Ultimate Guide To The Best Digital Marketing Strategies
Updated on: 15 January 2021
Today’s customers are always online: scrolling through their social media, staying updated on blog and news sites, and hitting the search button when they have a need. As such, you’d want to be able to meet them where they are already spending their time on the Internet and connect them to your business – that’s where digital marketing comes in.
Why digital marketing matters?
Through digital marketing, you can begin to build a strong digital presence that will help you create awareness, increase engagement, convert new buyers, and shorten the consumer’s journey by presenting the right offers at the right time.
As the world becomes more digital, having an online presence is absolutely necessary to build your customer base and connect with your followers via a variety of digital channels. There are several digital marketing strategies you can use to market your products or services successfully, and essentially keep your company visible, relevant and visible for growth.
What are the types of digital marketing
For businesses taking the first step into the world of digital marketing, it can feel a little daunting – especially when you’re confronted with the terminology and technical jargon you may not understand. But even if you’re hiring the best digital marketing company to get the job done, it’s good to know a little about the types of digital marketing so you’ll know what to invest in.
- Search Engine Optimization (SEO)
SEO, which stands for search engine optimisation, works to get your content easily discoverable by users searching for terms relevant to your website. The process also includes optimising your web pages for search engines, like Google and Bing, so you can move up the search engine results page (SERP) rankings for better visibility. SEO skills involve keyword research, web traffic analysis, and understanding ranking strategy, such as site loading speeds, to improve your site’s ranking and drive more relevant, organic traffic to your page.
- Pay-per-click (PPC)
Pay-per-click, or PPC, is a form of advertising on search engines. While SEO focuses on organic rankings, PPC moves your website to the top of search engine results pages by paid means. Your ad account will only be charged when a user interacts with your ad through impressions or clicks.
As there are limited ad spaces on Google, getting your website selected for a targeted keyword is done by bidding – how much you’re willing to pay to reach potential customers. Ads are chosen based on several factors including cost-per-click (CPC) bid and Quality Score (which takes into account your relevance, click-through rate, and landing page quality).
- Social Media Marketing (SMM)
In today’s digital age, now you can market your business through social media platforms like Facebook and Instagram to grow your following and reach a whole new pool of potential customers. You get to also create targeted ads to target specific customer segments. For instance, Facebook ads has targeting options like demographics, interests, and behaviours to help get your content seen by the right people on their news feed.
- Content Marketing
Through content marketing, you have the opportunity to create and distribute content that adds value for your audience. The goal is to inform people about a problem they have, and how your products and services will help them solve that problem. Content can mean blog posts, videos, guides and eBooks – all of which will help you build your brand as you keep your digital audience engaged before, during and after their purchase.
How to craft your digital marketing strategy
You need to have a plan for reaching a specific marketing-related goal, and the strategy will lay out how to achieve it. Let’s take a look at the steps involved in creating a digital marketing strategy for your business.
- Build your buyer persona
The first step is to know who you are marketing to. Buyer personas represent your ideal customer, and defining who they are helps you craft marketing messages to better target your ideal customer. You can start by compiling data on your existing customers with details like age, location, interests, spending power and patterns – using tools like Google Analytics and Facebook Audience Insights.
Identify their pain points, goals and how you can help meet their needs. At the same time, find out what are your audience’s main purchasing barriers and where they are at in their buying journey. This allows you to better develop your digital marketing strategy.
- Identify your goals
Consider the stage and position of your brand, and select two or three marketing goals to focus on. They should always be tied back to the fundamental objectives of your business. Examples include building brand awareness, generating a high volume of qualified leads, and increasing brand engagement.
Assign relevant Key Performance Indicator (KPI) to help you to evaluate progress, assess results and measure the output of your work. You can use the following metrics such as sales growth, lead generation, conversion rates and new customer acquisition.
- Consider your budget and resources
Figure out how much your business plans to spend on marketing over a month, quarter or a year. Consider all costs such as paid ads, website maintenance expenses or engagement fees when you hire services for digital marketing in Singapore. Start by understanding your sales funnel to help you anticipate the strategies you need to invest in, so you will know where to allocate funds and stay on track financially.
- Choose digital marketing tools based on objectives
Each digital marketing category has their own pros and cons. Choose the right strategy involves knowing what its strengths are and where it can be aligned with your objectives. For instance, if you wish to build awareness of your company, products or services, your digital marketing tactics may need to include SEO and SMM. To increase engagement, you can use content marketing and email marketing.
- Audit your current strategy
Once you’ve laid out your marketing plan, perform regular digital marketing audits to help you identify the areas that are working and which ones need improvements. An audit will also help you figure out challenges like a recent drop in sales or decreased web traffic.
For example, SEO can involve on-page optimisation audit to identify issues such as missing page titles, duplicate meta descriptions, and broken links, using crawler tools like Google Search Console. This ensures your strategy is constantly performing and delivering the results you want.
Tips to ensure digital marketing success in your planning
Now that you’ve understood the basics and what it takes to plan your digital marketing strategy, there are some tips to guide you towards success.
- Boost your digital conversion rate with retargeting
Thanks to your SEO and content marketing efforts, you are getting website traffic and clicks to your landing pages. But there are web visitors that leave the page without converting, and that’s where you can employ retargeting tactics.
This can be done by sending search or banner ads to recent website visitors, increasing the odds of sending them to your brand’s page with the goal of driving conversions. Since they have expressed some interest previously, they may respond more favourably and complete the intended conversion – be it a form fill or a purchase.
- Check if your website is mobile optimised
People are no longer exclusively using their computers and laptops to browse the Internet – they are accessing websites and social media on their mobile devices too. Choosing a responsive web design with a pleasant viewing experience is critical to having an online presence, and can help boost your search results ranking. Take the Google the Mobile-Friendly Test to check if your page is easy to use on a mobile device.
- Measure everything to know what’s working
Without tracking and measuring your digital marketing efforts, you won’t be able to tell which part of your strategy is working. A good place to start is Google Analytics, where you can see your web traffic and figure out what needs improvement through UTM codes – these help you track the performance of social media links to know where your traffic is coming from.
Another example is setting up Destination goals in Google Analytics, where you can track the data related to a user completing a specific action on your website and measure your return on investment (ROI). Use metrics like page views, click-through rates and unique visitors to help track your progress.
Hopefully, now you’re able to understand a little bit more about the types of digital marketing you can consider for your business. If you need a little help in finding the best strategy for your marketing goals, speak to our team of digital marketing experts to help you devise a winning strategy for your objectives!