The Basics of Digital Marketing
For any business who has an online presence (website, social media account, Google business page, etc.) it can be daunting to comprehend the myriad of available avenues to promote your business. But it needs to be done. Otherwise, your business will not be found and your ability to bring in new customers is diminished. Here we give you a quick overview of the most important aspects of digital marketing so that you can have a better understanding.
Search Engine Optimization (SEO) is the process of your website showing up in Google searches, without paying for ads. When someone ‘googles’ a word or phrase, a list of websites appear that are most relevant to whatever was typed in. For your business, you want to appear on that first page because it will drive traffic to your website and sales through your door. You need to remember, though, that SEO is a long-term plan that while might not bring immediate results, it will put you in good stead for the future. SEO is a vital component of your advertising campaign, and must not be neglected.
Paid Search is the process of paying for ads that appear in search engines, like Google. While you are waiting for your SEO efforts to kick in, paid search engine ads allow you to reach those people who are looking for a service that you can offer, right now. Your ad shows up in their searches and they can click through to your website. You pay every time someone clicks on the ad and goes through to your site. Paid Search is an immediate traffic enhancer for your website.
Social Media Marketing
Social Media Marketing is similar to the paid search in that you create ads for people to click through to your website. The difference here is that it is not keyword specific, so you are advertising to an audience that might not be looking for your services at that time. The bonus, though? You can reach a very wide audience of people, who fit within the demographic you believe are most interested in your services. Social Media Marketing also includes being on social media platforms and engaging with your fans; it is not only about advertising. Everything that you do on social media is some form of advertising for your business, so be relational, friendly and offer value to your fans. Everything you do for your business online reflects your brand.
Content marketing is the creation of content that you share on the internet that both represents your brand and offers value to others. It can be in the form of social media posts, blogs, emails, website text, videos and images; anything that gives your followers value without doing the hard sell for your services. It is an opportunity to showcase who you are and engage with your fans in a friendly and social manner. Content is a critical component to current digital marketing strategies and should not be overlooked.
Local SEO strategies involve utilizing online tools to advertise your business to people who live in your area. It is particularly important for those businesses that operate from a set location (salon, restaurant, painter, etc.) as they want to engage with people who can come in-store and use their services. Local SEO strategies involve being listed in directories and having a presence on Google Maps so that potential customers can find them quickly. While this is not critical for those businesses who are predominantly online, it cannot hurt! But for those brick and mortar companies – it is a must!
You have your products or service, your staff is ready, and you have done the advertising. But people are still not doing anything once they get to your website. Why? Your website design has flaws. With the rise of websites over the past 20 years people have become precious about what they want to see when they get to a new website. If yours does not give them what they want immediately, they will click away. Good website design, and copywriting, is imperative for your business to survive in the online world. Take some time to see what successful websites are doing well, and imitate it (without infringing on copyright law!).
This all sounds too hard!
Do not panic! There may be a lot of information here, and many things to do, but it is manageable. YellowFin Digital, a digital marketing agency in South Texas, have experts across all of these areas who would be honored to help you get maximum exposure online for your business. Contact us today to find out more!