Digital Marketing–the “nice to have” office decoration.

I update my company’s Facebook page once a week.  I’m a digital marketer!

A digital marketing strategy is an intricate undertaking.  It would be nice if it only required updating Facebook regularly,  but there is a much bigger picture involved.  This blog will outline two important factors surrounding digital marketing learned in the MSMK 570 course.

1. My website stinks.  Let’s toss it and start over.

frustratedwoman

Slam on your breaks.  According to Mediajunction’s web designer blog, design and development of a typical website can cost between $15,000 and $25,000.  There goes your marketing budget.  Why not start from where you are, and rethink the current concept of your website.

  • Do you have goals and objectives?  This is the important first step.  Second, what will your KPI  (key performance indicator) for each goal be?  This is essentially how you measure whether your goals are successful or not.
  • Do you have a target audience in mind?  Your content needs to instantly appeal to your ideal visitors, convince them you are worthy of their time, and make it easy for them to navigate around your site.
  • SEO (search engine optimization) is not dead.  Create quality content that will help you get found by Google. The key to SEO is fresh content, written by a real person, that is valued by other people.  Content should inform, inspire, and interact with your audience.
  • Make your site user-friendly.  Are there clear calls to action on your main page?  Is the content well organized?
  • How are you building trust on your website?  Is your website considered an authoritative resource?  Are other bloggers linking to your pages?  This goes back to importance of quality content.
  • This last one comes from Halligan and Shah’s book “Inbound Marketing.” They encourage you to add some collaborative functionality to your site, like a blog (which is easy to update on a regular basis).  It’s also FREE to create and manage.

2. I can’t trust digital marketing, because there’s no proof of ROI (return on investment).

google-analytics

If you think this is true, think again.  Digital marketing can easily be measured.  You can track and measure results from SEO using Google Analytics, and make positive changes based on the results.

Analytics will tell you:

  • What’s working, what’s not, and what can be eliminated.
  • What pages are keeping people from completing tasks, and where you are losing people.
  • Where you can improve so people can find what they’re looking for.

Key take away: customers are hard wired and connected.

We are in a digital era.  For your business to be successful, you have to have a digital marketing strategy.  It should include:

  • A mobile accessible website-in 2014, smartphone sales grossly outnumbered pc sales.
  • SEO–optimizing your content successfully will increase your website’s visibility within the search engines and help drive traffic to your site.
  • Content is king–utilize a blog to increase user engagement.
  • Social media–build your brand’s presence over multiple social media platforms, and share your story with impactful images and videos.
  • Email campaigns–according to a Forbes article, 65% of consumers are inclined to make a purchase in association with a well planned email campaign.

Go out and leave your digital footprint!

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