Using Digital Marketing to Build Relationships and Drive Results 

Digital marketing gives you a direct line of communication between your business and your customer. It also allows your small business to compete with larger businesses given the lower costs of digital marketing versus traditional marketing methods. To help you reach your audience and drive traffic and sales to your company’s website, it’s essential to understand the basics. Mastering Search Engine Optimization (SEO), social media optimization and email marketing can position you as a strong competitor in your space.

Search Engine Optimization
SEO is a strategy you can use to help your website rank higher in the search results from search engines like Google and others. The higher you rank in the results, the higher your visibility to the customer and the more traffic your site can get. This will bring your site more traffic and potentially more conversions. Targeted traffic, meaning the people you are looking to attract to your website that actually seeking out your products and services, can generate revenue and exposure more than any other marketing channel.

To get started, try researching the keywords people use to find your products or services.  Spend dedicated time focused on learning  about your audience and their needs and interests. This can be accomplished by using keyword research tools like Google’s Keyword Planner, analyzing your website analytics to find out which keywords are already generating traffic and looking at your competitors’ top-ranking pages to determine which keywords they’re using.

Social media optimization (SMO)
Is your business currently executing a social media plan to connect with your target audience? This approach can help you generate leads as well as build your brand and your online presence.

Using quality content is an important approach to effective SMO. This can be a mix of original and curated content. Research has found that list posts and how-tos get a lot of shares and traction. Posting videos and images are key as well. In fact, a recent study projects that internet traffic from videos will make up 80 percent of all internet traffic by 2019.

Using social bookmarking websites is also an effective way to optimize your social media presence. Some of the most popular social bookmarking sites are Delicious, Digg and Reddit. These sites allow users to share their pages, articles, blog posts etc. Posting your content to these sites can increase your brand awareness.

Email Marketing
Using email marketing effectively can help reach new customers and maintain relationships with existing ones. It’s important to find the right strategy so you aren’t spamming people with information that isn’t applicable to them.  

Using tailored email campaigns is an effective way to get your reader’s attentionand to stay out of his or her spam folder. Analyzing their interests will help you be able to deliver the amount and type of information they want, which in turn can add to more clicks.

When it comes to your messaging, make the content about your customer and not the product in and of itself. This can be accomplished when you convey that you want to help them solve a current problem they likely deal with. Use only around three lines of copy to identify the problem and offer a solution with an authentic tone; be there to help. People will lose interest if your message is too long and if it’s only highlighting features of a product without tying it to their specific needs.

There’s no one-size-fits all approach to digital marketing. These marketing outlets will look as varied as the groups executing them. Having an intimate knowledge of your customer base will help you make the decisions that will best fit their needs and interests and ultimately lead to long term relationships and an increase of sales.  Just know up front you need a plan and patience as this will take a lot of work.

Feel free to reach out to me at eric@denigear.com with any questions.