Consumers search for information on products and services online more than any other place. Search engines are the main method people use, with 40% of people looking for products and services this way. Amazon comes in a close second at 38%.
Today, companies must have a digital marketing strategy if they want to find customers and remain competitive. This type of strategy isn’t just one thing. It involves using multiple different digital mediums to reach the consumer in several ways.
One of the popular sales truisms that have been around for decades is that it takes at least 8 interactions to convert a lead to a sale. This is still true today, only those interactions are now largely via digital methods, rather than a phone call from a salesperson.
Digital marketing helps companies keep their name and products/services in front of interested buyers in a variety of different ways. This provides those interactions more naturally.
For example, someone may see your business in the local search results. Then, when on social media later that night, they may notice your Facebook ad that reminds them of your company and offerings.
What are some of the most common types of digital marketing to include in your mix?
Search Engine Optimization (SEO)
SEO is a long-term strategy that is a foundational element for all your other digital strategies. Optimizing your website pages for Google searches helps your business gain more visibility when users are searching on keywords related to your products and services.
A good SEO campaign involves a keyword strategy that includes local and long-tail keywords and posting content on your website regularly that can continue to improve your overall domain authority.
This is a long-term strategy with staying power that helps your site be found organically in searches.
When you need to immediately bring in leads and sales without having to wait on SEO to take root and grow, PPC is the best way to do this. It’s also a great companion to an SEO strategy where you can use paid ads for any particularly competitive keywords that make appearing on page 1 of Google organically difficult.
With PPC, you are paying per click for ads that bring users to your website. PPC can encompass Google Ads, Bing Advertising, Facebook Ads, and many other sites.
Social media has become an important place to have an online presence. Social media marketing involves building up a following and posting engaging and informative content of value.
Staying active on social is a great way to add another customer interaction that might be less “salesy” and help foster a personal connection between your company and a potential or existing customer.
Mobile (SMS, Mobile App)
One of the newer forms of digital marketing that is hot right now is the use of SMS or mobile app push notifications to foster repeat sales.
Businesses can use geofencing to send targeted coupons and sales notifications to users within a preferred geographic radius.
Content marketing is a strategy that is often used with SEO and direct lead generation. It’s the tactic of serving up a variety of content to your leads and customers to keep them engaged with your business.
Content marketing can encompass other forms of digital marketing. Types of content that can improve your lead generation and sales activities include:
- Blog posts
- White papers
- Email newsletters
- Social media posts
- Free templates and guides
- Online calculators
Email marketing is known as having the best ROI of any form of digital marketing. This is because it doesn’t cost much and if it’s done right, you can encourage lead conversions and repeat sales through well-targeted emails.
Email marketing can include different tactics such as:
- Welcome emails
- Automated lead nurturing email sequence
- Monthly email newsletter
- Abandoned cart email offering a coupon
Marketing analytics is a way to optimize all your marketing campaigns. They allow you to drill down into what is working or what’s not so you can eliminate wasted ad spend and focus on marketing that is bringing in the best return on investment for your time and money.
Without analytics, your marketing campaign doesn’t have any guidance, and as a result, your campaigns can suffer and not provide the results you’re looking for.
Smart use of analytics includes reviewing things like cost per click, traffic statistics, conversions, marketing spend versus new sales, and other meaningful metrics that can help you improve your lead targeting.
Need Expert Guidance to Improve Your Digital Marketing?
Twin State Technical Services has experts in all facets of digital marketing. We can help your Quad Cities area business improve results and reduce unnecessary spending.
Contact us today for a consultation. Call 563-441-1504 or contact us online.
References linked to:
digital marketing, marketing analytics, pay-per-click, search engine optimization