Digital marketing tools should help bolster your online presence, drive traffic, capture leads and generate more sales
Businesses of all types can now leverage a variety of tools and resources to bolster their online presence, drive traffic, capture leads and generate more sales. With the industry’s evolution comes the opportunity to test different methods to determine how they can help improve your digital marketing strategy. Following are five digital marketing “do’s” to throw into the mix to help expand your marketing efforts and produce better results.
Look for content opportunities If you lack content, or are struggling to determine what you should create next, the first place to search for inspiration is your own website. What are people asking for that you don’t already have? Chances are, you have some gaps that present new content opportunities. You most likely already have pages for the more important keywords you are targeting, but what about some of the less competitive, long tail keywords people are searching for?
You can identify these content opportunities in two ways. The first is to create a (free) Google Adwords account and use its Keyword Tool. This will let you search for particular terms, find related searches being conducted, and determine the competitiveness of the terms and their search volume.
Another option is to allocate resources to the digital marketing function by hiring an agency to conduct more in-depth research to find new opportunities to pursue.
Get blogging/improve your blog content If you haven’t already hopped on the blogging bandwagon, there’s no time like the present to begin establishing yourself as an authority and thought leader in your industry. Not only does this increase search engine rankings, it also builds credibility and trust with prospective customers.
If you are blogging regularly, start to focus on improving content — make it more informative and thought-provoking. Do things differently than the competition and add unique value for your readers. A great way to do this is to begin creating posts that act as resources and educational material. Not only are these inherently more useful to readers, they also have a much longer shelf life.
Try marketing automation software Software such as Hubspot, Marketo and Eloqua are designed to help capture leads earlier in the buying process and nurture them as they travel through the sales funnel. This software automates your marketing so you are top of mind for prospective buyers throughout the decision making process — from initial research to vendor comparison to decision time. The beauty of it is, this software automates the delivery of your content to the right prospects at the right time, allowing for more targeted messaging. Also, you can easily integrate all types of content you create into the software, so you don’t have to start from scratch.
Focus on ROI and measurement A common mistake marketers make is focusing on the wrong things to gauge the performance of their digital marketing efforts. Take search engine rankings for example: do you really want to rank #1? Or do you want the business that comes from having a high search engine ranking? If you aim for the former with no consideration of the latter, it’s a risky game that does nothing to ensure sustainability.
Similarly, are you more concerned with getting as many followers and fans on social media as possible, or their impact? You want engagement and leads, not just fans. Start focusing on the metrics that actually indicate how your marketing efforts are translating into sales.
Branding, branding, branding The better you are at brand-building, the better it is for awareness, lead generation and the bottom line. The more people search for your brand, the more importance and authority you are given by search engines such as Google. This translates into better search engine rankings and higher brand visibility.
Up the ante by taking out remarketing ads, conducting banner and button buys, boosting your social media game, and leveraging platforms such as YouTube. A great example of a company that has done a phenomenal job of branding via YouTube is BlendTec, with their “Will it Blend” series, showing any industry can have creative and impactful branding efforts.