In this post, you’re going to learn exactly how to create and implement an effective digital marketing strategy, step-by-step.
In fact, it’s the same strategies I’ve used over the years to drive millions of visits to my website and client’s websites.
So, if you want to learn how to use digital marketing to grow your traffic, this strategy guide is for you.
What is a digital marketing strategy?
A digital marketing strategy is a plan of action that describes how to use one or more online marketing channels to reach your target audience. It has a list of steps and specific digital marketing goals.
Having a digital strategy is important because it will help you orchestrate the different online marketing strategies so that they all work towards achieving your business goals.
The person responsible to design and execute a digital strategy is the digital marketing manager of a company.
Together with his team, they will make sure that every marketing activity is part of your digital marketing plan.
How to create a Digital Marketing Strategy
These are the steps to follow to create an effective marketing strategy.
1. Specify measurable business goals
The first step in creating a digital marketing strategy is to specify your business goals. In other words, to determine what you want to accomplish with digital marketing.
Any goals you set have to be measurable and well-defined. Everything in a digital marketing campaign is measurable (from start to finish) and you need to take advantage of this and form a digital marketing plan that has specific milestones and targets.
Some typical goals are:
While the above is a good starting point, they are still vague. A better version would be:
Raise brand awareness by:
Increase organic traffic by:
Here is an example to understand this better.
Business goal: Increase sales to $50K per month from Google organic traffic.
Assuming that you make $1000 from every 5K visits you get from Google search, to get to $50K sales per month you’ll need to get around 250,000 visits from Google.
If your current traffic level is 140K Google visits per month, then your digital marketing strategy should include steps on how you can get from 140K visits to 250K visits.
A typical step could be, “Publish 3 new blog posts per week”, which needs to be broken down further to specify which/topics keywords the blog posts will target and what would be the expected outcome in terms of traffic increase.
Experienced digital marketing specialists know that this is not always easy to calculate because digital marketing is a dynamic industry and changes all the time. But, having a detailed plan will help you adjust your strategies so as to get closer to your goals as possible.
The bottom line is that you need to have a digital marketing plan to follow and not start running campaigns on different channels without knowing what you want to achieve. It goes without saying that your plan has to be realistic, taking into account the competition and complexities of your industry.
Also, to be able to analyze data and make informed decisions, you first need to track it correctly and accurately so, having a good analytics system in place is more than essential.
2. Identify your target audience
The second step is to identify your target audience. In other words to specify in detail who you want to target with your campaigns.
Some marketers, place this as the first step in the process and this is not wrong. What is certain is that this is an exercise you need to perform in the early stages and before finalizing the next steps of your marketing strategy.
What does identifying your audience means? Specifying in detail the characteristics of people that might be potentially interested in your offerings.
In your audience identification, you should include things like:
Learn as much as you can about your audience
The exact details depend on the industry you’re in and the products/services you are trying to promote.
A good way to start crafting your buyer personas is to analyze the data you already have available.
Digg into your Google Analytics reports, Facebook audience insights, Google Ads reports, and start creating your customer profiles.
3. Understand users needs and search intent
Once you know the profile of your target customer, the next step is to use different techniques and try to understand their needs and how they express this when searching for information using a search engine or a social network.
There are two ways to approach this process. The first method is to take the typical digital sales funnel and identify what your customers might need at each stage.
Digital Sales Funnel
The second method is to take the different customer profiles created above, and come up with a separate sales funnel for each.
This is my recommended method because it makes it easier to set up and run dedicated digital marketing campaigns for each customer profile.
Let me give you an example to understand this better.
My agency provides digital marketing services to small businesses and we’re also offering online courses. People looking for services have a totally different profile than people looking for training.
There are also variations within the same segment i.e. beginners to digital marketing have different training needs than the more experienced marketers.
So, by analyzing each buyer persona separately, you can come up with a more accurate plan of how your content, products, or services can help them solve their problems and needs.
In the digital marketing world, the needs of users are expressed through search queries. When a user types a search query in Google, it has a specific intent and if your content/products or services do not satisfy it, your digital marketing strategy will fail.
That’s why it is important to perform keyword research from the very beginning and capture all topics, keywords, and phrases throughout the buyer journey, from awareness to conversion.
Social media networks don’t reveal the ‘searchers’ intent’, what happens then?
It’s true that users browsing Facebook may not have a specific intent in mind but they have a particular profile.
To increase your chances of targeting the right type of audience, you can analyze the profile of your search visitors (using Google Analytics) and using custom audiences to find matching audiences (Lookalike Audiences) on Facebook.
Always use any available data that you have as your starting point for research. The results will be more accurate than using data that is external to your website.
Resources to Learn More About Digital Marketing
The next strategic step you need to make is to create a library of content assets. You know your audience and their needs, now it’s time to create various types of assets to use in your campaigns.
A digital asset can be a blog post, infographic, image, video, podcast, cover image, logo, and anything else you can publish on your website or social networks.
In the digital marketing world, this is what content marketing is all about. Content marketing is important because it’s the process used to decide what kind of content to create, when, and where to publish it.
I prefer to execute this step in the beginning and before running any campaigns because it’s more efficient to have a pool of content assets ready in advance rather than having to do this every time you’re about to start a campaign.
When you follow the steps in the order described in this guide (set goals, create customer personas, identify needs, and search intent), then you have all the information you need to work on your content assets.
It’s also easier to assign the content creation part to the different members of your team to work in parallel.
Content Marketing Strategy Plan
Resources to Learn More About Content Marketing
5. Start with SEO as early as possible
A strategic decision to make that can positively impact your digital marketing efforts is to start with SEO as early as possible.
SEO is one of the most effective digital marketing strategies but it has a caveat. It takes time to work.
Unlike other digital marketing strategies, when you start an SEO campaign, it may take 4 to 6 months to generate any results. This is a long time to wait so most marketers tend to focus on other digital channels first (like Facebook Ads, Google Ads) that are more immediate.
That’s a good approach but the common mistake is that they forget about SEO and only re-visit SEO after they realize that they cannot build a successful digital marketing campaign based solely on paid advertising.
So, a better strategy is to allocate a portion of your marketing budget from the very beginning on SEO related tasks. In parallel, you can start working on your paid campaigns and other channels.
This way, you’ll reach a point sooner where most of your traffic and sales will come from SEO and rely less on paid ads.In business terms, this means an increase in revenue and profit and this is exactly the goal of a successful digital marketing strategy.
How to get started with SEO
SEO is a huge topic. Search engines take hundreds of parameters into account before they decide which webpages to show in the results for a particular query.
To make it easier to handle, SEO can be broken down into three main sub-processes: Technical SEO, On-Page SEO, and Off-Page SEO.
Each process is responsible to optimize your website for a number of parameters that will eventually lead to higher rankings and traffic.
SEO is important because the majority of search traffic is distributed to websites that appear in the first 5 positions of the search results. So, if you want to get traffic from search engines, you need to appear in the top positions for search terms related to your business.
The best way to get started with SEO is to follow a step-by-step approach:
Step 1: Review your technical SEO and make sure that search engines can access and index your content without any problems. This is important since any issues at this stage will be catastrophic for your efforts.
