Culture in the workplace should be diverse and representative of your organization

A digital marketing strategy can not only help you smooth out your business processes, but it can significantly improve your and your customer’s experience.

We’ve come to a time where candor and transparency in communications is vital for harmonious existence.  We live in a commerce-driven community, with audiences more demanding than ever.  How can you personalize communications on a global scale in an honest and entertaining way so that people feel comfortable working with you?

You do it with a clearly branded traditional and digital marketing strategy that meets your people where they are and talks to them about things they want to hear about.

97% of online searchers are looking for local businesses, products, or services.  Almost half of all searches on Google are for local businesses.  Consumers are also using social media to research companies they shop with.  So, to answer the question of whether digital marketing is for you, the answer is a resounding yes!

What is Digital Marketing?

Digital marketing is a blanket term that describes the efforts used to reach your target audience and convert them from strangers to loyal customers, including:

  • Designing and optimizing your website so that it can be found by search engines
  • Creating a clear, honest, and reliable brand voice in word, picture, and deed
  • Creating e-mail campaigns that build confidence in your brand
  • Developing a social media presence with your customers
  • Managing your online reputation with reviews and direct communications with your customers

Digital marketing is also referred to as:

  • Online marketing
  • Internet marketing
  • Web marketing
  • Digital media marketing

Why is Digital Marketing Important for Business?

Technology grows fast. The internet changed the world, sped it up, and turned us all on our heads almost overnight.

We have to adjust the sails in this ever-changing and powerful environment of growing artificial intelligence and targeted marketing automation systems. No matter how high-tech the world gets, humans will always prefer to work with other humans, even though we enjoy the convenience of doing things online and in the privacy of our homes.

Your digital marketing strategy should be able to figure out what your customers need from you in terms of convenience so you can personalize and improve their experience.

Developing a brand and broadcasting it in a way that drives leads for your sales team is a complicated process that requires know-how, patience, and time.  You’re looking at regular, focused attention to:

  • Campaign development, implementation, and management
  • Brand awareness
  • Website optimization and performance
  • Social media and reputation management
  • Traditional marketing strategies like print ads and direct mail
  • Inbound and outbound marketing efforts
  • Keeping up to date with industry changes that affect your business or campaigns

The 100-hour workweeks aren’t exactly what you had in mind when you started up, is it?

A traditional and digital marketing strategy can help you balance out your schedule, improve operations, and sharpen your customer service so that it drives people back to you, referring others in the process.

Creating a Digital Marketing Strategy

Your digital marketing strategy can be designed any way you’d like. The below are the main topics we usually include in our strategies. For each component, we develop:

The 7 Components of a Digital Marketing Strategy

Content Marketing

Content is anything that’s used to communicate with your audience, be it webpage design, social media posts, or a print advertisement.  Content marketing includes assets that increase web and foot traffic, generate leads, improve brand awareness, and delight your customers.

Search Engine Optimization (SEO)

Search engine optimization is a complex organism, hidden behind masks and layers of algorithmic code. SEO is an arduous process that helps bring organic (free) traffic to your site using keywords, descriptions, alt tags, localization, and a diverse link profile.  Having a skilled SEO agency on your side will do wonders for your overall marketing plan.

Email Marketing

Targeted email lists help you talk to the right audience at the right time about the right things. You’ll get a better return on these efforts by making sure your content is requested and wanted by the reader.  Your email list is your greatest digital asset. Don’t underestimate this part of the digital marketing strategy.

Social Media Marketing

Social media marketing is where “it” is at. It’s the water cooler of the world, and everyone is talking. Whether you use Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. etc., the fact remains: millions of people flock to social media all day, every day, completely changing the scope of 24/7 marketing and advertising.

Reputation Management

According to BrightLocal, 86% of people are looking at your reviews online.  They read about 10 reviews, good and bad, before deciding whether to trust you.  A negative online review can snowball into something incredibly damaging, so staying on top of your reputation across the various review sites is vital to your reputation.  Studies show that shoppers are comparing you up against your competition in terms of:

  • Rating
  • Number of reviews
  • Frequency of reviews
  • Your response to negative reviews

Inbound Marketing

Inbound marketing strategies are much less disruptive to your customers than outbound methods. Inbound focuses on pulling people in with a magnetic approach, including things like creating relevant and timely content, offering freebies, performing advanced SEO, and diversifying content.

Pay Per Click

Also referred to as search engine marketing (SEM), PPC gives you the ability to track and measure how many people interacted with your ad. You pay every time your ad is clicked, with the hope that the person who clicked will become a customer. That’s where inbound marketing comes in play with the creation of landing pages.

This is not an exhaustive list of techniques for your digital marketing strategy, but it will get you started.

Digital Marketing Assets

As with traditional marketing, online marketing includes the accumulation of assets, to include things like:

  • Whitepapers and e-books
  • Electronic brochures
  • Interactive tools
  • Optimized, user-friendly website
  • Online ordering or e-commerce
  • Backend website staff areas
  • Social media pages
  • Digital branding assets like the logo, fonts, colors, messaging, etc. used in online communications
  • Blog posts
  • Infographics

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