Components of an Effective Digital Marketing Strategy
An effective digital marketing strategy drives revenue by capturing prospects that fit your ideal customer profile and bringing them into your marketing funnel. Most successful strategies use more than one digital channel to generate new leads and opportunities. While some businesses focus heavily on one area, like social media marketing or creating promotional videos, the best approach is often an integrated one that uses multimedia content spread across channels to generate a stream of prospects from several sources. Let’s review some of the tools and channels that could be included in your digital marketing strategy.
Search Engine Optimization
Search Engine Optimization (SEO) is the marketing practice of optimizing key pages of your website to be ranked higher in the search engine result pages. The goal of SEO is that when somebody searches on Google for keywords related to your business, they’ll see your website or landing page listed among the top results and visit your page. The Google search algorithm uses over 200 unique indicators to evaluate and rank pages, and the process is not totally transparent. An experienced SEO expert can help you navigate the complexities of the Google ranking system.
Facebook Ads and Google Adwords are two of the largest publicly available advertising platforms. For as little as a few dollars a day, you can advertise your business on either of these immensely popular technology platforms that receive billions of page views each day. In pay-per-click (PPC) advertising, your advertisement is presented to a prospective customer that searches for a related keyword and you’ll be charged each time a user interacts with your ad.
Local Search Marketing
If you do most of your business locally, there are specialized SEO techniques that help you rank more highly on Google for searches in your geographic area. You can enhance local search marketing registering with Google My Business and featuring your business on Google Maps.
Content marketing is all about creating and publishing content to your website that positions you as an authority in your industry while providing genuine value to readers and funneling them towards your sales or contact page. Content on your website may also rank on search engines, bringing you a steady stream of free organic traffic for years to come.
Sending emails that promote your products or services is known as e-mail marketing. The key to a successful e-mail marketing campaign is to build relationships with prospects that opt to join your e-mail list. You can create an e-mail opt-in form and feature it on your website or in an advertisement. You may even entice prospects to share their contact information with a free white paper download or another incentive. Today’s e-mail marketing tools make it easy to send personalized messages with individualized content that helps push prospects through your marketing funnel.
Social Media Marketing
Social media marketing uses mediums like Facebook, Instagram, Reddit, Linked In and other social platforms to engage with prospective customers and spread information about your products and brand. Heavily self-promotional social media marketing campaigns may be poorly received, but many companies have succeeded with social media marketing efforts that present their brand in a positive light that improves brand image and inspires loyalty.
Video-based platforms like YouTube and Facebook have made video-based marketing an increasingly popular way of reaching prospective customers. According to one report, 87% of online marketers now use video content as part of their digital marketing strategy. On the consumer side, 45% of people watch at least an hour of videos on YouTube or Facebook each week and YouTube alone delivers over 500 million hours of video to viewers each day.