Step 2: Optimize your content for search engines. In Step 4 above, you will create content that satisfies the needs of the user. Before publishing, you need to make sure that it’s SEO optimized.
This means, giving the right signals to search engines (through your titles, descriptions, headings, etc) to help them understand your content better.
Step 3: Promote your website and content. One of the most important SEO ranking factors is how other websites on the Internet ‘think’ of your website. If other relevant websites trust your website and they express this through a backlink, this is a strong signal to Google that your website deserves to be on the top positions.
If SEO is something that you haven’t done before for your website, the best way to approach this is to add it to your digital strategy and assign this task to SEO experts.
You can also use the resources below to learn more.
Resources to Learn More about SEO
6. Explore paid advertising channels
When you start an online business, you know in advance that a large portion of your marketing budget will be allocated on PPC marketing (paid ads).
But, not all PPC platforms are the same. Based on your previous analysis (steps 2 and 3 above), you need to choose which platforms are more suited for your audience.
You can use the table below to get an idea of how the user profile looks for the most popular social networks.
Social Media Platforms Demographics.
For example, if you have an eCommerce website selling directly to consumers (B2C) then Facebook is probably a good choice. If on the other hand, you are targeting Business executives, then LinkedIn is more appropriate.
Run Pilot Campaigns First
The best way to find out which platforms to incorporate in your digital marketing strategy plan is to run pilot campaigns.
A pilot campaign will not waste your budget and at the same time, it will give you enough data to make an informed decision. A common mistake made by digital marketers is to blindly allocate all their budget on one channel because it’s the trend without testing or considering all of the available channels they can use.
Here is a list of the most popular advertising platforms you can use to reach your target audience:
Facebook Ads – ideal for all kinds of businesses. Works better for B2C. The best platform to raise brand awareness.
Instagram Ads – suitable if you want to reach a younger audience.
Twitter Ads – Business oriented. Great for informing your community of updates.
Linked Ads – Strictly for business-related advertising. Use it to reach decision-makers.
Google Ads – The most reliable platform to get targeted traffic to your website through paid search ads.
Google Display Ads – Use it for retargeting purposes and to reach your audience in the various Google products (YouTube, Gmail) and thousands of websites that participate in Google AdSense.
Bing Ads – Not as powerful as Google but a good alternative to get more search traffic to your website.
7. Use email marketing segmentation and automation
The end goal of a digital marketing campaign is to generate more revenue for a business. But in order to get to your ultimate goal, you first need to consider micro-conversions.
Micro-conversions are actions taken by users that are part of the funnel that leads to sales.
For example, while one of my goals is to sell my digital marketing course, an intermediate goal is to get people to subscribe to my email list (micro conversion).
I consider this an important step because I know from my statistics that a large percentage of people that subscribe to my list, will eventually convert.
The same concept can be applied to any business or product. You need to give incentives to users to sign up for your email list and then send them personalized emails that will help them make the final decision, which is to convert by buying your products or services.
An important element to make this work is segmentation and automation.
With email segmentation, you segment your list into groups of people that share the same interests and send them customized content.
For example, people registering to my list to download the SEO Checklist will get different email content than people who register to receive my posts updates.
If email marketing is a new concept for you, then you can realize that it involves a lot of work and that’s where email automation comes into play.
Here is a visual example of how email automation works.
Email Marketing automation example.
With email automation, you can orchestrate the whole process to run without intervention and manual work. Your job is to set up the automation campaigns, monitor their performance, and take corrective actions.
In addition to micro-conversions, email marketing is a great way to raise brand awareness and build a community around your brand. This is something that can positively influence the performance of all your digital marketing campaigns.
Resources to Learn More About Email Marketing
A complete digital marketing strategy should not only take into account the traditional online marketing channels but should also cater to new digital marketing strategies that rise to the surface.
To be more precise, at the time of writing this post, there are a number of new channels that you can explore like:
These channels are new and most probably less competitive than established channels. This means you can get better results at a lower cost.
Will these help your strategy? The only way to find out is to test them by running pilot campaigns (as explained above).
9. Use retargeting and personalization
So far, all of the above strategies are related to how you can reach more people but it’s equally important to follow up on users that already know your brand, but are not yet customers.
This is known as ‘retargeting’ or ‘remarketing’. With retargeting, you can show specific ads to users that visited your website (or social network page) but did not convert.
How Remarketing WorksIt’s a very powerful technique that has higher conversion rates and less CPA (cost per action) than other marketing techniques.
The ‘marketing rule of 7’ (established in the 1930s by marketers), states that prospects are more likely to convert if they see or hear an ad, at least 7 times.
Unsurprisingly, it is a rule that is applicable today, and remarketing is the way to implement this.
The most popular platforms to run remarketing campaigns are Facebook and Google Display Network.The concept is simple. You connect your website with Facebook and Google by adding a piece of code provided by the platforms.
You then create custom audience lists that include the people who visited your website but did not convert.
You then create campaigns and ads that are shown to these users as they browse Facebook or visit other websites on the Internet.
To make remarketing more effective, you can also add the element of personalization. Instead of treating all visitors as one group, you can add rules to show different ads to people based on the actions they took on your website.
For example, you can create a retargeting campaign for people that added an item to their shopping cart but did not checkout. To give them an incentive to come back and finish the process, you can offer them a discount via coupon code.
As a matter of fact, retargeting should be a strategy to include in your digital marketing plan from the early stages. This way you’ll maximize the return for any money spend on paid ads or SEO.
10. Work on conversion optimization
Another area that needs to be part of your overall marketing strategy is conversion optimization.
I can tell you from experience, that 90% of digital marketing campaigns focus on how to get traffic and forget about conversion optimization.
What is conversion optimization? In simple terms, conversion optimization is the process to follow to optimize your website so that a higher percentage of your visitors will perform the desired actions.
This starts with your website design, content, landing page optimization, email signup forms, shopping cart, checkout process, and other elements that contribute (directly or indirectly) to conversions.
One of the techniques to use is A/B testing. By applying a/b testing principles you can measure the effect on conversions by carefully changing parts of your website or sales funnel.
I’ll not go into the details on how to perform A/B testing or conversion optimization (you can follow the links in the resources below to learn more), but from a strategic point of view, it’s important to add conversion optimization activities in your digital marketing plan.
Here is an example of how a conversion optimization plan looks like:
Conversion Optimisation Plan
You can add it as a step to be executed as part of a single campaign or as part of your general strategy review process.
What I advise my team to do is to review conversion optimization after a campaign is considered to be optimized in terms of traffic.
In other words, it’s better to try and optimize your campaign to get as many visits as possible with the lower cost and then start testing different landing pages, messages to see which one performs better in terms of conversions.
As a rule of thumb, when doing A/B testing, you should focus on specific changes so that you can accurately measure their effect on conversions.
Resources to Learn More About Conversion Optimization
11. Evaluate and revise your strategy
Digital marketing is a highly dynamic industry. ‘Rules’ change all the time and it’s extremely important that you evaluate and revise your digital marketing strategy to stay current and relevant.
