A digital marketing strategy is a plan of action for achieving your digital marketing goals. Your strategy explains how you will accomplish your goals, such as improving your conversion rate by five percent or increasing your lead generation rates by eight percent.
Why have a digital marketing strategy?
Establishing a digital marketing strategy is critical. If you partner with an experienced full-service digital marketing agency, you can trust that one of our initial to-dos is building a smart and competitive strategy for your company.
Without Internet marketing strategies, your business doesn’t have a map for achieving its goals. You know what you want to accomplish, but you don’t know how. That often leads to the launch of a digital marketing campaign that fails to drive any results.
If you want to invest in digital marketing, you need to invest in a digital marketing strategy.
7 digital marketing strategies for your business
1. SEARCH ENGINE OPTIMIZATION (SEO)
Search engine optimization (SEO) is one of the most effective digital marketing strategies today.
WHAT IS SEO?
SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.
WHAT IS SEO’S GOAL?
SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content.
If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.
Due to that targeting, you encourage traffic to your website from users that matter.
2. PAY-PER-CLICK ADVERTISING (PPC)
Another powerful and cost-effective digital marketing strategy is pay-per-click (PPC) advertising.
WHAT IS PPC?
PPC is a paid form of advertising that relies on an auction-based system.
With PPC, you bid on keywords that you want your ads to show up for — your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.
In other words, you don’t pay for ad space — only for the results.
For example, if you sell winter boots for children, you could bid to advertise in the search results when a user searches, “children’s winter boots.” This keyword is more transactional, which is what you want for a PPC campaign — it’s paid advertising, so you want a fast return on investment (ROI).
PPC can include advertising on search engines, as well as social media and other platforms. You can even advertise in apps like WeChat.
WHAT IS PPC’S GOAL?
PPC aims to reach searchers with transactional queries, meaning they’re ready to buy your products or services. When they click on your ad, they’ll arrive at your landing page and see a call-to-action (CTA) to convert, whether by purchasing a product, signing up for an email newsletter, or another action.
3. CONTENT MARKETING
Content marketing is another go-to digital marketing strategy for companies today.
WHAT IS CONTENT MARKETING?
In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videos, blog posts, infographics, and more, provides values to users. It’s not, however, sales-orientated copy — it’s informational.
For example, if you run a business that sells ski and snowboard supplies, you could write an article about what a beginner needs for their first outing. You could also write articles on how to take care of a snowboard, and what accessories can help improve ski performance.
With these individual pieces of content, you target specific keywords.
Your article about snowboard care, for instance, may target the keyword, “how to maintain snowboard,” or, “how to wax a snowboard.” With our award-winning team on your side, we would optimize the content for search and users.
No matter what format you choose for your content, it’s critical that it’s relevant and beneficial to your audience. You want to create original and high-quality content that makes users want to share it with their friends, families, coworkers, and other people in their social network.
WHAT IS CONTENT MARKETING’S GOAL?
The overall goal of content marketing is to provide valuable information to your target audience, increase traffic, and generate conversions. From a technical standpoint, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.
4. EMAIL MARKETING
Email marketing is one of the most cost-effective digital marketing strategies available.
WHAT IS EMAIL MARKETING?
As a digital marketing strategy, email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.
A core part of email marketing is developing and refining your campaigns, as well as growing your audience. Like content marketing, email marketing also focuses on providing users with valuable information — otherwise, people wouldn’t stay subscribed.
The idea is that, while these users may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy.
One of the benefits of this digital marketing strategy is that you can also segment your audience and personalize your email campaigns. For example, you may create a campaign for users that purchased a certain product or visited a particular webpage.
WHAT IS EMAIL MARKETING’S GOAL?
The main objective of email marketing is to stay at the top of mind for potential customers, and provide current clients with beneficial information, like relevant industry news, and personalized content, like product coupons, that keep them coming back.
5. SOCIAL MEDIA MARKETING
Another digital marketing strategy for growing businesses is social media marketing.
WHAT IS SOCIAL MEDIA MARKETING?
Social media marketing focuses on building brand awareness and increasing conversions. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.
A few of the most popular platforms for this Internet marketing strategy include:
In addition to marketing your company on social media, this strategy often focuses on advertising too.
WHAT IS SOCIAL MEDIA MARKETING’S GOAL?
