These days, most business owners know that digital marketing involves making people aware of their products and services on the internet. But what does digital marketing entail?
Any marketing effort that uses electronic devices or networks qualifies as digital marketing. Blog posts, search engine optimization, content marketing, social media marketing, online public relations and pay-per-click advertising all can play an important role in a digital marketing strategy.
The scope of digital marketing is virtually unlimited, but you’ll want to focus your efforts for maximum visibility, engagement with your audience, and return on investment. To get the most bang from your marketing buck, consider these digital marketing actions you can take to help increase your sales.
Start an e-newsletter
If you’re not sending out an e-newsletter for your organization, you may want to consider getting started. A professional e-newsletter can include updates about your business, customer testimonials, special offers, and general content that can help position you as an expert in your industry.
As you build a subscriber list, your email newsletter allows you to periodically remind your customers and potential customers about the value you can offer them. Once you start, you’ll want to send out your e-newsletter on a regular schedule and track key metrics, including clickthrough and conversion rates.
Make use of smart keywords
Is your website working for you? To attract your desired audience, you’ll need well-formulated content posted on a consistent basis. But creating great content is just half the battle; making sure your prospects see it also is key to success.
Google ranks sites based on their relevance to chosen keywords, along with frequency of updates. To pick the right keywords, you’ll want to work with your marketing agency to put yourself in your customer’s position. What terms will someone logically use to search for a product or service like yours? An experienced agency can assist you in choosing smart keywords that make sense for your marketing goals and that help you attain your desired position in search engines.
Get your social media up to speed
As with your website, the quality — and frequent posting — of content can help your social media presence stand out and pay dividends for your business.
Depending on your marketing goals, you may give preferential treatment to LinkedIn, Twitter, Facebook, Snapchat, Pinterest, Instagram or other platforms, or some combination. Regardless of the social media channels you use, engagement with your users will require continual efforts, updates and tracking of important metrics.
Attract attention from Influencers
Speaking of social media, you’ll want to focus on drawing the gaze of influencers — those mysterious beings who seemingly can make or break a product or service with a nod or a snub. Influencers tend to engage with their followers frequently, and they have loyal followings in particular niches. Your marketing agency can assist you in determining the right influencers to approach for your industry, along with demographic and psychographic targets.
Remember to advertise
You’ve probably heard that no one looks at online ads. Contrary to popular belief, however, digital advertising continues to thrive and can serve as a highly profitable means of increasing your sales.
The key to a successful digital ad campaign is proper planning, including getting specific with your strategy — and executing it with smart choices of keywords and copy. Once your digital ad campaign is up and running, work closely with your agency to monitor key metrics and adjust your strategy based on the numbers.
Track your website metrics
Regardless of your overall digital marketing strategy, your website likely will play an essential role. Building a memorable website that makes your customers want to visit can take considerable resources, and you’ll want to ensure that you get the highest possible return on your investment.
By tracking metrics like bounce rate, pages per visit and time spent on your site, you can gain insight into the motivations that drive your prospects, the content they’re interested in, and how you can optimize clicks, return visits and sales. Even if you’re not an expert in digital marketing, you can take specific steps to help improve your sales.