Marketing Services Online – How to Market Your Service in a Digital World

In an earlier blog post, I highlighted the importance of SEO in marketing, explaining how search engine optimization can help digital marketers attract customers to their websites, and ultimately convert them into paying customers. In cases where customers are already aware of the benefits that a product or service can offer, the next step is to engage them further through content marketing.

When developing marketing content, it’s important to focus not just on what you want to say but on how you want to say it. While you need content to attract, engage and convert potential customers, you also need to ensure that you’re presenting the right message in the best possible way.

Why does this matter?

Each time a customer visits your site, your content is displayed in front of them. In some instances, this means that your message is going to be delivered with the utmost professionalism, and in others, it could mean that your content is going to seem a little less polished.

If you’re keen to maximize the effectiveness of your marketing content, you need to take the time to analyze how other brands are presenting their message, and you need to do this before you sit down to write your own content. You don’t want to duplicate efforts, and you especially don’t want to create content that is similar to what others are already doing.

Where Do I Start?

When it comes to analyzing competitors, one of the first places to look is Google, as search engine optimization is, in itself, a form of content marketing. SEO is about ranking a website or blog in organic (unpaid) search results, and the best way to do this is by creating high-quality content that is informative, and demonstrates expertise in the field.

While you can dig through social media to find competitors’ messages and analyze them, it’s beneficial to study how prominent brands and businesses are presenting themselves online through content, blogs, and other media. The advantage of analyzing digital messages is that you can study not just what is being said but how and when it’s being said, and this provides you with valuable information about the state of mind of your target audience.

Why Are Analyzing Organic Search Results Important?

In SEO, the more links your website or blog has, the better. However, just because a website or blog is linked to online doesn’t mean that it’s going to appear at the top of the search engine results pages for any given search.

In instances where there are no paid ads, the higher your ranking in organic search results, the greater your chances of appearing at the top of the list. This can translate into more traffic, and increased sales (or conversion rates).

Getting a high ranking in organic search results is highly competitive. In fact, the number one ranking is considered to be the most prestigious, because it implies that your content is of the highest quality, and that your expertise is most valued by your target audience. If you want to learn more, here are a few tips to help you improve your SEO, and therefore, your rankings.

Create High-Quality Content

You might be inclined to create content, whether it’s an article, a blog post, or an infographic, and then use a tool like Hootsuite to easily share it across different platforms. While this can be a quick and easy way to gain wide distribution, it might not be the best strategy if you want to appear at the top of the search engine results.

If your ultimate goal is to appear at the top of the search engine results, then you need to develop in-house expertise, and you need to do this by creating high-quality content that is educational and valuable. The reason behind this is that often times, people will leave a platform in search of content that is better, and this usually means that your content is going to get clicked on, and therefore, appear higher on the search engine results page.

Add More Distinctives

To appear at the top of the search engine results for any given search, you’re going to want to ensure that your content is showing up in the results for a wide range of keywords. To do this, you need to add more distinctives; these are the words and/or phrases that customers are typing into the search bar to find a particular product or service.

For example, if you’re selling sunglasses, you might want to ensure that the term “sunglasses” appears in your content at least once. If possible, you might want to create content that is useful for a variety of different keywords, so that when a customer types in one of these keywords, your product or service is the first thing that comes up.

Improve Conversion Rates

When someone clicks on an organic (unpaid) search result, they’re typically going to be directed to a website that they find interesting or valuable. In some instances, this could mean that they’re simply viewing the content, and making a purchase later, but in other instances, this could mean that they’re coming back to your site to make a purchase, or to create an account, or to connect with you on social media.

If you want to improve conversion rates, you need to ensure that your content is interesting, comprehensive, and of high value to your target audience. The more value that you can place on your content, the greater the likelihood that people will be interested in what you have to say, and the more likely they’ll be to take action, which could result in conversions.


Developing content that is valuable, and placing a high value on your content, is the best way to ensure that you’re appearing at the top of the search engine results for any given search. In cases where content is duplicated on competing websites, or in articles that are republished elsewhere, the search engines often will devalue these types of articles, as they don’t feel that these articles are of high enough value to be worth reading.

If your final goal is to appear at the top of the search engine results for any given search, you need to focus on creating high-quality content, and ensuring that this content is getting the attention it deserves.