With the recent trend toward integrating digital marketing into traditional marketing and advertising, you can now reach potential and repeat customers in a more expedient manner. In some cases, you can engage them within moments of their online interaction with you business.
Many different means are available in digital marketing, including search engine optimization (SEO), social media, blogging and instant messaging.
Search Engine Optimization
Search engine optimization (SEO) is an effort to increase the likelihood that a consumer entering a set of keywords into a search engine will view your website in the search results. With the use of analytics software and careful research of the terms and phrases used to locate your website by users and employing SEO tactics, you can improve your search result ranking.
SEO is an ongoing process, not a one-off project. Since search engines are continually amending the algorithms used to log and rank sites, you will need to keep up on these updates and adjust your SEO efforts accordingly.
Combine the research and efforts to improve your SEO with engagement on social media and not only will consumers better be able to find your site, but they will also be able to find someone from your company to interact regarding your products or services. That’s right, social media is about engagement and interaction.
These media are for the purpose of building relationship and networking with the consumers who take the time to seek out your business via your posts, tweets and other forms of content. The content you provide should be helpful, useful, light-hearted and conversational. Keeping the content relevant and concise is a key to successful use of these quickly consumed media.
If your business is seeking a digital means to give social media content more context and sharing your brand story, look no further than blogging. A blog platform is easy to set up and if post content is well-planned and organized, easy-to-maintain as well.
Posts can be about your products, services, employees, history, industry and more. The sky is the limit! Just like social media, keep the content relevant and interesting.
Instant messaging (IM), a feature of several key websites in the social media and online mix, is a great way to privately answer questions, address complaints and build data (noted from the IM conversations with consumers) for your CRM database. Imagine how much data you could garner from the keystrokes of a short conversation with an interested consumer!
IM need not be limited to just consumers. You can use this tool to reach colleagues inside and outside of your business in no time! It’s instantaneous, flexible and offers multiple access options while being cheaply implemented.
Addiction rehab centers have recently taken advantage of this tool. Those seeking help from these centers have found convenience in getting an instant reply to their extremely important and time sensitive questions.
It Is Not Free Media
All too often you will hear self-espoused ‘experts’ of digital marketing broadcasting and trumpeting that digital media, especially social media, are free for business use.Yes, while there is no initiation fee to create the account profiles, there is the time and wage-intensive process of creating the strategy, content and engagement needed to nurture this type of marketing.
Plan and budget accordingly. Additional hidden costs of giveaways and promotions you may want to run via digital marketing venues should be accounted for as well.
Photo Credits: Flickr/Cambodia4kids.org Beth Kanter