Steve Krull is the CEO and co-founder of be found onlinean award-winning digital marketing agency.
Between inflation, labor shortages, supply chain problems and more, people have to navigate a lot, and these difficulties are compounded for organizations.
All of these factors translate into challenges for businesses, such as an updated customer profile, a limited talent pool, lack of inventory, or the struggle to compete for attention in the midst of crises.
Breaking through the inevitable noise of the world sometimes seems difficult or even impossible, but it can be done with the right marketing approach. More than ever, it’s vital for businesses to ensure their digital marketing plan is rock solid. As a co-founder of a digital marketing agency, I’ve seen that this can help with brand consistency, growth and longevity no matter what’s going on in the world.
Below are three digital marketing strategies that any business, regardless of industry, size, age, or revenue class, can implement to get immediate results.
Optimize your website.
Optimizing your online presence starts with your website. Many companies make the mistake of creating a beautiful website and then walking away from it, assuming that people will find the website and spend years working on it. Websites need to be regularly updated and optimized for SEO so that your brand can continue to be found online. Focus on these three things to start with.
• Develop rich content.
• Use keywords and links.
• Reduce page loading time.
The easiest way to think about optimization is to bring it back to Google. When people search for something, Google crawls the web to provide the user with the best results. In order for Google to prioritize and introduce your page to users, make it easy for Google to recognize your site as a valuable resource. You can achieve this by building out every section of your site. For example, the “About Us,” “Careers,” and “In the News” sections are great places to start. You can also start a blog where you share or interpret information that your customer is looking for.
Wherever you choose to build content, make sure to use keywords and credible links that enhance your content. Your keyword list should be filled with words a customer might search for.
Then minimize the page load time. A long loading time can frustrate visitors and Google takes this into account in its ranking. Remember that your website is an extension of your brand and it is often the first interaction a new customer has with your business. Make that first impression count. Update it, cherish it and optimize it. Next, we’ll talk about how to learn from it.
Dive into analytics.
Diving into website analytics is like asking a customer, “How did you hear about us?” Any website can enable and use an analytics solution to track customer behavior.
Which pages are most visited and why? Which links do they click on? Did they find you through social media or through a search engine? How much time do they spend on your site? Your statistics contain the answers to many of these questions. Plus, you can see if what you’ve optimized on your site is working and make changes if needed.
Google Analytics is an example of a free solution that you can explore, but it also has paid options. (Full disclosure: My company is a premier partner of Google Analytics.) If you’re new to Google Analytics or if you’ve enabled your analytics but never checked it out, I suggest you start with or switch to Google Analytics 4. This is because Google announced earlier this year that Universal Analytics will be retiring on July 1, 2023.
Create a real social media presence.
Now that you have an optimized site tailored to your ideal customer, in addition to the tools to customize it, you need to build a social media presence to share it. Whether you want to boost paid advertising, communicate with your followers for free, or a combination of the two, the marketing possibilities on social media are endless.
However, nailing down voice and tone is a must. If your company were a person, what would it sound like? What would it say? Does it have a sense of humor, or is it more tactical and serious? It is essential to establish who you are as a company. This discovery process is trickier than it sounds, but once you’ve found your voice, you’ll have a great opportunity to grow and manage a community.
Whether it’s factors you can control, there will always be strong competition for customers’ attention. Implementing a strategy that shines through your brand’s authenticity and sincerity will bring you closer to your customer base and ensure business growth for years to come.