The digital landscape changes quickly. Because of this, there isn’t a quick fix approach to building and growing a company’s online presence. But this isn’t a bad thing. There was an old Jiffy commercial in which a little boy patiently waited for his mom to make him a peanut butter sandwich while the song “You Can’t Hurry Love” was playing. Perhaps I’m just hungry, but this reminds me of digital marketing campaigns. You can’t hurry them. You just have to wait. If your digital marketing campaign is setup properly and implemented well, your patience will pay off. Here are the steps to take to increase your company’s exposure online:
Research, Research and More Research
You must thoroughly understand your business goals, or those of your client, before beginning a campaign. You might think you understand, but there’s a chance that there are aspects of the campaign that you’re overlooking. Begin by determining three or four main goals for the campaign. For example, increased traffic to a specific landing page or conversions on an email newsletter. Next, ensure that you understand how key players are faring in your industry. What tactics are they using? Can you tell what’s working and what isn’t? Use this information to help build your campaign. Then develop a clear understanding of the keywords you should be using in SEO, content and social media efforts. Last, consider your assets. Do you have a PR campaign in place? Grassroots marketing initiatives? Develop a clear understanding of how all of these items will work alongside the online marketing campaign.
Make Sure Your Website Is Well-Optimized
There are a number of tools you can use–like SEM Rush, SiteMetrics and others–to determine if you’re missing key SEO on-page elements. Ensure that your site has proper title tags, meta descriptions, image descriptions and other crucial on-page elements. This is the basis of a strong website. Optimize your site so people can find you.
Test Your Website for UX and Conversions
It’s likely that you have a very good understanding of the structure of your website and how to navigate to different pages, but if you haven’t tested for conversions, it’s possible that others don’t. Create a temporary PPC campaign to drive traffic to your site and then test how people are using your site using tools like 5 Second Test and Lucky Orange. Lucky Orange contains heat mapping software that lets you see how people are moving around your website. Perhaps they’re clicking on words that look like links but aren’t. Maybe they’re spending less time on certain pages and more on others. This information is invaluable and will allow you to make alterations to your site to encourage conversions.
Create Great Content
While this might seem like a tired refrain to digital marketers, many businesses still don’t put a lot of stock into content marketing. Creating articles on your website about your business’s area of expertise achieves a number of important goals:
1) The fresh, relevant content you create helps your site to get readily indexed in Google and increases its relevance and authority
2) People will have a reason to come to your site and view you as an expert even after (or before) they’ve purchased your product or services
3) The more content you created that includes mentions of your product or services (important keywords!) the more likely you are to come up in search results for those relevant keywords
Drive Traffic to Your Website Via Social Media
Approach social media with specific goals in mind and you will see success. But social media is more than regularly posting content to Facebook and Instagram, it’s about using the analytical tools at your disposal. Facebook, for example, offers deep targeting through Facebook Ads Manager that goes beyond simply boosting a Page’s posts. You can place a Facebook pixel on certain landing pages on your website, collect data about who has visited that page and then create an ad targeting those people. Hello, potential repeat customers! The opportunities are endless when implemented well.
Learn More About This Topic
We discussed this topic during a recent #OrganikChat. The discussion featured insight from digital marketing pros, consultants, students and more! Read the transcript here and join us every week for #OrganikChat, Thursdays at 1:30 p.m. PT. Tweet to the hashtag #OrganikChat and follow @SamHosenkamp, @Nicole_Barbato and @OrganikSEO for questions.
If you found this information helpful, be sure to check out our post “How to Practice Holistic Digital Marketing.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!