Find out in our breakdown of the top digital marketing strategies for 2020.
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|What is a digital marketing strategy?|
|Why have a digital marketing strategy?|
|How to create a digital marketing strategy|
|7 digital marketing strategies to use|
|How digital marketing strategy benefits your company|
What is a digital marketing strategy?
A digital marketing strategy is a plan of action for achieving your digital marketing goals. Your strategy explains how you will accomplish your goals, such as improving your conversion rate by five percent or increasing your lead generation rates by eight percent.
Examples of digital marketing strategies include a social media campaign that includes partnerships with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email build customer loyalty.
Why have a digital marketing strategy?
Establishing a digital marketing strategy is critical. If you partner with an experienced full-service digital marketing agency, like WebFX, you can trust that one of our initial to-dos is building a smart and competitive strategy for your company.
Without Internet marketing strategies, your business doesn’t have a map for achieving its goals. You know what you want to accomplish, but you don’t know how. That 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.
How to create a digital marketing strategy
Curious about how to create a digital marketing strategy?
Follow these eight steps:
- Define your brand: Outline or use your brand guidelines to define your brand and how it’ll come through in your online campaigns. Think about your unique selling points (USPs), brand voice, and value proposition.
- Build your buyer personas: Determine who your business wants to reach with custom buyer personas. Think about user demographics, as well as the motivations that drive people to choose your company, products, and services.
- Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short- and long-term goals for growth.
- Choose your digital marketing strategies: Pick the best strategies for your business. Focus on the techniques that offer the most value for your business and industry, versus trendy strategies.
- Set your digital marketing budget: Research digital marketing pricing to build a realistic budget for your business. For reference, most businesses spend $2500 to $12,000 per month on online marketing.
- Brainstorm 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 campaigns: Following your planning, launch your campaigns across channels. Ensure all your channels feature the appropriate tracking information. Your website, for example, should 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 their return on investment (ROI).
With these eight steps, your company can launch your first online marketing strategy. If you need help creating your online marketing strategy (or want to create the best one), consider online marketing services, like from WebFX.
7 digital marketing strategies for your business
Now, let’s look at seven powerful digital marketing strategies for companies today:
Digital Marketing Strategies
- Content Marketing
- Email Marketing
- Social Media Marketing
- Voice SEO
- Video Marketing
1. Search engine optimization (SEO)
Search engine optimization (SEO) is one of the most effective digital marketing initiatives today.
Learn More About SEO
- SEO Resource Hub
- What Is SEO?
- SEO: From Start to Finish [Guide]
- How Does SEO Work?
- How Much Does SEO Cost?
- How to Optimize Your Site for Google
- SEO Services
What is SEO?
SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for — and the higher you rank — the more people will see and become familiar with your website and business.
What is SEO’s goal?
SEO aims to direct more traffic to your website from members of your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more top of the funnel content.
If you’re a landscaper, for example, you may use SEO to increase your ranking in search results for the keyword, “residential landscaping design,” and, “common lawn weeds.” While these keywords have different intents, one transactional and another informational, they target your audience.
Due to that targeting, you encourage traffic to your website from users that matter.
Why use SEO as a digital marketing strategy?
When it comes to digital marketing strategies, look at SEO as a requirement. It intercepts every member of your target audience — no matter where they are in your buying funnel. The reason is that almost every user begins their search for a new product or service with a search engine.
For example, did you know that 80 percent of consumers do their product research online? Or, that after searching for something, more than half of users discover a new company or product. With SEO as one of your online marketing strategies, that could be your business.
To emphasize the usefulness of SEO as an Internet marketing strategy, consider the following:
- Less than 10 percent of searchers advance to the second page of search results
Most of the time, when a user performs a search on Google, they don’t click past the first page of results. Why? They often 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 percent of searchers click on the first result
With so many users finding their answers in 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’re hidden from their view — out of sight, out of mind.
That is why an effective SEO strategy, as well as our leading digital marketing agency, is essential. With our performance-driven SEO services as a part of your online marketing strategy, you can attract more potential clients and earn more revenue.
Want to add SEO to your digital marketing strategy?
2. Pay-per-click (PPC) advertising
Another powerful and cost-effective online marketing strategy is pay-per-click (PPC) advertising.
