To grow your business’s online presence, you need an effective digital marketing strategy. Apart from just being social interaction platforms, social media websites have become equally popular among businesses. While these platforms can help a great deal in engaging your target audience, it is vitally important to plan and execute the right digital marketing strategy to accomplish your goals. A lot of businesses around the globe tend to overlook digital channels and prefer sticking to mainstream marketing. It is important to know where your potential customers might be looking for what they need.
The majority of people use search engines to look up any information they need to find quickly. This means, if you want their attention, your business needs to be in the top few searches. Moreover, the number of social app users has massively increased over the past few years. Social media platforms are basically modern-day newspaper that helps people to find almost any news, information, knowledge, and community. This is a great opportunity for businesses in the expansion phase. They can use social media marketing to accomplish targeted ad campaigns and engage a larger number of potential customers.
Let’s have a look at digital marketing in-depth to understand how you can use an effective digital marketing strategy to grow your business online.
What is Digital Marketing?
Digital marketing is the process of promoting businesses over the internet through a set of different domains and channels including search engines, social media websites, blogs, email marketing, and paid marketing. A digital marketing strategy refers to a plan or roadmap that outlines the effective possible outcomes of promoting any business online. This promotional activity has different forms based on the channel of digital marketing. The strategy also helps to track and compare the estimated outcomes with the real outcomes to improve (or change) the marketing strategy. The key domains of digital marketing include Search Engine Optimization (SEO), Social Media Marketing (SMM), Pay-Per-Click (PPC), Email marketing, and content marketing. All these channels have their own sets of rules and policies to plan and execute any promotion campaign for businesses. They also have tracking tools to share engagement insights with business owners.
Why is Digital Marketing Vital for Businesses?
Over the past decade, the use of the internet to search for information has massively increased all over the world. Unlike former practices of finding ads and business information in the newspapers, users have become highly efficient in using search engines and social media platforms to achieve the same purpose. In this scenario, digital marketing has played a vital role in connecting customers with businesses. Moreover, with eCommerce taking over, a lot of businesses have switched to online selling methods. Using the right digital marketing tools and strategy, businesses can engage an exponential number of potential audiences online. As we know that the market is only where the customers are, digital means of marketing have become inevitably important. Moreover, the costs of digital marketing are relatively lower compared to physical marketing campaigns.
Guideline to Create Your Digital Marketing Strategy
Want to know how you can plan your digital marketing strategy for your business? We have got you covered with the key steps you need to follow to accomplish your objective.
Defining Brand
The most basic and important part of creating an effective digital marketing strategy is defining your brand. In the first step, you need to define what your brand does, where it operates, and how it operates. You also need to think about your unique selling points (USPs), brand voice, and value proposition. Once you map out these key factors, you can use these to set your marketing strategy goals.
Defining Audience
In this step, you need to define your target audience. You can conduct research on the competitive market to define the buyer’s persona. It is important to narrow down your audience for a successful digital marketing campaign. You can describe the demographics, preferences, as well as behaviors of the audience that will most likely end up looking for your products. It is important to know that defining the right audience for your business can be time taking. However, this step can greatly influence the direction of your digital marketing strategy.
Defining S.M.A.R.T Goals
This is an interesting yet critical step. You need to define your specific, measurable, achievable, realistic, and timely goals (S.M.A.R.T goals) to set the budget, pace, and direction of your digital marketing strategy. This is a great time to think and rethink your short-term and long-term marketing objectives. As long as they are scalable and realistic, you can always design your digital marketing strategy around them.
Choosing Digital Strategy Model
This step brings you to choosing a digital marketing strategy model that best fits your defined objectives. There are various techniques that businesses use to plan their digital strategy. It is worth mentioning that taking a strategy model and putting it to use for your business right away may not be a great idea. Each business has its own set of defined goals. You can take the idea from your competitors. However, you may need to make certain modifications to it based on your objectives before executing it.
Budget and Calendar Planning
Once you decide on your digital strategy, you can develop a calendar to manage your publications and postings. Calendar planning is highly beneficial for executing digital marketing campaigns. You can also define your paid campaign budget and keep a track of your spending as your campaign starts.
