5 Reasons Why You Need A Digital Marketing Strategy

All businesses understand that they need to have an online presence to acquire and retain customers.  However, many businesses don’t have a strategic plan to grow and engage with their audiences effectively.  Without a plan, you will lose out to competitors who are more digitally savvy.   With a digital marketing strategy in place, you will blow away the competition and gain presence in the rankings.

What is a Digital Marketing Strategy?

A digital marketing strategy is the use of online, mobile devices, social media, search engines, and other channels to reach consumers.  It attracts potential customers to a blog, website, or landing page through the use of Search Engine Optimization (SEO), Pay-per-click (PPC) campaigns, and email marketing.

Number 5 – You are Directionless

Without a plan, you don’t have a clear strategic goal for what you want to achieve online in terms of gaining new customers or building deeper relationships with existing ones.  You might be posting a blog here and there, a social media post when you have time, but all of your efforts are not consistent.  In digital marketing, consistency is a huge factor when it comes to ranking.  And ranking in Google search on the first page is the goal.

Number 4 – Lacking a Powerful Online Value Proposition

A specifically defined value proposition tailored to your different target personas will help you differentiate your online presence by encouraging potential and existing customers to engage.

A value proposition refers to the value a company promises to deliver.  It is a short and clear statement that summarizes why a consumer should buy a product or use the service.  It identifies their pain point and how you can help.

Number 3 – You’re Not Integrated

Digital marketing works best when it is integrated.  After all, having things compartmentalized and separated is less effective.  Incorporating all avenues of digital and traditional media keeps your message integrated.  It is important that the same message about the values and what your business helps people with.

Number 2 – You Don’t Know Your Online Customers Very Well

Digital marketing makes it very easy to measure your medium.  Google Analytics will tell you volumes of visits, however, not what they think.  You need to use other forms of website user feedback tools to identify your weak points and address them.

Number 1 – You are Not Optimizing

Every business that has a website has analytics.  However, if you are not reviewing and acting on them, then you are not making the most of the opportunities.  Once you have a strategy, you can progress with the continuous improvement of key aspects like search marketing, site user experience, email, and social media marketing.

Digital Marketing Strategies Transform Your Business

As shown above, there are many reasons why you should incorporate a digital marketing strategy and transform your business in the marketplace.  It will keep your efforts moving forward and reaching goals and ultimately converting traffic into customers efficiently.  Like everything in business, a clear plan will keep you moving towards your goals in a cost-effective way.

Remarketing Strategies to Increase Conversions

Remarketing is about taking those that are familiar with a business and will re-engage with their advertising.  It is a powerful tool in advertising because it has a proven track record.

96% of visitors that come to your website are not ready to buy.  This means the first time they visit only 4% is buying.  This means you need to have a strategy to bring visitors back to your site.

Here is a guide on remarketing and how to create a successful remarketing strategy to get more conversions.

What is Remarketing?  

Also referred to as retargeting.  It is a type of paid ad that enables advertisers to show ads to customers who have visited their site but did not purchase.  In an attempt to get the potential customer back to their site.

Remarketing campaigns allow you to target specific visitors with specific ads with the goal of convincing them to convert for your offer.  These campaigns work because they enable you to show those visitors ads who’ve already expressed an interest in your product.  With the help of search engines and social media channels, it reminds them that you have a solution to a problem they have.

Another part of the remarketing campaign gives your existing customers an opportunity to give new offers.  It is a way to re-engage with customers who have purchased before but have not been back in a while.

Segmenting Your Remarketing Strategy

Not all visitors are coming to your site for the same thing.  Segment your remarketing campaign to speak directly to the wants and needs of your customers.  With each segmented group, you can create different Call to Actions (CTAs) for various sales funnel success.

Use a discount code as an incentive to a former customer, it is a way to say we miss you and thanks for shopping with us last time.  Come back for a special deal.  This is another reason segmenting is so important, it is a deal that you may not want to offer to someone who has never purchased.

