Since its inception, marketing has always been about connecting with the audience at the right time and place. Today, the one place you are sure to have access to customers is through the Internet, and this is where digital marketing comes in. But for you to leverage the vast opportunities that come with Digital Marketing, you need to understand what it entails, the various components, and how your business can best integrate with each component.
The range of digital marketing options is quite broad, which can be overwhelming for novices. Here we break down its key components and how you can leverage them to grow your business:
Search engine optimization
Search engine optimization involves the process of optimizing content and setup of your site to ensure it ranks at the top of the search engine result page (SERPS). A few things to keep in mind to help you rank at the top are:
- Create quality content that resonates with your audience
- Increase the speed of your website
- Streamline your site’s design to enhance the user experience (UX)
- Earn backlinks from reputable sites
A digital marketer can help to optimize levers such as keywords, backlinks, and crosslinks for your site. With 75 percent of users not going beyond the first page of search engines, making sure you rank on top is critical for your business.
Paid search is quite an efficient method of increasing the visibility of your business. Basically, it allows you to purchase advertising space on search engines so that your ads are shown to users who are actively searching for the keywords you select. This way, you have direct access to customers who are relevant to your business.
The two types of paid search include pay-per-click (PPC) and cost-per-mile (CMC); the former means you pay when someone clicks on your ad, while for the latter, you pay according to the number of impressions. The fact that you can target consumers based on factors such as demographics, location and age makes this component essential for your business.
Web analytics is the collection, reporting, and analysis of website data. This component allows you to track online user activity, which is critical for understanding how consumers interact with your business. With this insight, you have a better understanding of your customers in regard to their demographics, behavior and preferences.
Furthermore, web analytics help you access and analyze key performance indicators like the most searched keywords, the number of unique visitors, views and time spent on your page, and the path visitors follow while browsing. This information can go a long way in helping you develop an effective marketing strategy for your business.
To boost search rankings for your business, you need to provide quality and valuable content for your audience. Besides helping you establish thought leadership, content marketing is important in earning more leads and revenue. In fact, it generates three times more leads than traditional marketing, which makes it an indispensable component of digital marketing.
The content you provide should strive to educate your audience about your products. Ideally, it should answer questions they might have or help them solve a problem. Content can range from blogs, white papers, case studies, and any other material that offer valuable information.
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