Nearly 50% of organizations don’t have a clearly defined digital marketing strategy.
Apparently, many businesses still don’t see the benefit of taking digital marketing serious enough to formulate a plan. Instead, they use certain elements here and there and yield little to no results.
If you’re one who loosely uses content marketing, PPC marketing, and social media for branding and lead generation, then you too aren’t reaping the full benefits of digital marketing.
You may even wonder why online marketing is important and how critical it is to the future success of your business.
We’re about to find out.Let’s take a look.
What is digital marketing?
Digital marketing is more than just the use of social media, sure social media is a great tool to reach customers nowadays but Digital Marketing is a set of digital tactics and tools.
This includes using:
Surely, you’ve used one or more forms of digital marketing to promote your brand or connect with your customers. But without having a cohesive strategy, you’re not able to deliver a consistent quality experience to your target audience.
Next, let’s take a look at several reasons why you need to implement digital marketing into your branding strategy today.
1. Everyone’s on social media
Facebook, Instagram, Pinterest, Twitter, and Snapchat are some of the most popularly used social networks today.
Roughly 80% of the American population is on social media (as of 2017). Unless you have a small quirky group of customers who aren’t using social media, then chances are, you need to implement these platforms into your marketing plan.
In order to make a successful social media campaign, you need content that’s relevant, high-quality, and engaging.
This is why infographics are one of the most shared forms of content on social networks like Facebook. In fact, infographics:
But this is just one way to get more attention to your social media posts. The amount of traffic you can generate from these channels is extensive if you know how to gain their attention.With careful research, you can find the perfect topics, formats, and message to deliver to your audience.
2. Build targeted traffic to your website and business
Twenty years ago, it was all about building professional business websites. More consumers were using the internet to find products and services so it made sense for businesses to build one.
Yet, many of these companies failed to understand what it took to get found on search engines. Then the SEO boom happened, which lead to a bunch of spammy sites shooting to the top of search engine results pages (SERPs).
Thankfully, Google updated its algorithm over the years (followed by other search engines). This helped to de-rank low-quality sites and give an opportunity for higher-quality sites to rise.
Today, you need a digital marketing strategy in place using white hat SEO mixed with careful market research. This will help you create content that ranks highly and that suits your target customers.
With keywords geared towards a specific audience, you’re able to drive in traffic that’s highly targeted. This will turn your website into a lead building machine.
There are several ways you can make your site’s rank improve:
All of this is neatly packaged in a digital marketing strategy, which can help your site rank higher within months.
3. Grow your brand’s reputation
When shopping around for a product or service, do you buy from the first site you find? Likely not.
If you’re like most of today’s consumers, you’re going to shop around and search for online reviews. Roughly 84% of consumers trust peer reviews on brands.
If your company has a bad reputation or, just as worse, no reputation at all, then it’s going to be difficult to gain the trust of your prospects.
How do you grow your reputation? With digital marketing.
This brings us back to that cohesive strategy we mentioned. In order to grow your reputation, you need visibility. Content marketing is an exceptional tool for increasing your brand’s recognition.
You can do this by publishing content that’s high-quality, relevant, and engaging to your target audience. It’s important to hone in on the problems, questions, and interests of your potential customers.
Include a catchy headline and you have yourself a click-worthy blog post.
But how will you get that post seen? Simply publishing a post isn’t going to guarantee your audience will find it (even if you optimize it). Optimization takes time to yield results for new blog posts.
While you’re waiting for it to rank, you can do some content promotion. This is where social media becomes your best friend. You can share your blog posts to your followers, who can then share your content with others.It’s also critical to include social share buttons in your blog posts so it’s easier for visitors to share.
Social media is also a great platform for starting and joining conversations with your customers and prospects. This will help build visibility for your brand page and show your company is human, trustworthy, and authoritative.
Eventually, you’ll get brand mentions and reviews on social media. And you may even get some attention from influencers who can help grow your list of followers.
Also, if you want to increase the visibility of your online reviews, then it’s a good idea to claim your business profile on Google My Business and other directories. This way, you can link your site to all the reviews customers leave and drive more traffic to your business.
