Digital Marketing, Social Media, SEO Strategy
July 9, 2020
Your business can take advantage of digital marketing to set you up for success from all angles. If you’ve read our post on embracing the digital transformation that is already taking place, then this is the next step to understand the makings of a great digital strategy.
Build and maintain a website that focusses on the user experience
A user-friendly website is essential. Your website is the online home of your business and first impressions matter. A website is more than just a portal to a product or a service. It is where your brand is represented with its design and content equatable to the bricks and mortar of your house. Make sure how you present your business is how you want to be seen by your customers and sets you apart from your competitors.
Once you’ve launched your new website or spruced up your old one – remember to implement an ongoing maintenance plan to ensure it continues to perform at optimum levels.
Web design has evolved enormously and a lot has changed since the world’s first website 30 years ago. The world wide web continues to move in different directions with the rise of new technologies, and your site should adapt too.
Ensure your website and digital content is mobile-first
We live in a mobile-first world and having a mobile-friendly website is an absolute must. Google Search primarily uses a page’s mobile content for creating its search index and ranking, and by September 2020 it’ll become the default behaviour for all sites.
(source: statcounter, June 2020)
How does your website work and look on a smaller screen? If your site doesn’t work on mobile and is slow, you’ll be missing out to your competitors!
Regularly monitor your web analytics
Web analytics is the measurement, collection, analysis and reporting of website data for the purposes of understanding and optimising your site. This data provides insight into understanding customer behaviours that can be used to create a better user experience and improve key conversions.
Monitoring analytics such as your site speed ensures you can quickly address issues to continue growing and retaining your customers. 40% of people abandon a website that takes more than 3 seconds to load.
Using web analytics will also allow you to track and predict behaviours on your website. Why is the exit rate on one page higher than another? How are people reaching your website? These are all questions to ask when analysing how you can target your customers more effectively.
Grab attention with video
With the speed that consumers scroll through their social media feeds, grabbing their attention is a huge task, which is why your business can’t get by without video marketing! It’s engaging, and 90% of customers say videos help them make buying decisions (source: Hubspot) with YouTube being the second most popular social media platform (source: Oberlo). 79% of internet users have a YouTube account!
Social media videos are a great way of building trust in your business and are a powerful tool for telling audiences about your brand whilst engaging consumers’ emotions on a personal level.
Want to learn more? Check out this blog post.
Search Engine Optimisation (SEO) will position your brand ahead of your competitors
SEO is the process of improving your website to better the organic search engine rankings of your web pages. Search engines such as Google use extensive algorithms to present users with content relevant to what they are searching for. By using various SEO techniques, your website can rank at the top of search results for keywords that your audience is searching for.
The benefits are endless. Being proficient in Search Engine Optimisation (SEO) is how your business can improve its organic website ranking on Google and grow online reach. Having a high organic website ranking on search engines makes it far easier for customers to find your business – increasing brand visibility and boosting website traffic.
Get your brand seen first using Search Engine Marketing (SEM)
SEM is one of many forms of digital advertising for your business. Whilst appealing and responsive website design and SEO benefit the organic traffic of your website, SEM uses paid traffic to bring users to your website. Search Engine Marketing is all pay per click. Pay per click (PPC) marketing and advertising services can all be hyper-targeted, so your ads are only served to the audiences that you want to target.
Have you ever seen Google’s suggested results at the top of search results? This is an example of targeted PPC ads through Google AdWords. Google AdWords is the frontrunner in generating paid search traffic. By nominating exact key words searched by your intended customers Google AdWords can be ultra-specific in reaching and converting new customers for your business.
Create powerful content
Content is king! Whether it’s blogs, videos, or images, powerful content will attract consumers, and establish your brand as a leader in its industry. Blogging regularly also increases search engine traffic and leads, improves conversion rates, and helps generate inbound links.
Think about what you want to achieve with your content. Develop goals to guide your content creation process, and refer to these goals throughout your strategy to stay on track.
Speak directly to your customers using email marketing
Email continues to be the marketing channel that can generate one of the highest ROIs for your business. For every $1 spent, email marketing generates $44 in ROI (source: Campaign Monitor).
Despite the plethora of tools available to marketers, email marketing is simply the best bet for business growth. Email is the primary channel for lead generation, targeting your customers directly, driving conversion and return on investment. People who sign up for your newsletters expect to receive information about your products and services that relates directly to them.
Retarget your customers using social media marketing
Social media marketing is an essential piece of your digital marketing strategy. Channels such as Facebook, Twitter, LinkedIn, and Instagram, are powerful platforms to market your business and increase its brand value. Connecting with new audiences and existing customers will also build your brand loyalty and credibility.
Did you know 54% of social browsers use social media to research products (source: GlobalWebIndex)?
Posting your content across these platforms encourages engagement with your followers, increases awareness of your brand, and boost your leads and sales.
Use online tools to streamline your online media strategy
Executing your online media strategy can take time but using online tools and platforms will make it easier! Our recommended platforms include Hootsuite, to schedule and analyse your social media posts; Buzzsumo, to track trends and see what topics people are engaging with; and Crazy Egg, to improve what’s working for your website, fix what isn’t and test new ideas.
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