Establishing an online presence is an essential part of running a modern day business. Whether you’re thinking of doing your own digital marketing for your small business, or simply interested in understanding what happens behind-the-scenes of a campaign, look no further! This blog post aims to shed some light on some of the many facets of creating a successful digital marketing campaign.
1. Research and set realistic goals for your Digital Strategy
The consumer will descend through 5 main stages outlined in the funnel below. Much like any relationship, the more trust the consumer has in your brand, the more likely they are to make a purchase. When generating conversions via your website, there are several steps the consumers must go through before converting. While planning your digital strategy, it is important to evaluate where your consumers sit in the funnel in order to best assess their likeliness of converting.
It can certainly seem disheartening for businesses when they are not ranking or not receiving as many enquiries or sales as they had initially hoped. An interesting (and at times, frustrating) trait of digital marketing is that it isn’t tangible, making it difficult to see the immediate value. However, your digital presence might have more immediate influence than you think. As a strategist, you must set realistic expectations for your business, and appropriate time-frames for achieving results. These expectations and result benchmarks vary from business to business, and industry to industry…even location to location!
A SWOT analysis is an essential tool in helping you identify the direction you should take your brand. It will help you set realistic goals based on your current position within the market. By knowing your brand’s strengths, weaknesses, opportunities and threats, you can evaluate the best possible way to improve and compete in the market.
2. Know the Consumers’ values and appeal to their emotions
For most retailers and service industries, an appeal to consumers’ emotions trumps simply listing the cold, analytical features of the product/service in question. Consumers are inclined to prefer a business that has values that align with their own, so it is important to develop a brand personality and identity that will resonate with the demographic you’re trying to attract.
Your business must also capitalise on your point of difference – the reason you started your business in the first place; not just because you knew you could do it better, but how you could do it better.
3. Effective, Optimised Content Writing
Content should be both relevant to what consumers are searching for, and to your business. Creating keyword specific landing pages are a must for maintaining positive Google rankings in a competitive online world… It is worth being fairly specific with your keywords (for both high and low traffic keywords), such as including a suburb in the keywords attributed to each landing page. When in doubt, remember that you’re also a consumer and therefore have relevant insight – Simply think about what you search online when seeking specific products and/or services.
It is worth considering paid advertising, such as Google AdWords, if you’d like to see instantaneous results. While organic search results are extremely important for any business wanting to succeed in the long run, it will naturally take a little while longer to see results. Particularly for brand new businesses and websites, Google AdWords is a fantastic way to get your foot in the door (of the online world) much sooner – as you’re essentially paying Google to rank higher. Keywords you choose to target should be consistent with the landing page the ads point to, to ensure the highest possible quality score.
4. Enticing and Interesting Social Media Content
Social media presence is vital for brand recognition, and while it may not result in the highest volume of conversions, it is a necessary part of any brand’s marketing plan. High quality visuals like, infographics, are a great place to start, and are a proven method of conveying your business’ legitimacy and knowledge.
Social content can even be a bargaining tool with readers, like offering an incentive such as a sale or special offer in exchange for liking your business page or signing up to a newsletter. This is a great way to build your mailing list and to get vital marketing data from your target market that would have otherwise not provided such information.
Any written content should be concise and energetic, click here for a full blog post on copywriting. Finally, the inclusion of relevant hashtags would be useful for Instagram and Twitter marketing as it directs traffic from similarly tagged posts from other social media accounts. You can see what your competitors are tagging on sites like Tagboard and Hashtagify.
5. Consistency and Adaptability
Digital content needs to be continually improved and adapted so that your business stays relevant and your Google ranking is maintained or improved. Stay up-to-date when it comes to current SEO practices; what worked last year may not work this year. Google is a business and profits from providing the best results to searchers, and is constantly updating their algorithms to stay ahead of the curve.
The marketing campaign should be evaluated frequently using Google Analytics and your preferred SEO tracking software to make improvements. Your first step to ensuring you’re appearing in search results is, Google Search Console. This allows you to submit your sitemap, assess security, and ensuring your website is appearing for the right search queries and informs you of errors on the website that could hinder your SEO.
First impressions last, and it takes a few seconds to make a positive impression on a visitor, which is why maintaining your digital marketing strategy is critical. If you think you’re falling behind, get in touch with the team at MyWork on 1300 809 424 to arrange for one of our tailored Digital Marketing Campaigns for your business.
By Emily Greer