Digital marketing provides a powerful set of tools that almost any business can use to great advantage. There are more people using the Internet today, than ever before, creating a massive online marketplace for most businesses. Despite the size of the opportunity, very few businesses understand how to take full advantage of digital marketing strategy to increase opportunities.
An estimated 2.3 billion people use social media today. Like pay-per-click, social media provides alternative opportunities to businesses who are finding it difficult to rank well for relevant keywords. It can be tempting to use every social media network and channel out there, however, this strategy is unlikely to yield great results. Every social media network caters best to specific types of businesses. Not to mention, particular demographics. So the best practice is to select the optimal social network and focus your efforts on it.
Search Engine Optimization (SEO)
A crucial component of building a digital marketing strategy is undoubtedly SEO. While your website may be the centerpiece, without a great SEO strategy, what you have is similar to a nice shop tucked away in a back street where no one can find it.
Did you know that a staggering 75% of people do not look beyond the first page of Google when searching? The way to get on the first page, where it matters, is good SEO. For a small business owner, or anyone else who is not technically inclined, hiring an SEO agency like SEO Ibérica would be a smart idea.
Pay Per Click advertising (PPC)
While good SEO can help you get in front of the prospects that matter to your business, sometimes there is simply too much competition. Especially if you are a newer business.
However you can still put your website in front of the right market using other strategies. One of which is Pay Per Click advertising. PPC is an essential part of digital marketing strategy for two reasons. One, for new businesses, it will yield better results than SEO. Secondly, PPC is extremely efficient, since you do not pay until prospects view your adverts.
Of all the individual components of a digital marketing strategy, email marketing probably offers the best return on investment (ROI). With email marketing, you get prospects to opt-in to receiving some form of communication. This is typically a newsletter but could be something else such as a free e-book. This allows you to stay in touch with prospects who are interested in your services or products but are not yet ready to press the buy button.
Content cuts across every other tactic employed in the digital marketing puzzle. Your web pages will need sales copy that converts visitors to buyers. Additionally you need good content to give effect to your SEO strategy, and likewise for your social media and email marketing efforts.
The secret to creating great content is understanding your target customer. This includes their characteristics, interests and informational needs. You can do this by first creating and building a buyer persona, which is a fictional representation of your ideal customer.
Digital marketing is a marathon, and you will need to be innovative in your application of digital marketing. The tools we have shared with you should serve as a foundation for your digital marketing strategy but should not be thought of as an exclusive formula. Try them to begin with, find out what works best for your business, and stick with it. Plus, if you get stuck at any point, always consider getting some expert help.