What are the biggest digital marketing factors you need to consider when it comes to understanding how digital marketing impacts the growth of your business?
The list is a long one, but the following six are key.
Considering each one will help you determine if you need a new approach, or a different one, to help your business grow.
1) Your Website
This sounds obvious because it is, but it’s still important: a good website is the cornerstone of any digital marketing strategy.
Take it out, and the whole thing falls apart. Your website is where you provide information about your business that people need, where you drive traffic, and what will generate leads and opportunities for your business. Knowing how to go about it can make all the difference.
For example, you should make sure your website is optimized for search engines.
SEO is a long-term strategy, but there are things you can do that can make sure you start off on the right foot.
Given how critical a factor this can be, it’s worth contacting an agency like Common Ground to make sure you’ve considered everything you need to as you’re starting out.
2) Content Marketing Strategy
The quality of the content you’re producing is a major factor in whether or not your business grows.
You want to make sure that your content adds value.
If it does, awareness and opportunities will follow, so make sure you have a strategy to take advantage of them.
You do need to keep both long- and short-term goals in mind when you generate a content marketing strategy though, since even valuable content won’t get immediate results.
What kind of content makes sense for you? It will likely be a mix, but it’s useful to understand what different kinds of content can accomplish.
Blogging could be a good shorter-term solution, as blogs are a great way to become part of the conversation around an issue relevant to your business.
If you can find what people in your audience are searching for and help solve those problems, you can get results, and others will value and respond to useful content.
A long-term approach might be a white paper, guide, or eBook.
You could focus on your wider industry or your particular niche. Either way, content like this can be a great way to provide something with lasting value.
Consider books you’ve read that proved useful as examples. What did you value enough to recommend or mention in a conversation?
3) Social Ads
Social media advertising is a great opportunity for iteration and experimentation.
Social platforms enable you to build out different personas, and then to try out a variety of messages, all while capturing data on what works and what doesn’t.
Then, you can leverage those results to market more effectively, and repeat the process.
Just like with other ads, make sure social advertising ties into the landing pages on your website, and that your copy is consistent.
At the same time, keep in mind that social ads need to be more varied than ads placed elsewhere.
This invites constant tweaking and tinkering, which means your social ads will constantly change getting more effective over time, allowing your business to stay nimble as you respond to new problems and opportunities.
4) Email Marketing
Email marketing can help with growth in an obvious way: it helps you make use of the leads generated through other parts of your business.
A good approach to email marketing will make sure it lines up well with the customer’s journey, and will be automated, including steps that help provide you with more useful information so you can keep improving your approach.
For instance, if you score your leads, you can take note of what does or doesn’t drive engagement, as well as what encourages customers to take the next step on their journey.
You can use email to try out different written content, as well as different subject lines, seeing which have a better impact.
You can also put your customers into different groups as makes sense for your business, and then target them with specific, personalized information.
Steps like these can help ensure email marketing drives growth for your business.
Webinars can be a way to leverage your expertise to help your business grow.
While they can be a great way to generate leads if they’re well planned and executed, there are some important differences between a webinar and other types of marketing.
First, you need someone with expertise whose willing and able to share it in an interesting format.
If that person is you, great, but you should also be open to bringing in outside speakers. You could host a conversation about an important topic that might generate some interest.
An event built around your expertise, or that of a guest, is like any other piece of content in some ways, and very different in others.
Like any other content, you need to make sure you are offering a solution to a problem with your topic. Unlike other content, you need a promotional strategy with a longer lead time.
A strategy for promoting a webinar or other event will require at least a week or two, and might involve ads on social media, or search ads. You should also lead into the event with email reminders.
When it comes to the event itself, there are a few things to keep in mind to make it as effective as possible.
A presentation should be interactive, not just a series of PowerPoint slides someone could read on their own time.
Make sure the event is recorded and available on-demand so you can follow up with emails and other ads to generate leads.
Entrepreneur Sean Ellis coined the term “growth hacking” in 2010 to describe a phenomenon he was seeing among the most successful Silicon Valley start-ups.
Rather than starting with a “marketing mindset,” these companies found success thanks to a group of professionals with a “growth mindset.”
Their backgrounds were different—some were engineers, some came from marketing and sales—but they all looked at growth first when it came to making decisions.
Experimenting with a new approach, let alone adopting a new mindset, takes deliberate work. It also won’t offer a one-size-fits-all solution.
Finding growth-first solutions for your business will depend a lot on what your business does well.
Some techniques, though, may work across industries, and can provide a place to start.
First, you need to know your audience. That means finding out as much as you can about who is actually buying or using your product or service, and then finding ways to make that knowledge count.
If you’re developing software, what features do your most frequent users want to see? How much are they willing to pay for them?
Making sure your product works for these early adopters before trying to expand can increase growth significantly in the longer term.
Digital marketing is an important aspect of your business and its growth. Considering the key factors above will have an impact on how your business thrives, and whether or not your strategies are effective.
By taking these digital marketing factors individually and altogether, you can come up with the most efficient steps that can help your business gain an edge over the competition.
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