How To Create A Digital Marketing Strategy That Actually Works
By Allison Lawless
The Ultimate Marketing Toolkit
Too often I hear small businesses turn down the suggestion for digital marketing with the cynical question, does it actually work? What's even more discouraging is that many have tried to market online and found little to no results.
Well, I'm here to tell you that online marketing DONE RIGHT with the right combination of tools actually does work and is a necessity for your company's growth. In this article we've broken it down for you.
#1 Content Marketing Is Successful Marketing
What Is Content marketing?
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action." ~ Content Marketing Institute
Marketing is impossible without great content. So before you start thinking you'll succeed with bombarding your audience with articles, social posts, and emails of how great your product is and what YOU can do for them, think again. Forward thinking marketers are realizing how to market strategically by making their customers the hero of the story.
#2 A Responsive and Up-To-Date Website
Having a website goes without saying, but what does a successful website look like?
This year almost 64% percent of all web traffic is now on mobile devices. So, placing a strong focus on mobile optimization ensures your customers won't have a problem viewing your amazing site on all devices. Another vital ingredient for your website's success is search engine optimization (SEO). When incorporating SEO within each page of your site, be sure to use keywords that relate to topics your target audience is interested in. Google keywords is a great tool to help gather the information you need to see what keywords people are searching for on the daily and their competition.
If that seems like a lot, don't stress!
Content Management Systems (CMS) like WIX and Wordpress are eliminating the need for code with their user friendly interfaces and pre-made templates designed for almost any industry. Among all of the CMS sites, we recommend WIX, as the mobile optimization tools are more flexible compared to other platforms like Squarespace. WIX also provides a step by step SEO guide where you can even preview what your ads will look like on google for FREE!
#3 Social Media Marketing Strategy
After you've defined your content marketing direction and have a responsive website, you can now start pushing out marketing campaigns with a strategy that works!
Keep in mind when creating your posts you should:
Keep a consistent brand image
Use engaging visuals (Info-graphics, videos, images, etc.)
Incorporate a Call to Action (CTA)
Having an automated scheduling system is ideal for remaining consistent and maximizing your results.
Here are a few affordable options:
Sendible is a social media management tool that helps agencies and companies boost their productivity on social media.
Social Pilot is a social media scheduling and marketing platform developed specifically for agencies and social media professionals.
Airtable works like a spreadsheet but gives you the power of a database to organize anything.
All three of these are useful for scheduling your posts. You'll need at least one of these to analyze your marketing efforts.
Marketing without data is like driving with your eyes closed... you'll never make it to where you want to be without analyzing which campaigns work and which ones do not.
#4 Use Hashtags Properly
Hashtags are yet another necessity for digital marketing. However, many companies don't realize their not using hashtags properly.
There's one common mistake that businesses make and it's a SIMPLE FIX... Don't over hash!
Using too many hashtags can actually diminish your reach and reduce engagement. The only platform to use a hefty amount of #hashtags is Instagram. When it comes to Facebook, Twitter, and other social networks, the rule of thumb is 2 - 4 max.
I know it seems tedious but using hashtags correctly makes a big difference in your long term results.
Start off the right way and market smart.
#5 Email Marketing Campaigns
Email marketing is one of the best forms of direct marketing. It allows you to reach the consumers that already expressed interest in your product or service. Consistent email marketing is another essential for your digital marketing toolkit.
Constant Contact is an AMAZING email marketing resource and their customer service is by far one of the best I've seen. Get Response is also a great email marketing tool. Again, you''ll want to utilize at least one automated email marketing too to ensure optimized results.
#6 Create Landing Pages
Your company should have frequent promotions and/or product news for your services to create hype and increase customer engagement. You can create landing pages for seasonal promotions, upcoming events, ebooks, and more.
Landing pages are easy to create and manage with WIX. You can create them ahead of time using the light box tool, choose which pages on which they appear, and hide the page when it's not in use. You can also make as many as you want! Yet another reason why WIX is one of the leading Content Management Systems used today and our #1 favorite CMS platforms.
#7 Measuring Campaign Success
We've already discussed the last essential ingredient and the problem you'll run into if you blindly market with no way to measure success. With analytics built into the automated schedulers and with extra help of Google Analytics and Google Adwords, you can successfully analyze and improve your marketing campaigns. Once you see what campaigns are more successful in driving traffic and increasing sales, you can zero in on those strategies and redistribute similar ads.
This is the point where you'll be more relaxed in executing each campaign and finally enjoy the fruit of your success!