According to research conducted by Status Labs in 2018, “90% of searchers haven’t made their mind up about a brand before starting their search.” Those searchers are prepared to type in the name of your business on Google, Yahoo, or Bing, and they will absorb the information there to determine whether or not they will shift from searcher to purchaser. If you want to make a good impression on these searchers, you need to incorporate digital marketing into your overall business strategy. Here are a few easy but effective ways to get started.
Search Engine Optimization (SEO)
What are the keywords your customers would put into Google? If you run a law office, they would likely enter terms such as “lawyer,” “law,” and “attorney.” Or, if they are already familiar with the name of your business, they may enter “John Brown PLC.” You want the top results to be positive reflections of your business, your customers, and yourself. That’s why SEO is such an important part of digital marketing. Anyone worth their salt in the realm of digital marketing will incorporate their keywords into the flow of text on their sites, whether that be through blog posts, social media bios, or comments on Medium articles. Proper use of SEO tactics can catapult your desired results to the upper echelon of Google’s search results rankings.
While blogs are successful for audiences who want long-form content, microblogging on social media can be just as lucrative, if not more so. For starters, social media can be used to create backlinks to your blog content, while your blog can feature backlinks to your social media pages, boosting all associated links. In addition, the ease of frequent posting on sites like Facebook, Twitter, and LinkedIn makes it possible to reach a wider audience than just producing occasional long-form blog posts. Social media also allows your business to connect with current and potential customers, as well as other businesses. It’s easy to target specific markets and streamline campaigns, and you can interact with individuals to share stories from satisfied clients and upcoming developments to your product or service.
One way to further leverage your social media and SEO strategies is by incorporating multimedia. Images, infographics, videos, GIFs, and other audio-visual media can be utilized to share your company’s mission, employee voices, and breaking news. Multimedia spreads your brand across various platforms, extending the reach of your message to as wide an audience as possible. This method consolidates your brand message and, by extension, your business strategy, all while expanding your viewership. Multimedia can create a visual map of your business strategy, communicating key aspects to your target markets. In addition, multimedia can help your internal team understand important concepts, serving as a means of communication that can benefit anyone within or outside of the business.