The days of relying on Yellow Pages or local PennySaver ads for your business advertising are long gone. Your customers are online and your business needs to be, too.
If you’re new to the idea of digital marketing, (also called online marketing or internet marketing), here’s a basic introduction.
Digital Marketing: The promotion of products, services or brands through electronic media – the internet, mobile phones, social media, etc.
Your online presence begins with your company’s website. It should be attractive, functional, informative and professional. It should look and perform well on mobile devices, also. In the US, over 40 million internet users access the web only on cell phones or tablets.
Your website should use the right wording (keywords) to help customers find you through search engines like Google, Bing and Yahoo. 90% of internet users use Google, which runs over two million searches per minute, so you want your site to show up in search results when people are looking for your products or services.
Search Engine Optimization (SEO) refers to the techniques that help your website rank higher in search engine results pages (SERPs). Besides keywords, search engines look for elements including title tags, image tags, internal link structure, and inbound links (also known as backlinks). Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their SERP. If that sounds complicated, it is. Search providers also change their algorithms frequently, so SEO is an ongoing effort.
You’ll want a way for potential customers to communicate with you through your site. Using a “Contact Us” form, a Newsletter sign up, or some other method of gathering email addresses will allow you to keep in touch with them as well. Building a list of prospects who want to hear from you is the first step in Email Marketing, a highly effective and low-cost way to promote your business. Getting prospects to return to your website, ‘engage’ with your content and respond to a “Call to Action” generates active leads and shortens your sales cycle. (We’ll talk more about Lead Generation strategies later.)
A presence on Social Media sites is another way to reach potential customers. In the US, there are 214 million Facebook users. Sites like Facebook, Twitter, Instagram, LinkedIn and Pinterest help spread the word about your business and are great places to advertise and run special promotions or contests. And you can target your ads very specifically. Your online audience can share your content with their social networks to further your reach. (Video and photo posts are most frequently shared.) Your social media activities also play a part in your search engine ranking.
All of your digital channels should work together to promote your digital marketing strategy. DNA Digital Marketing can help you untangle the mysterious web that is internet marketing and give you a clear roadmap for online success. Contact us at firstname.lastname@example.org