Digital Marketing Strategies..... #25
- Adrian Dionisio - business737 owner
- Jul 29, 2021
- 9 min read
Updated: Nov 19, 2024

Digital marketing
Any type of marketing that involves the use of internet and electronic devices falls under the umbrella of digital marketing. This includes the act of selling through channels such a social media, SEO, email and mobile apps. The same goals of marketing apply in both the offline and online word; establishing effective ways to attract, engage and delight customers (to read about marketing principles click here).
Traditional methods have a limited scope whereas with Digital Marketing you can reach a much larger audience and target specific prospects who are most likely to use and purchase your product or service. It is often more cost-effective and easily measurable meaning you can make informed decisions and pivot when necessary. When done properly digital marketing is
Precise and specific
Cost- effective
Levels out the playing field
Measurable therefore more accurate

Digital marketing strategies
What ever the strategy, be it to increase brand awareness, lead generation, conversions or growth, you should always set specific and measurable goals.
The great advantage of digital marketing is that it is possible to measure return on investment with respect to;
Website traffic
Number of visitors
Number of pages visited
Where visitors came from
What devices visitors were using
Content Performance
Number of leads generated
Number of Conversions
Trend identification
How people research your business
How people buy from your business
Attribution Modelling
The goals should be easily measurable and make sure you are constantly measuring. Pivot and adjust where necessary. The focus of all campaigns are about attracting, engaging and delighting prospects ( click here to read more).
The 11 most profitable Digital Marketing Strategies are as follows;
1. Search Engine Optimisation (SEO)
2. Pay Per Click (PPC)
3. Email marketing
4. Web site optimisation
5. Display advertising
6. Social Media Marketing
7. Content Marketing
8. Local Search Marketing
9. Influencer Marketing
10. Video Marketing
11. Voice Search Optimisation
1. Search Engine Optimisation (SEO)
The major part of SEO is content that is the best answer for your potential customer. When you optimize your website in the right way, you improve the rank of your results when people search for terms related to your market. When going through your website make sure it is
Relevant
Easy to read
Credible
Honest
Well-built
Optimized for mobile
Accurate
There are several simple changes that can be made to any website to improve rankings
Presenting original content such as blogs.
Site usability, especially on mobile devices.
Make use of keywords that are relevant to your business.
Backlinks to your website.
The basics of SEO are that every piece of content should have;
Tag title of less than 50 characters
Meta description to describe content
Header text (H1 tags) for more relevant text
Alt description for images to describe the content of an image.
Descriptive text for links not just (click here or more).
Keywords are a fundamental driver of SEO. Try your best to work in your keyword throughout your site, especially the key pages, especially within your meta data which is things like your page’s titles / descriptions / heading & content / image titles & alt text and URLs.

2. Pay Per Click
Paid search ads, linked to your specific keywords, will get you to the top of a search page. You pay for each click on your ad that’s why it’s called Pay Per Click. Getting an ad into that highly visible area involves winning an automated auction that takes into account the price-per-click you bid on a given keyword, as well as the quality (as determined by SEO principles) of your site. You have one line to get noticed, amongst all the other crabs in the bucket, and get them to click your link.
As with SEO, keywords are a fundamental element of paid search ads. Popular keywords will cost more per click than less common terms. Remember, like with all ads and marketing (click here) keep your customer in mind, know who they are, who you are talking to and what will capture their attention. Write your ads with these things in mind. Some quick business coach advice for paid search;
· Set max daily budget
· Costs are very easy to track and manage
· Use conversion tracking
· Change ads that are not driving traffic or sales
· Test everything. See what works and what doesn’t
· The leads you generate will be relevant people who are searching for something you can provide
· Fast results are easily achievable
· It’s easy to target prospects because you can bid by keyword and region
3. Email Marketing
Maintaining and developing relationships with currently customers is extremely important for every business. It is far more cost effective and beneficial to retain a client than to try to secure a new one. Email marketing is a fantastic way to stay in touch with your current loyal customers base and to nurture that relationship. You can build connections with
Newsletters
Seasonal emails
Exclusive offers
Reminders
Flash announcements
Promotions
Tips and advice
Great content
Email marketing is quick, cost efficient and can help build strong relationships. The downside is that they are very easy to ignore and can turn out to be extremely annoying as we all know!
Increase email subscribers by ensuring all your campaigns, blogs, social media etc are driving to a landing page that is optimised to collect information from the leads. There are numerous email service providers that allow you to track analytics, design emails and manage the whole process the way feel most comfortable with.
It is important to have a clear objectives with every email you send, for example, to get more subscribers, more app downloads, more site visits, sales etc. Know what you are aiming for and the track the results, and adjust and innovate as necessary. As with all of digital marketing processes it is about continually testing to see what works best.
4. Web Site Optimisation
Your website is a representation of your business and your brand image. Ensure your website is enticing and designed according to fundamental marketing principles.
The best websites focus on user experience. A good user experience will be reflected in a good conversion rate, that is the number of visitors that convert into leads (you get contact info like email address) through a form submissions.
Look at your site’s analytics to see how people are behaving on your site. Periodically assess your advertising, headlines, calls to action, landing pages, subheadings, engagement and all information and analytics available.
Make sure website works on any device
Promote your brand
Ensure visitor can find the right product for them
Think from you customer’s point of view, delight them.
Explain ‘why’ your business operates
Tell your story
A great user experience can be difficult to master because it involves effective design, copy and user friendliness. It can however, prove to be very cost effective with respect to conversion rates and building brand loyalty. It can mean you have less need to drive traffic via other strategies.
Building a great user experience is an ongoing process that requires constant monitoring of how customers are using your site. Frequent testing is advisable as well as using growth driven design principles to improve your website’s user experience. Some good user experience basics follow;
Regularly update content to stay relevant
Ensure & emphasise calls to action
Make cure your website re-sizes well to smaller screens
Test website speed
Check pages load quickly
Less is often more and the simplest designs are of often the most elegant

