When it comes to improving your digital presence, it’s all about implementing the right kind of marketing strategy. Through various factors—such as SEO, content, engagement with users, and tracking results—it’s possible to take your business to the next level and find the success you’re looking for.
Here are digital marketing tips to consider when designing your strategy and targeting your primary audience online.
Have a Responsive Website with Specific Landing Pages
Before engaging in other marketing initiatives, you need a website design and layout that works well for your business and is accessible to all users—on tablet, mobile, and computer.
What’s more, the design should also be sleek and clean, with concise text that’s direct in expressing your company’s message and mission, as well as its services.
It’s also important to consider using specific landing pages within your site to increase your search engine presence and work hand in hand with your digital ads.
Here’s why: digital ads bring traffic to websites, but if the page doesn't follow the experience of the ad, then people will leave. For example, if someone sees an ad for a concert, and then gets transferred to a concert event page, it would be an easy transition. Unlike in the scenario where an ad goes to a general concert venue page, instead of the individual concert page, the user won’t be able to quickly find the concert of choice, and he or she will probably jump off the site.
When digital ads are just sent to the home page, they might not tell the story that needs to be shared with customers or give them direct access to what they are searching for. So, it's important to consider the entire digital behavior flow, as that will limit the bounce rate (meaning: where people jump off the site) and increase overall engagement, where there’s a call to action for someone to purchase or submit an inquiry on site.
Have Great Content and Visuals
You’ll also want to have terrific content and visual aspects on your site to bring more traffic and spark more curiosity amongst users. For instance, you can have an active blog, using the right SEO terms throughout the text, to make your content more searchable and visible online and relevant to what people are inquiring about.
You’ll also want to share this fresh blogging or page content through an active social media strategy, sharing on various outlets, such as Facebook, Twitter, Instagram, LinkedIn, and Google. This way, you’ll have the opportunity to reach a great number of people.
As for visuals, using crisp, high-resolution images that go with the theme of the website and the spirit of the company will help draw people in and get them excited to browse your site and learn more about the business.
It’s not enough to just use SEO terms and produce interesting content. You need to continually check in to see how you’re doing. Figure out what needs improvement, where you’re finding success, and what new marketing initiatives could work well for you based on your current results. You can use Google Analytics to see the numbers and track your results over time.
Be Responsive and Engage Online
Take producing content a step further by responding to users, over social media, review platforms, and email.
Set up an email marketing strategy—many businesses don't even have an email marketing method in place, and so if that's the case, start something. Any bit will get things going. If an organization is starting out a new strategy, sending emails at least every quarter to its following of people could be really helpful.
To go a step further, have set campaigns ready to go once a lead comes in or items have been sold. There should be a process for each action. If it's an e-commerce business, there should be a set email to go out after a purchase, and then you should consider sending customers subsequent emails periodically with specific messages, as well as reminders if items should be re-bought.
If it's a website lead, there should be a process in place with a timeline. This might look like: first give an initial phone call, and then create a pre-written email template that will automatically go out, depending on if they person answers the phone or not. Depending on whether the person responds, the actions of the emails could change.
And, communicate over review platforms too—for when people do engage with you, you’ll want to engage back. That way, you’re more likely to get return business and have higher ratings online. It shows you care about your customers’ needs, and you have their best interest at heart.