In today's online world, digital marketing strategies are essential. No matter the size of your industry or company, it's one of the best ways to grow your business.
To build your business and revenue, however, you need the best digital marketing strategies on your side.
Which strategies are best for your business, though, and still relevant to consumers today? Get to know the main digital marketing strategies.
What is a digital marketing strategy?
A digital marketing strategy is a plan that describes how your business will achieve its marketing goals through online channels such as search and social media.
Most strategy plans will summarize which online channels and digital marketing tactics you will use, as well as how much you will invest in those channels and tactics.
What are some examples of digital marketing strategies?
Examples of digital marketing strategies include a social media campaign that includes partnering with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email and builds loyalty with the client.
Why have a digital marketing strategy?
Establishing a digital marketing strategy is critical. Without Internet marketing strategies, your business doesn't have a roadmap for achieving its goals.
You know what you want to accomplish, but you don't know how. This often leads to the launch of a digital marketing campaign that fails to drive any results.
If you want to invest in digital marketing, you need to invest in a digital marketing plan. Follow these eight steps:
define your brand
Outline or use your branding guidelines to define your brand and what it will look like through your online campaigns. Think about your unique selling points, brand voice and value proposition.
Build your buyer personas
Determine who your business wants to reach with a personalized target audience. Think about user demographics as well as the motivations that drive people to choose your company, products and services.
Create your SMART goals
Use specific, measurable, achievable, realistic, and timely goals (also known as SMART goals to guide your strategy. Think about your organization's short-term and long-term growth goals.
Choose your digital marketing strategies
Choose the best strategies for your business. Focus on techniques that offer the most value to your business and industry compared to fad strategies.
Set your digital marketing budget
Research digital marketing pricing to build a realistic budget for your business.
Brainstorming your strategy
Guide your strategy to success by planning your strategy. If you're advertising, determine your ad spend. If you're publishing content, build your content calendar.
Launch your digital marketing campaigns
Following your planning, launch your campaigns through channels. Make sure all your channels have the proper tracking information. Your website, for example, must feature your Google Analytics tracking code.
Track your results
Monitor and measure the performance of your strategies by tracking their performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and your return on investment (ROI).
With these eight steps, your company can launch its first online marketing strategy.
Now, let's look at some powerful digital marketing strategies for businesses today:
Search Engine Optimization (SEO)
Search engine optimization (SEO) is one of the most effective digital marketing initiatives today.
What is SEO?
SEO is the process of improving your website so that it ranks high in search engine results for keywords and phrases related to your business.
The more keywords you rank — and the higher you rank — the more people will see and become familiar with your site and business.
What is the purpose of SEO?
SEO aims to drive more traffic to your website from members of your target audience.
These are consumers who are actively looking for the products and services you offer, as well as users who are looking for more top-of-the-funnel content.
Because of this targeting, you drive traffic to your site from users who matter.
Why use SEO as a digital marketing strategy?
When it comes to digital marketing strategies, see SEO as a requirement. It intercepts every member of your target audience – no matter where they are in your purchase funnel.
The reason is that almost all users start their search for a new product or service with a search engine.
For example, did you know that 80% of consumers do their product research online? Or, after looking for something, more than half of users discover a new company or product. With SEO as one of your online marketing strategies, this could be your business.
To emphasize the usefulness of SEO as an Internet marketing strategy, consider the following:
Less than 10% of searchers advance to the second page of search results
Most of the time, when a user performs a Google search, they don't click on the first page of results.
Because? They usually find what they're looking for, which means it's critical that your business earns a spot on the first page of search results.
More than 30% of searchers click on the first result
With so many users finding their answers on the first listing of search results, it's clear that you can't rank on the second page of results.
Even if you have what people are looking for, you are hidden from their view – out of sight, out of mind.
That's why an effective SEO strategy, as well as our leading digital marketing agency, is essential.
With our performance-oriented SEO services as part of your online marketing strategy, you can attract more potential customers and earn more revenue.
Pay-per-click (PPC) advertising
Another powerful and cost-effective online marketing strategy is pay-per-click (PPC) advertising.
PPC is a paid form of advertising that relies on an auction-based system.
With PPC, you bet on keywords that you want your ads to appear — your ad is triggered when a user's search includes your keyword.
These ads then appear at the top of search results, above organic listings. If a user decides to click your ad, you then pay for that click.
In other words, you don't pay for ad space – just for the results.
PPC can include search engine advertising as well as social media and other platforms.
What is the purpose of PPC?
PPC aims to reach researchers with transactional queries, which means they are ready to buy your products or services.
When they click on your ad, they'll reach your landing page and see a call-to-action (CTA) to convert, whether it's buying a product, subscribing to an email newsletter, or some other action.
Why use PPC as a digital marketing strategy?
For many businesses that are just getting started with digital marketing or looking for a quick boost, PPC is a useful online marketing strategy.
It propels your site to the top of the search results, which can help if your company's organic search result ranking is multiple pages back.
Since PPC ads target keywords with a transactional intent, it's no surprise that many users buy a product or service.
It is, however, a fact that demonstrates why PPC is a critical component of a comprehensive Internet marketing strategy.
Even if your business has an established presence in search results — let's say you rank on page one for several high-value keywords — PPC can further optimize your conversions.
That's why PPC and SEO often work together to achieve your digital marketing goals.
