When you’re small and growing, you have to make the most of what you’ve got. A growing business has to tackle plenty of concerns which are similar to a large business but do it within a limited budget. Now marketing channels provide direct links between a company’s budget and its ROI, so it makes sense that you factor it into a strategy. Below are the 9 Most Effective Digital Marketing Strategies for Growing Business which will help you draw out the full potential of your budget.
To develop your brand you need a company name, logo, colours, graphic elements like business cards and other collaterals that communicate your strategic positioning to your customers. They should all work together to develop a specific tone and feeling. As your business grows, it is very important to develop your identity and brand, before you venture out to try different marketing strategies. And once you do that, you can effectively create a strong presence across various digital platforms and reach your target audience. You should also determine your brand positioning which is a positioning statement that captures the essence of your brand.
Websites helps you establish credibility as a business. The first thing your prospect might do is Google you and check your website which is your chance to impress your potential customers. Your business website is your digital place where you can send your customers for more information, drive leads from social media, write beneficial content that paints you as an expert in your niche, share digital brochures, capture and collect email addresses… and that’s just scratching the surface. Since most digital marketing tactics depend on having a website, it is most imperative that you have one.
Once you have a website, it’s time to optimize it so that it can reach your audience through the search engines. There are plenty of factors that influence your search engine ranking namely, keywords included, quality of content, backlinks, mobile-friendliness, security and user experience. To do this, use Google Keyword Tool to find relevant keywords with lower competition then tweak your content to target these keywords. Use Google Analytics to check the amount of traffic you are getting, where it is coming from, and which keywords you are ranking for.
Now that you have your brand identity and solid website in place, it’s time to paint you as an expert who can solve problems for your target customers, and thereby build trust with your audience. So it is important to create great content and provide value to your potential customers. A great side benefit is that you can leverage this content on your social media platforms and even in paid advertising.
You know you should create incredible content, but how should you go about it? Well, you can research your customer problems and questions and then write about them by using a list of keywords that your audience uses in their searches. This could be done by using a keyword planning tool. Write a blog post, create a graphic, make a slideshow or record a video, just make sure you are adding value for your audience and answering their questions.
Lead generation and lead nurturing both should be a crucial part of your marketing strategy. For generating leads, a lot of growing businesses choose to buy a list to get started. This is an old school approach and is usually unproductive, brings you fewer quality leads, and presents ethical challenges. Instead, placing a subscription or newsletter form or even a simple contact us form on your landing pages and bring you quality leads. And once your leads start growing, it is important to keep them engaged so that they keep coming back to your site. You can do this by sending them to blog post updates or product/service updates on regular intervals.
To get Quality leads, you can use two main elements that you must structure correctly for your blog’s conversion.
- Place opt-in forms where they count, like a pop-up box, top of the sidebar, the bottom of article etc
- Assemble “hub” pages. These are the post which rank well in search engine and shows the best content. Include opt-in boxes here.
A lot of people visit your landing pages but leave without giving you their information. This is where lead magnets come in. They could be as simple as a free ebook or whitepaper or free trial of digital product or services. They could also be a campaign based wherein say you distribute free sample of products. Just collect information before giving access to these freebies and make sure to include a web link or your own contact information at the bottom/end of your lead magnet. This will help steer potential customers back to your website for more information.
Social Media Marketing
Social media websites provide exposure to your business and are a good source of traffic to your website. When someone visits your social media page or your website from social media platforms, they’ll see a great brand, with useful and engaging content, and would gladly provide you with their information to learn more. And all these benefits when you are using these social media platforms for free. With their paid options, you can certainly increase your reach.
But posting regularly and managing your social media pages is important for them to be useful. Here are a few steps that can help
- Understand where your customers are. Whether they are on Facebook or Linkedin or both? If you are not sure, ask them directly.
- Don’t spread yourself thin on multiple channels. Stick to one or two platforms, post quality content regularly, build a following and engage with people.
- Don’t waste your time by individually scheduling every single post. Use automating tools like Hootsuite or Buffer to save your time.
- Personally engage with your audience and respond to comments no matter whether they are positive or negative.
- Understand what your social media goals are, whether it is to generate more leads, share product or service information, increase brand awareness, expand your network, or just about anything that helps your business connect with consumers.
- Build different strategies for different social media platforms as per the nature of the platform. For example, you can use Facebook for generating new quality leads, Instagram for sharing visually impactful content, and YouTube for informational videos.
Organic traffic is great, but with today’s competitive market, you need to up your marketing game by adding a paid advertising layer. But should you run a pay per click campaign? Or should you go with a paid campaign on Facebook? To decide what ad to run, you should first find out what your strongest sources of organic traffic are and what are your goals for running the ad.
For example, you simply want to drive clicks to your site, and with the help of Google Analytics you notice that the bulk of your traffic and conversions are coming from Facebook, then it is a clear indication that you should run a paid campaign on Facebook, as it would most likely get you a good return on backlinks, in simple words means there is a link on another website that points to your site.
Backlinks are very important for your business. Mainly, because they send traffic to your website. Secondly, because Google uses these nifty backlinks as an indication of how high to rank your website in its search results.
Now that you know why backlinks are important, how are you going to get them? The easiest way is to use social media platforms, wherein you can post informative images and link them back to your website. Another engaging approach is to use community sites like Quora, Reddit and Medium. However, be careful with these forums and sites and provide only informative and useful content that adds value to the community. You can also try guest posting, which can be really beneficial to you if you are posting in some popular site.
How can Gladowl help you to develop your marketing strategy?
The success of any digital marketing campaign requires significant knowledge, investment of time, constantly analysing the results and streamlining marketing efforts. Let Gladowl help you in conducting successful digital marketing campaigns. As expert marketers, we recognize the complexity of any marketing campaign and know what it takes to make it successful. What’s more, we’re equipped with a dedicated team of graphic designers, SEO experts, copywriters, digital strategists, and more. So not only all your digital marketing campaigns will draw attention by being visually stunning and with engaging content, but we’ll also use our experience and marketing skills to drive conversions.
Contact us today to find out more? As per your business requirements, we can be your lead generation hub, fully-outsourced marketing department, or support your existing team on an ad-hoc basis. No matter what your requirements are, we are ready to hear from you!