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Digital Marketing Strategy

The evolving online jigsaw.

We can help you with your digital marketing strategy to take the sting out of attracting leads.

SEO, SEM, Social Media, Content Marketing and other web mysteries – revealed. The successful website is the one attracting high quality, high converting traffic, and lots of it. We can help you with your digital strategy to take the sting out of attracting leads.

What is Digital Marketing?

The definition of digital marketing is fairly straightforward as it’s the term we use to describe the process of marketing products or services with digital or electronic technologies. Digital marketing is not limited to only internet connected devices either. Other forms of display advertising with screens would fall under digital marketing’s umbrella of services as well.

Transactions and Relationships

There are a variety of online marketing tactics used by small and large businesses today. The goal is to create a conversion whether that is an actual sale or an action that provides value for the business such as a sign-up. Today businesses need to consider the balance of transactions and relationships. Balancing features and benefits with emotional triggers can be a delicate procedure, but one that can yield the best results.

Advertising

Social Media Versus Sales

Social Media is a communication channel where brands and their customers can easily connect and discuss products, promotions, and events. One of the primary goals is to build trust and transparency between the consumer and the brand with the hope that the communication will result in a sale down the road.

Local Marketing

Local marketing is about reaching the potential customers in close proximity to you and your business. One of the most effective methods to reach this target audience is through mobile search results. Google tailors mobile search results to show local businesses and service providers that are close to the location the search and device it came from. That means having a mobile friendly website that is optimized for local search results with Google Maps is an extremely important aspect of converting local marketing traffic. Most companies are familiar with foot traffic and window shoppers, but with the time constraints many consumers face, searching and traveling to a local business by foot, car, transit, other transportation device is becoming more common because it can save them time. Mobile search is growing extremely quickly as more and more devices are connected to the internet. We can help make sure your website and business are found locally through accurate online business listings and responsive web design.

Profit Versus Purpose

Every website has to efficiently create value for both the website users and the website administrators. Many businesses are trying to focus on either profit or purpose in their marketing decisions, but there is a way to meet both goals together. Profits being any action that helps to drive sales to the business, and purpose being the determining factor that drives a purchase decision or productive workplace. When it comes to digital marketing having a business that is purpose driven can help build lasting relationships with customers. Engaging with the brand or community online can make them feel as if they are contributing to that purpose.

The best case scenario is to natively intertwine purpose with profit. In this scenario the customer feels that buying a product or service is serving the purpose they want to be a part of. Essentially this allows them to be their best self, which is an emotional trigger for purchasing decisions. They can participate in a community or idea they hold in high regard by using a product or service which creates profit.

Purpose also serves to build value for employees in the workplace. Purpose driven ideas are more likely to make a create a connection between the product or service and the employee who is working with it everyday. Working with a specific purpose can be a major motivating factor in the lives of many people and can help create value for them in their workplace.

SEO: Search Engine Optimization

One of the main channels businesses use to reach their customers online is search. SEO or Search Engine Optimization is a part the digital marketing strategy we implement for our clients. SEO is an ever evolving group of on and off page factors that combine to create your website’s search terms, page rankings, organic sessions, and clickthrough rate. The primary goal of SEO is to improve organic search rankings and click through rate where visitors will end up on your website naturally without an additional cost per click. These types of visitors are proven to have higher conversion rates on average compared to direct, referral, or paid traffic avenues people use to reach your website.

Social Media Marketing

Social Media for some businesses is their primary tool for generating leads and sales online. For other business it serves as a tool to create an identity for their brand and reach a specific audience with their message. There are many different social media channels being used to help businesses market their products or services online including Twitter, Facebook, Instagram, Pinterest, Snapchat and LinkedIn for example. Different social media platforms reach different audiences and have different purposes for many companies. LinkedIn for example is traditionally a B2B marketing solution so if that is one of your businesses main sales channels it should be a main focus in your social media marketing strategy.

There are a plethora of web and digital marketing phrases and acronyms that are used daily by businesses operating in the industry. Here are a few of the more frequently seen terms for you to gain a better understanding of:

CAC

Consumer Acquisition Cost is the total amount of money spent to acquire a customer. These can include advertising, salaries, commissions, bonuses, and more.

SEM

Search Engine Marketing is a term used to describe the promotion of websites through search engine results pages, this can be organic or paid search advertising.

CRO

Conversion Rate Optimization is the process of optimizing a website to increase the percentage of visitors that perform a specific intended action such as a purchase, sign-up, or click.

Content Marketing

Content marketing is a term used to describe the strategic creation and distribution of content relevant to a particular topic and designed to reach a specific audience. It is mainly associated with digital marketing tactics.

B2B

Businesses that sell to other businesses where a commercial transaction occurs as opposed to the more traditional business that sells to consumers.

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