Launch Campaigns
Now that you have all it takes to execute your digital marketing plan, you can proceed to the part where you can launch your campaigns. Based on your objectives, you can start your marketing campaign across multiple channels including social media platforms. It is important to ensure that all your marketing channels have tracking enabled before you start. For example, your website needs to have Google Analytics tracking code enabled to track the visitor information.
Tracking Results
In the final phase, you can review the performance of your digital marketing campaign using tracking tools. Google Analytics, Google Search Console, and Google Ads will play a key role in helping you track web visitors and their engagement. You may need to keep a track check of your digital campaign throughout the process to make any changes or modifications to your campaign plan. Accurate tracking allows users to determine their Return on Investment (ROI).
With the help of the above-listed steps, you can develop your digital marketing strategy. While this may be true if you feel the need to get some practical assistance to develop a fine-tuned digital marketing strategy for your business. Feel free to seek the digital marketing services offered by one of the companies in your area.
Best Digital Marketing Strategies for Businesses
To make it easier, we have compiled the list and details of the most competitive digital marketing strategies used by most businesses around the globe. The following digital domains of marketing enable businesses to grow online and engage their potential clients anywhere in the world.
Search Engine Optimization (SEO)
SEO refers to all the digital practices that help in ranking your business website among the top search results on any search engine. SEO targets the keywords of your business (e.g. product names, product types, etc. ) against each relevant search query entered by internet users across the globe. The higher your website ranks on search engines, the more the possibility of customer engagement.
Objectives of SEO
The key objective of SEO is to direct the most relevant audience from your targeted community toward your business website. This set of audience is the customers actively searching for products or services that you are offering. SEO has also enabled users to have the “window shopping” experience online. This means, even if your web visitors do not end up buying your services, they will still contribute to promoting your online presence over the search engines. For example, if you are offering digital marketing services in Albany, CA, you can use SEO to rank your website against the keyword “Digital Marketing Services Albany”. This way, when a user searches on Google using this term (or nearly similar), there will be a greater chance for your business to show among the top results.
It is worth noting that keywords can have different intentions involved. A lot of users may simply make searches for keywords to find information. On the other hand, many users make searches with transactional intent.
Over the past decade, the number of search engine users has massively increased all over the world. Smart devices including mobile phones and tablets have made it easier to find anything over the internet in a matter of seconds. Below are a few key factors that emphasize the importance of SEO for businesses.
- As of this year, around 80% of consumers tend to conduct their product research online.
- More than 90% of online searches do not advance to the second page of search engine results.
- The number of users who click on the first search result is more than 30%.
Search Engine Optimization (SEO) is a technical process. If you want to get SEO services for your website, you can look up some of the best internet marketing companies in your area.
Social Media Marketing (SMM)
Social media marketing involves social platforms to establish, promote, and advertise businesses. The number of social media users have vigorously increased over the past few years. With more features and options arriving at social apps, users show a lot of interest in engaging with others over social media. While this is indeed great for socialization, social media platforms have also opened flexible gates for businesses. Using platforms like Facebook and Instagram, you can directly reach out to a larger number of online audiences that may prove to be influential for your business.
Objectives of SMM
The key objectives of SMM are establishing brand presence over social platforms, advertising business products and services, and engaging potential customers. You can use these platforms to list as many details of your business as you like. Moreover, you can use infographics, videos, and animations to engage your audience. Social platforms have helped countless brands to grow with exponential figures. An important part of social media marketing is paid advertising. Platforms including Facebook and Instagram allow users to use creative ad tools with narrow targeting. You can create audience sets based on your preferences. Selecting the ad targeting radius, specific behavior, and search preferences of users, you can do narrow targeting.
It is important to mention that each social platform has a unique way of interacting and engaging with the audiences. Therefore, you may need to use a unique campaign strategy for each. Below are some of the important facts about social media that you should know.
- There are 3.725 billion active social media users.
- The average time spent on social media on a daily basis is 142 minutes.
- An average American user spends about 2.7 hours per day using social media.