The best way to evaluate your campaign is to do it based on KPIs and other metrics. The most important metrics for any kind of digital marketing campaign are:
If you have a good analytics system in place and can track these for every campaign that is part of your strategy, then it will be easier to make informed decisions.
Don’t forget that part of your evaluation should be to look for new channels you can add to your strategy.
It’s always a good idea to take a look at your competitor’s strategies and identify which of their strategies you can include in your marketing mix.
A digital marketing strategy is a plan that describes in detail how to use various digital marketing channels to grow your business.
To create an effective digital marketing strategy, you start by defining your goals. Then through research, you identify the characteristics and needs of people to target with your campaigns.
Once you have this information, you translate that into content marketing assets, having always in mind the ‘intent’ of the user. Creating the right type of content that can satisfy the user’s needs, it’s a critical success factor.
Then you start with SEO. SEO is the most effective digital marketing channel but it’s not the fastest one. While waiting for your SEO to generate results, you can start testing paid advertising channels by running pilot campaigns.
Once you figure out which channels are more likely to work for the satisfaction of your business goals, you concentrate on those.
Besides generating traffic to your website, you also need to incorporate other strategies for converting traffic to customers such as email marketing, retargeting, and conversion optimization.
At regular intervals, you should evaluate and revise your strategy to include new traffic sources and trends.
The term “retargeting” has been the buzzword of the digital marketing world in recent years. You might have heard all the praises: extremely high ROI, incredible conversion rate, and there are even marketers that swore by retargeting as the most effective advertising method nowadays. However, what is retargeting? In this guide, we will discuss the basics of retargeting, and how to easily set up your retargeting campaign in no time at all.
What is Retargeting?
First, we should clarify the common misconception regarding retargeting and remarketing. Although they are related to each other, retargeting is not necessarily remarketing, and vice versa.
The term “remarketing” refers to the marketing efforts targeted to the same prospects again and again. When you see the same restaurant ads repeatedly on those billboards beside the road, that is remarketing.
Retargeting, on the other hand, is a new form of remarketing for the digital world. With retargeting, we are shown repeated online ads on the same traffic for a dedicated time. While retargeting is fairly new, it has grown to be the biggest aspect of remarketing in recent years. Generally, there are three main applications of retargeting:
Since retargeting is technically a form of remarketing, we should first understand the benefits of remarketing. Let’s take the classic iOS vs Android debate, for example. No, we are not going to discuss which one is better, however, there is a high likelihood that the one you prefer is the one you are more exposed to.
If most of your friends are using Android phones (and they recommended it to you, consciously or subconsciously), you are more likely to be an Android user. The idea is, we are more likely to enjoy what we are familiar with.
So how do we build on this with retargeting? Let’s use another example. Let’s say you just browsed on Amazon for a new TV set. Then, for whatever reasons, you decided to stop looking for a TV set that day. A proper retargeting campaign might target you, and when you later on opened your Facebook later that day, a TV ad shows up, effectively reminding you to buy that TV.
If you are familiar with the marketing funnel concept, you might understand that with every step of the buyer’s journey, the possibility of a conversion will be smaller. Retargeting, in essence, is an effort to optimize the chance of conversion in each funnel stage.
Retargeting is also a very effective tactic to build brand awareness, while a study by ComScore suggested that retargeting can increase site visitation by a whopping 726%.
How Retargeting Works
There are two popular ways to run a retargeting campaign: through Google Adwords or Facebook Ads. There are other platforms that offer retargeting services, but considering the size of Google Adwords and Facebook Ads, they should be your first choices.
Retargeting works mainly with the help of a code snippet in the form of a cookie in your customer’s browser. The cookie will then collect their information and based on that gathered data, you can then target those visitors with your promotion.
How about targeting your competitors’ audience?
The best method is using keyword-targeting. Here, you can target a certain keyword related to your industry while excluding your own visitor. This is a pretty reliable method, especially if you are in a competitive industry.
The second, and arguably the easiest method, is to use social media: for example, we can target those who have followed or liked our competitors.
Setting Up Google Ads Retargeting
Google Ads offers a built-in retargeting feature, so you can set up a retargeting campaign easily following these steps:
After you’re done, simply copy and paste the retargeting cookie code into the HTML body tag of your site.
There you have it, you’ve set up a Google Ads retargeting campaign!
Setting Up Facebook Ads Retargeting
Facebook Ads are even easier with less necessary steps and Facebook will walk you through every step. Here are 3 things you will need to know before starting a Facebook Ad Campaign, but you can set up your campaign easily through the following steps:
First, click on ‘Tools’ in your ad manager, and select ‘Pixels’
Enter your domain name, and Facebook will walk you through all the necessary steps. You will then get your retargeting cookie code snippet.
The biggest benefit of the retargeting campaign is higher conversions in each stage of your funnel. It is specifically targeted for those who have shown interest in your brand, product, or your niche, so you know they are shopping.
While the concept of retargeting and code snippets might be confusing at first, it is actually quite easy to learn as Google and Facebook have taken the necessary steps to make this comprehensive system easy to operate. However, it takes years of experience to understand where to invest marketing dollars to get the most return, that’s where B2B marketing consultant can help your business on creating content, generating demand, and enabling sales using budget with maximum efficiency.
FACEBOOK GOOGLE ADS PIXE REMARKETING
2022 may have been the year that startup companies finally began to embrace digitization but so far, real changes—the kind that results in growth— have yet to take effect. The problem is simple: the kind of transformation most companies have so far been able to bring about is only the first step. It’s merely paving the way for growth.
The exciting news is now that lots of software and startup companies have made initial efforts to modernize their infrastructures, they’re poised for real growth. If that’s you — if you’ve recently adopted cloud-based CMS and CRM solutions, it’s time to put them to work and start growing your business.
Here are six digital marketing strategies and ideas for startups to help you graduate to that next level of digitization in the year ahead.
1. Content MarketingTo make growth happen in 2022, startup companies need to build on their initial efforts and begin focusing their digital marketing strategies on broader horizons.
And right now, there’s no horizon more promising and full of potential than the customer experience (CX).
Companies who embrace the CX credo — buyers are customers who expect to be delighted — will win in 2020. And what better way to ingratiate your company with purchasing managers than to offer helpful resources that make their job easier. Do this through content marketing.
More than three-quarters of startup companies already have a blog. However, there’s a big difference between simply having a blog and putting it to work as part of a content marketing strategy for your startup company. What you need is a data-driven blog.
Begin by finding out what your buyers need. There are several tools at your disposal for this. First, you can use keyword tools to find what’s trending in your industry. These same tools will let you know which topics actually have search traffic and which are in demand so you’re not wasting time producing and promoting content that nobody wants to read.
Secondly, need is driven by pain, so think deeply about your B2B and B2C customers and what they lack, what causes them to ‘suffer’. Then, supply the kind of content that relieves those pain points. Almost half of the buyers consume online content (3-5 pieces) before reaching out to a sales rep. It should be your content they’re consuming. It should also be well-informed since almost all B2B buyers want the content they consume to include input from industry leaders.
