Digital Marketing Strategies: How to Structure The Best For Your Business Success

Contents:

Introduction

1. What is a Digital Marketing Strategy?

2. How to Create a Master Plan That’s Right for Your Business

3. Your Business and Success with Search Engines

4. Find a B2B Website Design Agency

5. How Content Marketing is Changing the Game

6. How an Organic SEO Consultant Will Improve Your Profits

7. When to Use Online Paid Advertising for Your Business

8. How and When to Use Social Media Marketing (SMM)

9. Email Marketing to the Rescue

10. The Best Digital Marketing Strategies

11. Analytics Are at the Heart of Your Successful Strategy

12. Keep Getting More Successful: Plan, Analyze, Adjust

A solid game plan in your online marketing strategy will help you build a strong brand, drive more leads, and earn more profits.

It allows you to connect with potential customers when they’re looking for your products and services. This can help you boost your business’s profitability. You will see results quickly if you make smart choices, as online marketing is a highly effective form of reaching clients and customers.

While many big companies of course use these methods, you can use it for your business of any size. As you grow, you’ll be able to upgrade your strategy and add new online marketing channels for your business growth.

group of people looking  at a laptop

1. What is a Digital Marketing Strategy?

Your online strategy must include these things in order to be effective and cost-efficient:

Define your target market, customer avatar, and product market fit
List your marketing goals, such as brand awareness, customer education, or sales and conversions
Find all the geographic regions in which you want to reach those customers or clients
Determine your monthly, quarterly, and annual success metrics, such as brand recognition or new sales revenue
Describe the products and services which you want to promote for your business
Outline a timeline and budget for each product, service, and sales goal
Also consider you overall objective, such as: The goal is to realize the exponential growth of our company’s business through online methods.

Yes, this takes a bit of work. But it’s worth it, because the value of online outreach clearly exceeds the value of a traditional marketing. This is because your business gets to reach millions of people via all the various channels of the internet.

Your online image will provide continuous visibility to your business, unlike traditional marketing which gives you visibility for only a short time. And, with online methods, those channels are fully accessible and equal. Your marketing campaigns are working for you 24/7 and available to almost anyone in the world.

At a high level for your business, a solid online marketing strategy is one that matches your business to the most possible customers online. The American Marketing Association said this:

Digital marketing strategy involves an assessment of specific goals that are achievable through online channels. In an era when many consumers transact business on their mobile devices, a well-executed digital marketing strategy can be crucial to organizational success.

2. How to Create a Master Plan That’s Right for Your Business

To make the most of the opportunities in the online space, it’s important that you have a strategy in place before you start implementing actions. This will include the items we just listed in Section 1.

If you don’t know where to begin, try doing a SWOT analysis of your business. Examine your business by listing your strengths, weaknesses, opportunities, and threats (SWOT). This analysis is a quick way to target where you need to grow and why.

SWOT components analysis

 You should also consider your business goals, which goals need specific marketing activities, and the resources you have available to you. After that, it’s time to put your strategy into action.

Internet marketing offers many opportunities to reach potential customers through a variety of platforms. Your ultimate strategy will include which platforms to focus on now in order to build your business. Matching the various marketing platforms with your business and your customers is a crucial part of developing your strategy.

Let’s take at a quick look at some of the choices you have, so you can decide which ones meet your current goals—both long-term and short-term.

3. Your Business and Success with Search Engines

The concept of online marketing is to make customers aware of your business when they are online and to direct them to your business as the solution for what they need. 

Current search engines like Google use artificial intelligence (AI) to read and understand what a consumer wants and then scour the millions of website pages to find the answer that most closely matches their intent. 

For example, an article about “online marketing” doesn’t relate to selling cars in your local town. It relates to running a business that provides the products and services that your customers need. 

Obviously, you want to get your business on Page One of Google and other search engines. You can pay Google for this access, but it costs a lot of money, on the order of many thousands of dollars a month, in order to be effective. As well, people don’t click on paid search results as much as organic search results.

