Key Ingredients of a Successful Digital Marketing Strategy
Why You Need a Successful Digital Marketing Strategy
We are well into 2017, and most business owners understand the value of digital marketing. But many business owners are struggling to develop a successful digital marketing strategy. There is a common belief that by simply having a business website and getting indexed by search engines businesses don’t really need to do anything else. And that is incorrect! A successful digital marketing strategy consists of a number of key ingredients that work together to provide optimum results.
Up to 40% of respondents claimed getting considerable savings by using digital marketing methods of promotion for their products and services. Gartner
Here is another fact business owners and digital marketers need to keep in mind. Creating a successful digital marketing strategy is not a one-time deal. As we outlined in an earlier blog post you have to prepare for the content marketing marathon if you want to succeed at digital marketing. In addition to creating engaging content that your audience is searching for there are a number of other things that make up a successful digital marketing strategy. Here is our recipe and key ingredients list!
Key Ingredients of a Successful Digital Marketing Strategy
The key ingredient of any successful digital marketing strategy is your mobile-first business or e-commerce website. Your website is, and should be, the focal point of every digital marketing strategy. This is where traffic from every other digital marketing channel will be directed. As we outlined in a recent blog post you need a response website design for the Google mobile update. And keep in mind that a poorly designed website can ruin most of the effort you put in on your other marketing channels.
Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58% Smart Insights
Search Engine Optimization (SEO)
Among all the other components of a successful digital marketing strategy, SEO plays a key role in customer acquisition and conversion. Almost every one of your potential customers begins their search for a product or service on a search engine like Google or Bing. And ranking high in search results, for your keywords and phrases, can drive a large volume of organic (un-paid) traffic to your website. To help you get started here are 8 SEO basics to grow your small business.
The average number of organic results on Google searches has dropped from 10 to 8.5. Searchmetrics
A very valuable ingredient of any successful digital marketing strategy is frequently dismissed as too time-consuming or not effective enough by many business owners. Maintaining a blog which constantly shares valuable, informative, engaging and relevant content plays a key role in attracting potential customers to your brand.
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Demand Metric
Apart from that, keeping a blog also establishes your business as an expert or thought leader in your field, and builds trust with prospective clients. Don’t forget that an effective blog helps your overall SEO efforts as well. You can learn more B2B business blogging tips and benefits here. If you are not sure what to write about check out our 16 strategies for compelling content creation.
Social media is another key aspect of any successful digital marketing campaign. It is an extremely effective medium for branding as well as for lead generation. Developing a cutting-edge social media plan should be a major part of your digital marketing strategy.
94% of B2B marketers use LinkedIn as part of their content strategy. Other popular platforms include Twitter (87%), Facebook (84%), YouTube (74%) and Google+ (62%). Content Marketing Institute
The plan needs to include clarifying your business objectives for social media, and putting together a content plan, including audience analysis, content categories, post frequency and post timing. You also need to determine the main metrics and key performance indicators (KPIs) that you will use consistently to set targets and measure success. You can get even more ideas in our social media marketing guide for business owners.
Sorry to burst your bubble, but digital marketing is not free! Paid advertising such as Google AdWords, Facebook Ads, LinkedIn Ads and Retargeting is essential, especially for businesses in the startup stage. Paid advertising helps get your message out and market your products and services to a greater audience.
Paid search equates for just over 5% of all traffic, with organic hovering around the 95% mark. Similar Web
It can help get consistent and valuable traffic to your website before SEO and other offline efforts kick in, and should be part of any successful digital marketing strategy. For more tips on paid advertising check out using paid social advertising for lead generation on our blog.
One thing to keep in mind is that paid advertising may not be as effective as many business owners believe. A PPC or AdWords campaign can quickly direct traffic to your website; that is correct. But the majority of website visitors and online consumers ignore paid advertising, which is why the highly caffeinated agency does not recommend it as a long-term strategy.
Many businesses mistakenly believe that with the growing popularity of social media, email is no longer an effective digital marketing channel. This is not correct! Email marketing is still as effective as ever. Just check these statistics: 94% of consumers use email, and 92% check their email inbox at least once a day.
Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. Mailchimp
Analytics and Reporting
It always amazes us how many business owners and online marketers work very hard to develop a successful digital marketing strategy, but they neglect to track its performance! As any digital marketing strategy is executed, it is of critical importance to consistently check the performance of your campaigns and compare them with previously set KPIs to see if they are on track.
By identifying what pages already have traffic, conversions or results – you can glean insights into what content is resonating. When you know what’s resonating — create more of that. Foxtail Marketing
You should draw up a list of key metrics for each of the marketing channels you use, and monitor and measure them at preset intervals. We recommend using tools such as Google Analytics, SproutSocial, Commun.it, AddThis, Agorapulse, and Klout, among others, to get you started.
Implementing A Successful Digital Marketing Strategy
Creating your own successful digital marketing strategy is easier than you think. Much of this should already be part of your strategy for growing your business online. Most small business owners can easily implement most, if not everything, on our list.
And if you are among those small business owners that have neither the interest nor the time to run their own digital marketing campaigns don’t despair! There are an increasing number of digital marketing and business networking groups on Meetup, LinkedIn, and other business networking groups. Take a look and find like-minded business owners and service providers to help you with your digital marketing efforts.
Depending on your level of comfort with digital marketing, and the state of your digital marketing strategy in general, you may not feel comfortable with implementing your own digital marketing strategy. In some cases it is better to have a professional or agency take over and start fresh. Feel free to use our list of common digital marketing mistakes as a guideline for what to avoid next time.
If you are just starting out with digital marketing for your business here are some posts from our ESPRESSO Shots Blog you may want to check out:
- Delivering an Effective Online Marketing Message
- Social Media Marketing Guide for Business Owners
- Inbound Marketing Checklist for Business Marketers
- Small Business Content Marketing Tips
- Common Email Marketing Mistakes to Avoid
Want To Do It The Easy Way?
Of course, you can save yourself a lot of time and trouble and have us create and implement a successful digital marketing strategy for your business. ESPRESSO.digital has expert digital marketers to help you determine the best marketing strategy, and content strategists and copywriters to help you with your content strategy, creation and editing. Our white hat SEO services will get you found by Google, Bing and Yahoo. Layer in an organic social media strategy and possibly some community management and you will be ready to engage new customers in no time! Why not get started by requesting your free estimate for developing a successful digital marketing strategy?
If you are still not sure about what a successful digital marketing strategy can do for your business, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best way for your business to get a successful digital marketing strategy. That is one of our specialties, after all!
Do you have any other key ingredients of a successful digital marketing strategy you would like to share? Feel free to add your comments below so our audience can benefit as well, and grab our feed so you don’t miss our next post! And feel free to share our digital marketing ingredients with your audience!
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