Digital marketing has become an increasingly important part of any business over the last few years, and anyone who wishes to succeed online needs to focus their attentions on utilising what’s out there in the digital world.
While this might sound scary to some, others have adopted the various strategies to varying degrees of success and reaped the benefits. Every campaign is different, however, and there is no surefire method that can be adopted to guarantee a return on your financial and time investments.
As with all things digital, the industry continues to evolve and it’s vital that you stay on top of the latest trends, innovations and methods to make sure that you’re doing all of the “right” things. While there are tons of great guides on the web, such as the ones posted on Gareth Bull SEO and numerous books published by digital marketing experts (I refuse to use the term ‘guru’ like many do, it’s a ridiculous phrase), many are now out-of-date even though they were published within the last twelve months.
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This means that you need to keep your eye on the ball and forget about the things that are no longer relevant. The question is, however, how do you do that? What are the key components of a modern digital marketing strategy?
One of the first, and arguably the most important component in a modern digital marketing strategy, relates to content. Search engines such as Google who placed extra emphasis on quality, relevant content and rewards the sites accordingly.
It’s no longer a case of stuffing key terms and phrases into an article like it was five or six years ago, it’s now much more important that the content is well-written, tailored to the website and that it provides value to users. If it does, the article (and subsequently the site) is much more likely to rank for the important terms and phrases that you want to be found for.
This means that you now need to place as much emphasis on on-site content as well as off-site content. Your own blog page often gets neglected because of spending so much time securing new investments, contracts and clients – but that’s what you can write about. Shout about what makes you great and you can show people.
In an off-site sense, it’s just as important to get your name “out there” as it is to make a name, so getting other sites to link back to you, even if it’s just a reference such as “check out what these guys have to say about…” then you’ll be passed authority and you may even see a boost in traffic and rankings.
Social media is also becoming a major player in the industry and it’s no longer just about making a site SEO-friendly. We’re now starting to see Tweets included in search results on Google, and it may only be a matter of time before we start talking about ‘social media optimisation’. The social networks are a great way of getting your name around the web, and you don’t even have to pay for it.
If you can produce a great piece of content and put it on your social profiles for the right people to see (and you can do this by spending on Facebook and Twitter ads which ensure that you reach specific people), then you have the potential to reach not only your existing audience, but their friends and family, and their friends and family, and so on. It’s free digital marketing – you’d be daft not to try it.