As companies continue to navigate through the impact of COVID-19, digital marketing has become a necessity. Although the digital space has experienced tremendous growth throughout the years, recent circumstances have increased the need for businesses to adopt digital practices.
Whether you are new to digital marketing or have been a believer for years, there are 6 digital marketing resources we recommend for companies who want to reach their target market where they’re hanging out.
Rethinking Social Media
Social media nowadays is less about marketing and more about connections. It is an effective way to build relationships with potential buyers and customers pre-sale.
Not only does social media provide a window into your company (which is how many potential buyers will use it), but it also represents a transparent, real-time communication forum. Businesses are able to provide information, resources, and answers to pre-buying questions to educate and engage with potential buyers. It is also a powerful way to showcase a business’s initiatives and how they’re connecting with their community. With nearly 82% of U.S. consumers considering corporate social responsibly when making a purchasing decision, many companies have shifted their focus when it comes to marketing and business strategies.
An SEO Enhanced User-Friendly Website
Websites that are user and mobile-friendly, easily navigable, and optimized for search engines are critical to successfully growing a business digitally. With more consumers being forced to adopt online shopping, a robust e-commerce strategy and a user-friendly website are essential.
According to a study conducted by Nielson Norman Group, a website must connect and serve customers within 10 to 20 seconds or potential buyers will leave. However, before you can sell to customers online, potential customers must be aware you exist and ultimately be able to find you. For those brands who neglected SEO tactics, we highly recommend adopting a basic SEO component checklist to ensure you’re using relevant keywords, meta descriptions, optimized titles, images, and headers. For those who have invested in smart SEO tactics, congratulations, those efforts will pay off in the coming year.
Retargeting Advertisements are a Smart Investment
Research shows that less than 2% of all website traffic will convert on the first visit, and as a result of that, retargeting ads can be impactful, if used authentically. Retargeting ads ensure your brand and products resurface multiple times during a user’s session. Social platforms such as Facebook, Google, and Instagram have this ability built into their algorithms making these platforms a great place to start.
Value-Added, SEO Packed Content, and Resources
Although digital advertising, such as Google PPC, often appears to provide instantaneous results, the truth of the matter is that it takes months before a website will organically rank on Google for a particular keyword.
In fact, many experts believe that it takes about three to six months in order to rank for relevant keywords using digital ads alone. To kickstart growth in this hyper-digital time, try sharing keyword-rich content on the website (such as a blog, white paper, infographic, etc.), and focus on building momentum. With more people spending time at home and online, now is the time to implement a well-rounded SEO strategy.
To better understand these tools, visit here for a list of ideas to get started.
Online Reviews Are Extremely Important
For those brands who’ve built a solid SEO-packed digital footprint and are consistently ranking on the 1st page of Google, traffic numbers may be very strong, yet conversion is either low or inconsistent.
If that’s the case, online reviews may be the problem – or the answer.
Review platforms such as Yelp, Google, and Facebook are powerful resources to focus on. These platforms provide the ability to highlight customer feedback and showcase a brand’s dedication to providing positive customer service and experiences.
Furthermore, research shows that 91% of buyers regularly or occasionally read online reviews during the purchasing process, which means it is very likely that potential customers are scanning your business’ reviews before making a purchasing decision.
Additionally, it is equally important that an online reputation management system is implemented to ensure negative reviews are addressed and handled in a timely manner.
Note: Google is currently not publishing reviews during the pandemic, however, if your brand generates reviews during this time and they will be posted at a later date.
Take Advantage of Social Commerce and Shoppable Posts
Convenience is king, especially in today’s world. Making it simple for customers to purchase from you will give you a leg up on the competition. Platforms such as Instagram and Facebook allow brands to seamlessly integrate e-commerce capability with the use of shoppable posts. This will also help streamline processes for both your customers and brand.
This approach also creates an opportunity to integrate strategies such as influencer marketing or consumer-generated content. Implementation is relatively inexpensive, and the outcome produces relatable content that consumers navigate towards and trust.
Contact IGNITE On Purpose today to learn how we can assist you in creating a well-rounded digital strategy!