360° Degree digital marketing means ‘everything in digital’ marketing. All Startups and established SMEs who seriously want to promote their business should implement and do 360° marketing.
Recognising the growing dominance of digital marketing over more traditional means and making the move towards digitisation is not simply optional, it is a necessity. Businesses who adopt a 360° approach to digital marketing can achieve levels of brand recognition that they never thought possible.
In this article, we are going to take a closer look at the combination of the digital advertising methods that you too can harness for your own business.
Search Engine Optimisation – (SEO)
SEO isn’t about vanity listings and getting lots of traffic – just because a site sits position one consistently on Google doesn’t necessarily mean it will attract the right visitors and turn them into paying customers.
There is a common mistake that many new site owners make, and it’s about the concept of Search Engine Optimisation. SEO is a marathon and not a sprint. For the most part, those who don’t have experience with it believe it’s something you do once or twice, then you simply forget about it. In reality, SEO is consistent practice. It is in every website owner’s best interest to understand that SEO is all about the long haul and that high rankings will not happen in an instant.
Before starting out on the journey with SEO, your marketing campaign should always start with thorough research. This will help you understand who the target audience is and what they are looking for in your businesses products and services.
Putting in motion an SEO strategy and carrying out optimisation techniques on and off-site will eventually help increase your website’s ranking. Search engines have evolved to learn in great detail more about what a website has to offer and help users find the information they are searching for.
One of the easiest things you can do is write content or blog articles. Creating unique content optimised with a few choice keywords is still arguably one of the oldest SEO strategies. It’s one of the best methods, even more since Google’s shifting algorithm update last year. Creating good quality content is a sure fire way to help increase your site’s content and can improve search engine ranking position. If you hire an experienced SEO Agency they will carry out keyword research to determine what keyword phrases are the most popular. This keyword planning helps pinpoint exactly what users are typing into search engines. This data allows for better-targeted content creation and on-site optimisation.
There are other important aspects of SEO to also consider. These include things like the technical health of your site and the quality of the structure. Basically what this means is that you should make sure your site is in good standing before making an effort with SEO. A digital marketing Agency can carry out a technical website audit and help you determine what fixes need to be done prior to starting the campaign. Fail to fix the technical fundamentals and you will have no chance of increasing your sites SERP!
Search Engine Optimisation methods require a lot of time, research, planning and patience. It would be a wise move outsourcing SEO marketing to an experienced Agency. It takes knowledge, experience and expertise to create, manage and deploy a good SEO strategy – one that will actually yield expectant results.
Social Media Marketing
Social Media plays a big role in most peoples daily lives. Facebook is probably the most used social channel so for any SME we would recommend having an active business page. What’s more, Facebook is relatively inexpensive with being free to set up and offers affordable advertising to reach a large targeted audience. It ranks only second place behind Google when it comes to paid targeted ads and when done right, can offer an excellent ROI.
Every opportunity you have to syndicate your content and increase your brand visibility is valuable. Your social media networks are just new channels for your brand’s content and voice. This is important because it simultaneously makes you more accessible and easier for people to find you. What’s more, it makes you more recognisable and familiar to your existing customers. For example, a Facebook user could hear about your company for the first time only after seeing your business on their newsfeed. Another example could be that a customer might become familiar with your brand after seeing your presence on multiple social networks.
Organic Search Engine Optimisation is still the best way to capture quality relevant traffic from search engines, but the components for success are always changing. It’s no longer enough to regularly update your latest news, blog, ensure optimised title tags and meta descriptions, and distribute reciprocal links back to your site. Google, Bing, DuckDuckGo and other search engines are calculating their rankings using social media presence as a significant factor. Trusted businesses and brands almost always use social media to reach their customers. Being consistently active on social media can act as a ‘brand signal’ to search engines that your brand is legitimate, credible, and trustworthy. That means if you want to rank well for a given set of keywords, having a strong social media presence and social media marketing is essential.
If you are a business where you want your customers to keep buying more and more products, you’ll know that effectively engaging with your past customers is critical for repeat sales. There are over 74 trillion emails sent each year, an astronomical amount! Do not underestimate the power of email marketing, especially when looking at harnessing client retention and ROI.
Most email marketing software includes detailed and in-depth analytics so you always know how your emails have performed. The tools will show you which customers are more likely to buy again and how to personalise and improve your campaigns to make them even better. It should also help ensure you are compliant with data protection laws (GDPR) that came into effect in May 2018.
