Traditional marketing uses offline channels such as TV ads, radio ads, newspaper columns, billboards, and flyers. The success of these methods is quite challenging to measure. On the other hand, digital marketing makes use of channels on which behaviours can be tracked easily and accurately. You can track your monthly website traffic, how many people made a purchase after seeing your ad on Google and the number of times your followers have seen your social posts, for instance.
Search Engine Optimisation (SEO) will help you grow your online visibility and increase website traffic. This marketing strategy entails the use of targeted search keywords in your web content and metadata, fine-tuning web structure for better user experience and acquiring backlinks to the site, among other tactics.
SEO strategies are meant to push your website to the first page of the search engine results page (SERP) on relevant search queries your target audience submit to the search engine. Since 75% of Google Search users do not go beyond the first page of the SERPs, an SEO strategy becomes imperative for businesses to target the online market.
Another effective marketing strategy that you can utilise is the pay-per-click ad campaign. You pay every time a user clicks your ad. This strategy works like an auction bidding, and your bidding amount affects how often your ad is displayed to your target market.
Some ads blend well with other Facebook and Instagram posts. Others have ‘sponsored’ or ‘ads’ label at the bottom, which identifies it as an advertisement.
One of the crucial parts of your website is your content. It essential that you publish original and high-quality content. It leaves a lasting impression on your clients who get to read articles that are relevant and useful.
Moreover, search engines prefer websites that have new and updated content. While being optimised for search, these posts perform well when written for the people it is intended to target.
Facebook, Twitter, Instagram, Pinterest, and LinkedIn are some of the widely used social media platforms. With 3.8 billion social media users around the globe, such platforms are an effective way for businesses to reach out to target market outside of search.
This can be achieved by creating organic and paid social content. You can engage your audience organically by continuously updating your social media pages with relevant content. You can study your target market in detail to understand what type of content resonates with them the most. You can also connect with them when they react to your content (i.e. comments, direct messages etc.). This is known as community management.
Paid social ads are another way to put your brand out there. You can create your ad and have them targeted to specific groups of audiences. The more people see your ads, the higher engagement you receive.
As an entrepreneur, your goal is to market your product efficiently and effectively. A good marketing strategy will make people aware of your brand’s existence.
Some of the benefits of digital marketing include
1. Brand awareness
4. Accurate reporting and feedback
Another advantage of opting for online marketing is that you can ensure you reach out to the market you want to focus on. The non-branded product keywords you add to your web copy like ‘blue pens’ or ‘red tops for women’, for instance, are search queries keyed in by a group of users interested to learn about that particular product. When creating online advertisements, you can filter your target audience across location, age, gender, hobbies, and lifestyles. A targeted marketing strategy helps you acquire better leads and conversion rates.
Digital marketing is also very cost-effective. Creating a Facebook page for your local business is free unless you decide to have paid advertisements to increase your sales. The good thing with paid ads is you can set a limit to your budget, and pause these advertisements any time you want.
SEO is also a good investment – it will continue to make an impact even after you halt your campaign, as compared to paid ads that will cease appearing once you pause them. However, it is advised to regularly review the health of your site’s SEO as your competitors may overtake you on search.
More importantly, you can track and measure your progress in real-time with online marketing. There are various online tools available such as Google Analytics and Google Search Console, and Google My Business that can aid you in measuring your web traffic, and social media analytics to study the effectiveness of your organic posts and paid ads.
Digital marketing is increasingly becoming an important facet of marketing for all businesses. It is time for you to jump on the bandwagon.
The best online marketing strategy is a combination of methods that will suit your business goals. Working with a digital marketing agency will be useful as the strategists can help you decide the best approaches to meet your goal. Achieving business success online is not something that can happen overnight – starting now is imperative to reap the benefits in the years to come.
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