Digital marketing is a powerful way to supercharge your brand and reach more prospects. But there are so many marketing tactics you can choose from. How do you pick the right strategies? How do you know which ones are worth investing the most time into?
In this blog, we’re going to explain the top digital marketing tactics that you can use in your business. We’ll explore why each one is so important and how it can have a lasting effect on your business and its reputation.
Search Engine Optimization
In today’s digital world, there are an overwhelming number of ways to get your target audience to notice you. But for every social media follower you gain, there are at least 10 people who need your product or service but have no idea your brand exists. On top of that, each of your existing customers will eventually hit their lifetime value ceiling. So, if you want to grow your business, you need to be easy to find on Google.
Search engines have been the most popular way to find information, attractions, businesses, and service providers for over a decade. The problem is that there are more than 2 billion websites on the Internet. If you’re a niche business with a unique value proposition, then congratulations! You’ve done what most entrepreneurs only dream of.
But if you’re like most SMBs, you’re competing against countless other websites that offer a product or service that’s similar to yours. The unfortunate truth is that if you’re not on the first page of Google, no one is finding your website when they search. However, if you’re sitting far down the list, that doesn’t have to be the end of the story. You can get to the front page of Google and start raking in website visitors.
The trick is search engine optimization (SEO). There are several factors involved in SEO, but for now we’re going to focus on the technical side.
Technical SEO is the practice of optimizing your website for search engines and making it as easy to use as possible. This revolves around your website’s back-end factors like load time, logical linking structures, accessibility, security, and much more.
While this may seem highly advanced and complicated, it’s not as confusing as it seems. It all boils down to having a website that’s safe, accessible, and easy to use. If you’ve trusted a web designer with your site or you built it with a standard website creation tool, then you shouldn’t have any major issues. However, if you’re concerned that your site isn’t optimized, you can contact us to conduct a website audit. You can also check out Backlinko’s thorough guide on the subject where you’ll find a breakdown of what makes a website technically sound.
SEO Keywords and Content Creation
Technical optimization isn’t the only part of SEO that you should be concerned about. Keywords and content creation are even more important when it comes to getting your site on Google’s front page.
While the technical side of SEO focuses on making sure your site functions properly, the content side focuses on making sure your website has a reason to show up in search results. Search engines run on algorithms that sort and filter web pages based on how relevant they are to what the user has searched. Unfortunately for us, Google’s algorithm is complicated. Not to mention they are always changing and updating their system. Aside from their engineers, no one knows exactly how the algorithm works. What we do know is that search engine results are built on keywords. To ensure you show up on Google searches, your website should be built around the keywords your target audience would be searching for.
Once you have these keywords, you will want to fill your site with high-value content and blog posts that’s built around them. This way when someone "Googles" a question or does a search related to the product or service you offer, your website will be listed on the SERP or search engine results page. This won’t just bring visitors to your website, it will also show them that you know what you’re talking about and that they can trust you with their business.
When creating SEO-focused content, you should remember that there are over 200 Million active sites on the internet. Ranking on the first page of Google can take a while. Think of SEO as a marathon, not a sprint. However, it is a marketing tactic worth your time and resources. If you have high-quality content on your website, it’s going to help improve your ranking and make an impression on the people who see it.
It is important to note that content also expands beyond keywords and blogs. Other things you should consider is hoisting webinars, writing case studies, guides, e-books, creating educational videos, or providing tips and tricks. While not all of these options may not make you more discoverable on Google, they are all ways to showcase your authority and build trust. These are also great additions to your other marketing tactics, such as social media post or as part of your email nurture sequences.
Email Marketing
As a small business, your resources are probably limited. But if you can only implement a few marketing strategies, email has to be one of them. Email marketing is the most effective way to nurture prospects and convert them into customers who you can then turn into brand advocates and repeat buyers.
Email is critical because it gives you flexibility and customization options. Not only is it a great way to stay in front of your audience and connect with them regularly, but it also lets you customize your message based on who you’re sending it to. If someone isn’t ready to buy yet, you can use email to move them along your marketing funnel. If they’re a long-time customer, you can use email to send them sales or insider information to make them feel special.
Email is also an excellent way to promote your brand’s philosophy, sales, and content without hoping that the right people see it. With an email, you can put your desired message directly in their inbox. In short, no brand on the planet can afford to exclude email marketing from their marketing plans. Why do you think you get so many of them?
Bonus Tactic: Lead Magnets
We’ve already talked about SEO content, but there’s another form of content marketing that’s a great way to build your email marketing lists. Lead magnets.
Lead magnets are anything that a customer can get for free if they provide their email. They’re a great lead generation strategy because they add prospects to your email lists while showing them the fun, generous, or knowledgeable side of your brand.
What can you turn into a lead magnet? Popular options are infographics, short guides, FAQs, checklists, whitepapers, or case studies. Basically, if you can create a piece of content that someone will download in exchange for their email address, it will probably make a great lead magnet!
Digital PPC Ads
Digital ads are one of the most popular marketing tools for one simple reason: they let you reach your target audience quickly. These can be a good option when you are trying to grow your client base. PPC ads can get expensive if you are not sure how to optimize them well, but they let you bypass the time-intensive and strategic process of organically generating leads.
With digital PPC ads you can target your audience in a number of ways: from interests to location to income, and even their browsing data on your website. As you can see, these ads can be tailored to reach your ideal buyers.
To make great ads and increase traffic to your website, you’ll need to dive into what your audience members need and want. Then you’ll need to understand what’s stopping them from getting it. Once you know these two things, you can create ads that really catch their attention.
It’s important to note that effective PPC ads are one of the most skill-based marketing tactics on this list. If you've never created ads before, then it will likely take some time to create really good ones and meet your marketing goals. But if you keep practicing and making changes based on what works and what doesn’t, you’ll watch as your conversion rate steadily increases.
Social Media
When small business owners think of marketing, they usually think of social media platforms. Social media is one of the most popular marketing strategies and tactics for a good reason: it’s completely free. It’s also an important method for connecting with your audience in ways that don’t feel sales focused.
For example, while ads are effective, your audience knows that you’re trying to sell them something. But when you post on social media, you can promote messages that feel more organic and genuine, such as your fun side or your beautiful product images. It also allows you to engage with your followers in direct messages, user-generated content, and comments.
Social media is also a great addition to your marketing campaigns when used to market your landing pages, downloadable content, and email lists. You can even use social media to engage in and promote influencer marketing if you’re in an industry where it makes sense to do so.
Of course, social media can be incredibly difficult because everyone’s feeds are full of noise. The good news is that if you stick to your brand voice and stay consistent, it’s possible to establish a healthy following over time.
ABM Marketing
We’ve explored several essential digital marketing strategies, and I’m sure you’re wondering which one you should implement first. Well, the truth is that there’s one marketing strategy that’s more important than all the rest: partnering with a digital marketing firm that you can trust, like ABM Marketing.
It can be overwhelming, frustrating, and difficult to implement these marketing tactics, especially if you don’t have a background in marketing. If you went into business to sell a product or service, you should be able to focus on that instead of setting up an email campaign or figuring out what to put on your social media pages.
That’s why we’ve compiled a team that knows each of these marketing strategies inside and out. We are passionate about leveraging these tools to tell your story and drive the sales your brand deserves. If you’re ready to have a seasoned marketing team at your back, contact us and schedule a consultation call to learn more about how we can help you.
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