Which (Digital) Marketing Strategy is MOST Effective?
Whether you are a new business or revamping your digital marketing strategy, it can leave you with the difficult task of deciding where to focus your efforts, and more importantly, your budget. Is there a “perfect”, a one-size-fits-all marketing strategy that will be ideal for everyone? The answer, as you could probably imagine, is no. Rather, an integrated approach that uses a variety of strategies at various points in the buying cycle is the best decision you can make.… But this doesn’t make the decision process much easier. When you are picking and choosing what strategies you want to invest in (your “buffet” of marketing options, so-to-speak) it can be difficult to know where to start. Here’s an overview of the most effective digital marketing strategies and when they work best.
Search Engine Marketing (SEO & PPC)
What it is: Search engine marketing (SEM) is the practice of directing more traffic to your website through site optimization and paid online ads. These tools allow you to remain at the top of search engine results pages by either bidding on keywords that relate to your business, or by incorporating them into your actual page content to improve your rankings and relevancy.
When is it most effective: SEO and PPC are always an effective strategy. 96% of informational/educational content is distributed through search engines, and is usually anyone’s first step during their research stage of selecting a good or service.
What it is: Content marketing ties in heavily with SEO practices, and should aim to provide your users with information that will eventually guide them through the buying process. In doing this, you can gain familiarity and trust with future customers. Different types of content you can create for your marketing efforts include blogs, eBooks, case studies, infographics and more.
When is it most effective: Content marketing can be an extremely effective tool at the beginning of the funnel by drawing prospects in. It allows your brand and business to become relevant to the consumer as they are searching for answers to solve a problem and assists in creating credibility. You can continue to create content throughout the buyer’s journey by tailoring your content to users’ specific needs.
Tip: Want to go the extra mile? Share and promote new content using Facebook, LinkedIn, or other social platforms that suit your business.
Social Media Marketing
What it is: Social media is a great way to broaden your audience at a lower cost than some of your other marketing efforts. Much like a search engine, you can create both organic posts for a business page, as well as sponsored ads and content to reach beyond your current followers. Social media is a great tool when it comes to remarketing by showing new content/services/products to past website visitors.
When is it most effective: Social media helps users discover new content, and can therefore be a useful tool when trying to expand your audience by promoting and linking to content from your site. If you have a large set of social followers, you can also use social media to engage with potential and current customers – helping to humanize and establish your brand’s voice.
What it is: Email has truly withstood the test of digital time, and will likely continue to do so as the preferred method of communication among professionals. This means it’s a good place to reach prospects under a more professional environment and create personalized messages that cater to specific interactions and purchasing behavior.
When is it most effective: Email marketing is a great tool for segmenting your audience based on behavior. For instance, you can create lists of leads based on those who sign-up for more information about your product or service. You can also retarget past buyers to remind them when new shipments of their favorite products come in, or recommendations for what they also might like.
We hope that these high-level overviews of some of the most effective digital marketing strategies give you some insight as to where you are going to start your digital marketing journey. Remember that each of these often work best when integrated with another strategy (i.e. promoting your content, using social to improve SEO by creating inbound links, etc.)
If you want to learn more about each of these individual services, including integrated marketing, click here.
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