Some examples of buyer pain points that you can help alleviate with helpful content:
2. Inbound Marketing/SEO
A solid base of helpful content can also be the cornerstone of a successful inbound digital marketing for startups. You’ve done the research and produced great content for your buyers for your content marketing campaign. Now make it do double duty by earning some SEO credit.
You’ll need to do some deeper research, however: keyword research that goes deeper and shows you where you could focus your efforts and try to rank. Consider long-tail keywords if your industry is competitive, and write data-driven content that helps your SEO efforts.
Check all SEO statistics.
The trick is to balance SEO content techniques with user experience. SEO content, which employs strategic placement of keywords throughout the content, can come off as awkward. You want good, relevant, resourceful and helpful content that reads well, so keep that balance in mind with all your content. The idea, after all, is to try and get people to create backlinks to your startup website. This can happen in any number of ways, including organically, through guest posting, and via social media promotion. You can check the startup SEO services page to download my SEO growth program that outlines the most common link building and SEO strategies.
3. Social Media MarketingBecause of its rich targeting potential and wide reach, Facebook marketing funnels remains one of the most effective ways to generate leads in B2B and B2C world and should be a part of your startup digital marketing strategy. It’s also the least expensive among the other social networks like Linkedin and Twitter. Over 60 percent of startup marketers plan to increase their Facebook Advertising efforts, according to a 2021 report.
You’ll need to identify your target persona and the companies you are going after and then create that profile on Facebook Ad Manager. You can also set up a remarketing pixel and target your website visitors and lookalike audiences to make the profile targeted and relevant. That way, you’ll maximize ROI and, depending on your marketing objectives, you can create campaigns that:
4. Responsive Web Design, HTTPS, AMPFaced with more buyers who expect a better customer experience, B2B players now need to take their cues from B2C and look for ways to delight their buyers wherever they are in the buyer’s journey.
The best place to start is with the company website.
Even a quick spin through the startup galaxy of websites, and you’ll immediately know there’s a lot of room for improvement in the Customer Experience (CX). Here are three ways you can consider adding to your startup digital marketing strategy planning:
5. Marketing AutomationB2B customers typically use six different channels in their buying journey. Almost two-thirds of them will be frustrated by their experiences.
Since you’re now in the business of ‘delighting’ your customers, you’ll want to upgrade your methods wherever you have a point of contact with your customers and leads. Marketing automation should be a part of your digital making strategy for your startup.
Wherever someone may be along the buyer’s journey, you’ll want to help, coax, encourage, and respond to any actions they’re taking in relation to your business. In fact, a major pain point for 40 percent of surveyed buyers is a slow response time from sales reps. Other frustrations included a sluggish reordering process, which troubled almost a third of survey respondents. Automation can help solve those problems and more by spurring communications, offering helpful links, and tying in customized past ordering data for individual customers.
In essence, what you’re doing is transforming your business into one that’s customer-focused. B2B buyers want the following:
6. Email MarketingAnother natural outgrowth of a strong startup digital marketing strategy is email marketing: exciting and useful new content is a great excuse for an email newsletter. Email marketing magnifies the power of your content marketing efforts when you use carefully selected content aimed at segmented buyers at specific points along the buying decision timeline.
Plus, to get more out of your content budget, you can reuse content in lots of different ways. For example, you can redirect leads back to your website through your carefully planned email campaigns that include snippets from blog posts on your website that pertain to the moment.
ConclusionIt’s no secret that startup companies are still playing catch-up to B2B and B2C companies in the process of digital transformation and marketing strategy. Having embraced the notion that digitization can lead to growth, startup players who’ve transformed their back-end processes and IT infrastructures should now work with a startup marketing agency on implementing marketing strategies for startups outlined in this post. That’s how they’ll begin to capture and delight their prospects who expect a stellar customer experience, just like what they get in the B2C world. Good luck in 2022!
When it comes to digital marketing strategies, you can create a lengthy scroll of every available technique or technology available today. While you’ll likely hear plenty of suggestions that all or some digital marketing strategies are better than others, which ones are the most essential?
To compete in the overly competitive digital landscape of 2022, you’ll need to focus on twelve specific areas.
While you’ve probably heard about these, how many details do you really know to make each one effective? They’re all the standards for this year and into the coming decade.
Take a look at each one and see how much you really know. Then assess what elements of them you need to hone in on. These all range from SEO to landing pages. In-between, you may learn some new things about local search marketing and the ever-popular format of video.
1. SEOThere isn’t anything more important to digital marketing than SEO, something that might still mystify you in its ongoing complexity. While it’s true Google’s algorithms can still become confusing, you can better grasp how it works when you work more with the concept.
It’s always better to have an expert to manage SEO for you if you want to truly succeed. While you can learn some basics, you’ll want someone who’s worked in it a while to fully help you realize the best strategies.
One recent strategy involves new HTTPS requirements already impacting SEO results. If you’re used to using HTTP pages, Google now suggests you to switch to a HTTPS format. The reasoning behind this is many contact forms using HTTP pages aren’t deemed secure enough.
Now that Google is going to label these “non-secure”, it’s essential to update your website with the HTTPS designation. Otherwise, having a “non-secure” stamp on your site could become a new scarlet letter for your placement on search engines.
An expert B2B SEO services will help you make this change.
2. Search Engine MarketingIf you’re new to search engine marketing, you’ll usually see it abbreviated as SEM. It’s a form of Internet marketing where you increase your SERPs through paid advertising methods.
You’ll want an expert to help you in this field as well, especially one who’s worked with Google Ads and search/display ads. In the case of Google Ads, you’ll want to educate yourself first on how the process works.
What you’ll appreciate the most is Google makes its Google Ads easy to use through their attention to customization. They let you choose whether you want graphic display ads, YouTube video ads, text-based search ads, or in-app mobile ads. All of these are going to depend on your business style and the targeted customers you need to reach.
Google makes it even easier with localized ad capability, plus superior metrics to track how well your ads work.
Don’t forget about other paid ad opportunities, especially Facebook Ads. The latter gives you ample opportunity to customize to multiple ad formats.
3. Local Search MarketingYou’re seeing a lot more attention on local search marketing in the last few years. It’ll continue being important far into the coming decade as local businesses realize the value of being found by local consumers.
To get started with local search marketing, you can again utilize more gifts from Google. Through Google My Business, you’ll be able to have your listing turn up the second someone does a Google search based on the user’s keywords. This includes your business appearing on Google Maps.
Google makes it easy to update your listing as well so nothing becomes out of date.
Don’t forget about how important online reviews are, as well as your social reputation. You’ll want to inspire customers to write positive reviews on places like Yelp. On social media, starting conversations and posting targeted content helps you utilize inbound marketing. Inbound techniques attract customers to you rather than you seeking them.
4. Content MarketingAs a connective string to inbound marketing above, content marketing is a big part of attracting a targeted audience. What’s essential about content marketing is that you need to make your content valuable, relevant, and consistent to make it worth the time of those consuming it.
In today’s time, you need to focus on creating content that can solve pain points and stay evergreen. Using shortcuts or black hat SEO tactics just to move to the top of search engines won’t work thanks to Google’s all-seeing eye.
So always keep “content is king”, as many like to put it. To make content marketing work well, you need to focus on mobile content, native advertising, influencer marketing, and marketing automation.
