Effective Digital Marketing 101
Compared to traditional marketing tactics, digital marketing can be less costly, present a custom approach, and produce measurable results. It’s not an either or and doesn’t mean you should abandon your current marketing efforts if that includes direct mail, outdoor advertising, and print deliverables. Postcards, door hangers, local advertising, and other traditional tools still have a place in the marketing mix. Just be sure that your message is consistent across all media.
There are many elements to an effective digital marketing strategy, and each has a role to play in getting your brand in front of the right audience. Keep in mind, however, that these efforts do not exist in silos. They should be interconnected and supportive of one another based on key messaging.
As with traditional marketing, the goal is to ensure that your company springs to mind when a prospective Customer is considering a project in your area of specialty. This requires consistency in both your activities and your messaging. Try to meet your prospects where they are with meaningful information.
Here are some key elements of a digital marketing strategy:
Search engine optimization (SEO): Use targeted keywords and other proven SEO strategies to get a higher listing in search engine results.
Pay-per-click and Search engine marketing (SEM): Use paid sources such as Google Ads to further increase your ranking in search results.
Content marketing: Content is the glue that holds the entire program together. It tells the story of your company and the benefits of doing business with you. Develop content that provides valuable information to your audience and positions your business as experts in your specialty. Effective content may include blogs, eBooks, case studies, and more. Be sure to, when possible, include images and videos in your content.
Social media: Create a presence on selected social media platforms to provide information and targeted content with potential and past Customers. Instagram and Facebook are good places to start, then expand to other sites from there. Try to develop interactive communications and relationships. You should post consistently offering new and valuable content.
Email marketing: Use email to provide pertinent and useful information to Customers and prospects. The goal is to be a useful source of expertise without becoming an inbox nuisance. Develop a contact list from info requests on your website, social media responses, phone contacts, and anywhere else you interact with prospects. Seasonal promotions and marketing campaigns may be appropriate for this channel of delivery.
Retargeting: Communicate with consumers who have visited your website or responded to your marketing messaging but have not moved forward. Use any information they have provided to personalize your message.
Online reviews: Encourage your Customers to review your company on relevant websites. Be sure to monitor these sites to thank those who provide positive reviews and quickly respond to any negative comments or issues that require addressing.
If you are starting from scratch, the number and complexity of these elements may seem daunting. Take the time to research and understand each of them, then roll out your program over time. Your favorite search engine can be your best friend. You’ll find information and guidance with the appropriate queries.
Sometimes the best solution is to call in the pros. Unless you have a dedicated internal resource or team, and based on the size of your company, you may want to engage digital marketing professionals to design your program and get it up and running.