5 elements of a successful digital marketing strategy
The sophistication of the emergence of new technologies and tools has benefitted none more than the small-to-medium sized businesses (SMBS). The substantial cost-efficiencies and competitive advantages have enabled SMBs to compete on par with their larger, multinational companies by leveling the playing field.
However, it is has become ever more critical to have a successful and fully integrated digital marketing strategy to succeed in the long term. Without a proper digital marketing strategy, SMBs lose crucial brand visibility, strong and loyal customer relationships and competitiveness. The following are five essential elements that should be incorporated for gauging digital marketing success.
Search marketing, particularly SEO, may not be as popular as it used to be, but it still is an important element for digital marketing success. Its popularity has largely shrunk due to the introduction of stricter requirements for SEO effectiveness from hosting sites such as Google. However, SMBs need to make an effort to be updated with the latest requirements and ensure that any marketing exposure is not lost due to SEO.
PPC, on the other hand, is still in wide use. Many popular online companies such as Amazon.com owe much of their success to PPC.
The power of content is only getting bigger and bigger. The age of information has left its imprint on the sophisticated channels of content management and reporting. Tools such as WordPress.com allow information and a wide variety of content to be displayed and targeted to customers more easily. Relevant and useful content along with a rich combination of media has shown to be instrumental in engaging customers and expanding corporate visibility and reach.
“Email will remain a workhorse over the next five years — especially for business-critical communications. The rise of connected devices will increase the need to communicate with consumers based on real-time data and specific events”
- Jeff Rohrs, author at Salesforce
E-mail can easily be considered as a communication tool out of time. After all, so many more ways and tools of marketing have emerged, so why use the old ways? That is because e-mail still retains many marketing advantages that firms are only beginning to realize and implement for gauging higher marketing success.
It firstly stands as an effective tool for segmenting lists of customers that allow product offers, news, and tips to be tailored to the specific needs of the target audience. Especially now, owing to the e-mail notification settings, e-mail can be used to deliver marketing campaigns in real-time.
Social media marketing
Social media is one of the easiest ways for a company to establish its credibility in the corporate world. On websites such as Facebook, Twitter, and LinkedIn, a company can easily share information and updates pertaining to its field and attract a large following. This allows increasing brand presence and trust with people.
People are increasingly demanding more engaging and interactive ways of consuming data. Keeping this in mind, a company has to have a responsive website design that provides a seamless user experience and engaging content to be able to attract greater traffic and lead generation. Due importance needs to be given to ensure that the website is fit for mobile viewing to gauge greater traffic.