Remarketing Abandoned Carts

A visitor is more interested when they have visited particular landing pages or shopping carts.  Traffic that has bounced from the shopping carts, need specific remarketing ads to encourage them to come back and finish shopping.

Adjust your remarketing bid strategy to spend more on warmer traffic by increasing your ad spend and decreasing frequency.

Focus on Content and Education

If you have a high traffic website, your business can benefit by using remarketing to increase clicks to your non-lead generating landing pages.  Focus on nurturing your bounced traffic to educate them about your business, your products and how you solve their problems.

The ultimate goal is to convert and get sales, but by driving interested customers to a free page, on which you are not asking for anything in return, you build brand awareness and nurture lost leads.  When they are ready to convert, this priming results in a higher cost sale and a more loyal customer.

Monitor, Test, and Adjust

Always A/B test your remarketing campaigns.  Monitor your views and conversions.  If you need to make adjustments, decide if it is your budget, CTA, images, landing pages, or the ad message.  This is where testing is critical.  You need to change one or two at a time, but not all of them with each test.

Testing your ads, you can increase your ROI without breaking the bank.  Sometimes the smallest of changes to your ads can multiply conversions.

Which Marketing Ads are Best for Your Company – Google or Facebook?

For every business, there are marketing strategies that will work better than others.  It tends to be a mix of social media channels, email marketing, ads, and content marketing.

When it comes to ads, two of the largest paid advertising platforms are Google Ads and Facebook Ads.  So, it is hard to know what the best marketing strategy is to get the best visibility and target potential clients.  Let’s look at these two ad platforms and get a better idea of what strategy is best for you.

PPC (Pay-Per-Click) Advertising

Both Google and Facebook ads fall under the broader term of PPC advertising.  PPC is when advertisers (businesses) are charged for their ad once it has been clicked on.  Associated with search engine and social media advertising.  Once the ad is set up, you can begin ranking immediately.

This is where you have to consider your advertising budget. This will depend on the industry you are in, the audience you are targeting, and other factors.  The two ad spaces have planning tools that can help you determine your budget.

Google Ads

Google is the most popular search engine, with over 3.5 billion searches a day.  Google Ads lets you place targeted ads in the search results in front of your target audience.

It is where you the advertiser can choose specific keywords or phrases that you’d like to target based on the unique service or product you offer.

Google Shopping is a little different as you don’t have the ability to target particular keywords, but rather you upload information about any of the products that you wish to advertise.  It is only fitting for advertising actual products.  It is not for classes or training courses.

In addition to keywords and product data, there are several targeting options that you can take advantage of.  These are:

  • Demographic Targeting – The ability to target users based on age, gender, income, parental status and more.
  • Location Targeting – The ability to target users who are in a specific country, state, city, or zip code.
  • Ad Schedule Targeting – The ability to control whether ads show at particular times of the day or on particular days of the week.
  • Remarketing – Website visitors who have previously visited your website over the past 30 days.
  • Similar Audiences – A type of audience auto-generated by Google, which creates a group of users with similar characteristics to your existing remarketing audiences.
  • Affinity Audiences – Users grouped together based on their habits and interests, i.e. fitness fanatics.

With all of these targeting options, it is easy to see how Google Ads can be an effective way to find new customers for your business.  Google Search and Shopping are both used by individuals already in the buying mindset.  It is the ability to reach the right user at the right time.

Facebook Ads

Facebook Ads Manager allows you to place ads on Facebook and Instagram. If you personally have been on either of these social media platforms, you have seen ads pop up while you are on.  Facebook Ads help users find businesses based on who they are.  Facebook offers extensive interest and behavior targeting options.

The difference between Facebook Ads and Google ads is user intent.  They may be on social media to check on family, friends, read news, not necessarily with a shopping intent.

Facebook is a great platform for users to discover new brands, products, or services.

Which Should I Choose?

The question should not be which I use, but how can I use each in my strategy and use the advantages of each to get the best results.

