What digital marketing strategy should I implement?

Oftentimes running a small to medium size business we experience the challenge of making sure we are implementing the best strategies to help grow our business. A major aspect of growing your business requires a strong digital marketing strategy, and the question we need to answer is: “What digital marketing strategies are going to be most effective for business?”

This is a loaded question because each industry and vertical is going to have a different need. What I can tell you is that there are some fundamental channels to keep in mind when you are planning your digital marketing budget and strategy. 

• A well designed website with a foundational SEO & Content strategy is going to be essential to every business no matter the industry

Reason: A good website with an easy to navigate user experience (UX) will keep your audience engaged long enough for them to accomplish what you want them to. (A lead form, purchase, download, etc…) Technical SEO & Content also need to be part of this foundation. Technical SEO puts your website in a position to rank better in search engines and allows your customers to organically find you. Finally, continuous content proves that you are an expert in your industry and tells search engines like Google and Bing to rank your material higher in the search results because of its validity amongst your audience. 

• A paid strategy focusing on paid search and/or paid social 

Reason: With the support of a well crafted SEO & Content foundation you should be gaining some traction in terms of who knows your brand (i.e. Brand Awareness). They’ve likely seen you in the SERPs . If not, a paid strategy will allow you to control those top spots of search results and convert those individuals who are not as familiar with your brand. Paid social will allow you to capture more of the millennial and Gen Z generations by other visual means, which oftentimes can be far more effective.

• A comprehensive, well thought through email strategy 

Reason: Email is a great way to share out all of that amazing content that you are producing and an excellent way of keeping your customers engaged and loyal to your brand. If email is not something that you are currently doing, then it is something you should consider. You will be able to collect contact info from your customers and use that info to create lookalike audiences in social media. This is a great method of creating repeat buyers as well as identifying new customers.

These are a great starting point for anyone who hasn’t done any digital marketing or even dabbled in it a little. There are plenty of tactics and strategies beyond this that really target to a granular level. Another thing to keep in mind is that these strategies should be active on an consistent basis, and the reason being that it is important to collect as much information and reporting data across the year to make educated decisions and shifts in your tactics. 

Part of working with Arsenal Digital Marketing means that we will be helping you understand what is happening from a performance standpoint and providing you with the insight to make informed decisions. If you need help, or have any questions please fill out our contact form on our homepage, and we will be in touch promptly.