How to make your digital strategy count? Understanding the pillars of digital marketing

Written by Safeer ur Rehman

With the online competition growing by each day, a lot of companies have stepped up their digital marketing efforts to grab the top spot on the search engines or increase their online sales through paid advertising. Digital marketing offers greater ROI than other traditional marketing platforms. Unfortunately, that’s not true for all companies with an online presence. Concentrating your digital marketing efforts in the right direction is the key to harvesting its fruits.

One cannot possibly devise a strategy without being familiar with the key facets of digital marketing. Whether you are a company or a freelance marketer, here are the main pillars that need to be kept at the heart of your marketing strategy if you want your business to succeed in the digital arena.

SEO [Be loved by the search engine]

The key to your online success is visibility. The more visibility you have online the greater share of the traffic you would get which would also result in a higher conversion rate. No matter what line of business you are in, your audience is not going to go past the first page of the search engine. The only way you can gain higher visibility on Google is through white hat clean SEO.

Fuel your SEO with quality content and strong backlinks. The relevancy of your backlinks is a major factor in this case. You could have hundreds of different backlinks from irrelevant low domain authority websites which might not give you as much benefit as a single link from a high DA website would from the same industry as yours.

Another thing that can help you rank on the first page is your website’s user experience. Imagine this, you visit a website that greets you with a popup requiring you to sign up first. Why would you go through the whole sign-up process without even knowing what value that particular website offers when you could simply move onto the next link on the page? That’s just one example of a poor user experience. The best way to avoid it is by putting yourself in your user’s shoes.

Remember, you need to design your website in a way that people actually find useful and spend some time on it instead of bouncing off within seconds of landing on it. A higher bounce rate is perceived negatively by the search engine algorithms. The last thing you want is to hit rock-bottom due to a bad UI/UX.

Also Read: What is SEO?

PPC [You only get what you pay for]

While getting organic traffic through SEO is always better than paying the search engine but it’s also something that you cannot do without. Investing in PPC has become an essential part of any digital strategy. From enhancing your brand image to getting more conversion, there is a lot to gain from the PPC provided you do it right.

As a small business with limited resources, you may not have as much marketing budget to spare as compared to your more established competitors but that shouldn’t hold you back from investing in PPC at all. What you can do is control how much you spend by ensuring your landing pages are in compliance with the search engine guidelines and you have appropriately set up your ad campaign avoiding unnecessary filters that can increase your ads spending.

SMM [Be social]

Ever since the dawn of social media, the world has changed significantly. People are more connected and more informed today than ever before. Speaking of connectivity, there is a good chance you are missing out on a huge chunk of your potential customers by not being on the major social channels. While some of your audiences head to your website to find out information about you, others look you up on Facebook and other social channels of their choice.

Be active on your social channels and don’t be shy to interact with your followers every once in a while. Ask them to share their feedback on your products or services proactively. This would not just show them that you actually care about them and what they think but also give you an opportunity to identify and overcome your shortcomings as a brand.

Also Read: 5 ways to stir up your lead generation through social media

Content Marketing [Long live the king!]

Google has come a long way since its inception and a lot has changed about it over the years. One thing that has remained constant is its core ideology of facilitating users through its services and the content is no exception. Your content needs to be written from the sole perspective of facilitating your users. If it isn’t doing that, you might as well dethrone this king.

Make sure your website has quality content that addresses the user intent instead of randomly stuffing keywords all over your website. Now, this isn’t to suggest that you shouldn’t use any keywords in your content, it’s alright to use keywords but they need to be used moderately and in a context.

Email Marketing [This is personal]

Email marketing is one of the best ways to directly interact with your customers. With you being able to slip right into your customers’ inbox, the possibilities are endless. You can roll out a new deal, a discount offer as a part of your customer loyalty program, and so on. One thing to bear in mind while crafting your email subjects is the fact that customers are now more inclined towards personalized messages especially when it comes to email marketing.

One would only expect a personalized message especially when it’s in something as private as a customer’s inbox. So if you want to avoid getting blocked or be marked as spam by your potential customers you may want to steer clear of generic subject lines.

If you think that digital marketing is too big a responsibility for you to handle all by yourself, we at Bester Capital Media always encourage businesses to get in touch with a reputed digital marketing agency that can do it all for you. 

Originally Published March 17, 2021 06:48 PM, Updated March 17, 2021.

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