There are a few areas of business that move as quickly as digital marketing. Even people who spend their entire working week reading about and practising digital marketing cannot claim to know everything. Technology and consumer expectations are moving at such a pace that it is essential to try and stay up to date with the latest digital marketing tactics, or you risk being left behind by competitors. If you are new to digital marketing or are concerned you are missing out on a potential goldmine of opportunity, this guide outlines 6 crucial digital marketing tactics to try in 2020.
Search Engine Optimization
Search Engine Optimization (SEO) is the practice of building and maintaining websites so that they appear higher search engine results. For example, a business that sells wedding shoes would want to appear on the first page of results when someone types ‘bridal shoes’ or ‘shoes for brides’ into Google. To do this, the business would need to build a website that is optimized for those terms, including relevant content pages within the site.
It is more critical than ever to be visible on social media. There are lots of opportunities to be creative and to reach your target customers, but the key is to find the platforms and strategies which work for your business. It is not necessarily about trying to get as many followers or likes as possible but focusing on the quality of the brand image and customer relationships you cultivate. When you have the right platform, engaging and useful content, and a strong brand, success will follow.
Content marketing is the creation of articles, blogs, infographics, podcasts, video marketing, and many more types of content to engage with the target audience, gain their trust, and increase brand awareness. The more unique and valuable a piece of content is, the more likely it is that it will be shared, commented on, and referenced as a source by other websites via a backlink. Click here for more on earning backlinks.
Businesses can advertise their products or services through online advertisements that appear in search engine results or on relevant and popular websites. With pay-per-click (PPC) advertising, you only pay for an advert when someone clicks on it and lands on your website. There is a balance to strike, however, as you do not want lots of people to click on your advert if they are unlikely to convert to a customer as this will run up your costs. A professional PPC company like Made by Factory can help you to create and manage a PPC campaign based on your business objectives.
Email marketing has been around for a long time; it is still relevant in the digital marketing field. If you have a list of email addresses of potential, current or past customers, you can nurture those relationships and increase the likelihood that they will engage with and buy from you. However, it is essential to be aware of the General Data Protection Regulation (GDPR), which means you need to have the explicit consent of the recipient to send emails to them.
Affiliate or Influencer Marketing
Depending on your industry, it might be worth affiliating your brand with a spokesperson who has a significant online presence, e.g., a lot of social media followers or subscribers to a blog or YouTube channel. If they post content that promotes your product, service, or brand, they can increase your exposure significantly.