Let’s have an honest conversation, I’m pretty sure you are not getting the results you want from your digital presence. Even if you hired an outside digital marketing (or SEO) agency, I would bet you are still not satisfied.
If you’re anything like the hundreds of small-to-mid-sized businesses I’ve chatted with over the years, I’m guessing you may also be a little confused about digital marketing and how it all works.
But until you know how it works you won’t be able to:
- Protect yourself from dishonest digital agencies who want to sell you every tactic under the sun.
- Evaluate which digital tactic is performing well and which one you need.
- Communicate the results you really want and which tactics will really matter to your bottom-line.
Can you relate?
Hopefully I can clear up some confusion about the basics of digital marketing, how it works, and tips to enhance your digital marketing efforts.
What is Digital Marketing?
Digital marketing is a broad term that describes all the different digital tactics or activities you can use to market a business or build a brand online.
The 7 fundamental digital marketing components that are essential to success are:
- Your Website
- Website copy (Part One of SEO Success)
- Email Marketing
- Lead Magnets
- Blogging (Part Two of SEO Success)
- Social Media
- Analytics & Measurement
Each digital marketing tactic above needs good keyword optimization, a strong & concise message that matters to your target audience, and a clear call-to-action (CTA).
Before we talk about those items, you need to first understand how each of the 7 digital marketing tactics perform, so let’s dive in.
#1 Your Website Design
All your digital marketing efforts should point back to your website and your website should be your top performing salesperson.
Here’s the typical online journey a site visitor takes:
First your potential visitor searches for a product, service, or question on Google or Bing, which they are expecting a quick, relevant answer back. If your website shows up in the search engine results page (SERP), the visitor clicks on your website link and should be able to quickly get the needed information they were searching for. If they do and are satisfied with the answer they will probably navigate around your website to learn more.
If the visitor takes that journey then they had a good user experience (UX) on your website which means more visits to your website again because you just bought some trust and credibility for your business.
On the other hand, If they can’t find what they are looking for or they don’t know where to go next, they will exit, or as Google Analytics likes to classify it, the user will “bounce.”
Here are a few quick tips to create a positive user experience on your website:
- Make sure that your website navigation allows users to access information easily, usually no more than three clicks.
- Your website design needs to be clean (not cluttered), with a clear purpose, and heavy use of white-space.
- No flashing animation or heavy, dark colors
- Your website is a visual platform for your brand and needs a high-quality “look and feel” to engage a visitor and build business credibility.
Your website should be your best performing salesperson and needs to build trust, credibility and generate sales.
#2 Website Copy: Your SEO Booster
The goal of any web page is to get read, so each page on your website should be clear, offer value and have one key message.
Ask yourself, “if a visitor remembers one thing on this webpage what do I want it to be?” That is how you define a key message.
Good website copy helps and informs your visitor on ways to solve a problem. Resist the urge to sell on your webpage, unless it is an ecommerce product page.
Nothing causes more people to discredit your business than a webpage that talks all about your business and has aggressive copy that seems to force a sell.
Tips to increase your website readability:
- Solve a common challenge or problem that your ideal customer faces (as it pertains to your business or industry).
- Write in active voice on your webpage.
- The content should be unique and interesting with strong, attention-grabbing headlines and sub-heads.
- Use single line paragraphs for a main point to stand out.
- Keep everything short. Words. Sentences. Paragraphs.
- Remove all jargon.
All web content must be skim-friendly because most people skim a webpage or blog article first before deciding whether they should read the entire thing.
#3 Email Marketing: Your Communication Gateway
About 269 billion emails are sent every day and email marketing is still one of the best ways to communicate with your prospects and customers.
In 2016 email had a median return on investment (ROI) of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search.
One of the keys to success with email marketing is personalization – which has a transaction rate that is six times higher than emails that aren’t personalized.
Personalization is more than just including someone’s first name in the email, to win at personalization and email marketing you must know how to segment your email list. Which means to group similar people together on your list. Usually by demographic or psychographic information and then crafting your message for each category making it unique.
