When we talk about digital marketing, we're not simply talking about a singular strategy to help you gain clicks. Digital marketing is an umbrella term for dozens of different strategic campaigns that are designed to increase visibility and traffic to your business. A single campaign on its own will yield some results, but they will pale in comparison to the opportunities created by a multifaceted digital strategy.
Budget and other resource constraints are always a factor in determining what strategies a company is able to implement at a given time. However, the relative cost-effectiveness of many digital campaigns means that you should be executing a combination of campaigns for your business. Here are some of the top methods for converting digital opportunities into tangible growth.
Advance Your Brand Through Retargeting
Retargeting provides advertisers with a great opportunity to gain the attention of a visitor who has already expressed interest in their products or services. In essence, retargeting allows businesses to follow visitors who have previously viewed their website as they go on to view other sites on the Internet.
A business that employs retargeting uses its ad display network to present relevant ads to consumers who, for whatever reason, left the website without making a purchase. In some cases, this results in a conversion that would otherwise have been lost. Even if no sale is generated, the advertising helps reinforce the brand's presence in the consumer's mind. This increased visibility will likely lead to dividends later on.
Cater Your Content to Search Engine Preferences
Google and other major search engines are constantly fine-tuning the SEO rules regarding content creation. To ensure that your content is meeting those new requirements and maximizing its potential to drive traffic, you should keep up to date on new technology and on the algorithm updates that introduce new SEO parameters.
Search engine ranking updates are more and more an attempt to place a value on the quality of content instead of on high-density keywords or high-volume backlinking. You should still work to establish valuable links with a variety of different websites and do your research on the keywords that are most valuable to your business. Most importantly, always make sure that your content is both professional in presentation and useful to consumers. Because social sharing has become a major driver in content marketing, a piece of content's value to consumers is as important as any other SEO technique.
Use Social Media to Cultivate Relationships
Social media is a powerful tool for engaging and encouraging the business-consumer relationship. As the business develops, its reputation as a customer-first business will help drive customer loyalty.
The challenge is maintaining this close relationship as you grow your consumer base. That's a problem many businesses would welcome in exchange for massive revenue opportunities. Remember that these social efforts are occurring in conjunction with other digital strategies that grow your visibility and your online reputation on a daily basis.
These are just a few of the many ways you can increase and improve your online presence and performance. There are many more opportunities available to businesses. Some opportunities you can take advantage of on your own; however, many businesses choose to work with a digital media consultant to get the most out of their time and money.