Real life moment: watching in the winter Olympics, when….DUN DUN DUN….commercial break!
I had forgotten what life was like when ads interrupted our shows and movies. I was shocked by how impatient I became when those 4 minutes of ads made their way onto the screen.
It was in 2007 that Netflix came on the scene and revolutionized the way we watch everything. And in turn, it has aided in flipping the marketing and advertising world upside down.
Think about it. Traditional advertising seems to be on its last legs. The downfall of newspapers and magazines has hurt print advertising. Cord cutting and costs continue to take a toll on television commercials. Not to mention the negative perception of advertising without an invitation to today’s audience. (and the impatience…)
But with these changes also comes innovation. Digital marketing offers more efficient and effective ways to promote your business. So what digital marketing tactic should your brand use?
Search Engine Marketing
How often do you go past the first page of results when using a search engine?
I’m going to guess that you would be joining me, along with 90% of all people who never look beyond the first page of results.
Needless to say, the competition to get in front of searchers' eyes is fierce.
Setting yourself up for success will require a few digital marketing tactics and a whole lot of dedication. Because believe us, investing your time and energy in search engine marketing is worth it.
Google and other search engines create search results pages by using a series of algorithms. Search bots journey across the web to analyze and rank websites and web pages. Don’t worry, you don’t need to understand every angle of them. But you do need to note that they are ever-changing and keep in mind a few things that go into the rankings.
Factors that go into these rankings are about relevancy to the search query, including related keywords. Most search engines analyze the websites themselves, including site structure, loading speeds, and security. Think of each these factors like subjects in school. A 4.0 will get you on the first page of the search engine, so do everything in your power to bring your A-game to your website, as well as your content and keywords.
To boost their search rankings (get that 4.0!) and improve their chances of being seen online, websites must focus on search engine optimization (SEO).
SEO is the process of creating and maintaining an online presence that follows the best practices for search rankings. Among these tasks could be building a website with responsive design, creating content, or leveraging online review sites.
If you have a website for your business but aren't focusing on SEO, you're missing a huge opportunity to drive traffic and sales. (take a look at our window shopping analogy)
Content marketing often goes hand-and-hand with search engine marketing. Creating content is only one part of SEO, but it's arguably the most important.
If everybody loves to buy but they’re not keen on being sold to, quality online content writing is how you’re going to make sales.
Why? Remember that your most audiences, regardless of industry, don’t enjoy ads that bombard or interrupt them. Content is how you'll reel in most of the organic traffic to your site. When somebody hops on to Google with a question, your content is how you give them the answer.
Ex: “What kind of running shoes are good for flat feet?”
If you’re in the athletic shoe business, this is a perfect way to present your product to someone who is actively searching for a solution. In the form of content marketing!
Blog posts are often the go-to forms of content. Videos, infographics, and photo galleries are other examples. Content has plenty of room for you to get creative, as well as plenty of room for reaped benefits.
Content is such a powerful tool for SEO because of the ability to include titles, keywords, links, and of course your knowledge. It's also more efficient than broad advertising because prospective customers are coming to you, no the other way around.
With high-quality content that displays your expertise, your reputation and authority will grow. In turn, you'll shoot even higher up the search rankings and start to land more sales.
Targeted Social Advertisements
Not all forms of advertising are suffering.
Thanks to advancements in technology, marketers can get more specific and targeted with their ads than ever.
Commercials can reach a broad audience, but they're expensive and will mostly reach people who have no interest in you. But through Facebook, Twitter, and Instagram, you can promote your brand or product to the demographics most likely to need you.
Learning to speak your audience’s language can be half the battle with marketing. Facebook’s Audience Insights is a wonderful tool to help you better understand your customers. Based on common interests you are able to see what percentage of those interested are male or female, common pages they’ve liked, and even lifestyle habits like behaviors and activities.
Targeting ads means you don't waste time or money reaching out to a demographic that isn't interested.
An added bonus? Social media marketing is also a great way to boost SEO. While having a ton of followers or Facebook likes doesn’t directly affect your ranking on Google, links to your content via Facebook, Instagram, and Twitter absolutely does. All the more reason to create quality, share-worthy content.
A Digital Marketing Tactic For Every Business
No matter what the size of your business is, you can use digital marketing to draw in customers and make more sales. I’ve witnessed early-on entrepreneurs to established businesses alike use these digital marketing tactics to increase their business. And those that are dedicated find success.
We are a huge advocate for those who have the drive to hustle. And we like to share ideas.
For more digital marketing ideas and inbound marketing tactics, visit our blog!