Think seriously about mobile content because smartphones are already making up 50% of all global devices. This is going to affect digital advertising, and how influencers promote your brand.
Automation tools send content to prospects on their mobile devices at just the right times.
5. RemarketingAnother critical aspect of digital marketing is going after prospects again with marketing content if they didn’t respond to your site’s banner ads the first time. This works by tracking these visitors through cookies and creating new ads on related sites.
You can also create new ads on your site to better target your prospects. The information you get from your site visitors gives you valuable data to tweak your ads to their pain points.
Ultimately, remarketing helps you stay more engaged with prospects, aids in brand awareness, and increases conversions. You can also gain the customers of your competitors, helping pay back any investment you place in creating new ads.
6. Responsive Web Design
Reaching customers by mobile is more or less the standard now, and that’s going to go on into the coming decade. Making your website conform to mobile screens is one of the most essential parts of digital marketing. The only way you can make this work successfully is through responsive web design.
With responsive programming, you can make your website automatically conform to all mobile screens. This is going to mean more than one format, including tablets and increasing use of smartwatches.
While you’ll have to work with a web designer to make this work, you’ll want an SEO expert for another aspect of RWD. AMP (or Accelerated Mobile Pages) is a new open-source code helping to make mobile web pages load faster.
Google gives precedence to websites using this, so take it seriously. It’s especially useful if you have a publishing site or post content to your website on a regular basis.
7. Email MarketingNo doubt you’ve done some email marketing, but how effective is it in reaching your intended targets at the right times? Email marketing is already a great tool for generating more leads than possible through any other marketing method. You can also increase your sales and conversion rates.
If you’re already suffering from overspending on other digital marketing, email marketing is one of the most affordable methods out there. In some cases, it’s free, unless using outsourced services.
Since you can combine it with other media, it’s also one of the most integrated marketing methods. You can add social share icons, plus referral reward systems. Email marketing ultimately helps you shorten your sales cycles when using compelling content.
8. Social Media MarketingNo doubt you’ve posted content to social media already. Yet, what can you do to make it more effective this year and the next?
To capture today’s audiences, Forbes notes various things, including automation to post your content when you know your audience is reading. Using tools like Hootsuite for post scheduling helps immensely when reaching users in other time zones.
You’ll also want to curate some content if possible to prove your clout. Don’t be too proud to do this since it adds luster to your expertise and brand. When you curate content from others, they’ll likely reciprocate.
Plus, don’t forget about hiring influencers to post content for you on popular social media channels.
9. Marketing Automation
As you can see, marketing automation is an important element in a lot of digital marketing techniques. Knowing more about it, in general, should become a top priority as it becomes a standard for businesses around the globe.
With 91% of successful businesses now saying automation is very important to their success, you can get a vision of what the present and future of marketing is.
To become successful with this, try looking for a CRM platform with marketing automation built-in. These can work together well because your CRM already has contact information. Automating marketing content directly to your contact list helps you integrate your marketing all in one place rather than using disparate sources.
What’s most important with automation is to keep your content consistent across all channels to avoid brand confusion.
10. Influencer MarketingHave you thought about how you can take on a digital marketing campaign without having to spend a fortune? While you can save money doing email marketing and inbound techniques, hiring influencers does the same.
If you think hiring influencers to promote your brand online is all about hiring celebrities, think again. An influential person on social media doesn’t always have to mean being a celebrity. It can simply be someone with a lot of followers and a good track record of promoting products.
Forbes notes you need to identify top influencers first, which is going to involve a little research. You can do this by doing hashtag searches on places like Twitter to see what people are saying about topics related to your industry.
Reach out to these influencers on social media and ask them if they’d be willing to promote your brand. Some may offer to do it in exchange for free products. However, most are going to demand a fee.
Be sure to track your results to assure your ROI. Keep in mind those with fewer followers can have just as much influence as those with ten times the amount of followers.
11. VideoOver the last decade, we became a more visual culture attracted to imagery in the digital realms. A lot of this comes in various forms, but there isn’t any question video rose to the top.
We’re at the point now where more consumers of content prefer video above any other visual medium. Recent statistics show 87% of all online marketers now use video content of some sort.
A lot of this comes from massive viewership on places like YouTube. Regardless, where you post videos isn’t going to matter without compelling content.
The personalized video has become a norm lately, or at least ones directly addressing pain points of targeted viewers. The same goes with making your business look more human.
Successful video marketing can mean behind-the-scenes tours of your business, or testimonials to show the human side of your brand. This means paying attention to one major trend in video marketing: Storytelling.
When you can tell a compelling story about your business and prove you can solve the pain points of customers, you have a can’t-miss formula.
It’s also smart to keep your videos as short as possible, if not in a series. Attention spans are as short as ever, and you’ll need to tell your story in a compact way with a compelling hook.
12. Revisiting Your Landing PagesIf you’ve already created a landing page as part of your digital marketing campaign, are you sure prospects who visited before are going to come back?
This is a question that should become the central core of your digital marketing efforts. All marketing experts reiterate how landing page traffic is the nucleus of successful inbound marketing.
The problem is your landing page perhaps isn’t very enticing at the moment. Solving this (in part) comes down to web design, including where you place your Call to Action and advertising.
It goes beyond what you place on your website, though. You’ll want to invest in PPC advertising (pay-per-click) to place ads for your site on related digital channels.
Other options include buying sponsorships with other companies, or just simple email marketing. In the latter case, placing a link that takes the reader to your landing page for further content is a common strategy.
For CTA’s, be sure to include one on your homepage to avoid complications. Even a CTA at the end of your blog gives a connective string to your content to entice another visitation.
Plus, pay attention to the “above vs. below the fold” debates. Kissmetrics once noted that CTA placement depends on the length of your landing page. A shorter page means you should place the CTA above the folder.
Final ThoughtsFollow these twelve steps, and you’ll be off to a good start in digital marketing strategies for the rest of the year. Expect these to stay relatively the same well into 2021 as well.
Don’t be afraid to work with inbound marketing consultants (especially in SEO) so you don’t make mistakes after weeks or months of hard work.
DIGITAL MARKETINGDIGITAL STRATEGYEMAILLOCAL SEOSEO
We help clients make core transformations in marketing strategy and operations to power growth through digital advantage.
Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing. Our global expertise across digital analytics, market research, technology, business design, and online strategy helps clients bring the full potential of digital marketing to bear on their business.
What we do
Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop businesses, we address technology infrastructure and identify potential partners. We work with clients primarily in three core areas:
Web design is the process of planning, conceptualizing, and arranging content online. Today, designing a website goes beyond aesthetics to include the website’s overall functionality.
Web design also includes web apps, mobile apps, and user interface design.
Did you know that web design can have a huge impact on your performance in search engines like Google? This article will give you some helpful insight into how to create a website that not only looks good, but functions properly and ranks highly in search.
In this article we will cover:
Are you looking to create a website? Get started with Pagecloud! You can publish a one page website at no cost with access to Pagecloud's powerful design features, and unlimited draft pages.
