Digital marketing. Even though you know it’s essential to the success of your business, it’s something you’re hesitant to dive into head first. With so many options available, it can be difficult to pinpoint which digital marketing strategies you should focus on for your business. After all, the last thing you want to do is sink your team’s time and resources into projects that yield little to no results.
Though some are better than others depending on your products and services, there are plenty of universal strategies that work for just about any business (as well as some that you should avoid completely). To help you navigate these murky waters, in this article, we’ve identified some of the most effective digital marketing strategies that actually work.
Regardless of how many times as you’ve heard it, content is still king. The reason blogging works is because it’s a form of giving away free, useful information that your readers and potential customers can easily consume at their leisure. Rather than being bombarded with aggressive calls to action or the hard sell, blogging allows you to build a relationship with your customers over time.
As they realize you’re the real deal, not only will they become more receptive to what you have to offer, but they’ll naturally become more interested in your brand. In fact, 76% of B2B marketers blog often, and 69% of all marketers increased their blogging frequency from 2016-2017. All of that being said, it’s important to remember that blogging is also only as powerful as the quality of the content you publish, not the quantity.
No matter how effective your other digital marketing efforts may be, any well-rounded strategy has SEO near the top of the priority list. Instead of having to pay for every lead you get, SEO gives your brand the ability to attract free traffic month over month, year over year. When done right, it can be one of the most powerful digital marketing tools you have in your arsenal.
Don’t believe us? Well, as it turns out, 32.5% is the average share of traffic that the first organic search result gets on Google. In addition to that, it’s also been found that a staggering 51% of all website traffic comes from organic search—that’s 5 times more than pay per click (PCC) advertising and 10 times more than social media.
For these very reasons, it’s quite apparent that SEO is still profoundly relevant and should easily win a spot in your digital marketing strategy.
Search engine marketing (SEM) is either loved or hated by businesses. Though it may seem a little complex on the front, SEM is all about knowing your customers, the problems they have, and how they’re searching for your product or service. Search engine marketing is a great marketing channel for brands of all sizes, but particularly, small businesses that have yet to establish their online presence.
Google found that search ads can help boost brand awareness by as much as 80%. In another study by Google, they found that the average business makes $2 in revenue for every $1 spent on AdWords. Having the ability to put highly targeted ads directly in front of your ideal customer at just the right time is a hard perk to pass up.
While this one may seem like a no-brainer, there’s still a surprising number of brands out there that have yet to jump onto the digital bandwagon. It’s no secret that more and more consumers are doing their shopping online rather than in-stores. In fact, a recent study found that 79% of Americans now shop online. If you think of them as online storefronts, websites play an integral role in the way consumers perceive your brand.
Just as you would want your physical store location to look and feel a certain way, the same applies to your website. With 63% of consumers choosing to find or engage with brands via their website, the lion’s share of first impressions are being made online. That’s not saying you need to spend thousands on some state-of-the-art website, but investing an appropriate amount of time and resources will more than pay for itself.
By the end of 2018, it’s estimated there will be close to 2.7 billion people that use social media around the world. With a number like that, there’s a pretty good chance your target customers are on one platform or another. The reason social media advertising is so popular and effective, aside from having an incredibly large reach, is because social media platforms create unique environments in which consumers are naturally more receptive to brands.
With these ads, you have the ability to target people when they’re in their online “happy place” if you will. Since they’re not actively shopping for something and therefore guarded, there’s a better chance that your ad may pique their interest when it pops up in their feed. In addition to all of that, social media advertising gives you unprecedented customization options so you can ensure your ads are only being shown to users with the highest chance of turning into a customer.
Think about the last time you bought something online. How much did the online reviews influence your purchase decision? As it turns out, 84% of people trust online reviews as much as a recommendation from a friend. With more and more consumers conducting thorough research before making purchases, online reviews have become more important than ever.
Because of this, curating positive reviews and properly handling negative ones is a vital digital marketing strategy that can greatly affect your sales. Even if you don’t have that many, it’s never too late to start building by simply asking customers (both new and existing) to leave a review. To clue you in on the power of online online reviews, 74% of consumers say that a positive review makes them trust the brand more.