Your existing level of brand awareness, the industry you operate in, the product or service you are promoting will impact your approach to advertising on both of these platforms.  Facebook Ads can raise awareness of your brand or showcase new offerings.  Google Ads has the volume of users and opportunities.  It is the perfect place for capturing users who are already searching for relevant products and services.  They are ready to purchase.

In the end, they are both platforms that you need to utilize in your digital marketing strategy.

Digital Marketing Strategy to Promote and Sell Your Product

Do you have a product that you know is amazing and people will love if they knew about it?  Having the best product isn’t enough.  Now that you have the product it is time to get the word out, which means you need to get your digital marketing strategy in place.

You need to find the most efficient and best platforms for promoting your product.  A digital marketing strategy is the answer.  It is a proven method that gets the word out and the job done.  The key to success is to choose the right digital marketing methods and promote the product in the correct way.  Here is a guide to promote a product and get the word out and the sales in.

Google Ads

Google Ads is a type of pay-per-click (PPC) ad.  PPC is when advertisers are charged for their ad once it has been clicked on.  Associated with search engine and social media advertising.  Once the ad is set up, you can begin ranking immediately.  Ads are faster than search engine optimization (SEO), because you can get impressions and clicks right away.

Why is this a good strategy?  First, Google Ads is going to help your business appear on the first page of search engine results.  It has been found that about 65% of people click on Google Ads any time they are looking to buy something online.  Which means if your product is listed it will get noticed.

Google Ads is measurable.  You can look at the metrics and see what is working and what isn’t working and adjust it.  This is a key factor in all digital marketing; the numbers never lie.

Facebook Ads

Social media marketing is used my over 3 billion people, and half of them are on Facebook.  Which means that your target market is using Facebook for one reason or another.  Which makes Facebook ads a great place to sell and market your product.

When setting up your Facebook ad campaign you need to establish clear goals.  Think of the reasons that you’re running the ad and define what your objectives are.

SEO

Search Engine Optimization (SEO) is vital in the process of promoting a product.  SEO is the organic way to move your site up in rankings.  The multi-facets are selecting target keywords that you want to rank for, optimizing your pages with those keywords, blogs, and acquiring backlinks.  In short, it is about helping potential customers find your business and your product.

Consumers use search engines like google to find products, answers to their pain problems, and find information.  If your business is on page 1 of a search, then they will find you and your product.

SEO is a digital marketing strategy.  When you are setting up your strategy, these are things you need to take into consideration.

  • Your website needs to be user friendly with clear navigation.
  • Create top-quality content that is relevant.
  • Be consistent with posting content, blogs, and social media.
  • Make sure your site is mobile friendly on all devices.
  • Build quality and relevant links in order to get quality traffic.

Keep in mind that SEO is an ongoing process, it will always need work as everything is constantly evolving and changing.

Set up Email Marketing

Email marketing is one of the most effective digital marketing strategy methods.  Email marketing messages result in consumers making a purchase.  It is also a great way to stay consistently in front of your customer base.

  • Here are tips that we use when creating email campaigns.
  • Personalize the email by adding the name of the recipient.
  • Create eye-catching subject lines.
  • Make sure to do A/B testing so that customer engagement rates will increase.

Email marketing also includes newsletters.  A newsletter is a great way to reach out to both potential and existing customers.  You can send relevant news, the latest information about your product, photos, and exclusive deals.  Newsletters are popular for nurturing and retention campaigns.  Partnering it with content marketing and social media efforts will get the best results.

Website Design

Your website is your best marketing tool.  Engage people with your visuals, photos, and videos.  The user experience is vital.  You want visitors who came to your site to meet a specific need, and they want it to be met right away.  Make sure the navigation is easy.

Implement, Analyze, and Test

A digital marketing strategy offers several methods to get your product out there.  Once you get the strategies set, implement and monitor it with metrics.  Continue analyzing, testing, and making things better.  If you are not sure about how to implement contact us.  As a digital marketing agency, this is where we shine, and we are happy to help you sell that product.

