Digital marketing is all about driving traffic
Digital marketing is all about driving traffic to your website to convert visitors into leads, and nurture those leads into customers and promoters of your products and/or services online. Nevertheless, the digital journey towards a successful online business should always start with a digital marketing plan.
A marketing plan can offer future visitors valuable information about yourself, your industry, the answers that your products can provide to potential clients among other details, to foster deep relationships and cultivate a web of customers and promoters of your business. A digital marketing journey starts with content marketing, the element that creates and distributes valuable and relevant information to visitors of your website to assist you in attaining your online marketing goals.
It has been claimed that the internet would be a space if it weren’t for the content that is provided in the numerous websites that exist. This means that content marketing is about providing context and content to fill in information on the web that can be useful to potential customers who are wandering around across the internet.
Content marketing is the message that your digital marketing strategy delivers to your visitors.
It represents the manner your online business communicates with strangers that are curious about certain topics and consume your content because they engage with the answers you can provide to them through specific types of content (blog posts, emails, ebooks, podcasts, etc.).
Content marketing goes hand in hand with your digital marketing goals as it helps you highlight the value of your company online as well as building strong relationships with visitors and inviting new visitors to come to your website, increasing your traffic and possibly your online sales.
Content marketing and your digital marketing goals
Your content marketing is a fundamental part of your digital marketing strategy, one that must be organized with a content calendar, established goals and distribution channels for getting into a targeted audience that can be appealed to what you have to say to them.
The first process in the content marketing part is to set-up achievable goals for your online business that have an impact and become purposeful to your business. These goals must be relevant, measurable and accurate for attaining them timely.
It is of the utmost importance to highlight that content marketing should be educational, and not become a direct way for selling your online product. The reason for implementing a content marketing plan of action into your digital marketing strategy consists of building relationships with strangers that may look up for your advice or answers regarding specific topics or issues that can be addressed, helping your website gain visitors and credibility from a targeted audience.
A targeted audience is known from the intensive market research of understanding who your potential buyers are, what are their worries, considerations, demographic aspects, locations and/or questions that are looking out to solve online. This is a filtered segmentation of your potential customers, and knowing who is your audience and its location can significantly assist you in accomplishing your digital marketing goals and increase your online sales.
Additionally, knowing in advance who is your audience can provide sufficient information on which types of content will become more suitable for your visitors and prospects. Maybe “Millennials” would be more prone towards videos, webinars and more interactive kinds of content, while a more matured crowd would certainly like to read blog posts for searching an opinion on how to solve a problem.
For these aspects of the content marketing plan, you can rely on amazing tools such as google analytics and google trends, to overhaul the digital metrics and pieces of information that foretell what kind of an audience your website is receiving, and henceforth propping up your content according to the audience you wish to target.
You have now your content marketing guideline, so what’s next?
Setting up your content marketing plan is one thing for initiating your digital marketing journey, but quite another is placing your content and your website into the eyes of anyone who is potentially wandering across the Internet. This aspect of a digital marketing journey is called “Search-Engine Optimization” or commonly known simply as SEO.
SEO is the process of optimizing each aspect of your website, in a way that the content you place on your web pages is found on search engines, by using strategic keywords and long-tail keywords to help you rank your website and web pages higher on search-query results from search engines like Google or Bing.
A keyword is a word typed in the search bar on search engines when someone is looking for an answer to a query they have, while the search engine like Google yields some results from such keywords.
SEO consists of analyzing whether a particular keyword has the potential for being found, how difficult or crowded such a keyword is a search engine for ranking higher and the opportunity of a keyword to be clicked or opened, subject to the volume of the traffic.
In today’s digital economy, online businesses struggle to rank higher on search queries, given the importance that it represents being one of the firsts websites that come out from any search query from search engines. The likelihood of strangers clicking on a certain link from their search queries on search engines is higher on websites that are placed higher on search results than for those websites located at the bottom of each result.
This becomes a crucial element to be included in your digital marketing efforts, for increasing traffic, conversion from visitors into leads and customers and growing your online sales. All of this can be orchestrated by incorporating SEO elements in each aspect of your content and into your web pages.
The power behind SEO is that it can provide the underpinnings for a solid presence online, just beneath established brands or businesses, having the same leverage as your competition for gaining recognition and awareness, reaching to a wider audience.
When designing your content marketing plan, using keywords and long-tailed keywords will burgeon your online presence, as well as elevate your content when delivered to your targeted audience.
For instance, before starting to create or designing a particular content type, what you must consider is doing research according to these keywords to see if a topic or issue you wish to write about in a blog post, for example, has meaning or relation to what you want to tell your targeted audience. Overhauling what benchmarks, industry speakers or referenced websites are discussing about a topic will help you gain visibility and relevance when you create and distribute a content piece and optimized it with SEO techniques.
Once you have conducted your marketing research, connecting SEO with your marketing content won’t become as excruciating as it seems. When designing a certain content offer, let’s say a blog post, for the content to rank higher on search engines, it must be incorporated an adequate keyword that is relevant to what your topic is about. Keyword must be placed in the embodiment of the post (technically speaking, on the first and last paragraph of your post) for it to work regarding opportunity, difficulty, and potential for ranking higher on search engines when someone is looking for answers to a query or doubt.
This also comes in line with how your content writing must remain educational for your visitors because it will help you foster a deep-rooted relationship with strangers and elevate your credibility online. Remember, SEO is overly important, but ranking higher on search queries won’t do all the trick for converting contacts or prospects into customers and promoters of your business!
There is a catch!
Social media and content marketing
Once you have in place your content marketing plan and your Search-engine optimization across your website, what is left for kickstarting your digital marketing journey is to consider what are the best channels for delivering your content to the targeted audience that you have been monitoring for some time.
Social media channels are distinctive among each other, and your presence in them will depend on of who your fictional representation of your potential customers will be most likely to be located. These are the platforms and distribution channels for your offers and content delivery distributors, for reaching your targeted audience.
Social media is subject to what your digital marketing strategy depicts to you regarding the location and representation of ideal customers for your online business. For example, if your typical client is a professional with a managerial job title or similar positions, perhaps delivering your content on LinkedIn would be most suitable to have a greater impact than in other social media channels.
Furthermore, you won’t be alone on this journey, meaning that your competition will also be present online to try to capture other mindsets as well. This being said, it is important to research what are the main platforms of discussions and delivery of competing websites, to see where are they targeting their prospects.
So, in a nutshell, social media can increase your online reach with the following actions:
1.Monitoring your social media stream,
2.Segment or target your audience,
3.Identify ways to join the conversation,
4.Promote your content and
5.Demonstrate superb customer support.
The trick for achieving higher reach in including these elements is to stay personal and professional when addressing your audience. Learn from what your followers on Twitter, LinkedIn or Facebook are discussing about, what are their interest? Find rooms for the conversation to cope with their increasing demands and problems, and you’ll become their reference for searching out the answers they are lacking.
On a final note, you may consider establishing social sharing buttons on individual web pages from your website to gather an increasing contacts/followers base among the different social media channels. Your social media channels offer the benefit of digging into your contacts information and promoting your content to them for increasing your network and building your relationships. One example of using social media sharing buttons is to include them on Thank-you pages, blog posts, on your home page footer, to keep increasing your followers online.
Your digital marketing journey set-up
Your digital marketing journey must proceed on how to create outstanding content with a purpose, by setting up the connection between your content plan with your buyer personas. The buyer’s journey and the intrinsic elements of a content plan to capture valuable traffic that can be converted into potential clients and promoters, following our next post!