Designers look for inspiration everywhere. Here are some of the best sites to help get your creative juices flowing:
Check out our blog post for more tips on finding inspiration
Choosing a Web Design Tool
There are two main ways to design a website: using a desktop app or using a website builder. The tool you decide to use will vary greatly based on your team size, your budget, and the type of site you wish to build and its technical requirements.
1. Desktop Apps
Desktop apps require designers to create their design and send it to a development team who can then convert the design to code. The most popular desktop apps for designing websites are Photoshop and Sketch.
Typically, this is the standard for large and/or complex websites because it allows the designer to focus on the overall look and feel, while all the technical challenges are transferred to the development team. Unfortunately, this process can be expensive and time-consuming because multiple resources, skill sets, and team members are required.
To avoid involving a developer, it is beneficial to use a website builder to design a website with fewer technical requirements.
2. Website Builders
There are many website builders on the market today that offer a wide range of features and services. Wix, Squarespace, Webflow, and Pagecloud, are a few examples of popular website builders that vary in design capabilities, template options, price, and overall editing experience. Be sure to do your research, experiment with free trials, and determine which platform best fits your website needs.
Website builders create either adaptive or responsive websites, which offer different building experiences. These concepts will be discussed in more detail below so you can best understand which builders will work for you.
If you don’t know how to code, becoming familiar with the freedoms and limitations of various website design tools is essential. For example, although Wordpress is the most used website platform, it’s not popular with visual designers because of its limited customization options.
Before you start building a website, determine your website needs: Are you creating a photo gallery? How often will you update your site? Do you need a contact form? Choose a website builder that can help you effectively accomplish those goals.
Web Design Elements
When designing a website it’s important to consider both the site’s appearance and functionality. Integrating these elements will maximize the site’s overall usability and performance. Your site’s usability includes elements such as an easy-to-navigate interface, appropriate use of graphics and images, well-written and well-placed text, and a color scheme. Your site’s performance refers to its speed, ranking, searchability, and ability to capture your audience.
Here’s a quick overview of the elements you should consider while designing your website to make sure everything works well together. Each section will provide tips and tricks to help you get started.
Fundamentally, your website’s appearance and text go hand-in-hand. It’s important to have your content writers and designers work together in order to create a cohesive design with balanced elements. Focus on creating chunks of text (using text blocks) in order to compliment your graphics and images.
Choose a font that compliments your overall design. Font should pair with your color scheme, graphics, images, and strengthen the overall tone of your website. Tools like Canva’s Font Combinator can help you find a perfect match for your font. Web design tools like PageCloud even include numerous font pairings within their app.
Colors are one of the most important elements to consider when designing a website. Keep in mind there are many misconceptions about the psychology of color, and it’s more important to focus on colors that compliment your overall design and tone of your website. Align your color scheme with your brand and the messages you want to convey to your audience.
How you decide to arrange your content will have a dramatic impact on both the usability and functionality of your site. There are no specific rules to follow when choosing a layout, however, there are a few main principles to keep in mind. Make sure to consider the needs of your target audience and avoid using an overstimulating layout that might detract from the messages you want to convey.
The use of graphic elements in web design can help seamlessly integrate text and images, and help with the site’s overall appearance. Combining beautiful colors and shapes can help direct the attention of your sites visitors and contribute to your site’s overall flow.
Spacing is a key element to creating visually pleasing and easy to navigate websites. Every element in your design will incorporate spacing in one way or another. Appropriate use of whitespace is crucial in creating a design that perfectly balances text, photos, and graphics. Keeping your spacing consistent can help your users navigate your website with ease. The concept of whitespace is definitely a priority of modern web designers.
Images & Icons
Amazing designs can communicate a lot of information in just a few seconds. This is made possible with the use of powerful images and icons. Choose images and icons that support and strengthen your message. A quick Google search for stock images and icons will generate thousands of options. To help simplify your search, here are a few favourites:
Free images and icons
Premium images and icons
Integrating videos into web design is becoming increasingly popular amongst designers. When used properly, videos can help your users experience or understand a message that can’t be properly conveyed through text or image.
Keep in mind that like having a TV screen on in a restaurant, visitors’ eyes will be drawn to moving images. Make sure your videos don’t compete with or detract from other important elements.
These functional elements are imperative to consider when designing your website. A website that functions properly is crucial for ranking highly on search engines, and giving your users the best possible experience.
Your website’s navigation is one of the main elements that determines whether your website is functioning properly. Depending on your audience, your navigation can serve multiple purposes: helping first time visitors discover what your site has to offer, giving easy access to your pages for returning visitors, and improving every visitor's overall experience.
Check out these best practices for more tips on navigation.
Your site visitors have multiple ways of interacting with your site depending on their device (scrolling, clicking, typing, etc.). The best website designs simplify these interactions to give the user the sense that they are in control. Here are a few examples:
There are tons of web animation techniques that can help your design grab visitor’s attention, and allow your visitors to interact with your site by giving feedback. For example, adding “like” buttons or forms can keep your site’s visitors engaged. If you’re new to web design, we’d recommend keeping your animations simple to avoid developer intervention.
No one likes a slow website. Having to wait more than a few seconds for a page to load can quickly deter a visitor from remaining on or returning to your site. Regardless of how beautiful, if your site doesn’t load quickly, it will not perform well in search (i.e. won’t rank high on Google).
Top site builders typically compress your content for faster load times, however, there are no guarantees. Make sure to research which site builders will work best for the content you will have on your site. For example, PageCloud optimizes your images to ensure fast loading times for sites with large and/or multiple photos.
Google’s Page Speed Test
A website’s structure plays an important role in both user experience (UX) and search engine optimization (SEO). Your users should be able to easily navigate through your website without encountering any structural issues. If users are getting lost while attempting to navigate through your site, chances are “crawlers” are too. A crawler (or bot) is an automated program that searches through your website and can determine its functionality. Poor navigation can lead to a poor user experience and site ranking.
Cross-browser & cross-device compatibility
A great design should look polished on all devices and browsers (yes, even Internet Explorer). If you’re building your site from scratch, we’d recommend using a cross-browser testing tool to make this tedious process faster and more efficient.
On the other hand, if you’re using a website building platform, the cross-browser testing is typically taken care of by the company’s development team allowing you to focus on design.
Types of Website Design: Adaptive vs. Responsive
Understanding the pros and cons of adaptive and responsive websites will help you determine which website builder will work best for your website design needs.
You might come across articles online that talk about a whole bunch of different website design styles (fixed, static, fluid, etc.). However, in today’s mobile-centric world, there are only two website styles to use to properly design a website: adaptive and responsive.
Adaptive websitesAdaptive web design uses two or more versions of a website that are customized for specific screen sizes. Adaptive websites can be split into two main categories based upon how the site detects what size needs to be displayed:
1. Adapts based on device type
When your browser connects to a website, the HTTP request will include a field called “user-agent” that will inform the server about the type of device attempting to view the page.
The adaptive website will know what version of the site to display based on what device is trying to reach it (i.e. desktop, mobile, tablet). Issues will arise if you shrink the browser window on a desktop because the page will continue to display the “desktop version” rather than shrinking to the new size.
