Digital Marketing Pursuits: The Best Return on Your Time
Written By Hannah Bergeron
The more content, the more likely your brand will be seen. But don’t think you can just flood your socials and website with fillers – your content should be well-written, creative, consistent, on-brand and research-based. Think blogs, tutorials, social media, newsletters, videos, etc. Write what you know!
Content is King
The beauty of high-quality content is that it’s affordable and attainable. However, in order to stand out in a sea of influencers, you will need a solid strategy, a consistent schedule and on-point branding.
→ How do you develop your content strategy?
1. Determine your audience – get specific – your audience should be segmented based on their search patterns, spending habits, location, etc… Target the individual & watch your stats skyrocket.
2. Choose your platforms – Some platforms & media are better suited for your brand than others, so choose wisely. Spending time and effort creating content for the wrong platforms will only put a dent in your budget.
3. Stay on brand – Your brand represents everything you have to offer to the consumer. It incorporates not only your product, but your mission, aesthetic, voice and so much more. Remember, when it comes to branding, less is more. Be specific with your vision and stick with it.
SEO reigns supreme
Search engine optimization will give your digital marketing strategy direction. Through keyword research, cultivating metatags and generating backlinks, you will be better equipped to anticipate what consumers are looking for and more likely to show up on their browser & socials.
Why is SEO so important? Essentially, organic searches account for more traffic than all other sources of traffic combined. The more targeted your content is, the higher your brand will appear on google’s search results. In other words, well-done SEO will lead to an overall increase in website traffic on a more consistent basis, drawing in new customers and boosting your profits.
The thing is, SEO can get a little complicated and needs to be updated on an ongoing basis. It involves continuous keyword research to stay on top of trends, being aware of what consumers are searching for and consistently delivering on the content your audience wants. It gets even more technical when you begin considering URL slugs, writing descriptive Alt Text for imagery and building links. For these reasons, we recommend investing a good chunk of your digital marketing budget into a skilled SEO specialist or platform (we love Ahrefs) who can take your content to the next level.
Email Marketing will never let you down.
We know it’s 2021, but email is far from dead. In fact, it’s thriving more than ever. Email marketing is an efficient way to communicate directly to your consumer with minimal risk and investment to you. Make an effort to create a comprehensive email marketing strategy and stick with it.
The key to optimizing your email campaign lies in segmenting your audience ✔, writing great copy (less is more!) ✔ and optimizing for mobile ✔. If you can consistently achieve all three, you will watch your KPIs skyrocket. Keep an eye on metrics like open rate (how often your email is opened), click-through rate (how often your audience follows the link in your email), conversion rate (purchases or other actions that occur as a result of your email) and bounce rate (how many of your emails didn’t make it to the recipient’s inbox. These 4 metrics are essential to measuring the effectiveness of your email marketing strategy.
Whether you’re just starting out or looking to update your digital marketing, investing in these three areas will guarantee you results.