Developing a Digital Strategy
As a new business owner that may be getting ready to venture into the digital marketing space, you'll want to consider the following when developing a comprehensive strategy:
1. Your Website: You'll want to create a website that is mobile responsive, clean and easy to read. Use imagery and messaging that is engaging and clearly provide call-to-actions to purchase your product or service.
2. Search Engine Optimization (SEO): SEO boils down to making your website easy for both users and search engine crawlers to understand. Before you start any active SEO efforts, it’s important to make sure your website has content that engages and helps its users. 3. Paid Advertising (Pay Per Click): Once you have your website and SEO completed, it's time to start driving advertising traffic to your online channel. With PPC, you know exactly where your marketing dollars are going, and you only pay when an user clicks on the ad. You set the budget and you control the daily spend. 4. Social Media Marketing: To expand your digital channel footprint, create accounts on sites such as Facebook, Twitter, Instagram, YouTube and LinkedIn. Create an editorial calendar that helps focus your posting efforts on the type of content you'd be sharing on a regular basis. 5. Content Marketing: Creating engaging content from your brand is a great way to gain subject matter authority in your category and build trust. Content is just not writing a blog and posting it to social channels. Think of content as everything you put online and out into the market that is intended to drive traffic to your website. We're talking emails, blog post, social post, native ads, banner ads, etc. Everything working together, consistent messaging, etc. 6. Email Marketing: Email has always been one of the best way to engage with your audience as well as drive traffic to your website and/or product. Email can be automated based transactions, or manual based on sending to a list. Email has the power to send your content to thousands of recipients, yet remain personal. 7. Analytics
The one thing you'll want to know is, are all my digital efforts working? Being able to track everything allows you to see where you might be rocking it or where it is lagging. Analytics and reporting allows us to change what isn't working. It will also provide us a clear indication of how all of the digital channels are working together to drive traffic, sales, etc.
If you're looking to discuss building your digital strategy, contact me. I am happy to help you through any questions you may have and provide industry insight.