Creating a Successful Digital Marketing Program
You’ve built a website showcasing your products or services and now it’s time to attract potential customers. Mere existence is not enough. You must actively pursue leads so your site gets seen by humans and search engine bots. Strategies for effective digital marketing have evolved considerably in recent years, spurred in large part by smartphones taking over as the primary tool for searching the web and an increase in paid advertising in search engines and across the web. Thankfully, digital marketing can be very cost-effective – it enables highly targeted marketing, clearly shows ROI, and can be adjusted quickly to accommodate market and business changes.
Cornerstones of An Effective Digital Marketing Strategy
Businesses can drive qualified leads to their site or specific landing pages by creating a clear & consistent presence on various digital platforms. Strategically-timed targeted campaigns work in conjunction with organic activities to produce the best results. Digital marketing plans may include a combination of the following:
- Paid marketing – users get to your site via targeted display, keyword search, and/or shopping ads (generated automatically via product feeds)
- Organic search – users get to your site via a search engine (excludes ads), relying on the site having strong and relevant content, keywords and UR
- Remarketing – after visiting your site, users see ads for it elsewhere on the web, prompting them to return
- Social Media – users arrive at your side from direct or sponsored links on your social media channels
- Content and Blogging – users are driven to your site because it provides information people are seeking, which helps build coveted “trust, relevance, and authority” and improves your organic search rankings
- Email Campaigns – users get to your site from targeted emails sent to people who have signed up to receive emails, may include discount codes and other promotions
Creating a Compelling Call-to-Action
Potential and existing customers must be able to quickly find info they need about your business, and trust it enough to act – purchase, call, complete a form, sign up, go to your brick-and-mortar store, refer a friend, etc. Businesses connect with audiences by engaging in a relatable manner; follow up, patience, consistency, and reviewing marketing data are all key.