Something to know about Jane Addams

Jane Addams known as the “mother” of social work was a pioneer American settlement activist/reformer, social worker, public philosopher, sociologist, public administrator, protester, author, and…

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5 Components for a Successful Digital Marketing Strategy

Creating a digital marketing strategy is an ever-evolving endeavor. The magnitude of various options online can leave even the most talented marketers confused.

Your options include search and display advertising, social media, email campaigns, SEO, content marketing, and much more.

So which strategies are worth implementing?

Knowing the answer to this question will make the difference between more sales or just a wasted marketing budget.

To help simplify this complexity, I have listed 5 components for a successful digital marketing strategy.

The first question you need to ask is why should someone come to your website in the first place?

It’s because you offer the best product or service, right!

The next question is why should your audience stay on your site or keep returning? The answer is simple:

Quality articles.

Content is still king. It allows you to build trust, create a voice, and display your expertise that no other channel can do.

This is why it’s so important to focus on original, high-quality content that provides some sort of value. Value is absolutely the essential component here.

It’s better to write 1 article a month that drives value than to write 100 articles a month of low-quality. The results of doing this will be higher search rankings, a more engaged audience, and more trust from your consumers.

On top of quality content, you want to focus on your niche. Due to semantic search results, a website that focuses on writing about one topic will outrank a competitor that writes about a large variety of different topics.

So focus on articles that are built on helping inform, educate, and/or entertain your audience. Doing so will allow your brand to be seen as a thought leader or go-to source to fill a desire or need.

The majority of brands begin their content efforts with a blog, which is a great choice.

However, there are many other options for content creation that can be used. For example, your brand can create a vlog, podcasts, infographics, white papers, e-books, videos and more.

When starting to craft the type of content your company will promote, be creative and pick a few different types of content. You will then measure these results to see which type of content resonates best with your audience.

For simplicity, my recommendation is to start with a vlog. Video gives you a human interaction, it performs well on social media, and you can take the transcript of your video and make it into a blog post if you’d like.

Also, filming yourself on video is very affordable. All you need is a cell phone and you’re all set. Don’t worry about the quality of the video. Concern yourself with the quality of the message when starting.

As of 2018, Google has moved towards mobile first indexing. This means the ranking of your site in search results will be based on the user experience for mobile users. In prior years, indexing was always for desktop first.

Needless to say, but to compete in today’s online world, you need to be sure that your site is optimized for mobile. Not having mobile-friendly site will not only affect your SEO, but it will cause your customers to disengage with you.

By not having a mobile-friendly site, you’re most likely losing lots of potential customers.

So what can you do to execute a mobile strategy?

The first step will be to clean up your site from any broken links or errors. You also want to fix any buttons on your site that are no longer working. Your next steps will be to use tools like Google’s Website Speed test to find ways to make your mobile site faster.

Other strategies will include adjusting any text, images, and forms that are not optimized for Google. It’s also recommended to stay away from popups as many are intrusive and are not always optimized for a mobile device.

With all the brands flocking to social media, the ability to have your profiles discovered is becoming harder now than ever before.

We will continue to see this trend, as it looks like Facebook is leaning towards a pay-to-play type model. In that, in order for your brand to show up in a person’s newsfeed, you will eventually have to pay for that advertising spot.

But don’t overlook social media advertising.

A great thing about social ads is that they’re very cost-effective, as you can control your spend. You can set a budget to a very low amount, which means social ads can have a very high ROI, especially if you keep track of your metrics with each one you run.

As well, advertising allows you to truly zero in on the desired customer being targeted. You can target users based on demographic data, interests, activity, recent events or milestones, and much more. This means a higher probability for conversions and no more wasted money on displaying ads to people who do not share your buyer’s persona.

Another surprise. Not only is content still king, but email marketing is still alive and well!

Email marketing remains one of the best ways to bring traffic into your site. It also comes with a strong ROI. According to the Direct Marketing Association, for every $1 spent, the average return is $44.25.

Interested in knowing how to create a successful email marketing strategy?

Here are a few ways.

Email on a schedule

Decide to email on a certain day each week or month. This is for two reasons.

First, a schedule allows your customers to become accustomed to when they can expect to hear from your brand.

Second, a schedule allows you to better prepare the other portions of your digital marketing strategy. For example, if your site has a blog and you wish to promote it in the e-blasts, your content writer will know he or she needs the article completed before the e-blast is created.

Don’t Over Do It

Another tip is to email regularly, but not too often. According to the View from the Inbox, their study showed 73% of users unsubscribe from an email list citing “too many emails” as the cause for unsubscribing.

For emails, remember that quality trumps quantity. As long as your email conveys value, your customers will not mind. Offers such as discounts, sales, or product launches are welcomed emails.

Audience Segmentation

Like targeting with social advertising, segmenting your email list can create a better ROI. This is because it allows you to better target people on their interests and activity.

For example, over time, you may find that some customers have a higher CTR than others. These customers may be a good fit for more emails throughout the week, as they are more frequent buyers.

Those with a lower CTR may show signs of being less frequent shoppers. If you’re sending only 1 email a week to these individuals, consider bringing this to 1 email every other week. This helps you lower the risk of emailing these customers too much.

This means targeting the keywords and phrases that individuals may use to find your product or service.

Creating a successful SEO strategy means understanding the phrases and words your target audience searches for. In turn, building content and advertising around these phrases and terms is essential.

Of course, there are a variety of additional steps for a digital marketing strategy. However, these are the top 5 components that are essential for any digital marketing strategy.

If you would like to grow your business online and are looking for advice on creating a marketing funnel for your business, please feel free to reach out by contacting me via email.

Something to know about Jane Addams

5 Components for a Successful Digital Marketing Strategy

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