Not very long ago, your business could pay the annual fee for a listing in the Yellow Pages and everyone in your community would easily know exactly how to find you: open the phone book, scan through the category list of choices, and start calling. As phone books and newspapers increasingly grow obsolete, it’s far more important to incorporate strong digital marketing practices.
Just as it’s never enough to have a well-designed business card that never gets distributed, neither is it enough to have a website that never has visitors.
Digital marketing is what drives traffic to your website.
What Does Digital Marketing Look Like
- Content Marketing (also called inbound marketing). The most important first step in digital marketing is to develop a website that offers relevant content that’s easy for your target market to find. The most important second step is to create a strategy for regularly adding helpful and interesting content to your website. Static websites – websites that are rarely updated – are considered by search engines to be less relevant and rank far lower on a Search Engine Results Page (SERP). Plainly: if your visitor is bored stiff with your content within the first 10 seconds of visiting your website, you’ve probably lost them forever.
- Search Engine Optimization (SEO). Tracking the ongoing evolution of SEO practices and consistently implementing them will improve your ranking on a SERP. Plainly: when someone’s looking online for a service/product you provide, they’ll find you easier if you practice good and current SEO.
- Facebook Marketing and Optimization. Maintaining a Facebook Business Page that helps to grow your business and aid in your ROI requires much strategy, consistency, and customer awareness. Plainly: Facebook is social media, intended to build relationships with your audience and not badger people to buy something.
- Email Marketing. A successful email campaign can include: big announcements, timely updates, special deals, exclusive offers, customer recognition, testimonials, upcoming events. By only summarizing each topic in your campaign and linking to complete details found on your website, you increase traffic and introduce visitors to the wealth of content you’ve already developed for their benefit. Plainly: Email is alive and well; someone who willingly invites you to send them updates is a relationship that deserves to be recognized and developed.
What Constitutes An Effective Website
- Helpful, Informative, and Engaging Content. You provide information and answers in a language your visitor will understand and appreciate.
- Robust Functionality. You know what you want your website to do for you and you’ve implemented actions you want your visitor to take to accomplish your purpose.
- Visually Appealing. The look and feel of your website accurately reflects your business and your commitment to professionalism and excellence.
- Easy to Navigate. Your visitor easily maneuvers through the pages of your website to find the content most applicable to them.
- Adaptable to All Devices. Whether your visitor is viewing from a smart phone or a desktop, the information they’re seeking will be served to them in an organized manner specific to their device.
- Initiate a Relationship. By offering to provide additional relevant content to subscribers on a consistent basis, you create a platform for presenting yourself as an authority in your market and for developing loyal relationships with genuinely interested people.