Simply put digital Marketing is your online advertising efforts through different channels such as search engines, websites, social media, email, and mobile apps.
There are key pointers that you need to concentrate on.
SEO - Search Engine Optimization.
This is the practice of increasing a website organic ranking in search engines. In simple terms these are the methods that one uses in order to increase visibility in search engine result pages these include Google, Yahoo, and Bing among others.
So how does it work? Well when you perform a search the order by which the results are displayed, is based on complex algorithms which take a number of factors into consideration (we will talk all about these factors another time).
If you are running a website SEO is an important concept because you want your audience to find your brand in the top results. Why, you ask? For starters people tend to trust these search results, secondly it will put your brand way ahead of your competitors and thirdly it will increase traffic to your site through different social platforms simply because people that identify your site from these search engines will tend to share it on different platforms.
SEO brings traffic but traffic means nothing if it doesn’t convert to business for your brand. So let’s talk about conversion for your website; please note the meaning of conversion is unique for different sites. How you ask? Isn’t conversion just that? Well, let me explain, conversion goes hand in hand with your brand goals. You need to identify what conversion translates to for your brand; that is what is your goal? There are different goals for different sites example it could be increased subscribers or even page views or a purchase or it could be clicks to certain links. So the first thing- the critical thing is to define goals for your site.
After you define your goals how do you ensure that you achieve conversions on your site:
Firstly use the perfect call to actions like free consultations and free checklists. Avoid “download”, “accept” as a call to action. BUT do a test of different call to action buttons and see which ones your audience respond to.
Secondly create great content. Vary the types of content – do video, audio or just visuals. Great content will have traffic streaming to your site, it will get people subscribing to your site or to your channel. Know what your target audience needs then tackle that.
Thirdly make sure your site is fast enough and user friendly. Use the best lay out so that your traffic can be easily converted in to business.
This is where great content resides. You need great content for your site to get enough traffic which translates to conversions. You need to have skills such that you can be able to write for conversion and search engines.
You need to get your readers to engage with you by giving them something that is valuable to them through great content.
So how do you know what is great content? First research on your audience – understand them and know what appeals to them. Secondly ensure you have an appealing headline, this will attract the reader to click on your link. When writing for your site ensure you know which key words are mostly searched for on the topic that you are writing about this will help with SEO and aid in specific targeting of your audience.
Quick tips for great copy writing: Target emotions, emphasize on benefits instead of features and lastly be specific as possible.
"You need great content for your site to get enough traffic which translates to conversions."
Social Media has transformed the way we do life thus transforming the way we do business. Your target audience is already interacting with brands online therefore if your brand is not online you are already losing a big chunk of the market share. Most people make the mistake of opening social pages and leave them inactive – note having a page does not make you social! In fact it’s better to not have a page than have one that is inactive. Know which platform to use for which target audience. Structure key messages for the right social platforms thus increasing the conversions from those platforms.
Before you start on any social platform you need to have a strategic plan; what is it that you hope to achieve? Who are your target audience and which platforms do they frequently use and what is your key message.
With a proper social media marketing strategy you are guaranteed to increase conversions, create brand awareness and improve communication with your audience.
This is the process of analyzing the behavior of your visitors on your site. Analytics combine with conversion optimization helps to determine where traffic is coming from and the most profitable channels. There is a wide range of different analytical tools you can choose from; some are free others you pay for. It really depends on what your brand focuses on and that's what you need to analyze before digging into the process of determining which tool to use.
Advertising is the art of convincing people to buy your idea by creating persuasive messages. Needless to say you need to have a plan, you need to have your target audience in mind (example use Instagram or twitter for the millennial. Then define your audience which will involve building a demographic profile of your prospective customer by taking into account criteria such as age, gender, marital status, lifestyles and shopping habits. Also know your key messages.
Online advertising such as adwords and Facebook, instagram adverts are powerful tools you can use. One can increase conversions by planning strategic digital advertising.
So get strategizing on your digital Marketing plan.