Digital presence is a great requirement today, but defining digital marketing strategies is imperative. The number of businesses established online connected does not stop growing. Every day more and more people also use the internet to communicate, research, learn, and buy. This is the exact reason why it has become imperative that companies invest in digital presence. But being on the internet does not mean having success on the internet. A successful digital presence needs to be strategic, which requires planning and metrics. Achieving results with digital marketing may seem complex initially. However, if done well, it may be easier than you might think. Often it is not necessary to make big investments. However, it takes patience and curiosity to know what works for each business.
Before you start planning a company’s digital presence, you need to set a goal; that is, what you expect from digital marketing. It could be to improve page indexing, increase traffic to a site, raise conversion rates, improve customer relationships, and even establish the company in the digital marketplace. As a result, below are The 6 most effective digital marketing strategies required for success:
1. Inbound Marketing
This is a new way of thinking about digital marketing. The basis of Inbound Marketing is the sharing and creation of quality content targeted to an audience. It is the relevance of the content that acts like a magnet and attracts potential customers. That is, the content made available by a brand is the first thing a person encounters when looking for products and services.
Businesses can and should use digital marketing strategies to win the interest of their target audience, unlike traditional marketing that “forces” the sale of the product without giving anything in return to the customer. Inbound Marketing prioritizes the construction of a relationship with the customer and customer loyalty. To do this, one must fully understand the profile and behavior of the consumer and strive to remain close to the public.
2. Content Marketing
To be sure, this is one of the most widely spread digital marketing strategies in recent times. This is because it has generated faster results and more efficient than expected. A recent survey found that 70 percent of the companies surveyed invest in content marketing. However, among those who reported not using the digital marketing strategy, 53% said they did not use content marketing because they did not know about the strategy. The main purpose of branding that invests in content marketing is to educate the target audience of a business. The content can bring information about products, services, and even the market or segment of action. With this, it is possible to attract a more qualified audience to the company, which increases the chances of conversion, for example.
This is because more informed customers take less time to make the decision and make a purchase. With content marketing, the sales funnel is run in less time, the sales cycle is shortened, and the number of conversions grows accordingly. This tends to please business owners and online businesses, as well as consumers who can establish a relationship of trust with the brand.
Search Engine Optimization (SEO) is a strategy to optimize a website and makes it easier to be found by search engines such as Google for example. It’s no use having an aesthetically beautiful website, installed on a great platform, with quality content if it does not appear among Google’s first organic search results.
The use of keywords is still one of the most effective SEO tools. Just understand what words potential customers would be interested in and use on search engines. Then you need to enter those words throughout the site. This is the only way to show the relevance of your content to search engines.
The closer to the top of a search list the company website is, the more likely it will be to contact a potential customer and generate business opportunities.
4. Sponsored Links
One of the most important tools for digital marketing nowadays are sponsored links. They work well on both the Google search page and on social networks such as Facebook. In the search engine, the links will make a website appear at the top of the page and give the brand more visibility. In social networks, it works as an advertisement and can advertise either the company or a specific product or service.
There is much advantage in investing in sponsored links. The return on invested value, for example, is one of them. The ad increases the chances of conversion because it appears, exactly, at the moment the user performs a search for a particular keyword. Another advantage is being able to advertise through display networks on sites and blogs affiliated with the Google platform, such as Gmail, YouTube, among others.
5. Display Media
The online display media is not something new in the digital marketing universe. In the early 2000s, ads were sold as traditional media, by impressions, minimal or nonexistent tracking, as well as the use of demographics. Today, media display has become an indispensable tool for a good digital marketing campaign.
Display ads do not work on search engines like Google. Rather, they appear on sites that have content with some relation to the brand offered. This type of sponsored link is not limited by search and purchase intent.
In Google Adwords or another ad platform, you can engage sponsored links on the display network in two ways. Cost-per-click and cost-per-acquisition. That is, the brand only pays when someone clicks on the ad or when someone performs the indicated action, such as completing a form, for example.
The last, but not least strategy is Remarketing. The Google Adwords tool marks and identifies users who have visited a site and begins to show ads more often on the Google display network. On other platforms, it’s called Retargeting, but it works the same way. In e-commerce, the use of this strategy is very common and necessary.
The use of Remarketing is very common when the goal is brand awareness – Branding – but the use of this strategy in campaigns aimed at immediate conversion is a strong current. The customer is bombarded with product exposure, wherever he or she goes on the Internet, affiliated with AdSense, will see the brand or product in question, and will often return to the store to finalize the purchase.
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