When it comes to digital marketing for your business, you may have that creeping feeling that you need to be doing more. However, you might also be concerned that you don’t have the time, expertise, or financial resources to expand your digital marketing activities – or perhaps you simply don’t know where to start.
Luckily, there are a few simple things you can do that will vastly improve your chances of success without too much effort or outlay. Here, we give you five tips to get you started. The good news is that these tips are much easier and cheaper than you may think, and they’re well worth it for the impact they’ll bring to your marketing success.
1. Paid search
Paid search can refer to PPC (pay per click) or PPM (pay per thousand impressions). The premise is simple – you place ads in the results page of a search engine, like Google, for a search term that’s relevant to what you’re trying to sell, and then every time someone searches for that term, your ad appears. You then pay according to the number of people who click on or see your ad. Google has a platform called AdWords through which you can pick your preferred search terms and set up your ads. Depending on your budget, there are even different options for ad placement.
2. Advertising in websites
As well as using AdWords to advertise in Google search results, you can also use AdSense, which places ads on websites that have selected Google as their advertising partner. These ads can be placed according to the demographics of the websites’ visitors, so you can optimise your campaign to ensure you get seen by the right people.
SEO, or search engine optimisation, is the process of setting up your website to appear at the top of the list on search engine results. Unlike paid search, where you pay to have your ads appear in certain keyword searches, SEO is all about organic search results – in other words, making sure your website is naturally the first result people see when they search for something to do with your business. SEO uses things like the way your website content is written, keywords in the text on your web pages, and internal and external linking.
4. Paid social
As with search engine results, there are two ways to attract interest to your social media channels – organic and paid. Getting organic traffic to your pages on social networks like Facebook and Twitter is a lot of work, because these days social networks reward paid content over organic. This may seem unfair, but when you think about their business model, it makes sense.
The good news is that with paid social ads, you only pay for the number of times your ad gets seen or clicked on, and you can set up a limit to make sure you’re not overspending. Also, social networks are pretty good at targeting your content to the right demographic, so your efforts won’t be wasted. And as you build up a following through social ads, your organic content will start to enjoy more hits too.
5. Content marketing
Maintaining a content marketing strategy might seem like a lot of work, but with the right methodology it can make a huge impact. Set up a blog, and make a commitment to regularly sharing content – it doesn’t have to be every week, but you need to keep going. It may take a while to build up a following this way, but it’s worth it.
The content you share on your blog should be interesting to your audience, but not necessarily promoting your products and services. That way you’ll build a relationship with people who like what you’re saying and don’t feel like you’re selling to them. You can then use social media to share your blog posts alongside content from other websites and blogs that your audience might like.
Don’t be tempted to use more social media channels than you have time for – and only use the ones that your customers are on. And you can also save time by using a tool like Buffer or Hootsuite to schedule posts, because you’ll only have to set them up once in a while rather than spending all your time on social media.
Keep it simple
You don’t need to use all of these tips for a successful digital marketing strategy, but if you’re not using any of them, you’re missing a trick. By investing a just little bit of time (or money) every month, you can transform your company’s potential with a few tweaks to your digital marketing.
If this seems unrealistic to maintain, you may want to consider outsourcing your digital marketing to an expert agency, or risk losing ground on your competitors.
Why not start by giving some of these a try?
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