This is why organic search is the best long-term strategy for most businesses. The investment in your website gives a much better ROI than paying a search engine. And you get a 427% better conversion rate when customers convert from your website appearing in organic search results:

google ads three core principles

So a simple fact like this, of 427% better results with a different method, can make or break your profitability. That is why choosing the right strategy makes a difference. It’s about your business connecting with the right people and making great business.

Let’s keep looking at the different tactics you can use to create your customized master plan.

4. Find a B2B Website Design Agency

Your business website is your online base camp. It’s the place where you want all your marketing efforts to point.

You want your website to be easy to understand and easy for any visitor to find what they need. A well-designed website organizes everything you have to say to potential clients so they understand your products and services and can connect with you to make a purchase.

You want your website to contain these key elements:

a homepage that introduces your business
a page that introduces the people involved because people do business with people
a page for your product(s) or service(s). If you have many, you’ll work with our website designer to help you make them all easily accessible, no more than three clicks away.
an article or blog page that informs your visitors of your latest business and product insights
a contact page as a way to get in touch with you to make that crucial sale

These are all the important elements to help people discover your business. Whether it is to view your product or to contact you with a request, these elements will tell the visitors what they need to know.

Website design has gotten very complicated today, and needs to fulfill several functions:

Be easy to use for all visitors
Appear attractive to customers (emotional connection)
Needs to be technically readable by search engines and AI
Customers must be able to find information quickly

For all these reasons, hiring a professional agency is usually best. This way, you will attain and improve your website’s effectiveness and profitability much more quickly.

three men discussing a finance report

5. How Content Marketing is Changing the Game

Content marketing is everything you say and show online about your business, products, and industry. This can include industry trends, discussing your products, or helping people with what they need to know before purchasing from any company in your industry segment.

There are many ways to do this, in text, video, podcasts, and more. Some examples of blog titles, or examples of content marketing are:

3 Steps You Have to Know to Make a Profitable Business
How to Save Money When Buying or Selling A Company
The 12 Secrets of Successful Business Investors You Have To Know

With web content, you want to keep the information easy to read, breaking text into short “chunks” of text. Use images to capture attention or infographics to distill information.

Also use a video channel or video content to engage site visitors, introduce them to the people in your business, and quickly explain how your product or service works. Mix it up between short-form (30 seconds) and long form (15 minutes) videos, as both are necessary.

There has also been a lot of buzz lately about AI, GPT, ChatGPT, or automatic content generators. They can write text or create images very quickly. While these are useful tools, they aren’t smart enough (yet!) to know about your business and write things properly.

So if you want to use such an AI tool, beware as it can harm your business if not used properly. The big challenge with online content is that is has to accomplish two different things at the same time:

Connect with your customers as people, and offer them helpful information in an attractive way
Get the attention of the software robots and AI at search engines, and convince the AI that your content isn’t written by an AI (ironic!) and is useful to potential readers
Avoid getting on Google’s bad side, because if they think you are “cheating” the search system with AI content, your website could get delisted.

To succeed, with your content, use well-written posts regularly and make them short enough to read and share with friends. Create a blog to talk about your business, as well as updates to your products and services. And use your social media channels, website, and email to share content every week.

6. How an Organic SEO Consultant (Search Engine Optimization) Will Improve Your Profits

Search engine optimization (SEO) uses technical web techniques to help search engines discover what is on your website, and show good content to potential visitors. Yet if you’re not doing SEO correctly, you could waste tens or hundreds of thousands of dollars, and not get the ROI or results you expect.

If your SEO is bad, you’re giving away business to your competitors, basically leaving money on the table. Yet when your SEO is good or great, you gain more business, more customers, and greater profits.

You might remember the picture from Section 3 above, where we showed that Organic SEO gives 427% better results than paid advertisements. So how does this work?

SEO includes things such as writing content that is relevant and interesting to your visitors. When visitors find good and interesting content on your website, they start to build a relationship with your business. And then they are ready to make a purchase.

This is different from paid ads, because they are less likely to generate a relationship with your customer, because the customer knows that it’s a paid advertisement. (except in certain cases)

The tricky part is that SEO is hard. You have to deal with search engines, tagging, and linking content, and attracting relevant links from other websites. And even if you want to learn to do this yourself, it will take you 2-3 of practice to learn the trade. (Not sure if this is harder or easier than plumbing, but something to think about).

