Having an amazing product or brand is a fantastic start to making your business successful but it isn’t always enough. These days we need to find new and innovative ways to get our company name in front of consumers to give ourselves the best possible chance of success. There are, of course, older methods of doing this that include print media and leafleting but in this day and age, the majority of companies will need an online presence to survive. Being online means that we will have to approach our marketing strategies a little differently, so here we take a look at some digital marketing techniques and how to find the best for you.
SEO stands for search engine optimization and it refers to the process in which you gain more traffic to your website by optimizing your positioning in the results of a search. For example, if your company sells vintage shoes and a potential customer typed into google “1970s vintage shoes” you would want your website to come really high on the results page because it’s what you sell. SEO means, with the use of things such as keywords, backlinking, and image optimization, you can be the first one at the top of the results page. Consumers are fickle and won’t spend time sifting through pages and pages of search engine results, they often stick to the first page and go with something relatively high in the standings. There are a huge number of companies that will be able to help you with this and whatever company you run I would highly recommend implementing this marketing technique.
PPC stands for pay-per-click and it’s a marketing technique that directs traffic to your website through advertising in prime locations. The name pay-per-click comes from the fact that you only pay the person advertising when someone clicks your advert, it’s usually associated with high-tier search engines and places you in a brilliant position to be seen. Let’s use the vintage shoe company as an example again, let’s say you used the PPC technique and someone searched “1970’s vintage shoes”, your site would appear at the top of the search as it’s being advertising, and if someone decided to click onto your website from there, only then would you have to pay the person hosting your advert. For this to truly work you are going to need top notch management that will be able to place you highly and process everything accordingly. This is a brilliant method that should be considered by everybody, it usually means you need a little capital behind you to truly get it going, but if you end up selling a product every time someone clicks onto your website then you are in a win-win situation. The only thing you have to do is make sure your product is good enough to sell.
I can’t explain how good this is for marketing, but only if you use it to its full potential. There are so many dull and boring accounts on social media that mean nothing and don’t do anything. There are two ways in which we can use social media to our advantage.
Firstly, it’s by having an amazing account and being active on it. When I say be active I don’t mean go on it every now and then and like a few pictures here and there, you need to be interacting with people and posting content daily. The more you are interacting with your social media community the better your engagement percentage will be, and if you’re trying to sell things or divert traffic to your website then this is very important. Content needs to be really high quality and original, I don’t want to see re-hashed ad campaigns made to look like your own, I want to see why your product is unique and special. Think outside the box, and make it fun. Running competitions is another brilliant way to get people to engage with your account. The aim of the game is to get as many people as humanly possible talking about you, your company, and your social media account.
Secondly, you can use it to advertise. Once again let us revisit the vintage shoe company. It’s safe to say “lovers of vintage shoes” is a pretty niche market so other people that are going to love them will most probably have some sort of community somewhere. If you can find an influencer that has a following that is all dedicated to vintage fashion then you have pinpointed your target market with ease. You can pay that influencer to advertise to their following and your change of conversion from potential to a customer has just risen by quite some way. It’s such a brilliant tool when used wisely.
These three are things that I believe every business online should have in place before moving onto anything else. Optimize your website, it has to be done, there’s no getting around it. Create an incredible social media, gain a following, and advertise to those that love your industry. And advertise in the right places, mainly at the top of search engine results pages!