In today’s business climate, digital marketing is more important than ever. With studies showing that 75% of marketing teams increased their company’s credibility and trust with various digital marketing tactics, it’s clear that a strong digital marketing strategy is critical to success. But when it comes to identifying the right digital marketing mix for your business, you need to know what to look for, and the BBB team is here to help.
Whether you’re a small business owner getting started with digital marketing or a seasoned marketer looking to take your strategy to the next level, identifying a digital marketing mix that works for you is critical to your success.
Believe it or not, most of the hard work comes down to trying out different digital marketing strategies. This means taking the time to understand what works best for your business and what gets you the highest return on investment (ROI).
As you try different digital marketing strategies, you’ll notice that some approaches work better for your business than others.
For example, while social media marketing can be a great way to build your brand and generate new followers, where you spend your time will vary depending on your audience.
While 71% of consumers say they’re more likely to buy from a brand they follow on social media like Facebook or Instagram, roughly 80% of B2B buyers are more likely to come specifically from LinkedIn. This means that if you own a B2B business, you should prioritize building your social media presence on platforms like LinkedIn. Instead, those in B2C businesses should focus on building a presence on platforms like Facebook and Instagram.
This shows the importance of testing different digital marketing strategies and understanding what works best for your business.
There are many things to consider when growing your business, and digital marketing is one of the most important. If you’re ready to redouble your efforts and get more sales, use these BBB tips.
1. Develop detailed audience personas
This is a vital digital marketing tactic that every brand, B2B or B2C, should practice. The more detailed your audiences are, the more targeted and personalized your content and offer will be.
This is crucial considering that 80% of consumers say they are more likely to do business with a brand that takes the time to personalize its experience and offerings. In comparison, 66% of consumers expect brands to understand their unique and individual needs.
2. Invest in regular keyword research
When looking to double your digital marketing efforts, one of the best ways to do so is by investing in regular keyword research.
With approximately 93% of online sessions starting with a keyword search on one of the major search engines, researching what your audience is searching for is crucial to your success.
This allows you to develop detailed keyword lists that include long-tail variations of common keywords, increasing the likelihood that you will rank on page 1 of a search engine result when someone searches for your keywords/phrases to which you are oriented.
3. Use the right SEO best practices
Search engine optimization (SEO) combines tactics that help your content appear higher in organic search results. This includes things like creating engaging content optimized for keywords/phrases your audience is actively searching for, utilizing internal and external link building, and more.
With over 2.55 billion searches performed on Google in 2020, getting your content to appear in organic search results is a key component of your digital marketing strategy. Some of the most common SEO best practices worth implementing in your digital marketing strategy include:
• Develop web content based on your keyword research
• Optimize all visual elements
• Optimize page loading speed
• Optimize titles/subtitles
4. Properly align your brand across all channels
Brand consistency across channels plays a bigger role in building trust and credibility between you and your audience than you might think.
Think about it. If you’re not creating an omnichannel experience that’s consistent across all your channels, then you’re leaving a lot of potential sales on the table.
The more time and effort you put into developing a cohesive digital marketing strategy focused on developing a brand that is relatable and engaging across all channels, the more likely you are to connect with your ideal audience, which in turn grows. your chances of generating more sales.
Do you want to learn how to build a digital marketing strategy that gets results? BBB is a good place to start. We provide educational content and best practices for small business owners at every stage of growth.
Continue refining your digital marketing strategy with more great tips from the BBB. Be sure to visit the BBB headquarters at BBB.org/BizHQ.
Rick Walz is the president/CEO of the Better Business Bureau Serving Northern Indiana, which serves 23 counties in the northern part of the state.
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