Whether you are providing a what’s on guide, running a promotion to boost your sales, or announcing a special offer; there is an email software provider available that can provide the best email marketing solution for your business. Take a look at using Mailchimp if you are new to email marketing and want an easy to use platform.
Pay Per Click Advertising (PPC)
PPC is a simple advertising method that is relatively easy to set up and sees your business only paying out when your ad is clicked.
Ads can be placed in search engines, over videos and applications. The search engine you choose to engage with PPC should make keyword suggestions based on your business type. It will also give you an estimation on the number of searches, traffic and clicks you can expect to receive for your budget.
The biggest advantage of paid search is your businesses placement at the top of the search engine results page. It’s not impossible to improve your organic search strategy in an attempt to rank in position 1, or position 0 – but with a highlighted snippet on the SERP, paid search will guarantee it. This is all the more important on mobile or tablet devices, where a smaller screen means that paid ads are given relevance in search results.
If you run a small business and have a tight marketing budget, you can still make significant headway with organic marketing (SEO). Although it seems like marketing is increasingly ‘pay to play’, there is a lot to be gained from a savvy organic marketing strategy, whether that be Search Engine Optimisation or a social media marketing campaign.
This marketing is a newer genre of advertising which utilises well know famous faces with lots of followers to help sell a brands products. It is more aimed at the product type business rather than a service business. If your product has a niche or is something your target audience must know about and own, influencer marketing could be a wise product marketing move.
Content Marketing is all about providing engaging and interesting content through your web pages and online platforms that will entice your customers and keep them coming back for more. It is a method of marketing focused on creating, publishing, and distributing content for a targeted audience.
In other words, it’s the marketing of a brand or business through the sharing of educational, entertaining, or insightful information. This may be in the form of a change in personal behaviour or, as most would hope, it could be in the form of a purchase decision. It’s not about forcing a sales pitch at people, but helping them steer towards the best course of action – that just may be buying from you!
The key to great content marketing is to deploy assets that are reusable and multidimensional. You will probably already have the content information, you just need the aptitude to redeploy and repackage it for a new strategic content marketing goal.
The list of assets is ongoing and ever-evolving but ones to highly consider are:
- Blog Posts.
- On-site and live-action video.
- Long-form Guides.
- eBooks and Downloads.
- Custom Illustrations.
- Web Copy.
- Call to Actions.
- Case Studies.
- Customer Testimonials.
- Press Releases.
- Social Media Posts.
Before creating a content strategy, you must identify what your goals are, where the content gaps in your industry lie and how much time and budget you’re able to dedicate to content. From there, it’s a matter of ideating and conveying the message you intend to get across, and then adjusting your approach based on what’s working and what isn’t.
Who is coming to your website? It’s the dream of any business to access this data and with website visitor tracking software it’s possible!
For B2B businesses the best thing about visitor tracking is the power it returns to turn your website into a supercharged lead generation machine! It shows you the companies visiting your website so you can identify new leads and increase your marketing ROI.
There is little point building and maintaining a website when more than 90% of the traffic it pulls drops off almost instantly. A visitor tracking tool will allow you to get a much better return on the investment you have made in your website.
We seriously suggest you should know a great deal about your website visitors and their actions on your site. You can learn a lot, including:
- How many visitors over given periods of time.
- Which pages they have visited.
- Which page they are on right now.
- How long they stayed on your website and specific pages.
- Which page they “dropped off” your website.
You have most likely heard about Google Analytics being an extremely valuable tool. But a visitor tracking tool is not a competitor of Google Analytics. It is to be used in conjunction so that you receive the core benefits which each provides – as a combination. We recommend to absolutely maximise the use of Google Analytics, plus it is free! But for not a lot of expense, you can be putting real business names to the sometimes uncertain metrics and create additional leads and follow-up opportunities instantly.
Google Analytics is used for understanding your traffic and how your website is performing. Website Visitor Tracking will help you identify it and is for assisting sales and instigating activity with intuitive data.
Whilst there are more strategies you can incorporate into your digital marketing evolving, beginning with these basics will almost certainly steer you on the right tracks.
Design & Online Promotions has a wealth of web and marketing experience and can help ensure that your digital marketing is ticking all of the right boxes. Get in touch today by calling 0800 689 0253 or send us a message to find out how we can help your business.