As you work on creating an overall marketing strategy for your business, defining your digital marketing strategy is an important part of it. This is true whether or not a company is doing business online. It is also true for a small, medium or large size company but especially true for a small company. Small business needs to include a healthy portion of top digital marketing strategies to be successful and maximize sales in today’s economy.
Here are the 7 Top Digital Marketing strategies for your business
1. Google Adwords
There are more than 40,000 search queries on Google every second. No other advertising method has the potential to get your business before that many pairs of eyes. Google Adwords is sort of the godfather of online marketing channels. It’s been around a long time. It’s competitive. It’s expensive, but is extremely effective. And if you know what you’re doing, it can work very, very well for you.
Despite being a paid channel, Adwords’ goal is still to deliver relevant search results to users, and as a result, it will be less expensive for you when you are utilizing proper on-page SEO. Google assigns a quality score to your ad, which is dependent on CTR (Click Through Rate), relevance and the landing page your ad sends traffic to. This quality score factors into the bid rate you will need to get an ad displayed, with higher scores lowering the bid cost.
2. Local Search Marketing
Ranking your Google My Business (GMB) listing is one of the most powerful things you can do for your business. In fact, if you run a local business targeting local clients, it is the most powerful strategy available to you. This includes website optimization for search results, but in addition, integrates a search engine’s function of maps. This is especially true with Google, where your business can be listed with mapping and address information, giving a prospective customer what they need to visit your establishment.
Your phone number and website address can also be listed. Customer service will often be available to help someone decide if they are interested in your product or service.
3. Content Marketing
A staggering 58% of marketers say that content marketing has the greatest commercial impact on their business of any channel in 2017. Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and drive profitable customer action.
Unlike paid advertising, content marketing focuses more on long-term results. The initial payoff tends to be low, but in the long-term, it leads to sustainable growth in visitors, leads, and customers and can single-handedly carry a business.
Content marketing is not easy, however, and requires every element to be done right:
- Quality content
- Relevant topics
- Optimized for SEO
- Optimized for readers
- Consistent content creation & promotion
Content is not limited to blog posts. It includes videos, podcasts, online courses, and a host of other mediums in which people consume information. How to leverage content marketing to drive lead generation
4. Facebook Advertising
Two million small to medium sized businesses advertise on Facebook; it’s an inexpensive and effective way to market to virtually any audience. Facebook ads excel at advanced targeting. They allow you to target a specific audience based on location, interests, age, sex, online behavior, and many other factors.
Creating Facebook ads is very easy. You just need a solid headline, a bit of descriptive copy, one image, and a link. The Facebook Ads Manager also makes it fairly simple to run and test multiple ad sets, allowing you to hone in on a winning formula and reach profitability without needing advanced technical expertise.
Many new users have a lot of difficulty succeeding with their initial campaigns. It takes some persistence, but on the plus side, Facebook’s popularity has produced numerous 3rd party tools that can help you succeed.
5. Email Marketing
Email marketing is the cornerstone of digital marketing.Most of the people who visit your site will not buy from you immediately. Capturing contact info for additional marketing and “lead nurturing” is the best way and email remains the highest converting channel for interacting with leads.
Email marketing funnels begin with a “lead magnet”. This is something compelling you offer your website visitors in exchange for their email address. Possible options include a free digital download, a free service trial, a “seat” at a webinar, an eBook download, site membership, a coupon, etc.
Once the person subscribes to your email list, you’ll have the opportunity to display your authority and credibility by providing valuable content to them via email.
Other benefits of email marketing include:
- Low cost
- Global reach
- Easy to automate
- Easy to segment
- Immediate communication
- Easy to setup and run
- Easy to track and optimize
6. Write A Blog
If you are a decent writer, sharing your expertise in the form of weekly or monthly write-ups can do wonders for your brand.
This isn’t usually a situation where you get paid, but it’s also not a situation where you have to pay. These columns give you the opportunity to make consistent contact with an audience, building an actual relationship with the publication’s readers. That audience then begins to think of you when they think of experts in your field.
On the more accessible end, local newspapers or non-profit magazines are often looking for quality contributors. One the more exclusive end, publications like Forbes, Inc, and Fast Company are made up almost exclusively of unpaid expert columns.
7. Organic Social Media
Using social media for business is really a given. If people can’t find your business via social media, they will look for your competitors who are present on preferred social channels. 10 Things you need to know to Drive business Growth using LinkedIn
The real question isn’t whether you should have active social media accounts, it’s how much time and resources you should be investing in growing your social audiences. For some businesses, it makes sense to invest heavily in organic social media growth.The key is identifying where your customers are and how they like to be approached. If social media is the answer to both those questions, it’s the perfect channel for your business.
While more and more companies are spending more and more money on digital marketing, the free methods are still incredibly effective.Small businesses can take advantage of tons of free tools to collaborate globally and compete against big businesses.
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing