Let’s take a look back 15 years ago when advertising of one’s business can be done via TV ads, newspapers, billboards, the radio and the like.
Back then, promoting your brand was much simpler and reaching out to your target audience was way easier. Then came the rise of the internet, followed by the dot-com bubble, Google and as of late, mobile smartphones and tablets. And marketing was never the same again.
Now, instead of looking at the products the TV will feature, one would only need to switch their phones, tablets or any device that can connect to the internet and look it up. Though it is still a viable option, traditional marketing practices have been replaced by digital marketing as the top priority for businesses. Now, making a name for yourself online gives more impact than using posters and sticking them everywhere.
Digital marketing is the new essential for every business owner. And it is a fickle subject that one needs to constantly monitor to determine its changes and provide the necessary adjustments so that your marketing campaigns can succeed. So the question is, how are you going to conduct your digital marketing strategy? Here are some important points that you need to take into account.
As of now, Google has seen more activity on mobile searches compared to those made on the desktop. Furthermore, conversion rates are also higher in mobile devices. This is proof enough that you need to consider these mobile devices in your digital marketing plans.
Visibility on Search Engine Page Results
Forty-eight percent of the people surfing online start by accessing search engines like Google. Making sure that your website shows up in SERPs for relevant keywords should be included in your marketing plans as well. Using relevant keywords on your content and employing search engine optimization (SEO) on your site are the most important factors in gaining more visibility on the SERPs.
Increasing your visibility will drive more traffic and in turn, raise more chances of getting more leads for your business.
Information is what drives most people to visit websites. That is why content is one major factor in your marketing strategies. Supply your viewers with fresh content that is relevant to your business niche. Devising a proper content marketing strategy will invite more traffic to your site as well as increasing your online reputation, which is just as important.
Your online presence should not be limited to your website only. Putting it on various social platforms like Facebook and Twitter will further increase your target reach and will enable you to share your content easily as well. These social platforms will also allow you to engage and interact with your viewers, increasing your chances of generating leads and sales.
Tending Your Visitors
Most of the traffic coming to your site, despite being qualified, won’t result to leads and sales. However, that doesn’t mean you should be ignoring them. This is where an excellent email marketing strategy and proper call to action buttons come in handy. Despite people getting wary of email spams, research shows that 65% of the consumers who received these emails were persuaded into buying the said product after receiving a well-made newsletter.
Creating a Digital Marketing Strategy
With these factors taken into account, it’s time to create your digital marketing strategy.
1. Setting Your Objectives
When you want to make a marketing strategy you need to be specific in setting your objectives. Do have a quota you want to meet or an increase in the number of monthly traffic? Do you want more visibility for your business? By having goals, you are giving yourself something to look forward to, and that is way better than pursuing a marketing strategy without knowing what you want to do with it.
2. Dividing the Tasks
A marketing strategy needs a marketing specialist. Their job is to determine business opportunities and conducting events to promote your business. Don’t burden them anymore with the job of finding the newest marketing tools and trends that haven’t proven yet. Leave that for the others – make an innovation team.
When an opportunity is proven to be useful for your business, it will be the marketing specialist’s job to incorporate it to your marketing strategies.
3. Updating your Marketing Funnel
Marketing funnels are information about your consumers from when they were still just visiting your site until they became your clients. This will give you an idea as to what aspects in your website you need to improve to gain more leads and ultimately generate more ROI.
Your market funnel can be thought of this way:
First, providing them information about your products and services in exchange for their contact information.
Second, providing more information about the products they took interest in.
Third, convincing them why they need this particular product and providing them with additional information about it.
Fourth, converting your leads into sales.
If you already employed marketing funnels into your digital marketing strategies, all you need to do is to figure out which parts needed to be included. Does your site have the necessary functions like call-to-action buttons to engage your viewers? Does it need to be changed or will you leave it at that? How about lead magnets?
Knowing the answers to these questions is important as you might be taking down or replacing something that is providing your site profit – that would be bad for your business.
4. Properly Applying Call to Action Buttons (CTA)
We have mentioned these buttons above already, but what exactly are these? Call to action buttons are those that invoke your viewers to take action. They can be anything from a Facebook Like or Twitter Tweet button to a newsletter button. It can even be a button that will redirect them to your contact page.
In other words, if you want your viewers to do something on your website, make sure that you make it easy for them to do so through these buttons.
5. Using Lead Magnets Strategically
Lead magnets are a sort of bait that you use in order to pull your viewers in your marketing funnel. These can be anything from information to downloadables. The point is, you use these in order to gain something from your viewers. For example, they can only complete a certain process within your site if they sign up on your newsletter or surrender their contact information to you.
Here’s a great guide about lead magnets from Digital Marketer that you can use as reference.
6. Going Responsive
We’ve already mentioned the importance of considering mobile devices into your digital marketing plans. The best way to implement that is to have your website opted for responsive web design. The layout of a responsive website will scale in accordance to whatever device the user is using when accessing it. That means user experience will always be optimal regardless of whether your viewers are using their smartphones or their laptops to access your site.
7. Getting Traffic
Converting traffic into sales is the main purpose of creating a digital marketing strategy. However, you can’t convert anything if there’s no traffic in the first place. Before you think of convincing your viewers into buying your services or products, you need to guide them into your site first. Various methods like SEO, content marketing and social media marketing have already been mentioned above as well as their importance. These are just some of the main factors that can drive quality traffic towards your site.
Employing these methods will largely contribute to the success of your digital marketing strategies so they must be executed properly with the support of professionals in this field. Fortunately, there are a lot of SEO firms out there that will be able to deliver the services you need.
Setting Your Plans to Action
With our business sectors now greatly favoring the digital network and potential clients as well, having an online presence is no longer an option, but a necessity. Venturing in digital marketing can be intimidating, especially if you haven’t tried it yet. However, with the help of people who specialize in this industry and your own understanding of your business, you can create an effective digital marketing strategy that will perfectly fit your business.