The digital landscape is constantly changing, and so are the ways that brands promote their business online, yet the tried and true digital strategies that have generated success over the past 5 years have mostly remained the same. Having the resources to create winning campaigns is only one piece of the puzzle, so what should you focus on when embarking on your digital marketing journey?
A Strong Foundation
Your digital presence cannot be defined by one simple property online. If you expect to achieve success in today’s competitive global market, you’ll need to develop a multi-faceted approach to promoting your digital assets. Let’s start with your brand’s core website.
In the past, search engines were kind to anyone who followed the rules. You could create a website that contained clean code and basic information about your products and services, and then expect to receive some sort of traffic from relevant prospects. Now, you need to focus on much more.
Clean code and relevant information is still important, but proving that you are an expert source of information online requires much more dedication than it did in years past. Your website is going to need to employ solid SEO (Search Engine Optimization) tactics to achieve success, and the content that you publish is more important than ever.
Engines like Google are now scrutinizing the content within your website in ways that you need to understand. Including relevant keywords within your website is still important, but so is the length and readability of your topic’s related content. You need to provide unique value to visitors if you expect any type of respect from Google and the like, and this means that you must get creative when generating content.
Start your content creation strategy by focusing on what sets your brand apart from competitors, while creating keyword rich information that visitors will consider to be valuable “free” information. If you have a product or service that can benefit from the act of answering important questions online by providing things like free white papers and e-books for example, your ability to convince search engines that you are an expert is going to improve. Put yourself in the shoes of your consumers and find ways to give away enough information online to establish yourself as a trusted expert in the field. Creating your content is the most important thing you can do within your strategy, and you’ll need to be in a constant state of evolution, testing and adjusting the information you provide until you find a sweet spot.
Much More to The Picture
Things were simpler before the introduction of social media, but that doesn’t mean that there was as much opportunity to thrive online. Our digital selves more closely resemble things in the real world, and everyone, including the search engines, realize this fact. You’ll need to focus on creating the best you online.
Your web properties need to reference each other appropriately, and this means that you’ll need to be linking to things like LinkedIn, Facebook, and Twitter, where appropriate. Simply having social accounts will get you nowhere, and you’ll need to focus energy on your digital content on these platforms as well.
Being active and responsive within your social accounts does much more than service the needs of your customers and prospects. Search engines are now applying weight to the ways in which your social accounts connect the various resources you own online, and you need to devote time to maintaining all aspects of your digital self.
While we have focused thus far on the very basic ways you can begin to establish yourself online, we have not discussed the topic of paid promotion. The digital strategies involved with content creation don’t necessarily require you to pay a source outside of your organization. There are however, many ways that you can jumpstart your digital campaigns, and they will require a monetary investment.
Things like pay per click campaigns, email marketing, and influencer marketing are becoming more and more relevant, and if executed properly, will provide you with fast return on investment. The important thing to consider here is, again, content will always be king. If your content has created a solid foundation, promoting that content will be an easier task.
Developing a best in class digital strategy requires an investment of time and resources. Partnering with trusted professionals within the digital marketing landscape is one of the most important things you can do to bring your digital self to life. Remember, you understand your products and services better than anyone, so focus on your foundation before inviting consumers to live in your house. Hopefully, by now, you have a better idea of where to start! If you need help tackling the complex digital marketing space, contact SocialSEO for a free consultation and find out what we can do for your business.