2. Adapts based on browser width
Instead of using the “user-agent”, the website uses media queries (a CSS feature that enables a webpage to adapt to different screen sizes) and breakpoints (certain width sizes) to switch between versions. So instead of having a desktop, tablet, and mobile version, you will have 1080px, 768px, and 480px width versions. This offers more flexibility when designing, and a better viewing experience as your website will adapt based on screen width.
Responsive websites can use flexible grid layouts that are based on the percentage each element takes up in its container: if one element (e.g. a header) is 25% of its container, that element will stay at 25% no matter the change in screen size. Responsive websites can also use breakpoints to create a custom look at every screen size, but unlike adaptive sites that adapt only when they hit a breakpoint, responsive websites are constantly changing according to the screen size.
It’s important to note that website builders can include both adaptive and responsive features. For example, Pagecloud recently introduced a series of features that allow your content to act responsive even though the website itself is still adaptive.
Adaptive Website Builders Wix and Pagecloud are arguably the two best visual website builders on the market today. Both use an adaptive approach, meaning their drag-and-drop and WYSIWYG capabilities are second to none. You can build just about anything without having to write a single line of code.
Wix has been around since 2006 and has since developed a wide range of features and templates to suit just about every business need. Today, it’s considered one of the easiest tools for beginners.
Wix has been around since 2006 and has since developed a wide range of features and templates to suit just about every business need. Today, it’s considered one of the easiest tools for beginners.
Although it’s hard to choose a winner in this category, here are few things to keep in mind:
As both platforms offer free trials, we’d recommend trying them both before deciding.
Responsive Website Builders Tools like Squarespace offer responsive website builders, however, this means your editing experience is more limited. Creating a fluid responsive website is hard, and without knowing how to code, it is nearly impossible to build unique websites using responsive website builders.
This is where more complex web design tools, like Webflow and Froont, come into play. Here are some of the pros and cons to consider when looking to adopt one of these tools:
E-commerce websites are an important part of website design. Creating an online store that is easy to navigate, informative, and accurately displays your products is crucial to creating the best online shopping experience for your customers.
If you want to learn more about starting an online store, check out our article for 5 easy steps to creating an e-commerce website!
Next Steps Hopefully this article helped you to better understand the essentials in web design. To review, let’s take a look at some key elements in designing a website that is both beautiful and functional:
1. The user always comes first: user experience should be at the forefront of your design, as your users will ultimately be the ones to determine whether your website is worth visiting.
2. Choose the best website builder for your needs: ask yourself what your website’s major functions will be, and choose a website builder that will ensure those needs are met.
3. Balancing visual elements: it’s important to maintain a balance between your text, graphics, multimedia, and color scheme to avoid an overstimulating website that detracts from the messages you are trying to convey.
Now that you’ve mastered the basics in website design, be sure to check out more posts to learn more about types of website builders, design trends, design elements, and much more.
Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device.
It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.
Maximize your digital marketing. Use Swift to promote your brand, reach your target audience, and grow your business.
Did you know that more than 3 quarters of Americans go online on a daily basis? Not only that, but 43% go on more than once a day and 26% are online “almost constantly.”
These figures are even higher among mobile internet users. 89% of Americans go online at least daily, and 31% are online almost constantly. As a marketer, it’s important to take advantage of the digital world with an online advertising presence, by building a brand, providing a great customer experience that also brings more potential customers and more, with a digital strategy.
A digital marketing strategy allows you to leverage different digital channels–such as social media, pay-per-click, search engine optimization, and email marketing–to connect with existing customers and individuals interested in your products or services. As a result, you can build a brand, provide a great customer experience, bring in potential customers, and more.
What is digital marketing?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, it's digital marketing.
Inbound marketing versus digital marketingDigital marketing and inbound marketing are easily confused, and for good reason. Digital marketing uses many of the same tools as inbound marketing—email and online content, to name a few. Both exist to capture the attention of prospects through the buyer’s journey and turn them into customers. But the 2 approaches take different views of the relationship between the tool and the goal.
Digital marketing considers how individual tools or digital channels can convert prospects. A brand's digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform. For example, a company may primarily create content for social media platforms and email marketing campaigns while ignoring other digital marketing avenues.
On the other hand, inbound marketing is a holistic concept. It considers the goal first, then looks at the available tools to determine which will effectively reach target customers, and then at which stage of the sales funnel that should happen.
As an example, say you want to boost website traffic to generate more prospects and leads. You can focus on search engine optimization when developing your content marketing strategy, resulting in more optimized content, including blogs, landing pages, and more.
The most important thing to remember about digital marketing and inbound marketing is that as a marketing professional, you don’t have to choose between the 2. In fact, they work best together. Inbound marketing provides structure and purpose for effective digital marketing to digital marketing efforts, making sure that each digital marketing channel works toward a goal.
Why is digital marketing important?
Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone.
From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.
B2B versus B2C digital marketing
Digital marketing strategies work for B2B (business to business) as well as B2C (business to consumer) companies, but best practices differ significantly between the 2. Here's a closer look at how digital marketing is used in B2B and B2C marketing strategies.
Of course, there are exceptions to every rule. A B2C company with a high-ticket product, such as a car or computer, might offer more informative and serious content. As a result, your digital marketing strategy always needs to be geared toward your own customer base, whether you're B2B or B2C.
Take a look at your current audience to create well-informed and targeted online marketing campaigns. Doing so ensures your marketing efforts are effective and you can capture the attention of potential customers.
Types of digital marketingThere are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of types of digital marketing tactics.
Search engine optimization
Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.”
The "art and science" part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a serch engine results page (SERP).
Today, the most important elements to consider when optimizing a web page for search engines include:
In addition to the elements above, you need to optimize technical SEO, which is all the back-end components of your site. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site.
The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art.
Ultimately, the goal is to rank on the first page of a search engine’s result page. This ensures that those searching for a specific query related to your brand can easily find your products or services. While there are many search engines, digital marketers often focus on Google since it's a global leader in the search engine market.
In SEO, there's no quantifiable rubric or consistent rule for ranking highly on search engines. Google and other search engines change their algorithm almost constantly, so it's impossible to make exact predictions. What you can do is closely monitor your page's performance and make adjustments to your strategy accordingly.
As mentioned, the quality of your content is a key component of an optimized page. As a result, SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience.
As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:
Content marketing matters, and there are plenty of stats to prove it:
As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. When the content is relevant, it can establish strong relationships throughout the pipeline.
To create effective content that’s highly relevant and engaging, it’s important to identify your audience. Who are you ultimately trying to reach with your content marketing efforts? Once you have a better grasp of your audience, you can determine the type of content you'll create. You can use many formats of content in your content marketing, including videos, blog posts, printable worksheets, and more.
Regardless of which content you create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. Your content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page.
Social media marketing
Social media marketing means driving traffic and brand awareness by engaging people in discussion online. You can use social media marketing to highlight your brand, products, services, culture, and more. With billions of people spending their time engaging on social media platforms, focusing on social media marketing can be worthwhile.
The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Ultimately, which social media platforms you use for your business depends on your goals and audience.
For example, if you want to find new leads for your FinTech startup, targeting your audience on LinkedIn is a good idea since industry professionals are active on the platform. On the other hand, running social media ads on Instagram may be better for your brand if you run a B2C focused on younger consumers.