Set Your Business Up for Success with Digital Marketing During a Crisis

It is every CEO, CFO, and business owner’s nightmare your carefully planned work strategies are blown by a crisis. COVID-19 is forcing businesses to assess how its workforce will manage the company being entirely remote and how to make sales goals. Digital marketing agencies are sales and marketing companies; however, we are also a technology company.  We help brands manage their brand identity, stay in contact with prospect and current clients, sell products and services, and share information.

Let us help you set up for success with these tips and strategies to working remotely and digital strategies to maintain your bottom line.

Working Remotely – The Best Tools to Communicate and Maintain Productivity

Having the right systems in place will make working remotely an easy transition.

Instant messaging and chat services like Slack give employees the opportunity to message, share files and get answers fast.  It is a messaging app that helps keep employees connected.

For companies like ours virtual meetings take place all the time with clients, so whether it is in house meetings or clients Zoom is an easy resource that makes it possible.  Digital marketing agencies find this extremely important as you can share a screen so a presentation can be made easily.

Have a project management solution in place.  A program that has the features of task management and collaboration tools.  It is important whether you are remote or in house for collaborations, communication, and task management.  There are several options such as Trello, Asana, and others.  The key is to make sure you find one that fits your needs, whether that is sharing files, emails, tracking, etc.

Digital Marketing Strategies Work – Sales, E-commerce, B2B Sales

Even in a crisis when store fronts are not able to run as business per usual, you can take advantage of the digital marketing strategies to stay connected.  Buying behavior has changed drastically over the past decade, and more consumers are taking their buying journey online.  The shift in the way that consumers make purchasing decisions and buy products and services has made digital marketing a must for any business that’s trying to compete in the modern marketplace, regardless of size or industry.

It is important for business owners to understand how digital marketing works so that one can strategically use the right digital tools and campaign tactics to reach and engage your audience.  The internet plays an even more significant role while people are at home and very few places to go.  Here are the key tactics of digital marketing.

Tactic 1: Website Marketing

The company’s website is the foundation of your digital marketing strategy.  This is where many of target customers get an impression of your brands or where you will send your leads from a different campaign strategy.

Having a website that is easy to navigate, visually appealing, and clear steps for the consumer to take is all important.  The site needs to be optimized so that it works on desktops, tablets, and mobile devices.  A website is about giving the best user experience possible.  If you are not sure that your website is effective, this is the time to work on it.

Tactic 2: Search Engine Optimization (SEO)

SEO plays a part in how digital marketing works.  If you want to reach customers than it starts with search engines.  If you are not taking the right steps to improve your site’s SEO then you may be missing out on a huge number of leads.

SEO is the process of optimizing your site’s content so that it appeals to search engines.  The goal is for Google to rank you higher on the page, preferably page 1.  The higher you rank, the more organic traffic you can drive to your website.

The goal is not only to drive more traffic, but to drive quality traffic.  By emphasizing keywords that have intent to buy, you are more likely to get those that are interested in your products or services.  This process is constantly evolving, so maintenance is key.

Tactic 3: Content Marketing

Content Marketing is a big one.  Content has a variety of purposes, it generates brand awareness, growing site traffic, boosting leads, and retaining customers.  No matter what tactics are part of your strategy, content is there.  Content marketing includes:

  • Website Pages
  • Social media posts
  • Ad Content
  • Blog posts
  • Case studies
  • Testimonials
  • White papers

The key to content marketing is creating great content.  The content needs to help support your campaigns by choosing topics that appeal most to your audience.  This will be most effective once you have done target audience research.

Tactic 4: Social Media Marketing

Social media marketing is about promoting, sharing information, and engaging with your target audience on the various platforms. It allows you to reach a wider audience online and it can support the other tactics.  In times of crisis, social media viewing is at an all-time high.  If your business is not trying to reach consumers on social platforms, then you are missing out on a large opportunity.

