If you want your business to succeed in our increasingly tech-driven world, you have to know how to compete. In other words, having a digital marketing strategy is a must. Without a comprehensive SEO strategy including content, social media and website design that provides an amazing user experience, you’ll have a tough time ranking in Google or getting found online — and that may mean customers might never find you. After all, Google receives over 57,000 searches per second on any given day. In order to have the link to your website clicked by consumers, you’ll need to show up sooner rather than later. Implementing the proper digital marketing techniques can allow you to do just that. However, it can be hard to know just which techniques work best. While there’s no foolproof formula for success, here are some general dos and don’ts you’ll want to keep in mind.
- Create high-quality blog posts on a regular basis: You may have heard the adage that “content is king” but not totally understood what it meant. In the context of marketing in the digital age, this concept refers to the importance of having superior content on your site. It’s not enough to have only product descriptions or promotional web copy; you also need a company blog that consistently delivers interesting, useful and/or entertaining information to readers. Not only will this position you as an authority within your industry, but it also provides you with the opportunity to optimize your content with relevant keywords. Prioritizing this type of on-page SEO and content marketing will allow you to connect with customers, rank in Google and edge out your competition. If you write useful, long-form content, you may even be able to obtain backlinks from other reputable sites! Don’t underestimate the importance of blogging. Whatever your industry, your site needs a blog.
- Ensure your site is optimized for mobile: The user experience matters just as much as the information outlined on your website. If those pages are difficult to access or your customers are confused about where to find the information they need, it won’t really matter how much work you’ve put into the content. In 2019, more consumers are accessing websites via their mobile devices — and Google has certainly taken notice. Websites that provide a drastically inferior experience for mobile users versus desktop users may run into issues with how their site is indexed and ranked in search. As a rule, you should focus on the mobile experience first. If you don’t, you’ll likely end up leaving a lot of money on the table, as that’s how most customers shop now. Sites that load incorrectly or slowly on mobile devices will be abandoned, so don’t ruin your efforts by forgetting about mobile users.
- Forget to diversify your strategy: Financial advisers will recommend that you diversify your wealth, but business owners should take the same approach with their digital marketing. You shouldn’t put all of your proverbial eggs in one basket. There are many facets to marketing in the digital age, and since trends change quickly, it’s a good idea to cover your bases. That means you should simultaneously be maintaining your blogging and on-page SEO efforts, your social media accounts, your email marketing, your paid ads, and other techniques to increase your chances of long-term success. Each of these techniques will reach different consumers, but your strategy will be stronger with multiple channels working at the same time.
- Assume DIY marketing efforts alone can generate success: As we mentioned, digital marketing can be incredibly complex. What’s more, it’s always evolving. That’s why many business owners decide that they can’t feasibly handle this all on their own. It’s incredibly time consuming, for one thing, but there are also substantial risks of implementing marketing strategies incorrectly. If you unknowingly break Google’s guidelines, your website could be penalized. By hiring a professional marketing team, you can focus your energy on running your business and can trust in the experience and knowledge of others who can devote all of their time to marketing and promotion.
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Rick Hogan, CEO & Co-Founder – Bleevit Interactive
Rick possesses over 20 years of digital marketing experience and started Bleevit Interactive with the primary mission of helping local businesses succeed online. When he is not working he can often be found hiking Great Falls, Virginia with his Labradoodle Lily, or sailing the Chesapeake Bay.
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