There’s no denying that the internet has changed the way we as consumers behave and interact with businesses both big and small. If you’re reading this, I assume you’re either already operating a business or plan to do so soon – whether you’re a startup, SME, or large corporation. In today’s digital world, your website can be the gateway to your entire customer base, and with a little bit of patience and planning, you can put in place a digital marketing strategy that will bring you more traffic and leads than ever before.
If you’re looking to grow your business using digital marketing, you’ve come to the right place! In this article, I’ll discuss some of the best practices that can help you build your traffic and leads, as well as some of the challenges you may face. By the end, you’ll have a good idea of how to proceed with your online marketing plan and who to engage to help bring your business to the next level.
Start From Scratch Or Reinvent The Wheel?
Depending on how much time you’ve had to build your brand and how skilled you are at marketing, you may decide to either build from scratch or revive a marketing plan you’ve already begun. If you’re just getting started, it’s best to choose the former, as you won’t have any failed marketing campaigns to work through. If you’ve had some experience, however, it may be worth looking into revising your existing plan.
You can either choose to use off-the-shelf marketing pieces like landing pages, email marketing templates, and event tickets or engage with an online marketing agency that can help you develop a custom strategy for your business. There are pros and cons to both options.
If you decide to build from scratch, you’ll have full control over the look and feel of your site, as well as the type and amount of content you want to include. You’ll also be able to integrate Google’s webmaster tools to help track the performance of your site and monitor trending web metrics. You can use tools like Google Analytics to track the performance of your site and engage with your audience using different channels (social media, email, etc.).
The downside is that if you’ve never done any marketing or have limited experience, you may not be equipped to take on a project of this nature. You’ll have to work closely with an experienced digital marketer to ensure that your needs are being met and that you’re gaining the most out of this effort. You won’t be able to take advantage of all the tools available to Google.
Establish Clear Goals And Measurable Metrics
It’s essential to set clear goals and measurable metrics so that you can determine whether or not you’re making progress towards your overall marketing plan. For example, if you’re looking to increase the amount of leads coming in from organic search traffic, the goal for this year is to get 5 new leads per week from organic search queries. You’ll be able to easily track this number using free tools like Google Analytics and Hootsuite.
Measuring and tracking the success of your marketing plan is important for two reasons. First, you’ll be able to determine the effectiveness of your plan and make necessary changes where needed; second, you can report on your progress towards your annual goals and potentially engage with your team for a share in the rewards.
Pick One Or Two Social Media Channels
One of the first things you should do after establishing clear goals is to determine which social media channels can help you meet those goals.
There are many different social media platforms available with millions of users on each one. It’s important to establish which one or two you want to promote your business on and create content for. Once you’ve done this, you can begin to determine which platforms can help you reach your target audience and establish yourself as an authority in your field. You don’t want to spread yourself too thin by trying to cover every social media channel out there, as this will only dilute your efforts and impact your ability to grow.
YouTube Is A Viable Platform For Creating Content
While other platforms like Facebook and Twitter have billions of users, none of them compare to YouTube in terms of sheer content. Whether you’re a professional or an amateur, there’s a channel for you!
YouTube gives you the ability to create videos on just about any subject and allows you to live stream videos from your website or other platforms like Facebook. You can even make money from YouTube through affiliate marketing, which earns you a commission when someone clicks a product or service you’re promoting within a video. You can use tools like ViralHeat to find and engage with potential customers through live chats, polls, and other interactive features.
Build A Digital Marketing Hub
As your business grows, you may find that you have more and more employees who need to be engaged with your marketing strategy. Instead of sending each person to a different business or marketing platform, you can set up a dedicated space on your website for all of your marketing activities. This way, your employees will have access to all of the information they need to get the job done – and it saves you time and resources.
You can have a place on your site for videos, articles, and other information; use it to store all of your marketing materials and plan documents; and even host webinars and live chats from it.
Monitor And Benchmark Your Organic Search Traffic
Once you’ve built out your digital marketing hub, it’s time to start monitoring and benchmarking your organic search traffic. You can use tools like Google Analytics to track the sources of your traffic, the type of content your audience is consuming, and the average time they spend on your site.
An essential part of any marketing plan is to set a goal for your organic search traffic and determine how much you’re going to spend to achieve it. It’s a good idea to benchmark this number against other similar businesses in your industry to see how they’re performing and if you’re making the right investments in terms of digital marketing.
Create Different Marketing Materials For Different Channels
Depending on which channel you choose to promote your business on, you’ll need to create different marketing materials. If you want to reach your target audience on social media, you’ll need to create engaging visual content that can be shared on Instagram or other platforms. If you want to capture the attention of potential customers who visit your website, you’ll want to create a compelling article that can draw them in and encourage them to make a purchase.
To start, you can use free tools like Canva or HubSpot to build out simple documents like business cards, letterheads, and invoices. From there, you can choose to take it a step further and create marketing materials like slideshows, web banners, and email campaigns to promote your business on social media or via email marketing.
Creating and maintaining a robust digital marketing strategy takes time and effort – but it’s time and effort that you’re likely to enjoy while also seeing a return on investment in terms of attracting new customers and increasing productivity.