There are so many different digital marketing strategies out there that it can sometimes be difficult for businesses to know exactly where to begin. From SEO, to social media marketing, PPC advertising and content marketing, there are tons of highly effective ways to find new customers and better engage with existing ones…
But the problem is that although all of these tactics can work very well, there is usually nowhere near enough time (or budget) to do it all – and do it successfully. In order to make digital marketing work for your business, it is necessary to prioritize your strategies and get clear about exactly what you should be concentrating on.
Find out where your customers hang out online
It is important to find out exactly where your target audience hangs out online so that you can prioritize marketing in those places.
As an example, there is little point in advertising on Facebook if you know that most of your primary target audience isn’t on Facebook! On the other hand, maybe you are selling a B2B service and decide that LinkedIn is the perfect platform for marketing your product. Those same people might also use Facebook at home, but by marketing to them through LinkedIn you could hit them when they are in ‘work mode.’
How do you find out this information?
One of the best ways is simply to ask them! Consider sending out a short questionnaire, or just ask your customers when you speak to them.
In addition, it’s well worth looking at online communities and forums related to your business as these can tell you a lot about your audience.
Finally, you can also use online tools like the Google Display Planner. There are also many paid tools that can analyze your competitor’s websites and tell you from what sites they are receiving traffic.
Prioritize your website
Your digital marketing should really be centered around your website. As an example, you might use social media marketing, PPC and email advertising to find new prospects, but ultimately you will most likely be directing people back to your website. If your website sucks, you aren’t going to achieve successful results from your campaigns.
Your website should:
- Have a professional visual design
- Be user-friendly (logical navigation, clear categories, etc.)
- Be mobile-friendly
- Contain relevant, up-to-date content
Your website forms the backbone of your digital marketing strategy, so make sure that your website does justice to your brand and creates a good impression to visitors.