Ready to realize a meaningful ROI from your online presence? This article covers the 5 essentials of a successful and efficient digital marketing strategy.
Don't overlook this. Building your subscriber list is the first step to building relationships with your audience. It’s not difficult in the sense that you are not doing much persuasion or selling right off the bat. However, offering a free e-book, guide or a percentage off their first order can incentify users to sign up.
This incentive is extremely important as most users who visit your site will not fill out a form or complete a sale their first time around. By providing an incentive to capture their email addresses, you are able to follow up, build relationships and keep your brand top of mind.
Tip: Effective newsletters educate or entertain readers rather than sell so keep your content authentic and genuine to gain your subscribers’ trust.
In the cellular age, it’s critical to ensure your site is mobile friendly. Here at Red Caffeine, our campaigns often result in an increase in mobile traffic to our clients’ sites. Building your website on a responsive framework, or ensuring your design renders well regardless of device, window or screen size, guarantees your site will display correctly on phones and makes for a better consumer experience on all devices.
Once your site is mobile friendly, you can shift your focus to on-page SEO. Search Engine Optimization (SEO) includes building a keyword list for your website, implementing https to secure it, optimizing your product/service pages (page titles, meta descriptions, headlines, images and copy), submitting your site to search engines for indexing and making sure you have the proper analytics foundation in place to measure performance.
The second component of SEO is content marketing. Content Marketing is a long-term strategy that creates and shares online content focused on retaining and attracting your target audience based on their buying journey or what is valuable and specific to them. When you invest in a good content marketing strategy, you will naturally attract backlinks to your website that raise your site rank in search engines. We call this your 401(k) because it takes a lot of time, money and love to build up compared to on-page and other SEO tactics.
Tip: Google Search Console allows you to analyze organic search traffic and the actual search queries used to click through your site. Use this data to improve your organic click-through rate.
Why? Because content marketing and social media work together to keep your brand top of mind. Oh, and there's probably a good chance your competitors already have an established presence on LinkedIn, Facebook, Twitter, Instagram, and Pinterest!
Networks such as LinkedIn enable sales reps to connect with potential prospects and coworkers. This helps reps grow their network, get more referrals and ultimately close more business. A challenge may be encouraging your sales team to adopt new social media-based marketing activities, but with the right tools and training, they will be successful.
Tip: Remember to think ahead. Reps will need sales-ready content such as sell sheets or decks to share with and engage potential customers.
Pay-per-click advertising is the process of buying traffic from platforms such as Google, Bing, Facebook or LinkedIn. It’s a great way to generate brand awareness, leads or sales for your company. In search, you bid on top, middle and bottom funnel keywords to ensure a decent mix of traffic to your site. Ideally, you want to send that traffic to a landing page with a generous offer that would entice a lead to take a desired action. With proper conversion tracking, you can optimize top performing campaigns, ad copy and keywords to scale these efforts.
On social platforms such as Facebook, you can target specific locations and demographics based on their interests and behaviors. Advertising on social networks requires a different approach as users are not actively searching for a solution to a problem but are casually scrolling, liking, and commenting on various posts. The key is to A/B test different ad creative to find out what resonates the most with your audience and optimize from that point.
Sponsored content on LinkedIn can be targeted to industries, companies and job titles, which allows you to be hyper-strategic and laser focused on your content marketing efforts. This type of approach works well for an account-based marketing strategy (ABM), a strategy that has recently gained popularity for its effectiveness. When it comes to online lead generation and sales, it’s best practice to have inbound marketing and ABM running concurrently to influence buyers at every stage of the funnel.
Tip: Take the time to understand how each platform works, how to best setup campaigns to achieve your goals, and make sure you’re tracking valuable actions taken on your site to prove out the value and impact.
I admit that this is easier said than done. At Red Caffeine, we know first hand how challenging it is for businesses to connect various data sources to gain meaningful insights. There are so many factors. A common pain point we see is CRM integration with third-party solutions that may or may not play nice with each other.
However, when executing the marketing tactics mentioned above, it is imperative to know if your messaging is engaging your audience. Tracking includes tagging your links, adding conversion tracking scripts to your site (Google Tag Manager, Google Analytics, AdWords, etc.), and configuring these accounts correctly, so data is accurately tracked. Once things are setup correctly, it’s time to link your accounts so data can be shared.
For example, when you set up conversion tracking in AdWords, you’re providing Google with the conversion data that matters most to your business. Google can use this data in their bidding algorithm to send traffic that aligns with your goals to your site. Marketing dollars can then be focused on campaigns and keywords that are most valuable to your goals.
Tip: You can set up events and goals in Google Analytics and pass data into Google AdWords. Events can be PDF downloads, video plays, outbound link clicks, form submissions, or e-commerce sales. These interactions help you better understand how visitors use your website and how to improve it.
Ready to Get Started?
This post covered a lot, so don’t feel overwhelmed. Start with the basics and take it slow. Do your best to understand the fundamentals and know this will take time, patience, dinero and the right specialists to work correctly. At Red Caffeine we are realistic about the digital transformation challenges companies face today, and we’d love to offer our expertise in this area.