I only wish it were that easy. It’s a question we get quite frequently from clients when they complete their website or after they redesign their website and are looking to expand their online presence. I get a lot of comments and questions like these:
“I want to rank number one in Google.”
“I want everyone to know my brand.”
“My website is online now, why can’t people find me?”
There is no simple hook or answer to these comments / questions. It takes research and time to find the best process for each individual client to determine the best digital marketing strategy for their business. So where do you begin?
To start, ask two simple questions.
If you don’t know the answers to the questions above, you don’t know if the investment you make in your website is worth it. The biggest goal that most businesses have for their website is get get leads from their website, real business. The biggest problem is most people don’t know if that is happening. By working with a smart digital marketing company, they can use tools such as call tracking and Google Analytics goals to determine if people are reaching out to you via your website and how. This can help you make a more educated decision on what types of marketing work for you.
Once you are setup to measure return on investment, it is important to consider what methods of digital marketing would work for you. So what are the most common methods? There is no magic hook to get you positioned for greatness on day one of digital marketing. It’s a marathon, not a sprint. Understanding the tools in the digital marketing toolbox are key. Click on each item below to learn more!
Search Engine Optimization or SEO: SEO is a long term strategy to consistently improve your website so it ranks better for keyword searches relevant to your business on search engines. Your digital marketing team will need to develop keywords using keyword research for words and phrases that will bring search volume to you. This is something that always should be evaluated and re-evaluated. The site should then be optimized for those keywords. There are numerous onsite and offsite tasks that need to be constantly worked on to position you for the ever changing landscape on search engines. SEO takes time and research but will lower your cost per lead over time.
Pay Per Click (a.k.a. Adwords, Paid Advertising, SEM): This form of digital marketing works well for businesses with large budgets, or businesses just starting out online where SEO is not bringing them a ton of search volume yet. Ads are positioned high in search engine results to provide you viability, but you need to keep in mind you are bidding against your competitors for the top spots for keyword searches.
Online Reputation Management: People right reviews, and give their opinion about your business whether you know it or not. Knowledge is power when it comes to your online presence. By knowing what reviews exist online, you can respond to them and look for ways to get positive information about your business online. Reviews can actually play into your search engine rankings, especially local results. It’s important to know where you stand.
Social Media: Such a powerful and inexpensive tool. Using Facebook, Instagram, Twitter, and other social platforms you can reach out to people and direct them to your website. Using social media marketing in the form of ads and boosted posts, you can reach out to people in almost any area or demographic that might not otherwise know you are there.
Email Marketing: Staying in front of your existing client base is an excellent way to retain them and build awareness as to what’s going on with your business. It’s a great way to offer specials, get feedback, promote new services or products, and more.
This can be the tricky part. On your own, you might not know where to begin. By using a digital partner like Websites to Impress, you can make a marketing plan. We have tools to compare you to where your competitors are on the digital landscape, and we can build a custom digital marketing plan to put you a step ahead. Our digital marketing plans are built in a way that we can use ALL of the tools above based on your current needs, as well as the results. We can look at how your digital marketing is working and do more of what is working and less of what isn’t.
So, while there is no easy answer to what digital marketing works best for everyone, we do have the ability to figure out what will work FOR YOU and YOUR BUSINESS. For a free estimate as well as an analysis of your current web presence, contact Cindy or Tammy at Websites to Impress. Let us come up with a custom digital marketing plan built for you.
To many, e-marketing, or email marketing, doesn’t seem like a great use of time. Fact is, for the right industry and audience, e-marketing can be extremely effective if you know the keys to a great email marketing strategy. WTI is here to help. Let’s define some key elements of that effective strategy.
1. Set goals and stick to them: Don’t just send random emails and flood potential customers’ inboxes. Define your goals for your e-marketing campaign. Define your potential customers, your budget, what you want to offer, your mailing schedule and a budget. It is also a good recommendation to know what your competition is doing, to better define your own goals.
2. Know your customer: There are many metrics you can use to define your customer. The first is a simple number of email addresses in your mailing list. If you know this number, you can keep track of all the ones that follow, such as new subscribers since your last mailing. Then you can see this number grow, and get a handle on your popularity. Remember that some customers like to use social media source to communicate via message as well, like Facebook and Twitter. Be willing to adapt to your customer.
3. Keep on top of opt-outs: People will unsubscribe to your emails, it happens. Knowing which mailings cause people to unsubscribe can help you with future e-marketing ventures. You can adjust based on what is attracting subscribers, as well as what is causing you to lose subscribers. This goes right back to number 2. Knowing your customer. If you see what they like, and what they don’t, then you are truly ahead of the game.
4. Keep track of your clicks: Usually, with most e-marketing platforms, you can monitor the number of clicks you receive via your e-marketing. Clicks can tell you not only who opened the email, which is another important metric, but who is actually following through to your website via the email. Another metric to look out for is the open to click ratio. This is another piece of information that can let you know just how good your email is performing.
5. Look for e-marketing platforms that ultimately show you conversion rates: In the end, this is what you are looking for and you need to know if your efforts are providing sales. When investigating e-marketing solutions for your business, this is a key factor to look for.
In the end, it is all about building relationships with potential clients. This is probably the most important factor. You want your readers to be interested in what you say. So when putting together your email marketing, give them something to talk about, something to spark their interest. If you can conquer this, you have found the real key to keeping subscribers, and the rest of the list above will fall into place.
For more information on e-marketing solutions, contact Websites to Impress at either our Iowa or Illinois office. We manage email marketing for our clients and can assist you in getting your e-marketing off the ground. Call us today!