Congratulations! You’ve decided to pull the trigger and start that new company you’ve always dreamed of owning. You’ve done the research and you know there’s a growing market for your niche. Now what? How are you going to go about getting some customers? Here’s a hint: You need a solid digital marketing strategy.
Generally speaking, when entrepreneurs decide to start a new business it’s their craft that they’re an expert in, not digital marketing. They understand precisely what they’re selling, what problems they’re solving, and for whom. However, finding the most effective ways to get the word out online about their new business and attracting lots of potential customers is another thing entirely.
We could go on for days talking about all of the various aspects of a solid digital marketing strategy. There are many techniques, depending on the type of business you’re running. However, if you want to build a strong online presence, everything can be boiled down to three main components. These three components fit virtually any business in any industry. Let’s discuss each component so you can get your business started on the right foot.
3 Steps to Building a Solid Digital Marketing Strategy
Step 1: Building an Eye-Catching, High Converting Website
You want to build a website that accomplishes two very important things: First, it must get the attention of the search engines, namely Google. Second, it needs to answer the questions searchers are asking. Long before a potential customer ever contacts you regarding your products and services, they’re going to check out your website. That said, your website is everything to your business. Your website will be a visitor’s ‘first impression’ of your company. What type of first impression do you want to make?
Once visitors land on your website, how easy will it be for them to find what they’re looking for? Organize your content so that potential clients can navigate your website with ease. If they have a great experience browsing your site they’ll return, begin to trust you, engage, and eventually become customers. If they don’t, they won’t.
Your website needs to communicate well with Google. Tell Google what your web pages are all about. Show Google you are an authoritative source of information for your industry. Over time, the search engine giant will come to trust you and will advertise your website in search, bringing lots of prospects your way.
Secure Socket Layer (SSL)
Make your website is secure. If you don’t have an SSL certificate for your website, Google Chrome browser will flag that your website is not secure. You don’t want to have secured content on an unsecured website. (Side note: Google Adwords requires that your site is secure also.)
Step 2: Content, Content, Content
Statistically, 94-96 percent of all B2B online traffic comes from Google. Every single minute, Google processes 4 million search queries worldwide. Google’s primary concern is presenting the searcher with websites that contain content most relevant to their search criteria. When a searcher is looking for a product or service you offer, your goal is to have Google direct them to your website! For that to happen, you’re going to need lots and lots of relevant and remarkable content.
When writing content, focus on the art of storytelling. Always be genuine. Write compelling content that resonates well with your target audience. Stand out among your competitors. Help people make the decision to work with you.
Visitors need to feel confident that your company’s products or services are precisely what they’ve been searching for. They need to feel like there’s no need to scour the Internet any further; that their search ends with you! Your web pages, images, and blogs all need to instill full faith and confidence in your company’s ability to fix whatever problems they have.
Do you have ebooks, white papers, case studies, FAQs, statistics, videos, etc.? Create content, then publish it everywhere for maximum exposure for your business. Which leads us to the next step…
Step 3: Social Media Engagement
The final step in developing a solid digital marketing strategy is your social media engagement. Here’s what’s happening on the most popular social media platforms worldwide every day:
Facebook: 2.5 million pieces of content are published.
Youtube: 72 hours of new video content is uploaded.
Twitter: 300,000 new tweets are posted.
Instagram: 220,000 new photos are posted.
Needless to say, there’s a lot of activity on social media. And those numbers are only going to increase with no end in sight. It’s critical you get in the social media game right away. But which social platforms should you focus on? Hint: Which platforms are your competitors on and how well are they doing? If they’re doing well on those platforms, chances are you will too.
What types of things should you post? If you create content as described above in Step 2, you’ll have endless amounts of valuable information for your social media posts. Interesting, engaging, and educational content posted consistently on social media will build awareness of your Brand and will get you noticed. So have fun! Let your personality shine through on your posts.
Social Tip: Running ads on social media is a great way to get the attention of people who need your services. Provide them with an opportunity to ‘learn more’ about how your company can benefit them. You’ll increase traffic to your website and generate sales qualified leads reasonably quickly.