As a business owner, you know that it’s important to market your brand. But knowing how to do that can be tougher than it looks. You might even assume that if you’re active on social media or you’ve hired a digital marketing agency in the past, there’s not much more that can be done.
But you’ll be doing yourself a disservice if you assume that focusing on one lead generation channel is enough. When making any kind of financial investment, the traditional wisdom is to diversify. You’ll want to take that same sort of approach when developing your digital marketing strategy.
Why Diversify Your Digital Marketing?
There are a few reasons that your strategy needs to be multi-faceted. For one thing, each digital marketing technique works a bit differently. Some are meant to build over the long term, while others can get your site seen within an impressively short timeframe. There are often different costs and technical tools involved, as well; by not putting all your marketing eggs in one basket, you can maintain flexibility and independence.
With a more diverse strategy, you’ll also have more data to analyze, more opportunities to reach your target audience, and more ways in which you can grow your brand.
What Should Your Digital Marketing Strategy Include?
When you first decide to hire a digital marketing agency, you might assume you need help with only one area. If you don’t know anything about online ads, for example, you may think it’s best to find professional assistance for those and figure out the rest yourself.
But what you may not realize is that mastering any aspect of digital marketing requires significant time and effort. There might be a wealth of information you can dig up about search engine optimization, but actually putting those theories into practice is another story entirely.
That’s why it makes sense to take a multi-pronged approach through your digital services provider. Not only will you benefit from their expertise, but you’ll be able to streamline the process and ensure your strategy operates in a cohesive way that really aligns with your brand goals.
But what kinds of services should you include in your strategy? Ultimately, you should be able to refer to the digital experts to create a customized approach with your needs in mind. But we’d recommend that you consider the following services to market your business.
Google Ads
Sometimes simply known as PPC (short for “pay per click”), Google Ads are text-based advertisements that appear in Google search results pages. By choosing relevant keywords for your ads, your site can appear more prominently in pertinent search results for your target audience.
You’ll pay a set fee every time your ad is clicked; when set up effectively, those fees can be well worth the conversions you’ll get. Google Ads are ideal for short timelines and make an excellent complement to other digital marketing techniques, provided they’re developed and managed by a professional.
SEO
Short for search engine optimization, SEO involves a number of tactics that allow your website to be found more organically through Google searches. Optimizing your site for search engines means you’ll need to provide useful information and ample context to let both bots and humans know the value of your site.
Your strategy will typically involve technical SEO, which features things like website audits and metadata updates to ensure positive user experiences. It may also involve local SEO, which makes it easier for web users in your area to find your business when they’re seeking solutions nearby.
A good SEO strategy will involve link-building (the process of obtaining links back to your site to show Google how reputable you are), as well as backlink clean-up to make sure the only sites linking to yours are the best of the best. Sound complicated? It can be, but it’s essential for any digital marketing strategy.
If you are already trying to SEO your website but aren’t seeing any improvements, check out this article on why your SEO efforts aren’t showing any results.
Content Creation
The content on your site needs to be optimized in order for search engines to understand it. But it also needs to be truly valuable in some way. While digital marketers can ensure your site is found, it certainly helps if the content on your site is top-notch.
In many cases, this means the business owner might need to take an active role in some aspects of content creation. The passion you bring to your blog or social media content simply can’t be mimicked by someone outside of your business or industry.
This doesn’t mean you have to be the sole content writer for your business, but we believe that campaigns are more likely to succeed when you’re involved. By sharing your knowledge and excitement in some way — whether by creating an editorial calendar, sharing resources, or developing whitepapers, case studies, or video content — you’ll make your brand stand out and make connections with your customers.
These certainly aren’t the only ways to diversify your digital marketing efforts. However, focusing on these areas with your digital services provider can be a great place to start. Before too long, you’ll be making real progress you can see without being beholden to just one technique.
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