To get a clear picture of your Digital Marketing Landscape, it’s important to have a good idea of just what this actually entails.
Digital Marketing is a vast field with many techniques that business owners can use to improve their digital presence. There are many factors involved with being successful in digital marketing, three main areas being
social media activity,
digital advertising and,
- social media activity
- digital advertising
- content marketing
All of these elements come together to have an influence on your digital world. When combined lead to greater success.
Content is probably the most important factor when trying to improve your digital landscape as it will be responsible for generating the traffic needed to increase visibility. Content, on your website, is the foundation of digital marketing.
Social media activity is often the first thing that people think of when they hear digital marketing. The more engagement there is on your social media pages, the better your digital landscape.
The fastest method for improving your digital presence is advertising which can take many forms. Paid ads on social networks such as Twitter and LinkedIn are a great way to grab a potential customer’s attention quickly while ads on Google attract warm leads.
Working out your current position?
The first thing we do is look at how Google indexes your website. Assuming your site has been submitted to Google Search Console, we can quickly find out where your traffic is coming from, whether it’s branded or service/product searches. How many pages are indexed and for what search term?
It’s easy to check companies digital footprint with some quick visual inspections, without the aid of SEO tools.
- Visual check of pages for quality and readability
- Technical SEO Check – Meta Title, Meta Description, Image Names & Alt tags
- Quantity of new blogs
We also look at social media activity.
- How regular is the business posting
- Are there images/videos
- What hashtags are being targeted
- Do the majority of posts link back to the website?
By performing these tests yourself, you should be able to identify what’s missing and where to focus your attention. It’s no secret that to perform well in digital marketing, it’s an ongoing process. Organise a monthly digital meeting to generate ideas and measure results rather than a one-off digital project.
Digital is always changing, you’re only ever as good as the latest idea and with an infinite amount of content out there, you need to stay on your toes!
What are your options for improving your position right now?
Having a digital marketing strategy is essential from the outset. SEO can be considered a standalone activity, but always remember that SEO doesn’t exist in a vacuum, it works hand in hand with your overall marketing activity and goals, including social media posting and offline activities.
Content Marketing can significantly enhance the effectiveness of your website. This isn’t simply blogging; it’s about creating material that truly adds value, establishes your business as a thought leader, and teaches your target audience how to solve problems. In principle content marketing is a fairly straightforward process: create a blog/video/infographic on your website – then share it. Remember to use the terms your customers use and relevant hashtags in order to appeal to a wide audience when sharing on social media.
Update and refresh your core, evergreen pages. This is something that many people neglect, but it is absolutely essential. It’s possible that little changes make a significant difference! Comparing your pages to your competitors is a good place to start. We’re not referring to using SEO tools here; instead, enter your search term into Google and examine the content and structure of the pages being presented at the top of the organic results. You’ll soon discover the content your pages are missing.
When it comes to paid advertising, you must have a solid foundation on which to build. You can spend as much as you like, but if your website isn’t effective at converting leads into customers, your money will go down the drain. The road to purchasing online is a complex maze with numerous turns and twists, as customers compare, evaluate, and seek counsel along the way. All paid-for visitors should be able to access all of the information they’ll need in order to convert into a customer.
It’s difficult to see how all of this can be accomplished without putting in a lot of effort, but doing nothing will only result in stagnation. Google loves fresh, well-written content and will reward your efforts.
Recruit or outsource?
It’s entirely feasible to complete all of the above at various times yourself, but for small business owners, outsourcing may be a good start. It’s unlikely you’ll have time to consistently develop your digital presence as a small company owner. Hiring the services of a digital marketing agency will allow you to get things done in stages with less risk involved. Once you’ve established the foundations, and begin to see the benefits, you can decide whether or not to hire an in-house digital marketer.
If you’re considering hiring a Digital Marketeer you may consider consulting with a digital strategy agency (like ourselves) for support and advice. An outsiders view can often be a good way of identifying opportunities that may get missed.
Do more to get more back.
Hopefully, this post has provided you with some ideas on how to understand and improve your digital presence without complex jargon. With multiple ways to reach your target customers, it’s often difficult to see how all of this can be accomplished.
While digital marketing may seem daunting at first, taking a few simple steps to promote your business online will pay off in the long run.
If you would like a jargon-free review of your digital landscape please get in touch