Because social media marketing involves active audience participation, it has become a popular way of getting attention. It's the most popular content medium for B2C digital marketers at 96%, and it's gaining ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year.
Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you're reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.
Direct purchase may not even be a goal of your social media marketing strategy. Many brands use social media marketing to start dialogues with audiences rather than encourage them to spend money right away.
This is especially common in brands that target older audiences or offer products and services not appropriate for impulse buys. It all depends on your company's social media marketing goals.
To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:
To learn more about how Swift can help with your social media strategy, check out the comparison of our social media management tools versus others.
Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.
One of the most common types of PPC is search engine advertising, and because Google is the most popular search engine, many businesses use Google Ads for this purpose. When a spot is available on a search engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:
PPC ads are then placed at the top of search engine result pages based on the factors above whenever a person searches for a specific query.
Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to your home office.
Whatever you choose as your target conversions, you can track them via your chosen digital marketing channels to see how your campaign is doing.
Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person's business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case.
It works using a revenue sharing model. If you're the affiliate, you get a commission every time someone purchases the item that you promote. If you're the merchant, you pay the affiliate for every sale they help you make.
Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants.
Whether you want to be an affiliate or find one, the first step is to make a connection with the other party. You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-retailer program.
If you're a retailer and you choose to work directly with affiliates, there are many things you can do to make your program appealing to potential promoters. You'll need to provide those affiliates with the tools that they need to succeed. That includes incentives for great results as well as marketing tools and pre-made materials.
Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious as advertising.
Native advertising was created in reaction to the cynicism of today's consumers toward ads. Knowing that the creator of an ad pays to run it, many consumers will conclude that the ad is biased and consequently ignore it.
A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the "ad" aspect.
It’s important to always label your native ads clearly. Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might end up spending significant time engaging with the content before they realize that it's advertising.
When your consumers know exactly what they're getting, they'll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive.
Like affiliate marketing, influencer marketing relies on working with an influencer–an individual with a large following, such as a celebrity, industry expert, or content creator–in exchange for exposure. In many cases, these influencers will endorse your products or services to their followers on several social media channels.
Influencer marketing works well for B2B and B2C companies who want to reach new audiences. However, it’s important to partner with reputable influencers since they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business.
Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media notifications, mobile app alerts, and more.
It’s crucial to ensure that all content is optimized for mobile devices. According to the Pew Research Center, 85% of Americans own a smartphone, so your marketing efforts can go a long way when you create content for computer and mobile screens.
The benefits of digital marketing.
Digital marketing has become prominent largely because it reaches such a wide audience of people. However, it also offers a number of other advantages that can boost your marketing efforts. These are a few of the benefits of digital marketing.
A broad geographic reach
When you post an ad online, people can see it no matter where they are (provided you haven’t limited your ad geographically). This makes it easy to grow your business's market reach and connect with a larger audience across different digital channels.
Digital marketing not only reaches a broader audience than traditional marketing but also carries a lower cost. Overhead costs for newspaper ads, television spots, and other traditional marketing opportunities can be high. They also give you less control over whether your target audiences will see those messages in the first place.
With digital marketing, you can create just 1 content piece that draws visitors to your blog as long as it's active. You can create an email marketing campaign that delivers messages to targeted customer lists on a schedule, and it's easy to change that schedule or the content if you need to do so.
When you add it all up, digital marketing gives you much more flexibility and customer contact for your ad spend.
To know whether your marketing strategy works, you have to find out how many customers it attracts and how much revenue it ultimately drives. But how do you do that with a non-digital marketing strategy?
There's always the traditional option of asking each customer, “How did you find us?"
Unfortunately, that doesn't work in all industries. Many companies don't get to have one-on-one conversations with their customers, and surveys don't always get complete results.
With digital marketing, results monitoring is simple. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases.
Easier personalizationDigital marketing allows you to gather customer data in a way that offline marketing can't. Data collected digitally tends to be much more precise and specific.
Imagine you offer financial services and want to send out special offers to internet users people who have looked at your products. You know you'll get better results if you target the offer to the person's interest, so you decide to prepare 2 campaigns. One is for young families who have looked at your life insurance products, and the other is for millennial entrepreneurs who have considered your retirement plans.
How do you gather all of that data without automated tracking? How many phone records would you have to go through? How many customer profiles? And how do you know who has or hasn't read the brochure you sent out?
With digital marketing, all of this information is already at your fingertips.
More connection with customersDigital marketing lets you communicate with your customers in real-time. More importantly, it lets them communicate with you.
Think about your social media strategy. It's great when your target audience sees your latest post, but it's even better when they comment on it or share it. It means more buzz surrounding your product or service, as well as increased visibility every time someone joins the conversation.
Interactivity benefits your customers as well. Their level of engagement increases as they become active participants in your brand's story. That sense of ownership can create a strong sense of brand loyalty.
Easy and convenient conversionsDigital marketing lets your customers take action immediately after viewing your ad or content. With traditional advertisements, the most immediate result you can hope for is a phone call shortly after someone views your ad. But how often does someone have the time to reach out to a company while they're doing the dishes, driving down the highway, or updating records at work?
With digital marketing, they can click a link or save a blog post and move along the sales funnel right away. They might not make a purchase immediately, but they’ll stay connected with you and give you a chance to interact with them further.
How to create a digital marketing strategyFor many small businesses and beginner digital marketers, getting started with digital marketing can be difficult. However, you can create an effective digital marketing strategy to increase brand awareness, engagement, and sales by using the following steps as your starting point.
Set SMART goals. Setting specific, measurable, achievable, relevant, and timely (SMART) goals is crucial for any marketing strategy. While there are many goals you may want to achieve, try to focus on the ones that will propel your strategy forward instead of causing it to remain stagnant.
Identify your audience. Before starting any marketing campaign, it’s best to identify your target audience. Your target audience is the group of people you want your campaign to reach based on similar attributes, such as age, gender, demographic, or purchasing behavior. Having a good understanding of your target audience can help you determine which digital marketing channels to use and the information to include in your campaigns.
Create a budget. A budget ensures you’re spending your money effectively towards your goals instead of overspending on digital marketing channels that may not provide the desired results. Consider your SMART goals and the digital channel you’re planning to use to create a budget.
Select your digital marketing channels
From content marketing to PPC campaigns and more, there are many digital marketing channels you can use to your advantage. Which digital marketing channels you use often depends on your goals, audience, and budget.
Refine your marketing effortsMake sure to analyze your campaign's data to identify what was done well and areas for improvement once the campaign is over. This allows you to create even better campaigns in the future. With the help of digital technologies and software, you can obtain this data in an easy-to-view dashboard. Swift's digital marketing analytics reports will help you keep track of all your marketing campaigns in one centralized location.
Digital marketing creates growth
Digital marketing should be one of the primary focuses of almost any business’s overall marketing strategy. Never before has there been a way to stay in such consistent contact with your customers, and nothing else offers the level of personalization that digital data can provide. The more you embrace the possibilities of digital marketing, the more you'll be able to realize your company's growth potential.
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