The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. That is why social media marketing focuses on creating informational and promotional content, plus interacting with users on the various platforms.
6. VOICE SEARCH OPTIMIZATION
Voice search optimization is one of the newest digital marketing strategies for companies to adopt.
WHAT IS VOICE SEARCH OPTIMIZATION?
With voice search optimization, your company optimizes existing and new website content for voice search. The intention is to earn your website the featured snippet or position zero spot in Google search results.
The various voice assistants, from Siri to Amazon Echo, use the featured snippet to respond to voice searches. So, if a user asks, “how do I clean a stinky dishwasher?” Amazon Echo or Siri would reply with the featured snippet, which you can see below.
As search queries differ when using voice, versus text, voice search optimization is important. If you’re a local business, this digital marketing strategy is even more critical, as many users rely on their mobile devices — and voice search — to find a restaurant, salon, or hardware store near them.
WHAT IS VOICE SEARCH OPTIMIZATION’S GOAL?
The goal of voice search optimization is to earn the featured snippet for keywords relevant to your target audience and business. By ranking for position zero, your company increases its online visibility to consumers, which can lead to store visits, product purchases, and more.
7. VIDEO MARKETING
Video marketing is another digital marketing strategy for businesses looking to drive revenue.
WHAT IS VIDEO MARKETING?
Via video marketing, your company increases its reach, grows its revenue, and expands its operations. Like content marketing, as well as email marketing, your business focuses on creating informational and valuable videos for its target audience.
A few types of videos for video marketing include:
- Behind the scenes
- And more
No matter which types of videos you create, you’re working to build brand awareness among your target audience. Like social media, email, and content marketing, this brand awareness can lead to valuable conversions later.
That is why video marketing can improve conversions by more than 85 percent.
WHAT IS VIDEO MARKETING’S GOAL?
Video marketing focuses on improving brand awareness, conversion rates, and company revenue. It accomplishes these goals by creating valuable, high-quality content for users. This digital marketing strategy, like voice search optimization, also appeals to current user behaviors.
For example, adults spend up to five hours a day watching videos. Not to mention, brand awareness increases by almost 140 percent after a user watches a video, whether it’s a product announcement, in-depth how-to, or laidback behind-the-scenes video.
What can a digital marketing strategy do for my company?
1. INCREASING WEBSITE TRAFFIC
With all digital marketing strategies, one of the main goals is to increase traffic to a company’s website.
When people visit a website, they’re there for a reason. Whether they’re looking for information on your products, searching for how to contact your team, or reading a recent post on your blog, they aren’t staying on your website by accident.
The more visitors you attract to your company’s site, whether through content marketing, SEO, or email marketing, the more opportunities you have to inform potential customers about what you have to offer. The result? More leads, conversions, and sales.
2. DRIVING STOREFRONT TRAFFIC
If your business operates a physical storefront, one of your main goals is likely to bring customers into your location. Digital marketing strategies, like local SEO, can help you achieve this goal and attract more foot traffic — even some strategies not featured on this list, like geofencing advertising, may help.
While you may feel that digital marketing isn’t ideal for a local brick-and-mortar store, it’s a powerful strategy for promoting and growing your company. Users rely on search to find businesses near them, which is why 80 percent of local searches convert.
3. BOOSTING BRAND AWARENESS
When you use digital marketing, you get your brand in front of more potential customers, whether through search results, email inboxes, social media platforms, or another outlet. As a result, more people become aware of your brand.
They’ll get to know your branding, your products, and what sets you apart from your competitors. Then, when they need the products or services you offer, they’re more likely to remember your brand and make a purchase.
4. RAISING REVENUE AND CONVERSIONS
The biggest and most important objective of any marketing strategy is to increase revenue. By improving your target audience’s traffic to your website and store, as well as partnering with the leading digital marketing agency, you can increase your company’s sales.
With our personalized and results-driven digital marketing strategies, we can have a significant impact on your company’s bottom line. That is why we focus on driving real results, like visits to your store or product purchases — it’s also why we’ve driven more than $1 billion in sales for our clients.
Are you ready to start using digital marketing strategies?
Digital marketing is one of the best ways to reach new customers and achieve your business goals. Plus, it offers a variety of strategies, from video to email to social, to reach your unique goals. Whether you’re looking to increase sales, revenue, awareness, or loyalty, digital marketing is the way.