The Basics of Strategically Driving and Delivering Digital Marketing

Digital footprintBy:  Tami Garvin

Should Your Business Have An Assessment?

It starts with .com

Your website is foundationally crucial to your business as a digital marketing strategy. It serves as the first integral frame in building your business’s online presence. To maximize the return on investment (ROI) of your digital marketing strategy, it’s vital to continuously assess and develop your website in order to achieve the highest possible conversion rate. The conversion rate is the rate at which visitors to your website convert from casual viewing to buy in (make a purchase, sign up for your newsletter, etc.).

And then it becomes mobile

Most business are on the web, as least with their basic .com site. However, that is not even the beginning of digital marketing strategy. Nor is a website which is only drafted for a desktop experience viable for businesses anymore. Internet access via mobile devices, such as smartphones or tablets, has surpassed fixed or desktop internet usage and will only increase from there. If you trek in a little further, the importance of a fully optimized website becomes strikingly clear: people are five times more likely to leave a website that isn’t mobile-friendly, and nearly half of all visitors will leave a site if the pages don’t load within three seconds Therefore, it’s essential for businesses to create a seamless experience of the website across all devices.

Marketers have a number of techniques and tools to help businesses with digital marketing in order to increase traffic, increase conversion rates, and therefore ROI, and to track progress. These relatively new tools span a range depending on company size and budget. They’re no longer optional for business today and traveling into tomorrow.

Next, it finds a direction

Digital marketing can create targeted campaigns not only relevant to your appropriate demographics, but also relevant to reaching the right consumers at the right time on the right device, influencing purchasing decision and increasing conversion rates.

One such digital marketing technique is Pay-Per-Click (PPC) marketing. This is a tool that enables you to show specifically tailored ads online to relevant target consumers when they search your specific keywords in a search engine. For example, MCS can tailor ads to target audiences when they search for such keywords as “public relations,” “digital marketing,” “graphic design,” and so on. A strong advantage to PPC marketing is that you only pay the search engine if the searcher clicks on your ad. You can set budget controls for flexibility and reach your target consumers at the right time.

Another personalized, paid technique is “remarketing” (also called “retargeting”). This is the process of delivering advertising messages to people who have previously interacted with your marketing. For instance, if someone clicks on a link for an internet service provider, they may see an online display ad for a specific internet service provider somewhere else on the web shortly thereafter.

Similarly, SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo.

Google and other search engines rank websites and thereby “decide” in what order websites appear in search listings. There are hundreds of factors that contribute to Google’s algorithm used to rank websites, including the quality and relevance of the content of the website, the website’s usability, including mobile usability, page speed and technical aspects, to name but a few.

Search Engine Optimization or SEO marketing is a more long term, but essential strategy for acquiring ‘organic’ or ‘natural’ traffic, which comes from consumers clicking the ads shown below PPC ads on the search engine results page (SERP). The goal of SEO is to continually and consistently position your website as high as possible in the search results for your targeted keyword phrases.

Content optimization is the practice of providing valuable, original content on a regular basis. If your website doesn’t do this, it won’t perform well in search results. Content can mean any creative work, such as text, graphics, images, or video. This content must also be optimized for email contact, different browsers and mobile devices

If your website is the frame of your business’s digital marketing strategy, analytics – or the measurement of digital marketing data – is the engine. Analytics provides sophisticated data that is highly measurable and easily analyzed with tools such as Google Analytics. This tool can show exactly which strategy is most cost-effective for your expenditure, and which is providing the highest revenue, ROI, sales, leads and more. Data can also be used to find weaknesses in your website or marketing which can then be addressed.

Finally, it delivers

A consistent, comprehensive digital marketing strategy will deliver results for your business’s ROI. A side, but critical benefit of digital marketing strategy is shown in increased loyalty. Delivering in real time and across platforms and devices gives a great opportunity to build brand reputation and recognition, while developing a loyal customer base rewarding you with more conversions.

If you’d like an assessment of your digital marketing strategy, please contact us or stop by the office!

Tami Garvin
VP of Public Relations