Search Engine Optimization (SEO)
Search engine optimization is a set of techniques that when applied to your content and digital presence can increase the likelihood of higher rankings on different search engines. When someone asks a question into Google, for example, Google will present them with a page of ten options the search engine believes will be most useful to them.
The way search engines calculate usefulness changes over time, but there are several things you can do to help your content be useful in the eyes of search engines. Using keywords (both long-tail and short), having strong backlinks, building domain authority, optimizing for voice search and having quick load times can all influence your digital presence in the eyes of a search engine.
Pay Per Click
Where search engine optimization improves your chances of organic discovery via search engines, pay-per-click advertising is when you pay to have a search engine, website, or website network present an ad for your product, service, or digital presence. This type of advertising is well appreciated as you only pay if and when someone clicks the ad and travels to your site or the product page. This method works especially well if you and the website network you’re advertising within have a strong understanding of your target audience. If you don’t understand where your users, clients, or customers hang out online, this could take some trial and error.
Yes, you need a website. Every business needs a website. It doesn’t matter what you make or sell or help people do. You need a website. More than that, you need a website that is easy to navigate, which is visually pleasing, and that has all the relevant information someone would need to know about your business.
Testing how easy it is to navigate your webpage is fairly easy. Just grab a group of people—friends, family, children (if your site is age-appropriate), and lots of people within your target demographic—and ask them to find things that you know are on your site. If the first place they look for something isn’t where they’ve found it, your website could use a little tweaking. The goal is to have the layout be as intuitive as possible. People get frustrated easily online when they don’t get what they immediately wanted and will leave your page and go to another.
When it comes to having a visually appealing website, you might trust your instincts, especially if you have an understanding of composition and color theory. If you’re not confident, countless premade website themes or professional web developers can help you out.
Furthermore, your website needs to have all the information your customers need. At the minimum, there should be your location, contact information, and hours of operation. Reviews are an excellent thing to have posted (studies show that the majority of generation Z kids don’t buy anything without first reading reviews). You might also want to include your pricing and frequently asked questions.
It is important to know with website development that trends are continually changing. Something that was extremely fly and intuitive three years ago, might need to be revamped to meet the ever-changing expectation of today’s digital generations. This is completely okay and part of owning a business today.
Social Media Marketing
Social media marketing gets the most hype today out of all these methods, and for good reason. Customers want to be able to access the businesses they use on the platforms that they prefer. Depending on your target audience, this could mean you’re using two to four different platforms.
Conversion Rate Optimization
Conversion rate optimization is one of the trickier things on this list. That’s because of the way you do this depends drastically on your target audience. Conversion rate optimization is a strategy and series of techniques that result in more people who land on your page spending money on your product or service. If you have lots of traffic, but few sales, there’s an issue happening that you might not be aware of. It means that people think they might want your service or information, but decide that they don’t when they get to your page. A local, professional digital marketing agency Los Angeles might be the solution to this problem here. Often it takes a deep study of the analytics you have available to find the culprit and adjust.
When it comes to digital marketing, content creation is king. Without good content, you will lose momentum at some point. Yes, all the other things mentioned in this article will get people to your website and platform pages, but the only thing that is going to keep them there is good content. If you have a product, create guides on how to use that product. If you offer a service, explain the preparation people need to do before coming in for the service. Figure out what your clients are struggling with and help them out.
Make sure your website offers people the option to sign up for email newsletters. Email newsletters are highly effective digital marketing tools. This is because anyone who has signed up is a warm lead—this is someone who has already decided they might like to purchase a product or service from you in the future. You will be able to update past and future clients on sales and new products offered as well as build trust over time by providing people with useful and interesting content every week or month. Of course, you mustn’t send emails to those who have not given you express permission to do so.
With the above techniques employed, you are well on your way to utilizing digital marketing tactics to draw more customers, clients, or users to your business. Remember that each business is different and so each customer-base is going to be different. Take the time to really learn about your clients—their preferences, digital habits, and pain points—and adjust your business accordingly. Of course, with all digital business components, make sure you’re doing everything you can to keep your customers’ data safe and secure. People are beginning to learn about what happens to the information they share with some businesses and many would like to know you take their privacy seriously.