This is where an Organic SEO Consultant, or marketing agency like Erfolk is here to help you make it easy. Pros in SEO like Erfolk have the years of experience, and the dedicated technical staff to create and link this content for your website. Here’s why:

If you try to do it yourself, it will take you 2-3 years, and you will likely loose money over this time
To hire your own team of experts, you would have to budget half a million per year to find the best people
You get the best return-on-investement (ROI) when you hire a smart agency, because we are hyper-efficient at getting great results for your business in the minimum time.

We do this all to help develop and promote the unique, rich, and compelling information you provide to your customers. This is your most valuable asset.

This content is what you want search engines to crawl, index, and then rank for your site. Then, everyone can find you and your products on the front page.

group of people in a meeting

7. When to Use Online Paid Advertising for Your Business

Online paid advertising, also known as pay-per-click (PPC), is all about speed. While organic SEO, as discussed above, has many long-term benefits, if you need to do something super fast, PPC is your friend.

In other words, while SEO works over time, paid online advertising can bring new customers to your business in days. (At Erfolk we can launch your next PPC campaign in just 7 days).

Pay-Per-Click (PPC) advertising, sometimes called search advertising, works on a bidding process to connect consumers with specific, targeted keywords that meet their search queries. These keywords are targeted to fit the products and services which your business offers at the top of the search results page, giving your business a higher priority to appear on the page when the user searches for it.

PPC advertising can reach additional customers to a wider audience, increasing sales and reach. Yet it does require significant investment. Depending on your industry segment, an effective PPC campaign can cost $500 to $10,000 dollars per month just for the search engine fees alone. And this doesn’t include the costs to create the campaign and strategy which are also needed.

Social Media Advertising, a part of social media marketing (SMM), works in a similar way, usually by bidding, depending on the platform. You advertise on social media channels to build brand awareness for your business, get people to sign up for your newsletter, or purchase your product or service.

8. How and When to Use Social Media Marketing (SMM)

Your business can market on social media platforms to reach potential clients. As part of your overall master plan, you’ll need to match your social media marketing efforts to the places where your customers typically spend time online. Are they on LinkedIn, Instagram, Reddit, Tiktok, or another platform? And what are they looking for on each respective site?

Once you’ve determined your match, posting and interacting with people on social media can have a powerful and exponential effect on building awareness for your business.

People who like your business on social media will interact with you and share your content to reach new consumers.

On social media, people react to your business personality. Because people buy from people, social media marketing will impact your business in several ways:

Increase brand awareness
Develop more inbound traffic
​Increase conversion rates on your website
Improve brand loyalty
Develop marketplace insights

There’s a few different ways to do this in practice. While “free” SMM posts are technically free, they do cost time and effort to implement well. Paid posts may or may not be effective, depending on your current business objectives and time frame. So be sure to talk with a pro about the best strategy for your business here.

group of people in a meeting

9. Email Marketing to the Rescue

Email marketing is your opportunity to speak one-on-one with prospects and customers. Although your list of email subscribers may be in the thousands, you address each person in your customer list as an individual.

You are developing a relationship with a targeted group of subscribers and letting them know you’re there to help them. This way, you build a solid connection over time.

Your email marketing program has a tone of trust and authenticity. Because of the personal touch, recipients open your email more often and click on your content much more often than one from a global enterprise.

An in the case you are a global enterprise, you can solve this issue with more personable newsletters issued by the departments which are the most relevant for your customers.

So to build a strong email marketing strategy, you need a good content plan, personalized subject lines and offers tailored to your audience. You should also design a concise layout and use creative wording and images.

In addition, you’ll want to monitor how people respond, checking on your open rate and click-through rate (CTR). The more people open your email message, the better connection you are creating with your list.

Good writing is important here! So make sure the right person is writing and reviewing all emails before they go out.

10. The Best Digital Marketing Strategies

While your website is the foundation of your online presence, how you structure your digital strategy depends on your business and your client base.

