Businesses that market online must tackle such a varied landscape and audience that it is no longer enough to focus on just one strategy. As a digital marketing agency in the UK, we realize that the starting point to driving business results is studying the business thoroughly and creating a strategy that will help them achieve their goals. This involves choosing the appropriate digital channels to connect with the target audience and creating calls to action that yield results.
In the current marketing scenario, a business must engage its audience online and offline across various media. Besides marketing via their website and social media profiles, they must ensure that they also reach their prospects via mobile marketing. This calls for an integrated digital marketing strategy that can be monitored, measured and tweaked to maximize the return on marketing investment.
What is digital marketing?
Digital marketing covers a wide range of activities that together, help the business realize its business goals. With the focus on user experience, the digital strategy must be carefully woven together so as to engage the audience and achieve the business’ objectives.
Briefly, digital marketing involves the following basic steps:
- Carrying out a competitive analysis and setting goals, based on which a detailed marketing plan can be conceived.
- Scrutinizing buyer behaviour to create a content marketing strategy for various channels including a business blog, website content and social media content optimised for the search engines.
- Search engine optimization as an on-going activity to generate targeted search engine traffic. This involves keyword research and analysis to identify what words the target audience uses to find the business and using them naturally in the content. The SEO strategy includes on-page as well as off-page optimisation, besides responsive web design.
- Creating a social marketing strategy so that the content from the website and blog are shared across relevant social media channels. Social media shares are a critical ranking factor with the search engines, besides helping generate more leads and traffic.
- Setting up analytics for measuring and monitoring to identify what works so that more focus can be directed towards those strategies.
Mobile Marketing is experiencing rapid growth and popularity and is something that businesses cannot afford to ignore. Practically everyone owns a hand held device today and carries it with them, making it an excellent channel for targeted messages. Whether businesses choose to adopt mobile marketing or not, a mobile version of the website is mandatory so that it can be accessed from various devices. Most businesses develop specific branded mobile applications or apps to engage their audience.
Ultimately, digital marketing is about being found by the search engines and reaching the users, keeping them engaged to motivate them to convert into leads and customers through a bouquet of methods that work. It involves leveraging content to attract visitors, building the brand and relationships with these visitors to create a loyal following.
Naturally there is no such thing as a standard set of strategies since each business is different by its nature and its goals. To learn how we can set up a successful digital marketing strategy that aligns with your offline presence, call us today.