Pay-Per-Click (PPC)
Pay-Per-Click or PPC refers to a paid form of advertising products or services on an auction-based technique. Following the footsteps of SEO, a PPC campaign allows you to create ads by targeting searched keywords. However, with PPC, you have to bid on keywords that you want your business to be searched for. When any user searches for the same keyword(s), your paid ad pops up above the top search engine results with an “Ad” tag. As the name suggests, you have to pay for each ad click.
Objectives of PPC
The key goal of PPC is to reach out to the search queries with transactional intent. Any internet user searching for the queries you are placing your ads against is most likely ready to make a purchase. PPC ads are equally effective for businesses offering services as well. Once clicked, the user will be directed to your targeted landing page. Most PPC ads direct the users to a page where they can make the transaction. This transaction can be a purchase, filling up a sign up form, or to contact the business for further details.
PPC is one of the most widely used advertising techniques among businesses. As one of the cost-effective strategies, PPC helps businesses seeking quick conversions in the expansion phase to engage with a transactional audience. The paid ad clicks also contribute to promoting your rank on the search engine ultimately increasing your organic visitors.
In case you are wondering whether you need to choose PPC or not, consider reviewing the following interesting facts about PPC ads.
- Spending every $1 on PPC ads can earn businesses $8.
- Users clicking on PPC ads have a 50% more chance to make a purchase.
- The Google display ads are seen by 90 percent of internet users.
Running a successful PPC strategy may not be an easy job for you alone. You may need to get PPC management services offered by the companies located in your area for complete assistance.
Content Marketing
As the name speaks for itself, content marketing refers to reaching, engaging, and interacting with the online audience using any form of content. This content can include infographics, videos, blog posts, animations, press releases, third-party promotion content, and more. Most businesses across the globe use content marketing with the intention to impart useful (and relevant) information to their targeted audience. This way, businesses can develop a community of their followers contributing to promoting their business name.
Objectives of Content Marketing
The key idea behind content marketing is to deliver valuable information to your target audience to increase your website traffic and customer engagement. It is important to know that content marketing and SEO go hand-in-hand. Any content that you publish contains certain keywords that users might be searching for. Once the search is conducted, users may click on your website among the search results and end up reading your informational content.
For example, if your brand sells home appliances, you can write blogs related to your products with informational intent. Some of the key topics can be, “5 energy-saving air conditioners to buy”, “How to install an LED TV at your home”,and “How to clean your air conditioner at home”.
It is important to mention that each piece of content (blog post) targets a specific but unique set of keywords. While this may be valid, all the targeted keywords lead to one specific goal: to increase your website’s engagement.
Listed below are a few of the surprising facts about content marketing that you should know.
- Content marketing generates 54% more potential leads as compared to traditional marketing.
- About 60% of users prefer to engage with companies that create content.
- About 72% of marketers are using content marketing to engage with customers.
Please note that content marketing involves a number of subdomains to work on. You may need to get assistance from a content marketing or digital marketing company in your area to develop a successful content strategy.
Email Marketing
Email marketing plays an effective role on the backfoot. By using email marketing as a strategy, businesses can retain their existing customers by keeping them in the loop with all the latest updates regarding your business. Moreover, email marketing also plays an influential role in engaging new customers. This technique is ideal for building brand awareness, encouraging retention of purchases, and remembrance. Following the footsteps of content marketing, email marketing also provides valuable information to customers.
Objectives of Email Marketing
The key objective of email marketing is to stay relevant and retain customers. Using email marketing, you can stay on top of your customer’s mind even though they might not be looking to make an immediate purchase. You can inform your customers regarding occasional promotions, giveaways, and almost any other information that your customers may find useful. It is important to remember that email marketing allows businesses to leave an impact on customers by staying relevant, and keeping them in the loop. Some of the important facts about email marketing below can help you analyze the significance of this valuable technique.
- More than 80% of companies use email marketing.
- The record average ROI for each $1 invested in email marketing is $44.
- Email marketing creates 50% more sales as compared to other lead generation models.
The above-mentioned digital marketing strategies are actively promoting businesses and helping them to grow effectively on the digital scape. Each business may need any or all of the above digital marketing strategies to accomplish its goals. You can discuss your project with one of the digital marketing companies in your area to plan and execute a competitive marketing strategy.