MARKETING STRATEGY
Effective digital marketing relies on strategies to achieve specific outcomes. It’s vital to skillfully blend, balance, and budget for the many initiatives you’ll read about here and integrate them for maximum effect.
BRAND IDENTITY
Branding speaks largely to your company’s visual identity including factors such as your logo, color scheme, fonts and layout.
However, brand identity should also include all media messaging and may include a tagline, headlines and key value propositions. Together, the graphic and verbal elements define your company’s personality.
WEBSITE
Your website is the hub of your digital marketing activities. Each page should have a purpose and practical buyer paths that compel visitors to take action must be put in place to support your conversion goals. The most effective websites are not only carefully planned and executed, but are perpetually refined to continuously improve results.
SEARCH ENGINE OPTIMIZATION
Most buying journeys begin with search. Two-thirds of all searches are conducted with Google. Over three-quarters of the searchers will click only on results presented on the first page. Synthesize all this and understand it’s paramount to earn page one Google results for key pages and posts. All serious digital marketers take SEO seriously and commit resources to it accordingly.
PAY-PER-CLICK ADVERTISING
Achieving success with SEO generally requires time and persistence. If you need to produce website traffic fast, PPC ad programs offered by Google, the other search engines, and social media channels, create instant visibility to generate traffic, leads and sales.
CONTENT PLANNING
Nearly every digital marketer in the world realizes content marketing is the fabric of their search and social programs and can play a critical role in every phase of the buying cycle. Sadly, a small percentage actually realize the benefits of content marketing. The competition is fierce and far too many companies dive in without forging a strategic plan and assembling the team needed to sustain the long-term consistency required for success.
BUSINESS BLOGGING
The blog is the centerpiece of most companies’ content marketing efforts. Effective planning for your business blog includes targeting and editorial planning. Then, to consistently create the great content needed to reap the benefits of blogging, you’ll need an interesting mix of ideas, an uncompromising commitment to quality writing, and clean presentation.
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