Did you know that 81% of shoppers perform online research before making a purchase? The future is now when it comes to digital. Digital marketing can span anywhere from ads on Google to posts on Twitter to even mobile display advertisements. So, the question still remains: Where do you begin?
Let’s take a look at the step-by-step process you should take to begin your digital marketing journey.
Business executive with briefcase going up the stairsYour website is one of the most important elements of your digital marketing. This is the place where most of your advertising will lead your potential customers. That means a focus on user experience is incredibly important. You will want to make sure that all of your calls-to-action are easily seen and easy to understand, your contact information is on every page, and your website content is easy to read. You’ll also want to consider which devices your customer is using to look at your website. Roughly 60% of online searches are now conducted on a smartphone instead of a desktop computer, so it is vital that your website is mobile responsive. Having a mobile responsive website means that your website can fit into any size browser without being distorted. Thus, creating a great user experience.
Now that your website is ready for users no matter where they are searching, it’s time to drive people to it. One of the quickest and easiest ways to drive people to your website is by utilizing pay per click advertising. Commonly known as PPC or SEM, these ads usually appear at the top and bottom of the search engine results pages on Google, Yahoo, Bing, and other top search engines. PPC is a great way for your business to dive into digital marketing because it’s one of the only forms of advertising that can instantly get your website in front of searchers looking for your products and services. Closely monitor the keywords that are driving customers to your website so you can adjust your ads and allocate to your budget to the right keywords.
PPC isn’t the only way to reach potential customers online. People may visit your website while they are still in the research phase of their buying process and leave your website without making a purchase or a phone call. It is important to stay top-of-mind for those people while they are still making their purchasing decision. This is where retargeting ads come into play. These ads work by placing a tracking pixel on a customer’s browser after they visit your website. While they are surfing the web, these display ads will show up in their browser reminding them of your business and the products or services you offer. Retargeting ads don’t quite get the same amount of clicks that PPC ads do, but studies have shown that site visitors who are retargeted with display ads are 70% more likely to return and convert on your website than visitors who aren’t retargeted. You can also use mobile display advertising tactics like geofencing to target users when they’re near your business. Read the following blog post, 3 Ways to Make Geofencing Work for Your Business, to learn more.
Paid advertising tactics like PPC and display ads are the perfect way to quickly drive users to your website and jump into digital marketing. But, you’ll want to focus on some organic strategies as well to optimize your website and build a solid organic presence.
The first organic strategy you’ll want to get started with is SEO, which stands for search engine optimization. Having quality SEO for your website will help you achieve more shelf space in the organic listings of the search engine results page. SEO differs from PPC and display in the sense that it can take a while for you to start seeing the fruits of your labor. But, investing in an SEO strategy can yield a number of benefits for your business and should be a key aspect of any digital marketing plan.
The other organic strategy to focus on is a strong social media presence across multiple platforms. Social media is an integral part of society, with people spending up to 50 minutes a day on Facebook alone. Setting up and managing business pages on Facebook, Twitter, YouTube, and more can help you connect with your customers and prospects, drive additional users to your website, and even capture leads if you employ paid advertising strategies like Lead Ads on Facebook.
Once you’ve established a solid paid and organic presence online, more people may be searching for your business directly. When this happens, review sites often pop up, which means managing your online reputation is important. In fact, 90% of people say online reviews influence their purchasing decisions, and 56% of consumers say they rely on search engines to help them find reviews about businesses. Read this blog post, Reviews FAQs: How Do I Monitor Reviews, to learn more about reputation management.
The goal of a comprehensive digital marketing strategy is to be present wherever people are spending time online – including search engines, social sites, and review pages. Running a full digital marketing plan can seem like a lot of work – because it is – so you may consider looking for a digital marketing company to help you run these campaigns while you’re running your business. Don’t be afraid to look for a reputable company to guide you to digital marketing success. Learn more here.