While there is no one-size-fits-all best strategy, you want to build your plan based on solid sales & marketing principles. While the digital marketing strategies for a small business and a startup could be similar, always start with clear goals to increase awareness and sales.

Your business should then tailor the strategy to your unique target audience with input from knowledgable people.

If you have a small business or a startup, still follow the same 12 steps in this article. Your emphasis will be different in the beginning as you build and improve your foundation, yet consider all the methods listed here and which ones you want to invest in first.

Digital marketing strategies for small business hinge on smart decisions and investing your money wisely. So avoid any costly mistakes and talk with the right people in advance of investing your money.

For instance, your strategy starts with a well-designed website tailored to highlight your solutions for your customers. You want it to be visually appealing, uncluttered, and easy to navigate.

SEO will help you teach search engines about your business while avoiding any backend website technicalities that can keep your business from ranking in search results.

Your content should focus on clarity, helping people immediately understand your business, and avoiding industry jargon. And you want your content to display in a way that makes it easy to read and be understood by consumers.

Any social media marketing needs to start with arresting visuals that lead people to read your content. And you need to be ready and able to interact with followers in order to build trust.

And even more decisions await. You need to decide if you want to create an email campaign, how frequently you’ll send messages, whether you’ll have a free giveaway to entice people to join your list, and what it will be.

You’ll need to strategize your advertising spend to stay within budget, monitoring results and making adjustments for a targeted audience reach. So review this article’s topics and sections when creating your master plan for world domination.

people looking at laptops

11. Analytics Are at the Heart of Your Successful Strategy

No online marketing strategy can survive without analytics. Monitoring how your marketing efforts perform—how people respond and take action—is essential to a successful online presence.

If you’re not tracking your marketing results, you won’t know what works and what doesn’t. Or which target audience you should be nurturing. So if you don’t measure, you won’t be able to adjust your strategy as needed.

Many modern marketers today start with free analytics tools to figure out what needs to be done and measure the effectiveness of their online campaigns before moving on to paid marketing software. 

For example, once you set up AdWords PPC campaigns, you can continue to optimize your keywords, landing pages, and ads. With testing, you’ll find which keywords and ad copy get the most clicks and find out which keywords and ad copy have the highest return on investment (ROI).

You can then use these insights to increase traffic and sales for your paid campaign. 

For example, a digital marketing strategy for startups might include monitoring and adjusting actions on their new website as the business learns what actions people take on their website. 

A digital marketing strategy for small businesses might include increased paid advertising to build on the awareness they’ve built on social media, and to encourage strong buying actions once people arrive on their website. 

Neither of these businesses would know which actions to take or how to adjust their overall strategy without analytical data to know what is successful now. So use the data to your advantage.

12. Keep Getting More Successful: Plan, Analyze, Adjust

A sound master plan for your business relies on three stages: planning, analyzing, and adjusting for continued success. You can build a strong digital marketing strategy using the above mentioned methods. Just be sure to turn on full analytics to see your numbers and results.

Analytics provide the unbiased, reliable perspective your business needs to measure accurately and make the right decisions about your marketing. And analytics are the cornerstone to any digital strategy. So you need to ensure you have them set up correctly to see how your campaigns are performing.

And if you need help to get started, feel free to reach out to us here at Erfolk for a free consultation. We’re here to take the complexity out of your online presence and make it easy for you to receive the benefits of great marketing.

We can also help you find ways of optimizing your website, content, and even social media posts. Here we apply both quantitative numerical analytics, and professional qualitative marketing strategy. We’ll work with you to design a strategy and build a strong, rewarding, and profitable online presence that boosts your business success.

If all of these actions seem like work, they are. That’s why smart businesses choose the help of an agency. Your agency is here for your success, and has the experience creating, monitoring, and fine-tuning sales & marketing strategies.

This is all to get you to the best results and ROI. And with pros who have the knowledge to develop and implement the strategy which is right for your business needs.

Reach out to us and learn more, as we offer a flexible range of plans at the right price for you. And the first consultation is free, so you have nothing to lose.

We look forward to hearing about your next marketing project. Schedule your call with us now.