Most businesses know that to be successful in today’s digital age, they need to have a professional and powerful web presence – one that is responsive, easy to administer via a content management system (like Sitefinity or WordPress) and acts as a kick-ass lead generation tool.
But that’s just the beginning of what you need to create a comprehensive, results-driven digital marketing strategy. Everything in your digital marketing arsenal must come together to drive traffic, engage and inspire prospects and convert leads.
To rise above the competition, you must make the most of every digital channel to reach potential customers wherever they are.
Research shows, on average, it takes 12 touches (marketing interactions) before a web visitor becomes engaged enough to want to do business with you. So, it’s critical to put out a consistent, branded message multiple times over multiple channels to hit those touchpoints.
The good news is that it’s easier than trying to call all your leads 12 times (they would find this annoying anyway). The following tactics, which should be a part of every digital marketing campaign you run, can help you get the reach and results you need.
Pay Per Click – Actively managed PPC campaigns that create specific ad groups, are geo- or industry-targeted, build an optimized keyword strategy and A/B test ad copy, landing pages and more can yield powerful results for your business. Incorporate retargeting ads to recapture lost traffic. (See how we helped Roy’s Restaurants increase their reservations by 434%.)
Social Media – It’s important to understand the unique purposes and audiences for your different social media channels (Facebook, Instagram, Twitter, Linkedin, YouTube, etc.) and creating a custom content calendar that can both increase brand awareness and drive leads across those channels. Social advertising can also help make the most of your best performing posts.
Email Marketing – Beyond traditional email campaigns that drive users to a specific promotion or landing page and email newsletters, personalized drip campaigns can help engage prospects over time and nurture leads. Optimize your workflows and keep your lists clean to maximize results.
SEO – SEO is not just a matter of sticking some metatags on your website and hoping for the best. It’s an ongoing, continual process of improving on-page optimization, new content creation, updating keywords, and adjusting based upon analytics. But, when done correctly and consistently, SEO can make a huge impact on your ranking and organic search results.
Public Relations – You may not think of PR as a digital channel, but distributing press releases, pitching to industry resources and getting placements can go a long way towards building up those super-valuable back-links to your site, increase your brand awareness and even be a contributor to your lead demand/generation process.
Need help putting a comprehensive digital marketing strategy together that covers all the bases and is full of win? We got your back. Let’s Talk.
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.