Learn More About PPC
- PPC Resource Hub
- What Is PPC?
- 8 Types of PPC You Should Know
- FAQs About PPC
- How Do PPC and SEO Work Together?
- How Much Does PPC Cost?
- PPC Services
What is PPC?
PPC is a paid form of advertising that relies on an auction-based system.
In other words, you don’t pay for ad space — only for the results.
For example, if you sell winter boots for children, you could bid to advertise in the search results when a user searches, “children’s winter boots.” This keyword is more transactional, which is what you want for a PPC campaign — it’s paid advertising, so you want a fast return on investment (ROI).
What is PPC’s goal?
PPC aims to reach searchers with transactional queries, meaning they’re ready to buy your products or services. When they click on your ad, they’ll arrive at your landing page and see a call-to-action (CTA) to convert, whether by purchasing a product, signing up for an email newsletter, or another action.
Why use PPC as a digital marketing strategy?
PPC is one of the most cost-effective paid advertising methods.
For many businesses just getting started with digital marketing or looking for a quick boost, PPC is a useful online marketing strategy. It propels your website to the top of search results, which can help if your company’s organic search result ranking is several pages back.
Why else should you include PPC in your digital marketing campaign strategy? Consider these facts:
- Businesses earn $8 for every $1 spent on Google Ads
With Google handling more than 60,000 searches a second — or more than two trillion searches a year — it’s a go-to platform for PPC campaigns. That is why many companies invest their PPC budget in Google Ads, which offers an impressive ROI.
If you decide to advertise on another platform, the average ROI is $2 for every $1 invested.
- Users that click on ads are 50 percent more likely to buy a product
As PPC ads target keywords with a transactional intent, it’s not surprising that a lot of users purchase a product or service. It is, however, a fact that demonstrates why PPC is a critical component to a comprehensive Internet marketing strategy.
Even if your company has an established presence in search results — say you rank on page one for several high-value keywords — PPC can optimize your conversions even more. That is why PPC and SEO often work together to achieve your digital marketing goals.
Think PPC is the right strategy for your business?
3. Content marketing
Content marketing is another go-to online marketing strategy for companies today.
Learn More About Content Marketing
- Content Marketing Resource Hub
- What Is Content Marketing? [Guide]
- How Effective Is Content Marketing?
- How Can Content Marketing Improve Your SEO?
- 7 Reasons Content Marketing Matters to Digital Marketing
- How Much Does Content Marketing Cost?
- Content Marketing Services
What is content marketing?
In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videos, blog posts, infographics, and more, provides values to users. It’s not, however, sales-orientated copy — it’s informational.
For example, if you run a business that sells ski and snowboard supplies, you could write an article about what a beginner needs for their first outing. You could also write articles on how to take care of a snowboard, and what accessories can help improve ski performance.
With these individual pieces of content, you target specific keywords.
Your article about snowboard care, for instance, may target the keyword, “how to maintain snowboard,” or, “how to wax a snowboard.” With our award-winning team on your side, we would optimize the content for search and users.
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 original and high-quality content that makes users want to share it with their friends, families, coworkers, and other people in their social network.
What is content marketing’s goal?
The overall goal of content marketing as a digital media strategy is to provide valuable information to your target audience, increase traffic, and generate conversions. From a technical standpoint, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.
Why use content marketing as a digital marketing strategy?
A few other reasons to use content marketing in your digital marketing campaign strategy?
- It generates 54 percent more leads than traditional marketing
Content marketing is a long-term and ongoing strategy that delivers an impressive ROI. That ROI includes new leads and clients for your business, as well as increases in your conversion rates. Content marketing provides these results by targeting every stage of your buying funnel.
- More than 60 percent of users prefer companies that create content
In today’s online marketplace, users have a lot of power. They can choose to read or ignore your company’s messages, whether they’re promotional or informational. Many, however, respond well to informational content from companies, which is why content marketing is so essential now.
Want to use content marketing as one of your digital marketing strategies?
Partner with our full-service digital marketing agency and boost your revenue. Chat with our team and start building your personalized strategy by contacting us online!Check out our content marketing services
4. Email marketing
Email marketing is one of the most cost-effective online marketing strategies available.
