The landscape of marketing and advertising has evolved dramatically over the past decade. No longer are traditional methods of promotion like TV and radio commercials the most cost-effective. If you're struggling to acquire new customers for your business, you'll need to focus on digital marketing mediums.
Search Engine Optimization
What in the world is search engine optimization and how can it benefit your business? Search engine optimization, or SEO, refers the process of optimizing a website with the goal of achieving a higher ranking in the search engines for one or more keywords. When your website ranks higher, you'll receive more traffic. And more traffic typically means more inbound sales leads or inquiries.
For a crash course on SEO, check out Google's guide here.
If email isn't a component of your business's digital marketing strategy, you are missing out on one of the most effective ways to generate more leads. The problem – well, one of the problems – with print/mail advertisements is the delay between when you send the advertisements and when they reach prospects. With email, you can rest assured knowing that recipients will receive your messages almost instantly. Email also offers access to key performance indicators (KPI) like click-through rates and conversions that can be used to further optimize your campaigns.
It's estimated that nearly 3 in 4 U.S. adults have a social media account. Of course, many individuals have multiple accounts, spanning Facebook, Twitter, Instagram, Google+, etc. Therefore, business owners should also maintain an active presence on social media, using this digital platform to connect with their target audience. If you are in a B2B selling environment, then you should definately consider LinkedIn.
Pay-per-click (PPC) marketing is arguably one of the most cost-effective ways to promote your business. PPC platforms like Google Adwords and Bing Ads allow advertisers to promote their products or service, paying only when a visitor clicks their ad. The cost for each click can be as little as a couple cents, whereas a sale can easily yield thousands of dollars in revenue. That's a pretty substantial return on investment to say the least, making PPC a highly lucrative digital marketing platform. PPC isn't right for everyone, and definately requires campaign management. If you don't have the bandwidth to manage a PPC campaign internally, there are plenty of marketing agencies that are capable of helping.
Marketing automation is essentailly a tool that allows your customize, connect and manage your digital marketing tools. You could do something as simple as creating an auto-responder email campaign in a beginner level tool like MailChimp, or a fully integrated and powerful tool like HubSpot. HubSpot offers a plethora of software and online tools to assist business owners, including email marketing, SEO, marketing automation, landing page creation, web analytics, social media, blogging and more. While other companies offer similar tools and services, HubSpot is an all-in-one provider.