Having said that, we will discuss some of the best digital marketing strategies for creating an integrated marketing program here. These approaches cover various stages of the client’s journey, each with its benefits and disadvantages.
Let us get started 1. Inbound marketing In recent years the word “inbound marketing” has become the mouthpiece of digital marketing. But what exactly is it?
In the past, regular marketing efforts have a common goal: to attract as many potential customers as possible by delivering the ads as far and as broadly as possible. There are many ways to do this: TV ads, billboards, newspaper and magazine infomercials, attending trade shows, “outgoing” marketing events, etc.
Nevertheless, customer behavior has changed in the advanced age of the Internet and now most of us are becoming more resistant to these outbound marketing activities, especially advertisements. Therefore, it is now increasingly difficult to gain the confidence of consumers due to the very saturated market, where the biggest and most developed companies are currently struggling with this fact.
Inbound marketing is essentially related to content marketing tactics including SEO. Most communications experts actually support it, since it will deal with the two issues discussed above.
Second, by frequently publishing content and making it accessible (among other attempts by SEO), you draw potential customers inward, rather than moving your messages. Secondly, if not the best way to establish your role as an expert in your own niche / industry is to publish fragments of appropriate, useful and high-quality content, and thus you can gain customer trust.
Inbound marketing, your content is just as important, if not more important, than your principal service or product. Your company not only sells products but also offers values to its customers as a knowledge provider.
You can use this Marketo Inbound Marketing Guide to get started.
2. Content marketing We mentioned previously how inbound marketing combined with SEO is basically content marketing. However, content marketing is in itself a fairly broad and profound topic, so we’ll be exploring how to use it effectively in 2018 and beyond.
Firstly, fragments of your posts must be useful, special and important for real human readers, not just search engine algorithms. If you are already familiar with SEO, the main approach is probably the creation of structured content with the sole aim of placing it in the top search positions.
There are however two reasons why it no longer works today: the 2011 Google Panda update algorithm no longer classifies sites with poor quality content. Moreover, the bounce rate is currently a ranking signal (link to the Rankbrain article), while readers are becoming smarter on the other side. This means that if the readers download an excerpt of low-quality articles immediately after reading, it will have no value in terms of SEO and reputation.
Hence, your articles should contain real and unique ideas that are sufficiently complete, well written and complicated for individual readers.
Attractive material A further challenge in the content marketing world emerges with the proliferation of inbound marketing: saturation. Hundreds, if not tens of hundreds of papers are written every day in a variety of ways, then making our voices heard in the midst of the chaos is extremely difficult.
To tackle this problem, we must continuously provide immediately attractive content, using a variety of media types available. Interactive, enjoyable, and captivating content will help you expand your scope.
Using questionnaires, interactive infographics and other kinds of interactivity to convey the messages from your brand more effectively. Don’t be afraid to try something different, your creativity is your limit.
Audio and video content is gaining popularity so don’t wait to get on the train. The main advantage of videos and podcasts is the weather: you can eat podcasts while you’re driving or commuting to work, you can watch videos when you’re in the gym, but you can’t say the same for written articles. Needless to say. Text content is still better at providing in-depth information, and text content fragments are now even easier for SEO purposes to optimize.
The end result? Diversify your ways of writing, and be imaginative with your approaches again.
3. SEO Marketing and Search Engine Marketing What do we do first when we look for information today? Google Search It has been even more relevant in recent years since we have Google’s and Siri’s assistants on our smartphones, in addition to Alexa and other smart home supporters. More than 4 billion searches are performed on Google each day, and if you don’t optimize your website, landing pages, and social network posts, a wide audience is lost.
To do this, there are two main methods: organic optimization of our posts, which we understand as Search Engine Optimization (SEO), and placing ads on Google or other search engines, which we understand as Search Engine Marketing (SEM) or PPC (Pay-Ads per click).
SEM can deliver short-term results but if we concentrate on profitable keywords, it can be quite costly. SEO, on the other hand, is relatively inexpensive and, when done correctly, can be completely free, but will require a long-term investment. Generally speaking, we need to spend 6 to 12 months in search engine optimization efforts before seeing significant results (i.e., ranked in Google SERP top three).
The important thing here is to balance the two alternatives: building organic reputation via SEO while achieving short-term results through PPC advertising, both with good cost management.
4. Social network marketing There is no question that the use of social networks is an extremely effective strategy at a time when teens spend up to nine hours a day on social networks. The problem is how to successfully do that.
The first thing to consider about 2018 social media marketing is the organic scope that falls rapidly on several social media platforms. So it’s very possible that we’re going to have to become paying social alternatives to have a successful impact. So, the aim here is how to make the most of your investment.
Remember that for some niches / industries social media platforms work better than others. In general, in a B2C environment, Facebook and Instagram have a little more success although it is still powerful for B2B businesses. But, as with Facebook, LinkedIn is a fairly obvious choice for B2B.
Audience selection is the primary key to a successful promotion of paid social networks: if you can determine the best audience available for your company with the maximum number of sales opportunities, you can do more with your investments. Check out this Neil Patel post for more info on paid social marketing.
Does this mean though that organic social media marketing is dead? Needless to say. There are still ways to increase the impact of organic social networks and for more favorable results you should use it along with your paid social websites.
5. Press has won and public relations How can we make our voice heard in a market that is highly saturated? Popular influencers or high-profile media followed by many men and women are amongst the best forms. Even though most of our marketing efforts are digital now, don’t underestimate digital public relations.
Social networks, or sometimes called “social media,” are a platform that you have “won” by various other than paid advertising activities, including popularity, link and credibility. You can identify the opinions and comments you have acquired on social media, word of mouth, radio, television, newspaper, and various online media reports as won media.
The main advantages of the means gained for the purposes of public relations are that they are affordable, if not “free,” and that they are not demanded, which gives it perceived credibility.
So how do we get the means? Unfortunately, there’s no simple way: you’ll need to develop your credibility, reputation and relationships gradually with the ideal influential people and the press. Check out this guide to salt stone highlighting some unique and powerful winning media tactics.
6. Reference Marketing One of the best, if not the best, approach to achieving exponential growth is to promote their product / service as advocates for a large number of people, including their customers. Even so, it’s easier to say than done, because not even a lot of excellent products are viral.
But with referral marketing, which basically attracts people to advertise their product or service as reference marketers, we could artificially create the same effect. We also use various terms such as “affiliate marketing,” “sponsorship program” or “partner program” to clarify this strategy, among others, but the essence remains the same.
The key to the success of SEO marketing is the opportunity and more so how much it has to sell. Make an over-offer and run the risk of getting low-end references and dishonest reference sellers looking for quick profits.