5. Display advertising
You can display your business ads Infront of prospects when they are browsing other websites. You can buy display ads through servers that use data on someone’s recent search and click history. These servers automatically calculate the website and user to show your ad to. Fundamentally you’re paying to show your ad to a qualified target on someone else’s website.
The most common type is an ad banner within a website. Display ads have a wide reach and prospects are easily targeted by both context (related sites) and audience (who’ve shown and interest in your product).
Display ads are most effective when they are designed well, eye catching and attention grabbing (click here get noticed). They can be simple text, image based, video, audio or interactive. They can be all shapes and sizes. Some display ads basics are;
Design great ads to capture attention and get noticed. Focus on user experience, be transparent and make everything obvious Test, test and test some more (read more). Track clicks and conversions. Enhance what is working and exclude what is not performing

6. Social Media Marketing
Organic and paid ads on social networks are always options worth close consideration. Organic posts and ads cost nothing while paid ads can also be cheap as click through rates often prove to be very high compared to other forms of paid marketing.
Social media marketing is not very complex and needs limited experience to get going. Some social media marketing guidelines;
Choose a network that suits you and your target customers.
Create posts to get attention, build relationships and get noticed.
Be aware the social media platforms are very saturated so you have to be consistent and innovative.
The perfect formula is to be informative and entertaining.
Test call to actions , wording, headlines and so forth. See what attracts the most likes, shares, comments etc, before putting money behind any campaign.
Start with basic image or video posts and track clicks and following before moving into more expensive and complex formats.
Take time to research about social media marketing to help you on your journey, there are many free tools. Also have a look what is bringing success to others on the platform you intend to use.

7. Content Marketing
Your business can focus on reaching, engaging and connecting with candidates via content. Content marketing can involve videos, blogs, infographics and more. The essence is to provide value to users. The aim is to build relationships by informing and educating. Writing pieces of content you can target keywords and optimise content for search and users.
The most important principle for content marketing is to be relevant and beneficial for your audience. Original and high quality content will make users want to share it with their friends, colleagues, associates, family and network.
The goal of this strategy is to provide valuable info and educate your target audience to increase traffic, generate leads and conversions. You should also focus on optimising your content for search engines to improve ranking and visibility in search results.
9 Influencer Marketing
This is a good way to develop a digital marketing campaign at a reasonable cost. Hiring an influencer with many followers and a good track record of promoting products can prove to be very effective. Research to find a relevant influencer who engages with topics related to your industry. Reach out to them and enquire whether they are willing to promote your brand. Some may offer to do it in exchange for free products but the majority will ask for a fee.
As with all digital marketing campaigns track your results and return on investment to ensure it is worthwhile and money well spent. Remember it is not only about the number of followers but the influence over those following them.

10 Video Marketing
This is a useful and worthwhile strategy to increase reach, revenue and grow your business. Video is a form of content marketing where the focus is on creating informative and valuable content for your target audience.
There are different types of video such as instructional, announcement, even, behind the scenes and more. The aim of video marketing is to build brand awareness that will increase leads, conversions and revenues.
Video marketing is a strategy that appeals to current user behaviour. It is estimated that adults now spend up to 5 hours per day watching videos. Research shows that 90% of users credit video for make a purchase decision. It is also estimated that webpages with video are 53 times more likely to rank on the first page of search results
Video will increase storefront traffic
Video will increase leads, conversions and revenues
Video will increase website traffic
Video will increase brand awareness

11. Online speaking engagements & Networking
Directly speaking to your target audience enhances trust, credibility and expertise. Simply by participating in these engagements quality prospects as interested in your offer. You are well down the path to conversion. Speaking engagements online are a great way to generate leads and conversions. It is a very powerful way to leverage social proof and positions yourself as an authority in your field.
There are many ways to host online speaking events. Zoom, Skype along with practically every social media platform allow you to host these events with multiple participants. These meetings are a perfect opportunity for you to showcase your business and your brand. As ever, remember the importance of content and provide relevant, useful information.
Both your own and other people’s engagements provide a good opportunity to network and target potential clients. Face to face personal encounters build trust and build rapport.
12. Voice Search Optimisation
This is one of the newest digital marketing strategies. Businesses can optimise existing and new website content for voice search. The aim is to earn your website the featured snippet or position zero spot in Google Search results.
The use of voice assistants is on the rise. Siir, Alxa, Amazon Echo use the featured snippet to respond to voice searches. The goal of voice search optimisation is to earn the featured snippet for keywords relevant to your target audience and business.
Voice search optimisation can increase visibility, leads, conversions, store visits, purchases and more. Voice search is becoming an increasingly popular way to search. It is worth considering whether to adopt this strategy now while it is still relatively new and not saturated.
Conclusion
Digital marketing, when implemented correctly will help your business to grow with accelerated profit. When you attract engage and delight you will turn strangers into advocates for your business . This is very important because trust is at an all-time low. People don’t trust businesses like they used to. So who do they trust? They trust their peers, their friends the family, colleagues, associates. Digital marketing affords business the ability to win back this trust. Remember, the foundation is for your business to be focus on the customer, to be all about them, to delight, enthral and serve them better than anyone else.

Comentários