If you're launching a new product line or competing in the crowded online marketplace, the key to success is doing more than putting ads out there and hoping customers see them. The most successful companies have a comprehensive digital marketing strategy to make sure their goals are aligned across platforms and hitting the right demographics. A full service digital marketing agency can take the work of setting up your digital marketing plan off your company's shoulders, and Desoto Consulting LLC in Surprise, Arizona is ready to help.
We offer a wide range of services including content and credibility building, reputation management, search engine optimization, statistical analysis, and website and mobile advertising.
Seven Keys to Building a Successful Digital Marketing Strategy
Know Your Demographic
Companies used to rely on blast advertising, where they would cover the internet with ads for their product and hope the many people who saw it resulted in enough conversions to turn a profit. This was expensive due to the volume of ads and wasn't nearly as successful as today's targeted marketing strategies based on demographics.
The first step to any successful digital marketing strategy is to study who is buying your product and the best way to appeal to them. Different demographics frequent different platforms, and a good marketing campaign can get lost in the shuffle if the core audience isn't there.
An ad campaign for a hip fashion line would be best rolled out on Instagram, while a product geared towards seniors would have more success on Facebook or on specialty websites. The statistical analysis of your product should begin before you roll out your first ad to make sure you're getting the most from your marketing dollars.
Content Is Key
Advertising is important to getting new customers, but one of the most reliable methods for getting people to visit your website is to have new content they want to follow. This is why more top sites are employing regular bloggers and columnists to provide fresh reading material at set intervals.
Social media followers see the new content, visit the site to read the blog, and then see in-house ads pointing them to purchase products or subscribe to mailing lists.
Creating content is an easy way to get website traffic, but it can be time-consuming for in-house talent. That's why digital marketing agencies employ talented writers to keep clients stocked with fresh and original writing.
Many older companies let their websites get static and their customers loose the habit of visiting regularly, but a relevant and consistent blog can reverse this trend.
This is a problem facing many older companies who built their platforms with now-outdated software. When customers visit, they find a clunky user experience that makes it challenging to know where to go or how to make purchases.
It's important to give your website a periodic refresh and ensure it has important new features like Amazon purchase links and social media connections. A critical part of website optimization is ensuring your website is mobile-friendly, because over two-thirds of customers now make their purchases online.
A good online website should be uncluttered and feature clear, easy-to-click buttons to account for the smaller screen. A digital marketing agency like Desoto Consulting LLC will have built websites for both top companies and startups and be ready to make your website run smoothly no matter the platform.
Better, Smarter SEO
SEO, or search engine optimization, is one of the most important elements of raising your website and company's profile. Effective SEO will have your online presence as one of the first things people see when they search for your product or related topics.
But SEO has changed since the early days and getting that high ranking will pit you against some of the biggest companies in the field. And Google has gotten savvier at filtering out companies that use old-fashioned tricks to force a ranking, like keyword stuffing and hidden text.
The best companies know how to find the balance between a keyword that's prominent enough to be searched frequently and one that is so common your result will get lost in a sea of competitors. For instance, a camera company wouldn't try to rank for "camera" but would focus on a specific subset of the field like "waterproof camera" to get a prominent place in search results.
Develop a Loyal Customer Base
The best advertisement you can get for your product isn't the ads you put on Facebook or Twitter but the satisfied customers who return for future purchases and spread the word. Above-and-beyond customer service is the way to turn a happy customer into a loyal follower, and it's as easy as sending a quick follow-up e-mail thanking them for their purchase and inviting them to fill out reviews.
A glowing review on Yelp is more successful at convincing people to take a plunge on a smaller company than a flashy ad on social media. Another effective way to keep customers loyal is to invite them to join your mailing list.
E-mail marketing is neglected by some companies that focus on social media marketing, but it's a key part of any digital marketing strategy that relies on repeat customers. This makes it easy to keep customers apprised of new product developments and company announcements to get each new phase off to a strong start.
Don't Be Afraid of Automation
Even the most customer-service focused company will find it cost-prohibitive to have someone on duty twenty-four hours a day, especially during the start-up phase. This is why many companies are turning to chatbots on their websites and Facebook pages.
Chatbots are automated programs designed to answer hundreds of the most common customer service questions and refer them to the manned helpline if their problem is more complicated.
Chatbots can resolve a majority of common customer service questions and free up valuable manpower for other tasks. Another popular use of automation is to set up a program to send mass e-mails, especially if your e-mail marketing list is extensive.
Track Your Benchmarks
When rolling out a digital marketing strategy, it's important to know what metrics you're using to measure success and check frequently that you're on target. The best way to do this is with top statistical software that can break down your views, conversions, and purchases by source and demographic.
Top statistical software can be prohibitively expensive for start-ups, but when you partner with a digital marketing agency, you get access to the best tools in the business as part of our full-service package.
Start Optimizing Your Digital Marketing Strategy Today!
Competing in today's market requires a comprehensive digital marketing plan that targets your core demographic with varied and informative ads and content. Working with a full-service digital marketing agency puts your strategy in the experts' hands and frees up your talent to focus on what they do best.
If you're looking for digital marketing help, our experienced team is taking on new clients. Contact Desoto Consulting LLC for more information on our services or to set up a consultation today.