There’s a mind-boggling array of digital marketing options available to you, so how do you choose those most appropriate to your brand?
A good digital marketing strategy covers three main asset types:
- owned media: your own assets such as your website and email list
- paid media: advertising
- earned media: where other people advocate on your behalf, usually on social media.
Follow these 7 steps to digital marketing success and you’ll have all your bases covered:
Your website is the hub of your online presence: all your other online activity is connected to it in some way. Therefore, the first thing to do is undertake a thorough audit of its strengths, weaknesses, opportunities and threats. This will guide you on how to improve your site and dictate your next actions.
For example, if your site is not responsive (i.e. automatically adjusts its design to suit the device used to access it), you will need to address this, as a poor mobile experience is a big no-no as far as Google is concerned.
2. SEO (Search Engine Optimisation)
Once you’re happy with your website it’s time to maximise its visibility in the Search Engine Results Pages (SERPs). SEO can make or break a website’s popularity: 93% of online experiences begin with a search engine. The question ‘How do I optimise my website?’ could fill a book all by itself, but in short SEO is an amalgamation of techniques – some technical, some simple – to make sure Google knows your site exists and that it is a relevant resource for your target demographic.
Optimising your site for the organic (natural) search listings should be your first action before investing in paid traffic.
3. Employ email marketing
This one is pretty simple – send your message directly to your client-base/potential clients through email. However small your list, it’s worth starting email marketing as soon as possible. Cutting-edge personalisation and automation techniques have given this traditional marketing technique a new lease of life.
It’s also a great partner to content marketing, as an email summary of your latest guides and blogs can be a great way to drive repeat traffic to your website.
4. PPC (Pay Per Click)
Once your website and SEO are in place, a great way to boost traffic, for some businesses, is to use PPC advertising. This is an easy-to-measure advertising model where you place a paid ad on a website or next to relevant Google search engine results pages (SERPs) and pay every time someone clicks through to your site or landing page.
The top three paid ad spots take, on average, 41% of the viewers from any search query – and with Google’s recent changes to the layout of the SERPs, this could increase.
5. Content marketing
This is an effective strategy where you publish and distribute valuable content, such as guides and blogs, to attract, acquire and engage with your target audience. 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago – so don’t let a lack of content get in the way of valuable sales.
6. Video marketing
Online video is becoming increasingly popular, so your marketing agency may suggest creating a number of informative and/or entertaining videos to engage with your audience.
ComScore states that, after watching a video, 64% of users are more likely to buy a product online.
7. Social media
Platforms such as Twitter and Facebook are powerful marketing tools and they can be very effective as a way to amplify your written and video content. In fact, 92% of content marketers use social media marketing on a daily basis.
The aim of social media marketing is to build and maintain a powerful community of brand fans who will advocate for your products and services on your behalf: the holy grail that is ‘earned media’.