Learn More About Email Marketing
- Email Marketing Resource Hub
- What Is Email Marketing?
- Does Email Marketing Still Work?
- 11 A+ Email Marketing Examples
- How to Use Email Marketing With Content Marketing
- How Much Does Email Marketing Cost?
- Email Marketing Services
What is email marketing?
Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.
A core part of email marketing is developing and refining your campaigns, as well as growing 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 may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy.
For example, an HVAC marketing strategy may use email to build a relationship with homeowners and businesses by sharing tips for maintaining a heating and cooling system, lowering energy bills, and more. In comparison, a medical equipment marketing strategy could use email to highlight design advancements, industry conferences, and wholesale discounts for products.
When those subscribers need a service, whether maintenance, emergency, or installation, they have a higher chance of choosing that HVAC business because the company’s proven themselves as knowledgeable and trustworthy.
One of the benefits of this strategy is that you can also segment your audience and personalize your email campaigns. For example, you may create a campaign for users that purchased a certain product or visited a particular webpage.
What is email marketing’s goal?
The main objective of email marketing as a digital marketing initiative is to stay at the top of mind for potential customers, and provide current clients with beneficial information, like relevant industry news, and personalized content, like product coupons, that keep them coming back.
Why use email marketing as a digital marketing strategy?
When it comes to email marketing, it offers tons of benefits. That’s why more than 80 percent o companies use email marketing, from manufacturing operations to retail stores to technology businesses.
Some of the biggest benefits of email marketing as a digital strategy include:
- Features an average ROI of $44 for every $1 invested
With an average ROI of 4400 percent, email marketing offers an unmatched return. Its impressive return emphasizes the potential of this Internet marketing strategy for increasing your revenue, brand awareness, or client retention rates.
It also shows that users like emails. More than 60 percent, for instance, like weekly promotional emails.
- Creates 50 percent more sales than other lead generation methods
For businesses that want to generate more leads, as well as more revenue, email marketing is a go-to online marketing strategy. Additional steps, such as audience segmentation, email design, and personalization can also maximize the results of email marketing.
For example, smart segmentation can increase your revenues by up to 760 percent.
Looking to use email marketing as one of your primary digital marketing strategies?
5. Social media marketing
Another Internet marketing strategy for growing businesses is social media marketing.
Learn More About Social Media Marketing
- Social Media Marketing Resource Hub
- What Is Social Media Marketing?
- Is Social Media Marketing the Right Choice?
- How to Get the Most Value From Social Media Marketing
- 6 Best Social Media Platforms for Businesses
- How Much Does Social Media Marketing Cost?
- Social Media Marketing Services
What is social media marketing?
Social media marketing focuses on building brand awareness and increasing conversions. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.
A few of the most popular platforms for this Internet marketing strategy include:
In addition to marketing your company on social media, this strategy often focuses on advertising too.
What is social media marketing’s goal?
The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. That is why social media marketing focuses on creating informational and promotional content, plus interacting with users on the various platforms.
Why use social media marketing as a digital marketing strategy?
With less than 30 percent of companies using social media as a marketing strategy, there is an immense opportunity for businesses that invest in it. Even better, more than 25 percent of a user’s Internet time is spent on social media — meaning it’s a perfect outlet for connecting.
A few other reasons to use social media marketing include:
- More than 65 percent of consumers use social media for customer services
Users rely on social media for more than sharing content with friends and family. They also use it for connecting with companies, whether by highlighting a positive shopping experience or requesting a company’s assistance.
If you’re inactive on social media, you leave users with limited options for contacting your business. Inconveniencing your clients can lead to low client retention, which has a direct impact on your revenues. That is why having an active presence on social media is essential.
- More than 70 percent of shoppers use social media when making purchase decisions
No matter your industry, word-of-mouth recommendations are powerful — and now, social media serves as an outlet for digital word-of-mouth recommendations. If you’re inactive on social media, you exclude your business from these conversations.
That can lead to consumers overlooking your company. If you have an inactive page on Facebook, for example, that can serve as a low trust signal to users — especially if you have zero reviews or less-than-stellar comments from past customers. With social media marketing, you can change that.
Ready to use social media marketing as one of your digital marketing strategies?