Don’t use generic copy in the email or send a mass email to everyone on your list. That could lead to a high number of unsubscribes. Aim higher and craft copy that inspires action.
#4 Lead Magnets: Build Your Email List
So how do you get email addresses? Hint: not through networking events, or business card exchanges.
To get this valuable piece of info from a website visitor you need to give them an irresistible offer in exchange for giving you their email address. How do you do this? By offering them something of value in exchange for their email address.
How to choose the right lead magnet:
- Consider your end game. What does your ideal customer need to understand, be aware of, or believe, in order to need your product or service?
- It should complement or align to the product or service you are planning to sell.
- What is an easy, relevant solution for your chosen target audience?
- A web course over 30 days is NOT a desirable choice. It’s just way too long a time commitment. Look at offering guides, reports, short eBooks, checklists etc., all easy-to-implement and highly informative.
Once you have your lead magnet idea, then you need to create it. If you don’t have access to design software, using Microsoft Word will work as long as it’s nicely formatted and valuable information.
Just print it to PDF and then use a tool like LeadPages (my favorite) to create a landing page or a popup box, just try our popup box below.
#5 Blogging: Rise Higher in the SERPs
Having an active blog page on your website is an effective way to get traffic from search engines. The bonus of writing blog articles is that you can pepper them with keywords related to your service, offer and brand. Keywords are the breadcrumbs that the Google algorithm follows to decide if your website content is helpful to online users.
If you create original, helpful content with high ranking keywords, you will find that your links will rise up in the SERP’s. Blogs also give the opportunity to position yourself as a thought leader in your field. When your content is well researched, useful, and highly engaging, trust in your brand flourishes.
You can also include SEO keywords in the URL, meta tags, descriptions, titles, subheads, and images on your blog pages to draw in even more traffic.
#6 Social Media Marketing: Humanize Your Brand
A successful social media marketing campaign builds relationships and allows you to listen and respond authentically to your ideal customer. Don’t use your social media page as a way to post business info and try to get people to buy.
Here’s something most social media marketers won’t tell you… Unless you advertise on social media you will rarely get engagements (likes, comments, shares). Don’t let this keep you from posting though, because posting on your social media page will help your SEO rankings as well as adding “social proof” when a prospect decides to check you out.
Good social media goals revolve around becoming an industry leader by posting great, relevant content that builds trust and authenticity. Join groups and forums, investigate what your target market is saying in conversations. Add value with your industry experience, build credibility and encourage engagement.
Remember you want quality leads that become a loyal support base.
You are competing with a world of competitors. Don’t deliver average when you can amaze with inspirational and engaging storytelling. Always be available to chat, respond or start a meaningful conversation – don’t leave a comment just hanging.
#7 Analytics: Measuring Your Impact
Digital marketing eliminated the days we use to spend pushing out messages and marketing materials and not have a clue how it was driving sales or creating awareness.
We can now see the results of our marketing efforts in real time.
Accurately measure your return on investment (ROI) by analyzing the data. How many sessions/users did we increase on our homepage? How many were new visitors? What pages are clicked? How many conversions (sales) did we have?
These analytics help you to prioritize where to spend your budget, or when to tweak pages that aren’t performing well.
Getting to Know the Fundamentals of Digital Marketing
The most important thing that you need to understand is how digital marketing works. Whether you hire a digital marketing agency or have a small in-house marketing team, knowing the fundamentals will allow you to look at the right metrics, like click-through-rate (CTR) instead of open rate, and ensure you spend your budget strengthening these foundational elements before you move on to more advanced digital marketing tactics.
Don’t leave this area of your business unmonitored and misunderstood. You could be leaving huge profits on the table.
I have a special marketing consultation package that will walk you through “Everything You Need to Know About Digital Marketing.” I have meticulously been explaining the ins and outs of digital marketing for years. And now I’m ready to share my notes & presentations with you, face-to-face in Houston.
Interested? Email me and let’s discuss the details further!