technical SEO: This focuses more on the backend of the website and deals with issues related to its coding.
As the name suggests, content marketing leverages on the creation of content for the purpose of increasing brand visibility and reaching out to customers. This type of digital marketing strategy is more informational than sales oriented. If you deal in diaper products, for example, you would do well to publish articles that provide information on how to know when your baby needs a diaper change or the different diaper types in the market. The overall objective of content marketing is to offer practical and valuable information to your target market- information that they could share with their family and friends. Doing this not only increases the visibility of your brand but also validates you more as an authority in your field. Content for a firm’s website can be created in various forms:
Blog posts: These are articles that are posted on the company’s blog. They offer information relevant to what the company deals in and show the firm to be an authority in their area of expertise.
Ebooks: These are much longer posts that are exchanged for the reader’s particulars. This information forms the basis of coming up with potential customer data.
Content marketing often goes hand in hand with SEO so as to improve ranking and visibility, which have a bearing on user traffic and conversions.
Social Media Marketing
This type of marketing enhances brand awareness through social media channels sites like Facebook, Twitter, Pinterest, LinkedIn and Instagram. These media allow your company the opportunity to directly connect with your clientele. Additionally, your business is empowered to offer direct replies to customer queries and even engage them on ideas regarding new products you may be working on. It, however, seems that many companies have not realized the potency of social media as a digital marketing strategy. Statistics indicate that less than 30% of companies integrate social media into their marketing strategies.
Social media can act as a great tool for getting the word out regarding particular products on offer. For maximum benefit, leverage on the availability of numerous social media sites by curating content that features on as many sites as is practical. Instagram and Pinterest, for example, are more visual-oriented. Make sure you have great pictures of the products you have on offer, as this will form an integral part of what you post. Using Twitter and Facebook, on the other hand, offers an opportunity for more wording in your posts. Applications like Hootsuite are useful in helping manage the numerous accounts that you may have.
This is another effective means of communicating with your customers. Emails can be used to promote blog content, special discounts and other events. Like content marketing, the focus should be on ensuring that only valuable information is shared, otherwise the firm will have to contend with cancelled subscriptions. The main aim of this digital marketing strategy is to keep the potential customer engaged and provide them with relevant information tailored to their needs.
Voice Search SEO
This is a fairly new concept in SEO. The main aim here is to optimize existing website content for voice search and get the featured snippet position on Google Search. Siri and Voice Assistant software often reply with featured snippets when asked to research online. Voice Search SEO, therefore seeks to occupy the coveted featured snippet spot on the results page. This comes with the obvious advantage of increased visibility for your firm and its products.
Advancements in voice searches are galvanized by improvements in voice search technology, which in turn precipitates an uptake in the feature by users when searching online. Optimizing for voice searches is definitely the way to go for your company.