The digital marketing space can be cut-throat thanks to the competitive nature of search marketing on Google. It can be difficult for small businesses to go head-to-head with national competitors with large budgets. But, if local coffee shops can compete with Starbucks, so can any small business. It takes a comprehensive, cohesive digital marketing strategy within a manageable budget for your business.
How Do You Create a Digital Marketing Strategy?
Work with a Google preferred partner, like our experts, who can develop a digital marketing strategy that meets your goals and is within your budget. Of course, every business owner wants to see lead generation, yet this isn’t the only motive for kicking off a digital marketing campaign. You also want your brand in front of your audience regardless of where they are in the buying cycle. That’s why a smart digital marketing campaign includes tactics focused on different objectives like brand awareness, customer retention strategies, and content engagement.
Which Tactics are Included in Digital Marketing Campaigns?
It’s possible to generate results from a one-time digital marketing campaign. However, combining multiple tactics creates more opportunities to engage consumers and move them through your sales funnel.
Your website should deliver a great user experience. How quickly it loads, how good it looks and how easily visitors can find what they want are key parts of the user experience.
Landing Page Design
Digital ads often perform better when they are combined with a dedicated landing page. Content and an offer based on a specific digital ad give users who click on the ad an individualized experience compared to sending them to a more generic homepage.
Search Engine Optimization (SEO)
Search engine optimization involves keyword-rich content, link building to your site from other reputable websites and technical updates to the back end for it to rank well on the search engines, which is how your target audience will find your small business.
Being on the first page in organic SEO ranking for your targeted search terms is great, but the top spots on the search engine’s page will always be saved for paid ads. Paid search ads push your business to the top of Google search results, giving you an edge against your competition. Our experts provide a human touch to campaign management by using a mix of long-tail and short-tail keywords, A/B testing, competitor research and bidding strategies to get the most out of your campaign and budget.
Display advertising places web banner advertising on websites your target audience visits most, like weather.com, USA Today, and many more. The repetitive and ever-present visual of these banners will improve your brand awareness among your target audience as they browse the web.
If visitors to your site don’t contact you on their first visit, retargeting ads can be used to remind and re-engage users who visited, but did not complete a specific action.
Video advertisements can captivate users as they browse platforms like YouTube, Connected TV (CTV) and YouTube Video Shorts.
Streaming Audio Advertising
Place audio and display ads on streaming services like Spotify, iTunes, iHeart Radio, satellite and local online stations.
Programmatic advertising lets us automate bidding on and purchasing ad impressions on publisher sites or apps. It is a simplified and cost-effective way to streamline ad placement over multiple channels and platforms through video, display and promoted content advertising.
Social Ads & Management
Whether your target audience is on LinkedIn, Facebook, Instagram, Twitter, TikTok, or the social media networks you haven’t heard of yet, we have the tools and tactics to reach them. Paid advertising often outperforms organic social media posts, making this a necessary part of your marketing mix.
With a quality email list, email marketing still remains a powerful sales tool. Whether you are nurturing a cold audience with an email series, promoting a special offer, or staying in touch with thought leadership content, the right email strategy can build customer loyalty and attract new customers.
Digital Public Relations
Get the most out of your press release and enhance your SEO by pushing your press releases out to online publications.
Transparent Reporting Should be Part of Any Digital Marketing Service
Digital marketing services should be followed up with seamless and transparent reporting, as well as a thorough analysis of the data. This analysis leads to implications that guide any adjustments to the campaign for better results.
We find weekly reporting is optimal for gauging success, and looking at trends and numbers over weeks is perfect for determining what, if any, tweaks should be made.
Many Options, No One Strategy Works for All
With so many options from which to choose for a digital marketing strategy, it’s best to have expert guidance to ensure you have a strategy that works for your small business and budget.
One digital marketing strategy does not fit all. Small business owners should be wary of agencies with flat-fee, “choose your level” services, which do not maximize your marketing investment. Your budget, audience targeting, competition, geographic footprint and goals are unique, and tailoring a strategy matters.
Ready to start maximizing your budget through digital marketing services? Let’s talk!