Tactic 5: Pay-per-Click (PPC) Advertising

This one is different than the others, it is not about organic traffic.  PPC is about paying every time a new lead clicks on your ad.  Google Ad and Facebook Ad are the two most popular and effective.  Google Ads helps your business appear on the first page of the search engine results.

PPC ads are faster than SEO, they both will improve your business and are valuable, PPC gets more immediate results.  PPC ads if set up correctly can get you more qualified leads.  Those that have a strong intent to buy.

Tactic 6: Email Marketing

Companies can send out branded emails to communicate with their target audience.  A variety of emails can be set up for the different stages that the audience is at.  Whether it is a promotion, a thank you for shopping, giving information, they have a specific purpose to fulfill a need.  Email marketing is not used by itself it is a part of the strategy just like the other tactics listed above.

Digital Marketing Strategy

All of these tactics incorporate digital marketing and put together in a strategy that can effectively keep your business running and thriving.  Whether your business has a strong online presence or non-existent, these strategies can be put in place.

 

Digital Marketing Trends You Need to Know

Digital marketing trends apply to all industries and no matter what products or services you offer.  The digital landscape is constantly evolving, and you have to keep up to stay relevant.  All brands have an online presence, however, you have to adapt to keep up for this year.

Social Media Marketing Presence

Your social media marketing needs to be a combination of fun, great visuals, and useful content.  However, what social platforms are your potential clients using?

Facebook is no longer the “it” place to be.  While it is not struggling, the demographic is older, and the younger demographic is not there anymore.  According to Forbes, 41% of Facebook users are 65 and up.  Facebook is still massive and many continue to check it, you just need to be clear on your target audience and if this is where they are.

Instagram is still on the rise and continues to gain momentum with the younger demographic.  It is one of the most rapidly growing social media platforms.

Content Marketing is Still King

Content marketing is still a key component of digital marketing.  The quality of content still matters.  Google is developing a deeper more sophisticated understanding of online content.  The quality of the content will be looked at for getting higher rankings.  It is not just about the keywords, but useful links, accurate, in-depth, well-written content.

Email Marketing and Data Segmentation

Email marketing is still important to use, but it is evolving.  Generic marketing emails aren’t as effective as they once were.  People want personalization and it is easier when it is automated.  When you can trigger your email marketing to something specific, such as a user browsing a particular product, and then follow up with a promotional price or deal in a personalized email, it is very effective.  Email can be the final trigger to motivate action.

In order to be successful with email marketing, you must have a good database and data segmentation set up for your campaigns, clean lists that are set up for direct response, nurturing, remarketing and more.

Chatbots are Going to Be Bigger

Chatbots is an artificial intelligence software that acts as a virtual concierge.  They communicate with users and assist them in completing their goals.  Chatbots primarily are used in text chat windows, however, verbal interacting is a possibility.  The artificial intelligence learns more about the customers, making it possible to improve on service.  They allow users to get personalized interactions without pulling too much from limited human resources.

Benefits of a chatbot:

  • They provide 24-hour service
  • They give instant responses to customer questions
  • No additional payroll costs
  • Many users prefer a chatbot to calling a customer service center

This is going to be a growing digital marketing trend this year.

Don’t Get Left Behind

There is no time for you to stand still with your company.  With a greater increase in technology and more and more tech-savvy consumers, they want to connect with brands in exciting, enjoyable ways.  It is time to get started and get your digital marketing ready for a bigger and bolder year.

Digital Marketing Strategies That Will Improve Your Business Growth

Growing a business is not easy.  When it comes to digital marketing strategies, there are several areas that you need to focus on.  These are the top 5 marketing strategies to implement to see an improvement in your company’s bottom line.

The 5 Digital Marketing Strategies

These are 5 digital marketing strategies that will benefit your business growth.

  • Content Marketing
  • Email Marketing
  • Social Media
  • SEO Practices
  • Video Marketing

Content Marketing

Quality is key and content is no exception.  Content marketing is a strategic marketing approach that is focused on creating and distributing valuable, relevant, and consistent content.  It should attract, retain, and drive customers to action.  It is about creating relevant content that gives information and helps with providing solutions to your target audience’s pain points.

