7 Strategies That Every Digital Marketer should Know


1. SEARCH ENGINE OPTIMIZATION (SEO) is one of the most effective digital marketing initiatives today.


WHAT IS SEO?

SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.

WHAT IS SEO’S GOAL?

SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content.

If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.

Due to that targeting, you encourage traffic to your website from users that matter.

2. PAY-PER-CLICK ADVERTISING (PPC)

Another powerful and cost-effective online marketing strategy is pay-per-click (PPC) advertising.


WHAT IS PPC?

PPC is a paid form of advertising that relies on an auction-based system.

With PPC, you bid on keywords that you want your ads to show up for — your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.

3. CONTENT MARKETING

Content marketing is another go-to online marketing strategy for companies today.


WHAT IS CONTENT MARKETING?

In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videosblog postsinfographics, and more, provides values to users. It’s not, however, sales-orientated copy — it’s informational.

For example, if you run a business that sells ski and snowboard supplies, you could write an article about what a beginner needs for their first outing. You could also write articles on how to take care of a snowboard, and what accessories can help improve ski performance.

With these individual pieces of content, you target specific keywords.

Your article about snowboard care, for instance, may target the keyword, “how to maintain snowboard,” or, “how to wax a snowboard.” With our award-winning team on your side, we would optimize the content for search and users.

No matter what format you choose for your content, it’s critical that it’s relevant and beneficial to your audience. You want to create original and high-quality content that makes users want to share it with their friends, families, coworkers, and other people in their social network.

4.EMAIL MARKETING

Email marketing is one of the most cost-effective online marketing strategies available.


WHAT IS EMAIL MARKETING?

Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.

A core part of email marketing is developing and refining your campaigns, as well as growing your audience. Like content marketing, email marketing also focuses on providing users with valuable information — otherwise, people wouldn’t stay subscribed.

The idea is that, while these users may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy.

For example, an HVAC marketing strategy may use email to build a relationship with homeowners and businesses by sharing tips for maintaining a heating and cooling system, lowering energy bills, and more. In comparison, a medical equipment marketing strategy could use email to highlight design advancements, industry conferences, and wholesale discounts for products.

When those subscribers need a service, whether maintenance, emergency, or installation, they have a higher chance of choosing that HVAC business because the company's proven themselves as knowledgeable and trustworthy.

One of the benefits of this strategy is that you can also segment your audience and personalize your email campaigns. For example, you may create a campaign for users that purchased a certain product or visited a particular webpage.

5. SOCIAL MEDIA MARKETING

Another Internet marketing strategy for growing businesses is social media marketing.


WHAT IS SOCIAL MEDIA MARKETING?

Social media marketing focuses on building brand awareness and increasing conversions. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.

A few of the most popular platforms for this Internet marketing strategy include:

Ø Facebook

Ø Twitter

Ø Instagram

Ø Pinterest

Ø LinkedIn

In addition to marketing your company on social media, this strategy often focuses on advertising too.

6. VOICE SEARCH OPTIMIZATION

Voice search optimization is one of the newest Internet marketing strategies for companies to adopt.



WHAT IS VOICE SEARCH OPTIMIZATION?

With voice search optimization, your company optimizes existing and new website content for voice search. The intention is to earn your website the featured snippet or position zero spot in Google search results.

Why?

The various voice assistants, from Siri to Amazon Echo, use the featured snippet to respond to voice searches. So, if a user asks, “how do I clean a stinky dishwasher?” Amazon Echo or Siri would reply with the featured snippet, which you can see below.

As search queries differ when using voice, versus text, voice search optimization is important. If you’re a local business, this strategy is even more critical, as many users rely on their mobile devices — and voice search — to find a restaurant, salon, or hardware store near them.

7. VIDEO MARKETING

Video marketing is another digital marketing strategy for businesses looking to drive revenue.