Digital marketing has become a huge industry in the last 20 years, and it's little wonder that all the world's largest businesses have huge online marketing budgets. The reason is simple, it gets results! In this article, we will explain what the bare essentials are to keep on top of your digital marketing efforts for your company in the 21st Century.
Not having analytics on your website is like flying a plane blind. You need to know which direction you are going in and how you will get there. Do you have goals that you need to achieve? If not, you better set some right now. You need to have an aim as to what you want to achieve. Do you want more visitors to your website? Do you want more conversions? If you haven't already, set up Google Analytics on your website and monitor the data on a weekly basis. Once you set up Google Analytics, take a look at how much traffic you get to your website, what your conversion ratio is, which country your visitors are from, and basically anything that is relevant to your conversion funnel.
Knowing your competitors should be a key point in your digital marketing strategy. When you know who your competitors are, you can find out some important statistics from their website, such as what their product offering is, and how it differs to yours. You can easily find out their website traffic using tools like Ahrefs, and you can also find out which of their pages perform the best in terms of traffic. Once you know this, you can create similar pages about the same topic and get some of that traffic coming to your website instead.
How do your landing pages compare to your competitors? Are your CTA's (Call to Actions) good, or do they leave your prospective customers wondering what to do? Getting your prospective customers to your website is only half of the objective, the other half is getting them to actually sign up, or convert to a customer. This is why your landing pages should be created in a way that is easy for a customer to convert while giving them information about your product or service. This is easier said than done, and when you do this, you will soon find out that every pixel of space on a webpage is valuable real estate. The best way to create a landing page is to draw it out on a whiteboard and visualize what it will look like and what information it will give your prospects. Take a look at your competitors landing pages and note down what stands out and how you could make it better.
Email signatures have come a long way since email was first invented. They used to just have text and that was it. These days email clients allow HTML in messages so you can craft a good email signature and use that as one of your marketing channels. In order to use an email signature for marketing, you can add a banner to the bottom of your email signature offering a discount code for a product, or you could use it to market an event. Creating an HTML email signature can be difficult if you aren't using a pre-made template, as you often need to have HTML and CSS programming experience. There are plenty of free email signature tools out there that can help you create an email signature that works with all email clients.
Blogging is becoming an important part of online presence, and it can also drive plenty of traffic to your website if done right. People often dont know what to blog about or are confused about the benefits, so I will try to explain both. If you have a business that is selling flowers online, then you could blog about wedding flowers, funeral flowers, engagement party flowers and many more occasions. This not only helps your readers understand more about the topic, it also shows them that you are passionate about flowers. A hidden side effect of this is that your website will often rank higher on search engines for topics like "wedding flowers" if you have a blog post written about wedding flowers. Even though blogging can seem like a hassle, make it fun by engaging with your readers and asking them what they want you to write about.
The Bottom Line
Your digital marketing efforts are extremely important for your business, even if you aren't selling anything online. Local businesses still benefit from a good digital marketing strategy. Using all of the above tactics will likely see you ahead of at least 75% of your competition and will likely win you a lot more business in the long run.