The use of digital marketing platforms has increased dramatically in the last few years. Many large companies now have in-house teams dedicated to digital marketing, as it is considered essential to growing a business. Having a team of specialists in this area means that you can ensure your business is always present and accounted for on social media.
Often, the success of a digital marketing campaign relies on the quality and scope of the content created. Since engaging with customers through online marketing is now considered essential to any business, it is important to ensure that content is always fresh and of high quality.
1. Create compelling content
The first step to a successful online marketing campaign is to ensure that your content is always of a high quality. Creating compelling content is a lot of work, and it usually involves a lot of trial and error. However, it is essential to the success of your campaign. When customers engage with your content, they are more likely to be interested in what you have to offer, and this could lead to a purchase or conversion.
Pro-Tip: Look at popular blog posts or websites to get an idea of what is compelling customers, then apply this to your own content. You can also use leading brand management platforms, like Google Analytics, to track the results of your content strategy, and adjust your approach accordingly.
2. Use social media to grow your audience
It is well-established that having a social media presence is crucial to the success of any digital marketing campaign. In fact, a 2017 HubSpot survey found that 79% of respondents had used social media to generate buzz, gain awareness, or make sales.
Pro-Tip: Consider using social media to follow and connect with other brands and businesses in your industry. This is called networking, and it is a vital part of growing a business. By establishing yourself as a thought leader in your industry, you will be able to gain credibility and build relationships with potential customers.
3. Use search engine optimization (SEO) to get on the first page of search results
Getting on the first page of search results is incredibly important in gaining credibility and driving potential customers to your site. SEO is a lot of work, and it usually involves a lot of trial and error. However, it is completely worth it, as getting to the first page of results for relevant searches can lead to a 20% increase in traffic.
Pro-Tip: Use SEO tools, like Google’s keyword planner, to find the right keywords and phrases for your content. Once you have established yourself as an expert in your industry, you can use these tools to find relevant and interesting keywords and phrases that you can incorporate into your content. This way, when potential customers are searching for products or services relevant to your industry, your website will appear on the first page of results.
4. Use online forums to improve customer experience
Customer reviews, in particular, positive reviews, are extremely valuable in the digital marketing world. In the BizEaze/HubSpot survey mentioned above, 78% of respondents said that they relied on product reviews in making purchasing decisions.
Pro-Tip: Look at well-established forums, like Glassdoor, to see what types of complaints, suggestions, and reviews customers have about your industry. By offering a better product experience, you can gain credibility with customers and improve your conversion rates.
5. Run promotions and competitions
As mentioned above, getting on the first page of search results is an important part of any digital marketing campaign. One way to do this is through promotional offers and competitions. Customers love free things, and you can use this to your advantage. The key is to find the right balance between too much and not enough promotion. As a general rule of thumb, try not to promote your business too much; it can become dull and uninteresting to the reader.
Pro-Tip: Use tools like Google Adsense to find the right keywords and phrases for your ads, and make sure that your adverts are relevant to what you are trying to sell. You can also use paid search to gain popularity in your industry. Just remember: you should never pay for internet marketing.
6. Measure the success of your online marketing campaign
Now that you have a decent amount of content published online, it is time to measure the success of your campaign. A key part of this is looking at how many people you have attracted to your website, and how often they come back for more.
When someone visits your site, it usually means that they are either interested in your industry or know someone that is. Either way, you have successfully reached out to someone, and now you need to keep them interested. A good place to start is by creating more content of a similar ilk to what they have come to expect from your site. This could be an issue of pricing or presentation, and it is up to you to decide what would make your content stand out. You do not want to over-complicate things and make it too hard for your user to find what they are looking for.
Pro-Tip: Use Google Analytics to track the results of your content strategy. With this tool you can see how many visits your site gets, as well as what keywords and topics bring in the most visitors. This information can help you find out what is working and what needs to be changed to better suit your target audience.
7. Stay tuned. The list won’t be complete without…
… mentioning that this is just the beginning. Despite all of the above, staying “on the ball” is important. When you establish yourself as an industry expert, you will inevitably receive pitches from companies that want to work with you. Ensure that you always do your research before committing, as this will make you appear more credible. Additionally, you should never be afraid to try new things; this is how you evolve as a marketer and continue to improve your effectiveness.