You can add many components to your digital marketing strategy. However, you don’t want to shove a bunch of money at several things without knowing if they’ll help you and how you can track the results. In my 20+ years of experience with online marketing, I think there are three things that every company must add to their online marketing efforts: social media marketing, content marketing, and search engine optimization (SEO).
Let’s face it: social media marketing has to be a part of your online marketing plan. If it’s done right, a well-planned out and executed social media marketing strategy will increase your visibility, resulting in new followers, and ultimately, new customers. It doesn’t need to include every social media channel that exists either – you just need to focus on the ones that your audience visits. And even then, you should start out slowly, because once you have a social media presence, you need to keep up with it, so you don’t want to be overwhelmed. In our social media marketing courses, I oftentimes see the look of relief on people’s faces when I bring this up. It’s better to have fewer social media channels and do them justice than to have too many and fail.
One of the great things about social media marketing is that it’s a two-way street: you share information with your audience and your audience responds back. It’s really a win-win scenario. By looking at metrics and reading your audience’s comments, you can gather so much information. And even if you get negative feedback, you can learn from that and improve. Social media marketing is an important way to get increased exposure online and glean valuable information from your audience.
Content Marketing: (Search Engine Optimized) Content is King
You’ve heard it before: content is king. And by that, I mean high-quality content that’s properly optimized for search engines. The purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention of enhancing the consumer’s behavior. People want valuable content to enrich their experience with your brand. To provide that to them, you need to understand your target audience, what their concerns are and how your product or service can help them solve their problems. From there, you create content that’s relevant and engaging without being too salesy. The belief is that if a company provides valuable content, the consumer will ultimately reward them with their business and loyalty. Creating rich content for all your channels – website, blogs, social media, documentation, etc. – is an ongoing process that should be integrated into your overall on- and offline marketing strategy.
So where does SEO fit in? Everywhere! Content is the most important thing that you put in front of your audience, and that’s where SEO comes into play. Without an SEO strategy, you can have the greatest content in the world, but no one will find it. In our SEO training courses, we teach attendees how to develop an SEO strategy that will produce results for years to come. By following best practices such as researching and adding keywords to your content, you’ll feed information back to search engines so that your content will be found in online search results.
Upcoming Digital Marketing Courses
The above described three discipline all go hand in hand. By incorporating SEO, social media marketing, and content marketing into your online marketing mix, you increase your chances of being found by your target audience. If you want to learn more about these online marketing strategies, I invite you to attend an upcoming digital marketing course here in the Denver and Boulder area.
Please don’t hesitate to reach out if we can answer any questions you may have.