The Need For Digital Marketing Strategies:
With the penetration of online channels, platforms, and media, the number of people looking for products or services also increase exponentially. According to the study, in 2019 1.92 billion online buyers were looking for their desired product.
It’s not just about e-commerce but the overall population of digital buyers are increasing and they spend an average of 6 hours and 42 minutes online every day – Digital 2019 Report. That’s one hint for all the marketers, entrepreneurs, and small business owners out there to grab this opportunity by creating a digital marketing plan.
There’s one catch!
No one has control over customers spending patterns on different platforms. Also, with a plethora of new platforms, omnichannel experience, and inter-channel connectivity, there is a need to develop digital marketing strategies to leverage every platform and tool to some extent. The important criteria here is your time and money investment.
Here are some handpicked digital marketing strategies that you need to start implementing as a small business in 2020 and beyond:
- Evergreen SEO
SEO has always been important both in the past, today and will be in the future!
With changing algorithms like BERT, it is becoming more important and investment-worthy. In nutshell, this new algorithm has forced content writers and marketers to more focus on semantic and intent-based search. In other words, Google will display search results by considering the similar meaning of search query with matching words from your content. The crawler will find synonyms from content and push that result towards the top in front of the searcher. The past tactic of keyword stuffing won’t work and this leads to writing content more effectively. In some cases, you may outsource some digital marketing services.
On-page SEO: you have the responsibility to update all the relevant elements like title tags, meta descriptions, image alt tags to raise the ranking on SERP (Search Engine Results Page)
Off-page SEO: you need to work on “off the site”. This means tapping into other credible sites in your industry/niche to work on link building campaigns geared towards boosting your website traffic. You can leverage the strategy called “Skyscraper Technique” as coined by Brian Dean. Apart from this, there are several communities out there to find such unique off-page strategies.
- Content Marketing
Content marketing is more than just content promotion, it also involves defining, creating, and sharing the content on different platforms available in digital space that are aligned to the voice of your brand. For example, niching on social media platforms that you then utilize in your small business to gain visibility and push eyeballs from your target audience.
Content marketing is also not just about blog posts, you can take advantage of a variety of forms like a case study, infographic, whitepaper, blog, and e-book while optimizing every aspect of your content in alignment with the keywords you are trying to rank for on search engine.
There is one more term called “Content Republishing”. In technical terms, you can say Content Syndication. For this, you need RSS feed and supported platforms like Business2Community, CustomerExperienceUpdate to share with, and boost traffic. Apart from it, you can republish it on Medium, as a LinkedIn article or on other social media platforms. The most common way to enhance visibility is to update the article every quarter with new stats and then sharing it with CTA (Call To Action).
Community posting is another form of content marketing. There are various community boards and forums like Quora, GrowthHackers, Reddit, SaaS Invaders, Custom Slack Groups where you can post your content. You can create custom URLs for posts with Google Analytics while sharing and track it afterward for checking the impact of an individual community.
You may get nightmares when there is a need to define platforms and build a calendar to share the content everywhere. With a proper strategy and plan, you can share content on all the relevant platforms.
- Video Marketing
Video marketing is the new digital brand strategy ride in town that every small business needs to jump on like yesterday. It serves the purposes of brand awareness, engagement, and conversion. Video marketing can improve conversions by more than 85% because of its ability to create a strong connection between your business and target audience.
Again, you need a defined marketing strategy before launching out into video marketing. For example, you need to define the type of videos you want to create, the personality plus voice behind the camera and the timeline of posting. Consistency is KING when it comes to building a magnetic digital brand and successful online business.
You will also need to choose platforms the perfect platform to share your small business’ video content e.g. like YouTube, Facebook watch, IG TV, and Tiktok to share it from there. Based on the budget, you may decide to go for organic or paid placement.
- Voice Search Optimization
According to the study, 31% of smartphone users leverage voice search once a week.
It’s no longer optional to optimize the website content with voice search queries. You need to find out such queries from your search console data and also purchase it from the 3rd parties.
“Zero Search Position” is every client’s desire and every marketer’s nightmare.
Big brands are also not leaving a single stone unturned by investing in voice search and virtual assistants like Alexa, Siri, Cortana, and Google Home. Starbucks has already started taking orders from people via voice search.
We understand that this may seem way beyond your marketing strategy budget scope as a new business owner but it’s consumers BUY convenience so whatever you do, convenience has to be part of the deal.
Podcasting is the most underrated digital marketing strategy in recent times. But it can also yield higher returns if implemented properly.
You need to come up with lots of out of box ideas before starting it and should be unique from the blog content. There are 2 ways you can record the podcast.
- You start your own podcast and invite others
- Get invited by someone on his podcast
Both ways, you will get reach and ultimate conversion at the end but the second one didn’t have any cost of buying equipment.
You can republish the podcast as a blog with a transcript and some related stats. This will work as an additional content source and a great opportunity for you to share it on all the social media platforms for higher awareness.
As mentioned in the introduction part, omnichannel experience, and availability of multiple devices to search and shop, it’s quite a unidimensional approach if you are investing in only one channel or one platform.
The demand for the situation is that you need to create an omnichannel marketing plan with a focus on the mentioned points.