You hear a lot about marketing services don’t you.
Traditional vs Digital.
Inbound vs Outbound.
There are so many. Some aimed at getting you short term, instant results for specific campaigns. Others that are built on long-term brand building that will pay off in the long run but take longer.
The problem you have, is that picking the wrong marketing services can waste your budget and fail to get the results you want.
So, which marketing services do you really need to get the results you want?
Business analysis and strategy consultation
Strategic digital marketing identifies areas of your business that need improvement and focuses on ways to fix them specifically.
It’s vital to do this upfront to save you from wasting time and money investing in the wrong things that won’t actually help your business.
If you have no experience in online marketing strategy, it’s definitely worth hiring a digital marketing expert to analyse your business and create a custom strategy.
A detailed analysis of your business can identify:
- Your position in your target market
- Your audience demographics and buying behaviours
- Strengths and weaknesses of your business offerings
- Threats from competitors and opportunities for competitive advantages
- Suitable platforms for achieving short and long-term goals
- Appropriate services and metrics for analysing performance
The insights and recommendations that come from a professional consultation like this are invaluable in growing your business to where you want it to be.
Website design and development
Web design and digital marketing go hand in hand, because your website is your digital shopfront and needs to encourage people in.
According to research by Website Builder Expert, it takes less than a second for people to form an opinion of a website, and 38% of people will leave a website if it’s unattractive.
A poorly-designed website will get poor results, especially if it takes forever to load.
Modern design with high quality graphics, scannable text, and easy navigation makes your business look more credible and provides a better user experience.
After a business analysis, professional website developers will know exactly what to do to create a high-converting website for you.
Investing in custom website design can get you:
- An elegant and appealing website that represents your brand well
- A streamlined website structure that’s easy to navigate
- Mobile-friendly design for accessibility on all devices
- The best ecommerce solutions for secure transactions and improved user experience
- Added tracking codes to monitor customer behaviour for analytics
An optimised website becomes the perfect digital marketing channel for your business to drive more sales.
It’s essential to include mobile optimisation for your website and ad formats in your marketing strategies, because smartphones are now the primary device used for online shopping.
Whatever your industry or location, cohesive brand design is essential for building a credible and recognisable brand.
You’ll need original creative assets to capture people’s attention and give you an edge over competitors, like:
A creative digital marketing agency can work with you to develop a logo and messaging that offers the best first impression of your brand.
Digital marketing and branding also work together for social media channels, so you’ll need graphics for your profiles on sites like Facebook and Twitter.
They can also help you source high quality photography to make your website stand out against others using bland stock images.
Search Engine Optimisation (SEO)
Without SEO, digital marketing strategies would have a difficult time getting off the ground.
Did you know that 72% of buyers go to Google first to look for information about a product or service?
If your online presence isn’t optimised to show up in search engines like Google, these potential buyers aren’t going to know you exist.
Search engine optimisation is pretty much what it sounds like – optimising your website and any other online platforms so that more people can find you through online searches.
Optimised websites rank higher in search engine results without having to pay for ad placement, generating free organic traffic.
An SEO marketing agency can identify any problem areas for SEO and help you to fix them.
Following a website SEO audit, they’ll increase your website traffic by:
- Evaluating UX (user experience) for technical design and navigation issues
- Finding and fixing any broken links and bad backlinks
- Identifying keywords for your product pages and other content
- Ensuring your website complies with search engine standards
- Adding your website to online business directories
- Developing link building and content creation strategies
They can also use local SEO to improve your rankings in local searches, with 46% of Google searches looking for local businesses and 80% of these searches resulting in conversions.
Research and data analysis
Real time data collection and regular analysis of consumer behaviour is important to understand what’s working for your business and what isn’t.
The right web analytics agency will conduct research for you and compile SEO reports breaking down relevant data to monitor the effectiveness of your digital marketing efforts.
They can track key performance indicators for your marketing campaign goals, like:
- Click through rate
- Traffic volume
- Bounce rate
- Conversion rate
- New and returning users
- Time on pages
- Email sign-ups
- Domain authority
- Local and national rankings
Weekly or monthly reports of collected data make it easier to identify positive trends and any weak areas that need some work.
Knowing which techniques get the best response means you can prioritise them in your marketing strategy to make sure you get the best return on your investment.
Content is a huge part of digital marketing for small businesses looking to gain a bigger audience and establish themselves as an authority in their industry.
If you already have a website, you should get a content marketing agency to do a content audit of your existing copy and blog posts.
Old content probably needs an SEO makeover to increase its visibility and persuade people reading the information you’ve provided that you’re a reliable source.
Even once you’ve optimised existing content, you’ll need to keep producing consistent high-quality content to answer consumer questions and guide them towards your products or services as a solution to their problems.
You can either do this in-house or hire copywriters to post regular optimised blogs for you, in addition to creating a range of content for your website like:
- Case studies
- Product guides
- Informational and promotional videos
- Emails and newsletters
- Social media posts
Repurposing old content, creating more visual content, and publishing more educational content are the top three most successful content marketing tactics according to SEMrush, with blog posts and emails being the most commonly produced content types.
Email is one of the most evergreen digital marketing solutions, because it’s still going strong after twenty plus years.
Over 4 billion people use email globally, giving this platform almost double the reach of even the most popular social media sites.
Tactics like offering gated content on your website or promotional discounts for signing up get users to provide their contact details and opt-in to receiving emails from you.
Then you use these details to create segmented customer email lists for marketing campaigns.
Subscribing to email lists or newsletters primes people to expect updates from your brand, including special offers, so you should be making the most of this with automated emails.
A digital marketing agency can help you create and make the most of email marketing lists, personalising your email templates from the subject line to the sign-off.
Implementing their knowledge and remarketing techniques to coax everyone from one-time visitors and cart abandoners to existing buyers back to your site can boost your engagement and increase transactions, with up to a 4400% return on investment.
Digital media marketing isn’t just about creating content, it’s about getting your brand out there in front of potential customers.
You can design ads for search engines, other brands’ websites, social media, and even YouTube videos to get them in front of the right audiences.
It’s also a good idea to look for affiliate marketing and outreach opportunities to capitalise on the similar audiences of people with large followings.
At the same time, you should be optimising and consistently updating all your online profiles, including Google My Business.
This can be a lot of work, so if you don’t have an in-house marketing team or the budget for your own marketing automation software, it might be best to hire an agency to manage your online marketing channels for you.
Pay Per Click (PPC)
Aside from SEO and content, it’s worth looking into PPC in digital marketing strategies.
PPC refers to paid online advertising, meaning that you pay for traffic that comes from the ad.
It’s a faster way to drive traffic to your website, because it positions your ad at the top of the results page for specific search terms that you bid on.
It helps you to target people who are looking for products like yours who might see your ad above the organic search results and click through to your site.
According to statistics gathered by PPC Protect, the top 3 paid ads on a search results page get over 40% of clicks, and visitors who come through PPC ads are 50% more likely to make a purchase than visitors from organic search results.
Even if searchers don’t click through right then and there, seeing your ad increases brand awareness, so they might come back to your business at a later date.
It can be tricky navigating the right PPC bids and keeping the cost per click down, so you definitely might want to defer to an expert on this one.
Interested in outsourcing for professional digital marketing?
There’s a lot involved in marketing a business online, even with just these key elements:
- Analysing your business position and developing a strategy for growth
- Designing or redesigning your website and branding
- Optimising your website and content and monitoring the results
- Promoting your content and advertising through emails or online
To get the best results for your business, you should invest in hiring a full-service digital agency to cover all the bases and grow your marketing campaigns to reach their full potential.