Digital Marketing Strategies to Help Get You Found Online
Now that you have a well crafted plan (Digital Marketing Strategy for Small Business – Begin with a Plan!), you can focus on being found online.
Steps to getting found
An online business audience consists of 1) search engine bots and 2) people, looking for something, who want to talk about you! Your online presence needs to appeal to both circles and your content (information) must be available in ways that suit both audiences.
How do you search for information on the web? Do you type in phrases to generate a search engine results page (SERP)? Your customers do the same thing. If you want to be found by a) people looking for your products and services or b) your target audience, it is important to provide a consistent presence across all chosen online portals e.g. website, blog, Facebook, etc. Content helps you get found online. Remember to keep your message simple, fresh and consistent. Use imagery, keywords and tagging and always send people to your website, to a landing page specifically addressing your topic or to your social media sites.
Are you good at giving directions?
Online visibility is only as strong as the map you create. Search (organic and paid) outcomes are based on the quality and relevancy of links you build (both incoming and outbound) and the keywords you attach to your content. Start by:
a) considering the top five words that apply to your business
b) asking your customers to do the same. How did they find you?
c) using Google Adwords to review keywords that people generally use
d) using Google Analytics to identify keyword trends of visitors to your site.
Are you proud of your Digital Shop Window?
Did you know 1.6 mio people in Ireland have a smart phone and 1.2 mio people have access to a tablet. Your website is your digital shop window.
- Does your website work from a mobile perspective?
- Is it easy to read, of interest and relevant to your target audience?
- Is it search engine friendly – can it be found by search engines so that people are directed to you?
- Does your use of keywords get you on or close to the first page of search engines for your identified search terms?
- Is the site easy to update? Do you have a content management system? Are you in control of your website? Do you have to wait for and pay someone else for updates?
- Is your website regularly updated – will your visitor see something new on each visit?
- Is your site browser and device friendly? Does it launch properly on different internet browsers e.g. Explorer, Chrome, Safari?
- Have you signed up, embedded the code and used Google Analytics for all site pages?
- How quickly does your site load – do you keep your visitor waiting?
- Do you have a ‘Call to Action’ and encourage site visitors to do something e.g. sign up for a newsletter, provide an email address, contact your business or like your Facebook page.
- Is your website something you are proud of?
Why start a Blog?
The statistics show you get more leads if you blog on your website. Each blog post generates its own URL, has your keywords in the Title and Headings and delivers multiple signposts to Search Engines indexing material, thus creating more traffic opportunities for you. Blogs can be easily created using Content Management System software (e.g. http://www.wordpress.com) that allow you add content without relying on technical support. Blogging can help build your network particularly when your content is useful, interesting and focused on the reader.
Visibility + Credibility = Profitability
Networking takes time and effort. People want to get to know you, like you, trust you before they do business with you. Social media is the vehicle for communicating and distributing interesting content across the internet. In turn, readers share the content they think is compelling. For example, Facebook will enable you approach your audience in a more relaxed tone, you can encourage activity through competitions, loyalty events, by adding comments to and sharing from other pages to build your profile.
Using social media news feeds provides a business with quick, easy and cost effective ways to broadcast information and make an impact.
No more Hide and Seek
A connected marketing strategy, using traditional and digital channels, will publicise your digital contact points on all printed material and reuse your content across chosen channels. Promote your website and Blog on your chosen social media channels. Close your connection circle by adding social media buttons to your website to encourage sharing. Use the website as your anchor and extend your presence across multiple sites as skills develop or you can dedicate increased business resources to your digital activities. It does take time but this is not a process, it’s an integral part of business today.
Onwards and upwards – Sasha T♣
- Business Networking International – www.bni.com
- Carvill M. and Taylor D. (2013) The Business of Being Social: A Practical Guide to Harnessing the Power of Facebook, Twitter, LinkedIn and YouTube for all businesses. Crimson, England.
- Chaffey, Ellis-Chadwick F., Mayer R. and Johnston K (2009) Internet Marketing – Strategy, Implementation and Practice. 4th Edition: Pearson Education, England
- Meyerson M. and Scarborough M. (2008) Mastering Online Marketing. Entrepreneur Media, Canada
- Rickman C. (2012) The Digital business Start-Up Workbook – The ultimate step by step guide to succeeding online from start up to exit. Capstone Publishing, England