As companies continue to navigate through this difficult time, digital marketing has become a necessity. Despite growing trends in the digital space over the years, only recently have companies been forced to adopt digital practices.
Whether you are new to digital marketing or have been a believer for years, there are 7 digital marketing resources we recommend for companies that want to reach consumers where they are.
- Rethinking Social Media
Social media is less about marketing and more about connections. It is an effective way to build relationships with potential buyers and customers.
Not only does social media provide a window into your company (which is how most potential buyers use it), but it also represents a transparent, real-time communication forum. In terms of educating potential buyers, social media is an authentic window into your brand, that can also attract future customers by providing information, resources, and answers to pre-buying questions. It is also a powerful way to showcase how a business is giving back to the community during times of need. With nearly 82% of U.S. consumers considering corporate social responsibly when making a purchasing decision, many companies have shifted their focus when it comes to marketing and business strategies.
- An SEO Enhanced User-Friendly Website
Websites that are user and mobile-friendly, are easily navigable, and easy to find are a critical step to growing business digitally. With more consumers being forced to adopt online shopping, a robust e-commerce strategy and a mobile-friendly website is critical.
However, before you can sell to customers online, potential customers must be aware you exist and ultimately find you. For those brands who neglected SEO tactics, we highly recommend adopting a basic SEO component checklist to ensure you’re using relevant keywords, meta descriptions, optimized titles, images, and headers.
For those who have invested in smart SEO tactics, congratulations, those efforts will pay off in the coming year.
- Retargeting Advertisements are a Smart Investment
Research shows that less than 2% of all website traffic will convert on the first visit, and as a result of that, retargeting ads can be impactful, if used authentically. Retargeting ads ensure your brand and products resurface multiple times during a user’s session. Social platforms such as Facebook, Google, and Instagram have this ability built into their algorithms making these platforms a great place to start.
- Value-Added, SEO Packed Content, and Resources
Although digital advertising, such as Google PPC, often appears to provide instantaneous results, the truth of the matter is that it takes months before a website will organically rank on Google for a particular keyword.
In fact, many experts believe that it takes about three to six months in order to rank for relevant keywords using digital ads alone.
To kickstart growth in this hyper-digital time, try sharing keyword-rich content on the website (such as a blog, white paper, infographic, etc.), and focus on building momentum. We also recommend ensuring content leverages interactive gamification tools such as quizzes, assessments, calculators, or augmented product testing.
To better understand these tools, visit here for a list of ideas to get started.
- Online Reviews are Extremely Important
For those brands who’ve built a solid SEO-packed digital footprint and are consistently ranking on the 1st page of Google, traffic numbers may be very strong, yet conversion could be low.
If that’s the case, online reviews may be the problem, or the answer.
Leveraging review platforms, such as Yelp and Facebook, are powerful resources to focus on. These platforms provide the ability to highlight customer feedback and showcase a brand’s dedication to customer service.
Furthermore, research shows that 91% of buyers regularly or occasionally read online reviews during the purchasing process, which means there will be a strong chance potential customers will scan reviews before making a purchasing decision.
Additionally, if a company receives negative reviews from a disgruntled employee or customer, it is equally important that an online reputation management system is implemented to ensure these negative reviews are addressed and handled in a timely manner.
Note: Google is currently not publishing reviews during the pandemic, however, if your brand generates reviews during this time and they will be posted at a later date.
- Tell Your Brand Story Through Video Marketing
According to this article, “video marketing is one of, if not the, most important marketing trends today…”
With almost 70% of consumers preferring short videos when researching a new product or service, versus other sales material, developing a short video could be extremely valuable to your company.
Also consider trying a Facebook Live session, or posting a short video on your company’s website or LinkedIn page describing new resources or innovative business pivots being made in response to local and national changes.
- Take Advantage of Social Commerce and Shoppable Posts
Lastly, platforms such as Instagram and Facebook allow brands to seamlessly integrate e-commerce capability with the use of shoppable posts.
This makes the process simple for customers, as well as your brand.
Leveraging this capability also creates an opportunity to integrate influencer marketing or leverage consumer-generated content. Implementation is relatively inexpensive, and the outcome produces relatable content that consumers navigate towards and trust.
If you are interested in adopting any of these tactics but are lacking the resources to do so, contact Promote on Purpose today!