The vastness of digital marketing is boundless, and so are the types of digital marketing. Gone are the days when a business could side-step having digital marketing in its marketing plan. All digital marketing channels play a role in the solution for a business and harmoniously pay off one another. To build your company, you need the best digital marketing strategies from your side.
A digital marketing strategy is a plan that describes how your business will achieve its marketing goals through online channels such as search and social media. The best digital marketing strategy depends on your business, products/services, and your market.
However, you have to be up-to-date on the latest market trends, as digital marketing techniques and strategies change rapidly.
With innovation continually advancing, digital marketing requires a progressively ‘liquid’ approach. You must be prepared to adjust to changes to meet the desires of your crowd. The impact of innovation on how organizations run isn’t new. It has consistently been that way. Be that as it may, what varies today is the speed at which innovation is evolving. With the ever-advancing growth of innovation, it is basic to ensure you speak with clients in the manner they anticipated. Here are a couple of effective strategies you should adjust to if you wish to arrive at the present customers:
How To Choose The Best Digital Marketing Strategy For Your Business?
Marketing formulas look vastly different from industry to industry. If you Google “good marketing strategies,” you will find all sorts of educational content presenting various tactics. But will these approaches work for your business specifically? Maybe. Maybe not.
Just because one business saw tons of success with Facebook Ads doesn’t mean yours will.
The most important thing about marketing is that a good strategy for ANY business starts with a series of questions. The goal is to dive into the specifics of your niche and how to reach potential customers. Ultimately, the better you understand your industry and what motivates its people, the higher your chances of success.
Start by asking yourself, “What is the most important goal(s) of my marketing strategy?”
- Boost organic search presence?
- Increase web traffic?
- Educate potential customers?
- Generate leads?
- Improve customer satisfaction?
- Boost sales?
- All of the above?
The next line of questioning revolves around your target customers.
- What demographics make up your customer base?
- Where do they hang out on the internet? (Facebook, Instagram, Reddit, LinkedIn, certain blogs, etc.)
- How do they typically discover content on the web?
- Who are some of the influencers they listen to within your industry?
- What are their most persuasive forms of content?
Consumerism these days is fueled by customer sentiment. Regardless of how awesome your marketing messages might be, a detailed review from an unbiased customer is going to hold a massive amount of weight.
Studies have found that 97% of consumers read online reviews before making a purchase. That said, you need to get your business listed on the major review platforms and social networks (Yelp, Trustpilot, Facebook, Google My Business, etc.)
When you get a review, you need to make it a point to interact with it. In fact, Google has confirmed that responding to reviews helps to improve local search presence. Moreover, it works to build trust in a public arena, which is a marketing strategy in and of itself.
Always remember, the way you respond to a review says much more about your business than the review itself. This is a common reality behind any marketing strategy.
Now that we’ve covered the basics let’s dive into a handful of the most common marketing strategies that almost all businesses use in some capacity.
Your website is a vital part of the digital marketing mix, and if designed correctly, can make all your marketing efforts more effective. It is crucial to building a website strategy that aligns with the brand platform of your company. Everything is done with purpose towards a specific goal, making it easy to communicate your value. In today’s online landscape, your website must:
In today’s online landscape, your website must:
- Be responsive and mobile friendly
- Communicate your company’s values up front
- Use relevant and up-to-date content
- Have product-specific landing pages that can generate leads
If you’ve looked into marketing at some point in the last five to ten years, you’ve probably heard something about content marketing and how important it is.
Now, content marketing is perhaps the most diverse and multifaceted concept in the marketing world. Every business’s tactics will look a little different. This is where you really need to go back to the initial questions we talked about earlier to figure out the best approach.
Content marketing aims at brand awareness by sharing informative and valuable content. Content can include blogs, articles, digital videos, podcasts, etc., which ultimately converts the viewer into a customer. This tends to build a relationship of trust, which gives businesses the potential to make sales.