4. Save money and boost your revenue
There are no other forms of marketing you can use that costs a fraction of traditional marketing and yields greater results. You’ll find major brands now using the web to market its products and services.
And why shouldn’t they?
Their audience is online and it doesn’t cost nearly as much to advertise to them as it does using radio, billboards, commercials, and magazine spreads.
With a great content strategy, social media presence, and influencer marketing, anyone can build their brand’s visibility and revenue.
You’ll find most businesses (large and small) are able to fund their own digital marketing strategies without investors and loans. The ROI potential is what pushes most businesses to implement digital marketing into their strategies.
5. Increase your conversion rates
It doesn’t matter whether you’re looking to get your traffic to buy a product or service, sign up to your newsletter, or download a free e-book, inbound marketing is the key to making it happen.There are two forms of inbound marketing you can use in your digital strategy. This includes paid – PPC and social ads – and unpaid – content marketing.
We’ve already covered content marketing and how it can drive targeted traffic to your website – let’s shed a little light on how paid inbound marketing can help as well.
Pay-per-click ad campaigns are ideal for companies that are looking to earn near-instant traffic to their site. This is ideal if you’re having a short-term sale or limited-time offer you want your audience to know about.
You only pay when someone clicks on your ad, which can save you money. The key is to create ad campaigns that are highly-targeted so you don’t waste ad dollars on traffic that’s not converting.
This includes using certain keywords that show up in the search results of those looking for your product or service. Search engines are just one area you can place your PPC ad. You can also create social ads on Facebook, Twitter, and other social networks.
Stats show SEO and blogging alone can generate conversion rates of 3.82%, while paid online marketing can yield a 2.98% conversion rate.
These are both great numbers and goes to show why digital marketing is a must-have for your long-term strategy.
6. Attract the attention of mobile users
Why’s it so important to attract mobile users? Roughly 95% of Americans own a mobile phone and 77% own smartphones.
But what does this translate to for your potential website visits? In 2017, 52.2% of global online traffic stemmed from mobile phones. This is a 2% increase from 2017.
And now we see that 57% of all online traffic in the U.S. coming from mobile devices (smartphone and tablets).
More and more people are using their smartphones and tablets to conduct searches for products, services, and information. If your site isn’t optimized for mobile, then you’re not going to reap any of these rewards.
Google and other search engines rank sites that are mobile-friendly. Both your site design and the content must suit the smaller screens of mobile devices.
Even your email marketing campaigns must be suitable for mobile users.
With digital marketing, you can ensure your site and content is accessible to the millions of mobile users.
Stats show tablets converting at 3.55% in the US (as of 2016), right behind desktop at 4.31%. So there's definitely a high potential to gain more business from the mobile market.
7. 80% of Americans are shopping online
The number of American online shoppers has likely increased since 2016, but even 80% is an impressive number. Since the year 2000, 46% of department store jobs have vanished.
Because online shopping has taken the front seat for consumers (thanks to Amazon). People are looking for convenience and nothing offers this like ordering goods and services on the web.If you have a product or service you can deliver or that's local to customers, then you can use digital marketing to get the word out. Reaching your target customers is easier when you’re using a combination of content, social media, and online reviews to attract and convert them.
8. Establish your authority as a brand
You’re in an industry with numerous other competitors. Standing out from them in a way that builds trust is key to earning more business.
With a digital marketing strategy, you can pull this off by engaging with your target audience. Social media platforms connect your brand with prospects in a personal way.
Using this platform to promote your content, answer questions, and host webinars can be a great help in building your authority as a brand. If you can offer value your competitors don’t (or can’t), then you can easily rise to the top as a leader in your industry.
Time to build your digital marketing strategy?
These are just some of the ways digital marketing can help grow your brand’s visibility, traffic, and revenue. But in order to make this happen, you’ll need to develop a solid strategy.
You can do this with the help of the experts at Gray Group International. We’re a team of digital marketers, designers, and consultants who can assist you with all aspects of your brand’s development and success. If you are still not sure, learn why hiring a digital agency is important for your brand’s sucess.
If you’re serious about growing your business, then digital marketing is the answer not just for today, but the future. The world is going digital and now it’s time you do the same.
Contact us today to learn how we can help!