Content marketing is another online marketing strategy for companies today.
In content marketing, your business focuses on reaching, engaging and connecting with consumers through content.
This content, which can include videos, blog posts, infographics and more, provides value to users. It is not, however, sales-oriented copy – it is informational.
No matter what format you choose for your content, it's critical that it's relevant and beneficial to your audience.
You want to create high-quality, original content that makes users want to share it with their friends, families, co-workers, and others on your social network.
What is the purpose of digital content marketing strategies?
The overall goal of content marketing as a digital media strategy is to provide valuable information to your target audience, drive traffic and drive conversions.
From a technical standpoint, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.
With the ability to connect with audiences across the purchase funnel, as well as double site conversion rates, content marketing is a smart digital marketing strategy to use.
The best part is that it costs 62% less than traditional marketing efforts.
Any other reasons to use content marketing in your digital marketing campaign strategy?
Content marketing is a long-term, ongoing strategy that delivers impressive ROI.
This ROI includes new leads and customers for your business, as well as increases in your conversion rates. Content marketing delivers these results by targeting every step of your purchase funnel.
In today's online market, users have a lot of power. They can choose to read or ignore your company's messages, whether promotional or informational. Many, however, respond well to corporate informational content, which is why content marketing is so essential now.
Email marketing is one of the most cost-effective online marketing strategies available. Email marketing focuses on retaining existing customers as well as gaining new ones.
It's an excellent technique for building brand awareness, keeping your business first, and encouraging repeat purchases.
A central part of email marketing is developing and refining your campaigns, as well as increasing your audience.
Like content marketing, email marketing also focuses on providing users with valuable information—otherwise people wouldn't stay subscribed.
The idea is that while these users don't need your services or products right now, they will remember your brand when making a purchase. This brand awareness encourages them to choose their company, that is, when they are ready to buy.
One of the benefits of this strategy is that you can also segment your audience and thus customize your email campaigns. For example, you can create a campaign for users who bought a certain product or visited a specific webpage.
What is the purpose of email marketing?
The main purpose of email marketing as a digital marketing initiative is to stay on top of mind for potential customers, and in addition to provide current customers with beneficial information, such as relevant industry news, and personalized content, such as product coupons, which keep them back.
When it comes to email marketing, it offers tons of benefits. That's why more than 80% of companies use email marketing, from manufacturing operations to retail stores to technology companies.
For companies that want to generate more leads as well as more revenue, email marketing is an online marketing strategy. Additional steps such as audience segmentation, email design and personalization can also maximize email marketing results.
social media marketing
Social media marketing focuses on brand awareness and increasing conversions.
A social media marketing campaign can feature one or several social media platforms, that is, depending on your target audience and their preferences on the platform.
In addition to marketing your business on social media, this strategy often focuses on advertising as well.
What is the purpose of social media marketing?
The main objective of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company's reputation. That's why social media marketing focuses on creating informational and promotional content as well as interacting with users across platforms.
With less than 30% of companies using social media as a marketing strategy, there is immense opportunity for companies that invest in it.
Better yet, more than 25% of a user's Internet time is spent on social media — meaning it's a perfect way to get connected.
Users rely on social media for more than sharing content with friends and family. They also use it to connect with businesses, that is, either by highlighting a positive shopping experience or requesting assistance from a business.
If you're inactive on social media, you leave users with limited options for getting in touch with your business.
Failure to convert your customers can lead to poor customer retention, which then has a direct impact on your revenues. That's why having an active presence on social media is essential.
This can lead consumers to ignore your company. If you have an inactive Facebook page, for example, this can serve as a sign of low trust for users — especially if you have negative comments from previous customers. With social media marketing, you can therefore change that.
Optimization of voice search
Voice search optimization is one of the newest Internet marketing strategies for companies to adopt.
With voice search optimization, your company optimizes both existing and new website content for voice search. The intention is to earn on your site the highlighted excerpt or zero position in Google search results.
The various voice assistants, from Siri to Amazon Echo, use the highlighted snippet to respond to voice surveys.
Because search queries differ when using voice versus text, voice search optimization is important.
If you're a local business, this strategy is even more critical, as many users rely on their mobile devices — and voice search — to find a nearby restaurant, salon, or hardware store.
What is the purpose of voice search optimization?
The purpose of voice search optimization is to gain the highlighted snippet for keywords relevant to your target audience and business.
By ranking zero position, your company increases your online visibility to consumers, which can lead to store visits, product purchases and more.
With more people buying smartphones as well as voice-activated speakers, voice search is becoming a new — and popular — way to search. As a result, it is one of the newest digital marketing strategies for companies to adopt.
Video marketing is another digital marketing strategy for companies looking to generate revenue.
Via video marketing, your company increases its reach as well as increases its revenue and expands its operations. Just like content marketing, as well as email marketing, your business focuses on creating informative and valuable videos for your target audience.
No matter what types of videos you create, you're working to increase brand awareness among your target audience. Like social media, email, but also with content marketing, this brand awareness can lead to valuable conversions later on.
Na Colors Agency, we guarantee much more than just an attractive look as well as a modern layout for your website and blog.
Our main focus is to offer companies around the world effective solutions to generate visibility on the internet.
Our agency develops SEO strategies, but also brand positioning for multinational companies, large, medium and small, all projects are important to us.