Content marketing can involve writing blog posts, creating videos, podcasts, webinars, case studies, social posts, and just about any other form of online messaging you can imagine. Red Bull is one of the greatest examples of how a brand can use content marketing to bring its presence to new heights.
The underlying purpose of content marketing is to show the world how you are one-of-a-kind and offer something that no one else does. The only limits here are your own creativity.
Organic Social Media
Social media marketing is unavoidable these days. Generally speaking, if people can’t find you on at least one of the major networks, they will find one of your competitors.
Using social media for marketing is one of the top strategies of digital marketing. Social media marketing is a good way to promote and advertise your products and services. This strategy focuses on increasing brand awareness and conversions.
In any case, social media isn’t disappearing, and new stages, for example, Instagram, is getting more well-known than the old Facebook. Perhaps the most effortless approach to utilize social media is to use your blog content. Great utilization of social networking can incorporate connecting with visuals and supportive data, for example,
- Industry tips
- Updates to your items or services
- Industry news
- Satisfied customer stories
A good social media strategy is about much more than just being active on your accounts. It’s about how much time and resources you are willing to invest in growing your following.
The key is understanding which networks are going to be most worthwhile. When looking at the major platforms from an overview perspective, B2C marketing typically works the best on Facebook and Instagram, whereas B2B strategies tend to do better on LinkedIn and Twitter.
Social media marketing strategies are different for every industry. For example, if you are a fashion or food-related business, building a visual presence on Instagram will be crucial.
Search Engine Optimization (SEO)
SEO goes hand-in-hand with content marketing. It is the process of utilizing trending keywords relevant to your industry within your business content. The goal is to appear on the organic search engine results pages when people enter those keywords into a search. Most Google searchers never go past page one, so the constant goal is to get your content placed accordingly.
One of your primary goals in a marketing strategy should be to stand above the crowd on the major search engines. Chances are, there are hundreds – maybe thousands – of websites that offer similar products/services as you.
Ever checked your inbox and caught spam mails meant to promote any brand? Even with the emergence of social media, email is still one of the most effective marketing techniques. Companies tend to email their potential customers the content, which may be customized or general for all.
Nearly every business these days uses email to promote its messaging. Whether newsletters, promotions, tips, etc., email has been a longstanding marketing strategy that historically results in fantastic ROI.
The key to successful email marketing is knowing when to send the right content to the right people. Someone who just gave you their email address would likely be interested in different content than a long-time customer. The better you are at segmenting your lists, the more success you will have.
Paid Search Marketing
Paid search, also referred to as Pay-Per-Click (PPC) or Search Engine Marketing (SEM), is a marketing model used to drive traffic to your website quickly. PPC is the fastest way to get traffic to your website. Apart from the usual digital marketing strategies, you need to pay according to the ad auction, which is an automated process. Your costs for different ads will vary depending on the keywords you target or the network you advertise.
You’ve definitely seen examples of this on Google searches. With this strategy, you bid on certain keywords for which your ad will appear high up on the search results. When someone clicks on your ad, you are charged in return for a user navigating to your website – hence the name Pay-Per-Click. The more searches the keyword gets, the more it will cost every time someone clicks on your ad.
For many small businesses, paid search marketing is almost required to build up a web presence and get traction early. Gaining organic traffic through SEO takes time – especially if you work in a crowded industry. Paid search marketing is a great strategy for bringing interested users to your website in the meantime.
Affiliate marketing is performance-based marketing involving a business owner and one or more websites or affiliates. The affiliate website owners place advertisements on their own websites to market the business owner’s goods or services for a percentage of profits. It is the process of earning a commission by promoting a company you are cooperating with. You only pay for conversions after your affiliate closed a deal and the customer purchased the product with affiliate marketing.
To bring it all together, these are the most common types of marketing strategies small businesses use. However, the granular details of each will look quite a bit different for every campaign.
As long as you have good, detailed answers to the questions about your goals, customers, and company messaging, as well as make it a point to engage with customers online actively, these strategies can work wonders!