Digital marketing has changed where and how we do business with customers.
Marketing has shifted from billboards, TV commercials, and print ads to the internet as consumers and businesses have moved their buying process online.
With so many ways to reach customers, which one is the best for your business? It all comes down to your ideal customer and where they tend to shop or search for information.
Common ways to reach your customers include your website, social media, blogs, and emails. Fortunately, these digital marketing channels are easy to track, unlike with TV commercials or print ads. They also cost less. So, you can maximize your return on investment by measuring performance and improving efficiency.
1) Optimize your website
Properly configuring your website is crucial to reaching your target audience and maximizing your ROI. Consider the pages that visitors will view and the flow that customers will follow.
For instance, if you sell automotive parts, you may list the items you sell by type on your home page. You also may have a “Products” tab in the top bar that allows customers to navigate your products easily.
Also, remember that your website is often the first impression that a customer has of your business. So, your site should look professional.
That being said, it is crucial that your website attract your ideal customer. Build your website around a few keywords that reflect your ideal customer and what they would likely be searching for if they were looking for a product such as yours. This would help you earn a higher organic search ranking for those keywords on Google searches.
2) Leverage social media
Companies often ignore social media or do it wrong. Not every company should be on every social media site.
Twitter, Facebook, Instagram, and LinkedIn are the main four channels for businesses. Of these four, you need to pick which are relevant to your business.
- Facebook lets you share stories and long posts, as well as general business info.
- Twitter makes it easy to quickly share article links or to respond to customers or potential customers.
- Instagram is typically reserved for companies with strong visual presences or whose products have a high visual appeal, like clothing brands that use attractive models.
- LinkedIn is a professional networking site best-served for B2B businesses.
Each of these platforms allows you to easily provide useful information to your existing customers as well as potential ones.
3) Blog regularly
Blogging is one of the best ways to increase traffic to your website. So, not only should you have a blog on your site, you also should update it regularly and promote it consistently.
When you develop content for your blog, you can reuse posts. For example, you can write a blog post today and share it on social media. Then you can share it again in a week or so, promoting it a little differently.
This will increase your overall exposure and improve your SEO. It also will provide consistent flow to your website.
But you only should blog about relevant information. Do not blog just for the sake of releasing content.
Depending on your availability or the market you serve, you may or may not have a ton of topics for your blog. But even creating a few blog posts a month will increase traffic exponentially.
4) Send emails
Email campaigns allow you to send personalized emails to many people. This is an affordable, high-return method that any business can use.
As with social media, you can repurpose blog content for your emails. You can email newsletters to your potential customers to help them engage with you and your content.
Emails can entice customers with new products or savings. You also can use emails to stay in touch with regular customers or to encourage repurchasing.
This can be done by tracking their activity on the page. If they have not bought anything in a certain period of time, you can send them an email. This can all be automated.
Though you can interact with your customers in many different ways than you could in the past, consistently using the four digital marketing channels that we have covered here will help you grow your business most efficiently.
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About the Author
Derek Minich recently graduated from the University of North Florida with a B.B.A in Marketing and a B.S in Psychology. His primary areas of interest are marketing analytics and marketing research. When Derek is not learning and apply his marketing skills, he goes on hikes with his dog Gunner.