As technology advances, so does the way we communicate with our audiences. Reaching your markets through digital channels has become easier, more cost-effective, and a basic business requirement.
So, how can your company leverage the power of digital?
Let's take a look at a few key digital tactics you can use to help your business grow.
Search Engine Optimisation (SEO)
It is critical that your customers can easily find your website. You have lost them if they click on too many keystrokes before they land on your site. Your website will be discovered if you have a strong search engine optimisation strategy in place.
Here are seven things you can do to improve your SEO performance.
1. Make certain that your domain name accurately describes what you do.
Marketingforbusiness.com.au is my domain name because (1) it was available and (2) it is exactly what I do. We no longer create clever, cryptic names for our websites. Declare your profession.
2. Make use of Google Search Console (also known as Google Webmaster Tools)
Google provides these tools for free, and it is chock-full of information to help you optimise your website's performance. It displays the amount of your content that Google has indexed and what you can do to help your website rank higher. This is an excellent tool. Google wants you to have a high-quality website and provides the tools to help you get there for free.
3. Provide Google with a sitemap
Most content management systems (CMS) allow you to create a sitemap solely for Google. Create a sitemap and submit it to Google Search Console. You've now invited Google to your site and are showing them around. Google is interested in the structure of your website, so this provides a blueprint of where everything is and how it is all connected.
4. Your website must be mobile-friendly (responsive).
It is critical to be mobile friendly in order to be found by search engines. It is their goal to provide a positive user experience, and with the increasing use of mobile devices to access information, having a mobile-friendly website is critical. Test your responsiveness across a variety of devices to ensure there is a positive user experience across the board.
5. Make use of an HTTPS / SSL certificate
With so much malicious activity on the internet, Google has now rewarded secure websites with higher search engine rankings. To be recognised as a secure website, you must have an SSL certificate and use https.
6. Continue to create content
Google gives websites high rankings if they publish high-quality content that is relevant to searchers. News articles, blogs, videos, images, RSS feeds, and forums are all examples of content. For Google, content is king, so keep publishing.
7. Never give up.
It takes time to be recognised by Google, but if you keep working hard, it will happen. Once you've made it to page one, it's not time to relax. It takes time to keep your website fresh, dynamic, and SEO friendly, so make it a weekly priority.
Content marketing is an excellent way to expand your market.
Content marketing is my favourite tool for acquiring new customers and retaining existing ones. Being a subject expert in your field instils confidence and trust in your audience. You understand what you're talking about.
You can distribute well-written, informative content across many channels where your potential customers may be watching. For example, if I was a plumber and wrote an article about unblocking drains, I could post it to my blog to engage customers, I could post it to social media and boost my posts to gain a larger audience, I could include it on industry websites, I could publish it to my website's News section, I could create a short explainer video and post it to YouTube, and so on. One article can serve many purposes and reach a wide range of markets. Aim for one original article per month.
When creating content, it is critical to consider what is important to your reader and what they want to hear about. What can you write about that no one else is writing about to make yourself stand out? What kind of content will add value to your customers' lives? What are they looking for to read?
Previously, it was always important to include a "call to action" in your writing. Some people may still believe this, but simply sharing information for the sake of sharing it will grant you subject matter authority and expertise. A simple link to your website may be all that is required.
Install Analytics Tools to Track Success
Metrics are everything in digital marketing. The most important thing you can do once you start using digital marketing is to measure it. You can see if your efforts are yielding results, what didn't work, and what you should try next. When compared to print marketing, the amazing thing about digital marketing is that marketers can conduct dozens of small, low-risk experiments in a very short period of time to see what works, and then make far more intelligent decisions based on actual data, rather than just guessing.
Here are the requirements for measuring, dissecting, and analysing digital campaigns.
1. Analytical software
Google Analytics, Facebook Insights, Twitter Analytics, LinkedIn Analytics, and Instagram Analytics are all free. Connecting your website to Google Analytics is a simple and straightforward process. Once you've created your business pages, you'll have access to the other social media tools. To make marketing decisions, you must have data to back them up. To learn how to use these tools, go to YouTube and search for 'How to use Google Analytics.' It's as simple as that. You don't have to be a computer programmer, web specialist, or marketing guru. All you need is a desire to learn.
2. Establish objectives
You can begin by setting goals to track engagement, followers, website impressions, filling out a contact form, time spent on your website, and so on. This is important information, and you will notice that the numbers change from month to month as you grow. Goals are not fixed and should be revised as your business evolves and the need for new data arises. However, because this is a commercial world, these visits, followers, and engagements must still result in revenue, so you should set some kind of conversion rate that equates to value for that visitor.
You can increase your online presence, attract new customers, keep your current customers happy, and drive profit by utilising digital tactics such as SEO, content marketing, analytics tracking, and more. You can also optimise your time at work with the help of productivity tools.
The digital landscape is ever-changing, and your ability to stay connected will set you apart from your competitors. Challenge yourself to always be on the lookout for the latest opportunity to try something new and exciting for your brand, and then to grow from there. Don't be afraid to try something new.
Contact Marketing for Business to learn more.