Email Marketing

Email Marketing has the power to entice more leads, drive sales, and increase conversion rates.  With emails, you can attract new potential customers with valuable offers and engage and retain current customers.

Segment your emails and create more personalized messages.  Create a few email campaigns that go to customers in the different stages of the sales funnel.  Therefore the emails have a specific call to action to lead them toward the next step.

Social Media Marketing

Build a strong social media presence for your business.  Social media marketing is about spreading brand awareness on social media platforms.  Begin with determining which platforms your target customers are on.  What are their interests?  What do they want to see and learn about?

Once you are clear on where and what then it is about creating content that is engaging.  So engaging that they will share, comment, and go to the website to learn more.

SEO Practices

The organic way to move your site up in search engine rankings is SEO.  The multi-facets are selecting keywords that you want to rank for, optimizing your pages with those keywords, blogs, and acquiring backlinks.

SEO is one of the most important aspects that will require some attention to raise brand awareness and improve your search engine ranking.  High search engine ranking is key to website visibility.  Optimizing your website and all content is especially necessary to see the results.  SEO can generate targeted traffic to your website.  Start with keyword research and put that into the content you create.  Strong and captivating meta tags can also improve higher rankings.

Video Marketing

Video marketing is an effective way of sharing information with your customers and attracting new ones.  You can then create instructional content and make announcements.  Adding video to your website can significantly increase your search rankings.

Have a Strong Digital Marketing Strategy

Having a strong digital marketing strategy and implementing it is integral for success.  Without smart marketing strategies, brand development is impossible.  Increase brand visibility, attract new customers, get better conversion rates, and increase revenue with your digital marketing.  If you are not sure that you have all the tools hiring a top digital marketing agency will make your business grow exponentially.

How to Build your Business into A Brand?

An effective brand strategy gives you an edge on the competition and will help you turn your business into a brand.

Your brand is your promise to your customers.  It tells them who you are, what you stand for and what they can expect from your product or service.  It defines who you are what you want to be and who people recognize you to be.

As a digital marketing agency, we help our clients define and create marketing campaigns around their message, turning them from just a business into a brand.

Who are you?

Are you an innovator, a sage, an outlaw, a rainmaker, or a caregiver?  Is your product high-cost, high-quality or the low-cost, high-value option?  You can not be all things to all people.  You need to be what your target client needs you to be.

We ask these questions of our clients in our questionnaire.  Not only to tell us who they are but also what pain points do they solve for their target client.  Sometimes, it takes some serious thought to define who you are as a business, but once you do then the work can begin.

Defining Your Brand

Do your research.  Learn the habits, needs, and desires of your current and prospective customers.  Having a clear vision of who they are and categorizing their lifestyle will help you

In order to define your brand, you need to be able to answer these questions.

  • What is your company’s mission?
  • Are your companies values clearly defined?
  • What are the benefits of your products or services?
  • What do your customers think about your company?
  • Which qualities do you want them to associate with your company?

Create a Voice

This voice should be applied to all written communication and in the visual imagery of all the materials, online and off.  The tone might be formal, or it may be conversational.  There may be a set of words that are used within the social media messaging that fit with the voice.

A Value Prop or Tagline

Write a memorable, meaningful, and concise statement that captures the essence of your brand.  6 to 8 words is how we define a value prop or tagline.  This becomes the line that employees and customers recognize as the heart of who and what you are.

Summary

A brand summary is a short, simply stated 2-page document of who you are, what you do for your clients, and what sets you apart from the competition.  It is a document that someone can read and they understand exactly who you are what you do and why they need you.

When we are working with a new client, we use the Brand Questionnaire to create this brand summary for everyone to utilize.  It is concise and clear.  It incorporates the tone, the value prop, the mission statement, and values of the brand.

Consistency

Consistency is the most vital key.  You need to be true to your brand and consistent in all the pieces listed above.  If you are not consistent, then your attempts at establishing a brand will fail.